Dealers still not responding to Internet leads, study finds
A study of dealership responsiveness to Internet leads found that 1 in 12 customers received no response of any type not even an automated email response. That level has not improved in the past five years that Pied Piper Management Co. has done the study. In the 2015 study, only Lexus dealerships managed to respond to 98 percent or more of customer Internet inquiries. The success of Lexus is based on consistent sales processes and a greater number of top-performing dealerships as a percentage of all dealerships. These brands failed to respond at all to 10 percent or more of such inquiries: BMW, Cadillac, Honda, Hyundai, Lincoln, Mazda, Mitsubishi, Nissan, Scion, Subaru and Volvo.
Few areas within the auto industry reward effort so immediately with incremental sales, said Fran OêHagan, president and CEO of Pied Piper. Yet at too many dealerships, Internet follow-up performance remains largely invisible.
On average, customer Internet inquiries received a qualified response within 30 minutes about 50 percent of the time. But brands varied widely. Dodge, Fiat, Ford, Lexus and Lincoln dealerships responded within 30 minutes on average more than 60 percent of the time. Chevrolet, GMC, Mini, Mitsubishi, Smart and Volkswagen stores responded within 30 minutes on average less than 33 percent of the time.Download Bulletin PDF