Dealership Response Times to Customer Inquiries Improve Year-Over-Year

The response times by auto dealerships to website inquiries improved ~6% year-over-year, according to the 2023 Pied Piper PSI Internet Lead Effectiveness study. Pied Piper submitted customer inquiries, along with a name, email address, and local telephone number, to the websites of over 1,600 dealerships from 17 groups. Responses across channels were monitored over the next 24 hours. The majority of dealerships recorded faster response times compared to last year, with some top performers replying over 20% faster. The study’s findings highlight the importance that dealers place on the customer service aspect of the lead closing process. Per Pied Piper’s CEO, Fran O’Hagan, “What everyone has learned is that responding quickly to customer inquiries translates to higher web lead close rates… What that means is that out of every 10 people who contact a dealership through the website, more of those 10 will end up purchasing if the dealership is good at responding to them.”