Mystery shop research reveals that over 50% of leads ignored
Results from mystery shops revealed that, on average, 55% of leads did not receive a response of any sort.
Significant gap between retailers and OEM leads response times, hindering brand perception and customer loyalty.
Retailers and OEMs using Keyloop Leads responded to 100% of their leads in an average of 28 minutes.
Keyloop, the largest global automotive technology company, has revealed the results from its latest mystery shops, highlighting critical trends in lead responsiveness within the automotive industry. While 55% of leads did not receive a response of any sort, those that did saw response times vary significantly across geographies, and between retailer and OEM lead sources.
Keyloop’s mystery shops were conducted in seven countries within mainland Europe – Denmark, Finland, Germany, Italy, Norway, Portugal and Spain – as well as South Africa, the UAE and the UK. Portugal had the longest average lead response time at 393 minutes, while Norway came in fastest with an average time of 126 minutes. The highest overall non-response rate came from the UAE, where 83% of leads were not responded to, rising to 95% for OEM leads.
The gap between OEM and retailers’ leads response time is also considerable. In every country surveyed, no matter the average response time, for retailers, around a third of response times were 90 minutes or less for their own lead sources – except for South Africa where 79% of retailer leads received no response. With the exception of Norway and Spain, the OEM lead sources were more likely not to be responded to at all.
Matthew Cheyne, Enterprise Director at Keyloop comments: “Simply being aware of these statistics is a prompt to both retailers and OEMs to go further, faster, in their capturing of leads and response to them. Automotive customers expect a seamless and personalised purchasing experience, and the automotive industry is becoming increasingly aware of just how crucial lead responsiveness is in delivering this.”
Keyloop Leads, the lead management software by Keyloop, helps dealerships respond to leads faster and more effectively, aggregating them from over 300 online sources and sending them to sales teams on the showroom floor instantly. It also provides configurable alerts and ongoing response reminders to help ensure no opportunity is missed.
The use of lead management tools has been shown to increase consumer engagement by up to 32%, and the contrast between those who are and those who aren’t utilising such technology is stark. Indeed, the mystery shops revealed that retailers and OEMs using Keyloop Leads responded to 100% of their leads in an average of 28 minutes.
Cheyne adds: “With Keyloop Leads, retailers and OEMs have access to the technology and tools to respond to their leads in a timely and personalised manner, thereby increasing customer engagement levels and ensuring they never miss a potential sale.”