The 2021 Pied Piper PSI Internet Lead Effectiveness (ILE) Benchmarking Study distinguished Infiniti dealerships as ranking highest in the survey.
Dealerships that sell Subaru vehicles came in second, followed by dealerships selling Acura.
“These studies have been conducted annually since 2011. The 2021 Pied Piper PSI-ILE Benchmarking Study (U.S.A. Auto) was conducted between April 2020 and January 2021 by submitting website inquiries directly to a sample of 4,356 dealerships nationwide representing all major brands,” according to Businesswire.
Essentially, the study provides an answer to the question: “What happens when customers visit a dealer website and inquire about a vehicle?”
Pied Piper reviewed and assessed how the dealerships have responded within 24 hours either by email, telephone or text message.
Notably, the 2021 ILE study has also shown that dealers that have websites with a “buy now” button failed to immediately respond to customer attempts to “chat” 44% of the time on average.
“Digital retail technology promises to improve the car shopping experience,” Fran O’Hagan, president & CEO of Pied Piper told Businesswire. “On the other hand, we can’t allow the presence of digital retail tools to excuse ignoring website customers who reach out for help.”
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