Key Areas Identified to Improve Customer Phone Experience - AutoSuccessOnline

Key Areas Identified to Improve Customer Phone Experience

Study shows the average answer rate in dealerships is 95%, with only 83% of shoppers being connected to a live person.

CallSource, a leader in automotive call tracking and analytics, released their first annual Inbound Phone Experience Study analyzing OEMs to determine how each brand’s inbound phone calls impact customer experience.

“For years, everyone has known there is a direct correlation between car shoppers’ dealership experience and their likelihood to purchase. The phone is a key element of customer satisfaction within a car buying journey. We wanted to use our data to find the right combination of behaviors that will have the quickest impact on customer experience for dealers and OEMs,” stated Pogo Parr, president of automotive.

In this study, CallSource focused on three key areas of the inbound phone call: answer rate, connectivity score and appointment set rate. CallSource identified these key areas as easy opportunities for dealers to immediately improve their customers’ phone experience. According to the study across all brands and categories, both luxury and mass-market, the average answer rate in dealerships is 95%, with only 83% of shoppers being connected to a live person in the correct department. The biggest dealership challenge is getting in-market shoppers to commit to a dealership visit, which only occurs 19% of the time.

“Awareness is key. By listening to and analyzing thousands of calls, it is obvious the phone process is broken in the dealership. With dealership visits declining as more shoppers research online, securing appointments to increase showroom visits is more important than ever. This study sheds light on the process of the phone that is broken within each brand and what OEMs and dealerships need to pay attention to, right now, to improve the overall consumer experience,” Parr said.

Other key findings from the study:

  • Toyota and VW rank highest in phone experience in mass-market brands.
  • Acura and Audi rank highest in phone experience for luxury brands. Luxury brands, in general, have the lowest phone experience scores.
  • Kia (90.3%) & GM (88.5%) have the highest connectivity scores in the mass-market while Acura (87.2%) and Audi (86.7%) rank highest in the luxury category.
  • Toyota (27.9%) and Hyundai (24.5%) set the most sales appointments in the mass-market category while Acura (27.3%) and Alfa Romeo (25.2%) rank highest in the luxury category.

How does your brand rank?


You May Also Like

Autosled Announces Multiple Product Upgrades

Improved shipment visibility and transporter payment system among updates affecting retail automotive dealers looking to ship cars and trucks.

Autosled announced that it has released multiple product improvements for its nationwide vehicle transport and logistics platform. As a disruptor in the mobility and digital logistics space with a proven track record of excellence, Autosled is constantly improving upon its existing products and infrastructure.

The most recent product rollouts improve functionality for transporter teams within the Autosled network. Providing additional visibility into the available loads along each driver’s individual route saves time while also providing improved service to dealerships needing to move vehicles faster. In addition, Autosled’s new one-click reassignment function saves both dispatchers and drivers significant time, especially when a change needs to be made while a vehicle is en route. Large transport companies with multiple drivers will greatly benefit from these process improvements. Autosled’s mobile application, iOS version 3.1.1, now includes a popup alert informing the driver if the load requires an enclosed trailer, contains any inoperable vehicles, or necessitates special instructions required by the shipper. This has been especially helpful as Autosled increases its coverage at ports and railyards nationwide. These considerations provide that only drivers who can meet the specifications drive to pick up these vehicles- cutting down on pickup cancellations and wasted time.

High Interest Rates, Slow Economy Repress U.S. Auto Dealer Sentiment

The Q3 report is the fifth consecutive quarter with dealer sentiment below the 50 threshold.

Last Call to Nominate a Veteran to Honor

Do you know a U.S. veteran who now works in the automotive industry? Is that vet making the industry a better place? Nominate him/her for our Veterans & Vehicles program!

FrogData Partners with Minnesota Automobile Dealers Association

Under this agreement, MADA will endorse and recommend FrogData’s solutions to its network of dealer members across Minnesota.

Auto Dealer Study Reveals Ways to Increase Appointment Success

The study showed when the trade was discussed, the likelihood of setting an appointment jumped from just over 24% to 42%.

Other Posts

DOWC Is One of New Jersey’s Best Places to Work

DOWC received high marks for its workplace environment, company ethics and policies, and for providing an opportunity for growth.

DealerBuilt Pulls into Service Lane with Acquisition of iService Auto

iService’s solution is a key piece in an M&A strategy that unlocks the ability for DealerBuilt customers to run all their departments on one integrated platform.

Mopar, Petra Partner to Launch New Maintenance Products

Petra will provide a suite of Mopar products, including chemicals to help maintain the fuel system, diesel fuel system and A/C systems of the vehicles serviced.

Dealerware, Tekion Partnership Saves Time with Self-Service Check-In, Automated RO Tracking

The Tekion and Dealerware partnership utilizes Dealerware API to automate the flow of customer information between Tekion DMS and Dealerware’s courtesy loaner management platform.