GMC Ranks Average In 2022 Pied Piper Internet Lead Effectiveness Study
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GMC has room for improvement when it comes to converting visitors to its website into actual, paying customers, with the brand performing average in the 2022 Pied Piper PSI Internet Lead Effectiveness (ILE) Study.
The Piped Piper ILE Study is an annual analysis that measures how well a particular brand’s dealership employees are at converting inquiries made through its website and other similar methods into real sales leads. To conduct this study, Pied Piper, a retail research firm that uses mystery shoppers, submitted anonymous customer inquiries through the individual websites of 3,628 dealerships, asking a specific question about a vehicle in their inventory, and providing a customer name, email address and a local telephone number. The company then evaluated how the dealerships responded by email, telephone and text message over the next 24 hours. Responses for this evaluation were collected between July 2021 and January 2022.
GMC received an ILE score of 55 out of a possible 100 points in this analysis, putting it just behind the industry average of 56. Nissan-owned luxury brand Infiniti was first overall with a score of 67, followed by GM-owned luxury brand Cadillac in second with a score of 66 and Toyota’s luxury brand Lexus in third with a score of 63. Pied Piper says the ILE scores are based on twenty different measurements related to the dealership’s response time, how thought out and helpful their response was and how often they responded to various inquiries.
GMC dealers failed to respond to the customer inquiries that were made via text message more than 10 percent of the time, Pied Piper said. This means GMC dealers could be more attentive when it comes to responding to customer inquiries if they wish to drive sales. The automaker’s dealers also had only an average response time. Out of the 3,628 dealerships that Pied Piper contacted for this study, 218 (about one in twenty) failed to respond in any way to their inquiry.
While GMC has room to improve with regard to internet inquiries, it’s not alone. Pied Piper found that dealerships still most often respond to customer website inquiries by phone, responding 57 percent of the time. Emails, by comparison, received a response 53 percent of the time, while text messages received a response just 14 percent of the time.
Pied Piper says that dealers that simply respond to customer inquiries such as this in any capacity have a huge advantage when it comes to creating interested parties into paying customers.
“Dealers who respond quickly, personally, and completely to website customer inquiries on average sell 50 percent more vehicles to the same quantity of website customers as opposed to dealers who fail to respond,” the research firm concluded.
Fellow GM brand Chevy performed similarly to GMC in this study, earning a score of 56 to tie the industry average.
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Not an easy thing to do as many are like me and avoid any info to a dealer as they can be a pain. I had one once that I just asked about one car and it took me a month and a please stop calling me to get rid of them.
On the other hand GM does have a good web site. You can build about anything you like on the web . You also can easily find if what you want is on a dealer lot and where. You can either go to make a deal or ask for a dealer trade.
The trouble today is many are like me who just want to buy a car not be sold a car.
I had one dealer that was great. I told them what I wanted in an E mail and they came back with a price. I countered and we made a very good deal. I did this all while at work working and it took so little time or issue.
They brought the car in and called me. I went to inspect it and it was what I wanted and we completed the deal. NO BS and no run around. Sad but few dealers work this way and if more did they would fair better.
My last deal was near 4 hours of BS back and forth and I got up to walk 3 times. I was of the nature if they met my numbers I would buy if not I walk. They needed the sale so they finally caved.
Most dealers play on people emotions and play them like a flute. Most people have no idea how they often get taken.