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Monday, March 12, 2012

Lexus, Acura, Infiniti Top Dealerships for Internet Lead Handling

MONTEREY, CALIFORNIA, USA – March 12, 2012 – Lexus, Infiniti and Acura dealerships ranked highest in the 2012 Pied Piper Prospect Satisfaction Index® (PSI®) Internet Lead Effectiveness™(ILE™) Benchmarking Study, which measured auto dealership responsiveness to customer inquiries received over the internet. Study rankings by brand were determined by the patent-pending Pied Piper PSI process, which ties "mystery shopping" measurement and scoring to actual industry sales success.

Highlights…

• Three Asian luxury brands, Lexus, Infiniti and Acura, were top-ranked this year.
• There was industry-wide improvement—2/3rds of the brands scored higher—led by Ford and Chrysler brands—Kia too.
• However, there is still plenty of room for improvement industry-wide. 22% of customer internet inquiries today remain unanswered after 24 hours. Note that a single, generic dealership auto response doesn't stop the clock… 
• Note that Pied Piper's method of measurement does not rely on sending dealer leads through third-parties or through OEM CRM systems. Pied Piper's approach is identical to what a customer would do… First "Google" a brand and location, go to the dealership website that appears, then follow whatever direction the website provides for a customer who wishes to contact the dealership.
• Brands which performed poorly in the rankings almost always start with a problem of too many "zero responses," where not even an auto responder message is received, let alone a personal follow-up. The top 10 brands limit "zero responses" on average to 5% of the time; vs 19% of the time on average for the bottom 10 brands.
• New this year: Pied Piper measured the effectiveness of each different combination of auto responders and personal responses… There is finally an answer to the question about what's best, an auto responder (and what type), a personal response or different combinations of the two. Some examples follow, but first, to put the scores below into perspective, this year's industry average PSI-ILE score was a 54. Lexus, one of the top brands, scored a 62. 
-Dealers of all brands industry-wide who responded only with a single autoresponse on average scored a 26. 
-Dealers of all brands industry-wide who responded only with a single personal response scored a 59.
-But dealerships who responded first with an autoresponder and then followed-up with a personal response scored in the high 60s, which was higher than the average for any single car brand. And that's before taking into account any other factors, such as speed of response, attempt to follow-up by phone, answering specific questions, etc, which would boost the scores even higher. 

For a copy of the complete press release, including 2012 Pied Piper PSI-ILE brand rankings, or for more information about the Pied Piper Prospect Satisfaction Index, and the patent-pending PSI process, go to 
https://www.piedpiperpsi.com/press/ 

About Pied Piper Management Company, LLC 

Pied Piper Management Company, LLC is a nine year old Monterey, California, company that develops and runs sales and marketing programs to maximize the performance of dealer networks. Go to www.piedpipermc.com.
 

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Vice President - Digital
Tier10 Marketing
505-301-6369
http://RalphPaglia.com http://GPlusRalph.com