Chevy Ranks Average In 2022 Pied Piper Internet Lead Effectiveness Study
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Chevy ranked right on par with the overall industry average in the 2022 Pied Piper Internet Lead Effectiveness (ILE) Study. The study, which is performed annually, analyzes how effectively a dealership responds to customer inquiries place through their websites.
In order to gather data, Pied Piper dispatched secret shopper customer inquiries through the individual websites of 3,628 automobile dealerships in the United States. These inquiries included questions about specific vehicles in the dealers’ inventories, and provided customer contact information including a name, email address and local phone number. Then, the dealers were evaluated based on how they responded via email, telephone and text messages over a 24-hour period.
Depending on their performance in the aforementioned areas, the dealers were then graded on a 100-point scale and ranked accordingly. Responses for this evaluation were collected between July 2021 and January 2022.
Chevy was one of 12 auto brands whose score improved year-over-year, earning a grade of 56 points, up six points from 2021. Dodge also scored 56 points, as did Kia. The industry average remained stable at 55 points. Meanwhile, crosstown rival Ford scored below average with 48 points, representing no change over last year.
For the second year in a row, Infiniti scored highest with 67 points, despite a four-point decline year-over-year. Cadillac, GM’s luxury marque, ranked second with 65 points, posting an industry-best nine-point improvement. GM’s truck brand GMC earned 54 points, while Buick earned 49.
Pied Piper recognized that dealerships representing Chevy have showed a marked improvement in responsiveness to customer inquiries since the start of the COVID-19 pandemic in 2020.
The study found that individual dealerships are most likely to respond to customer website inquiries by phone, but this is trending downward in favor of email and text responses. However, sometimes these responses are mistakenly flagged by a customer’s spam filter, something for a dealer to consider when reaching out by email.
Interestingly, out of the 3,628 dealerships that Pied Piper reached out to, 218 – or six percent – failed to respond.
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