fbpx

BMW And Honda Dealers Ranked Highest For Response To Internet Inquiries, Says New Pied Piper Survey

BMW and Honda dealerships ranked highest in the 2016 Pied Piper PSI Internet Lead Effectiveness (ILE) Motorcycle Industry Study, which  measured how motorcycle dealerships responded to customer inquiries received through dealership websites. Study rankings by brand were determined by the Pied Piper PSI process, which ties “mystery shopping” measurement and scoring to dealership sales success.

PiedPiper

Pied Piper sent customer inquiries through the individual websites of 1,757 motorcycle dealerships, asking a question about a vehicle in inventory, and providing a contact name, email address and local telephone number.  Pied Piper then evaluated how the dealerships responded over the next 24 hours. Nineteen different measurements generated a dealership’s PSI-ILE score.

Motorcycle industry average performance has improved compared to previous years. For example, in 2008, Pied Piper found that motorcycle dealerships on average responded in any way within 24 hours only 30% of the time.

Response increased to 72% of the time in 2013, and 89% of the time in 2016, as “auto responder” customer relationship management (CRM) software became more common.

CRM software is only the first step though, since acknowledging a customer inquiry with an automated response fails to answer customer questions.  Despite acknowledging customer inquiries 89% of the time in 2016, motorcycle dealerships answered customer questions only 41% of the time.

“Imagine ignoring 60% of the customers who walk into a dealership,” said Fran O’Hagan, President and CEO of Pied Piper Management Company LLC.  “A dealer principal would never accept such poor performance, yet that is exactly what’s happening today to customers who reach out through a dealer website.” 

Pied Piper has found that today more than 8 out of 10 motorcycle shoppers research their purchase online before ever visiting a dealership in person.  Today interaction through a website is likely to be a new customer’s first contact with a dealership.

The study found substantial differences in performance by brand.

– Responded in any way – often an automated response – within 24 hours:

  • Most likely: Harley-Davidson, Polaris, Suzuki, Husqvarna (90%+ of the time)
  • Least likely: Moto Guzzi, Zero, Aprilia, BMW (<80% of the time)

– Provided a personal response within 24 hours:

  • Most likely: BMW, Zero (50%+)
  • Least likely: Moto Guzzi, Yamaha, KTM (<35%)

– Provided a personal response within 30 minutes:

  • Most likely: Harley-Davidson, Honda, Indian, Kawasaki (15%+)
  • Least likely: KTM, Zero, Can-Am, Yamaha (<10%)

– Answered the customer’s specific question within 24 hours:

  • Most likely: BMW, Zero (50%+)
  • Least likely: Harley-Davidson, Polaris, Kawasaki, Yamaha, Can-Am, Triumph (<30%)

– Attempted to contact by phone within 24 hours:

  • Most likely: Harley-Davidson, Indian (50%+)
  • Least likely: KTM, Yamaha, Husqvarna, Can-Am, Aprilia (<25%)

Given the importance of customers met through a website contact, why aren’t all of today’s dealership responses quick and complete?  O’Hagan explained, “First of all, unlike customers who walk through the door, online customers are invisible to management unless management is vigilant and pays close attention to what is really happening.  Secondly, it’s not easy to be perfect every hour of every day to keep online customer inquiries from falling through the cracks.”

Asked how motorcycle dealerships can improve their performance, O’Hagan said:

“Forget about perfection.  Start with the basics but be relentless in completing those basics every day.”

Pied Piper has found that most successful motorcycle dealerships use the following three steps:

1.  Know exactly how your CRM software is working.  Is the message appropriate?  Is it current and unique to your dealership, and are the variable fields working correctly?  Or is your message exactly the same generic message sent by hundreds of other dealerships?  Are your CRM emails getting flagged as spam?

2.  Respond to all of your customer inquiries at least once a day, no exceptions.  If your customers provide a telephone number, call it right after you send your email response.  You are not trying to sell a motorcycle online, you are trying to add a customer.  Your objective is to be helpful and to provide good reasons for the customer to visit your dealership.

3.  Measure it and track it.  A dealership’s response to customer internet inquiries is a process and if you define it, then measure it and track it, it will change.

The 2016 Pied Piper PSI-ILE Motorcycle Industry Study was conducted between August 2015 and July 2016 by submitting customer internet inquiries directly to a sample of 1,757 motorcycle dealerships nationwide representing all major brands. For more information about the Pied Piper Prospect Satisfaction Index, go to www.piedpiperpsi.com.

You May Also Like

BIRTH OF THE BEAST 4.0: Engineering the 2024 KTM 1390 SUPER DUKE R

Go behind the scenes to see the conception and development of this new bike.

2024 KTM 1390 SUPERDUKE R EVO

KTM is proud to release "BIRTH OF THE BEAST 4.0": an in-depth look at the conception and development of the new, 2024 KTM 1390 SUPER DUKE R. Go behind the scenes in Mattighofen, Austria, to meet the passionate and dedicated engineers whose relentless pursuit of perfection turned dreams into a 1,350cc, 190 pferdestärke reality.

Volcon Releases New Video of First Stag Units at Headquarters

After a final quality check, the first Stag will go to the U.S. Army Corps of Engineers.

Stag UTV
Segway Powersports’ Bets Pay Off at AIMExpo

Segway secured applications for 31 new dealers.

Segway Powersports booth at AIMExpo, media filming presentation
AIMExpo 2024 and the Powersports Industry By the Numbers

MIC released numbers about both AIMExpo attendance and the powersports industry’s value.

AIMEXPO logo 2024
Ryvid Announces Interactive 3-D Parts Catalog for Anthem Electric Motorcycle

A busy February for Ryvid with a unique 3-D parts catalog for owners, a class win in the Rider’s Choice Awards 2024, and participation at AIMExpo.

3-D parts catalog

Other Posts

RumbleOn Appoints Brandy Treadway as Senior Vice President and Chief Legal Officer

Treadway brings over two decades of legal expertise.

Brandy Treadway
Sturgis Motorcycle Museum Announces 2024 Inductees to Hall of Fame

The Hall of Fame Class of 2024 is notable for its deep roots in the culture of motorcycling.

Sturgis Museum and Hall of Fame banquet
New Sponsorship Agreement Between Heidenau Tires and Team Obsolete

Heidenau has been producing tires for classic motorcycle sizes for almost 20 years.

Heidenau tires with classic Benelli race motorcycle
R&G to Protect All-New Rahal Ducati Moto Team

The team makes its maiden appearance at Daytona 200 next month.

R&G crash protection engine cover