BMW Dealerships Rank No. 1 in Website Customer Service
July 10, 2019—BMW auto dealerships ranked highest in the 2019 Pied Piper PSI Internet Lead Effectiveness Benchmarking Study, answering the question, “What happens when customers visit a dealer website and inquire about a vehicle?”, reports Business Wire.
Pied Piper submitted customer inquiries through the individual websites of 9,264 dealerships, asking a question about a vehicle in inventory, and providing customer’s contact information. Pied Piper then evaluated how the dealerships responded by email, telephone and text message over the next 24 hours. Twenty different measurements generated a dealership’s PSI-ILE score.
The most basic measurement is whether a customer received an email response of any type—even an automated reply—within 24 hours. Industrywide, on average 8 percent of customers received no email reply of any type. A more meaningful measurement is whether the customer received an email answering their question within 24 hours. BMW, Porsche, Mercedes-Benz, Acura, and MINI dealerships were the most likely to email an answer to the customer’s question within 24 hours, more than 55 percent of the time on average. In contrast, dealerships selling Ford, Genesis, Buick, Hyundai, GMC and Lincoln answered the customer’s question within 24 hours less than 30 percent of the time on average.
Dealerships selling Acura vehicles ranked second, followed by dealerships selling Mercedes-Benz or Volvo.