Harley dealers top Pied Piper mystery-shopper study

Publish Date: 
May 5, 2013

ONLINE LEADS. Pied Piper conducted its PSI Internet Lead Effectiveness (ILE) study between September 2012 and April 2013 by submitting Internet inquiries to a sample of 1,117 dealerships nationwide representing all major brands. 

Much has changed over the five years since 2008, when Pied Piper last measured how effectively U.S. motorcycle dealerships handled customer inquiries received over the Internet. Back then, Pied Piper found that motorcycle dealerships responded within 24 hours — in any way — only 30 percent of the time. The comparable number in 2008 for the auto industry was 64 percent of the time. At the time, auto-response CRM software was uncommon.

Dealers responding to an online customer inquiry use an auto response (56 percent of the time), a personal response (16 percent of the time), and no response of any type (28 percent of the time).

Fast-forward to 2013, and Pied Piper found that motorcycle dealerships respond within 24 hours 72 percent of the time, while the same 2013 figure for the auto industry is 93 percent of the time. Today auto-response CRM systems are common. In fact, the first response to a motorcycle customer Internet inquiry is an auto response 56 percent of the time, a personal response 16 percent of the time, and no response of any type 28 percent of the time.

When ranked by PSI-ILE, Suzuki dealerships finished first, followed by Triumph, Star, Ducati, BMW and Husqvarna.

PSI-ILE measures 19 different criteria. Two criteria of particular interest are whether the dealership answered a specific question posed by the customer, and whether the dealership attempted to follow-up by telephone. The brands whose dealerships were most likely to answer the customer’s specific question were BMW, Star, Husqvarna, Suzuki and Ducati. The brands whose dealerships were most likely to attempt to contact the customer by telephone were Harley-Davidson, Suzuki, Triumph, BMW and Victory.

Posted by Arlo Redwine