Chevy Ranks Above Average In Pied Piper 2023 Internet Lead Effectiveness Study
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Chevy ranks above the current auto industry average when it comes to responsiveness to online customer inquiries, according to automotive analysis and sales company Pied Piper.
The Bow Tie improved its performance in this regard year-over-year, one of three GM brands to beat the industry average. In fact, Cadillac achieved first place in the 2023 Pied Piper PSI Internet Lead Effectiveness (ILE) Study for dealer responsiveness to Internet contacts, beating last year’s winner Infiniti.
Responding quickly to online customer contacts and information requests can be key to maintaining good sales volume in the modern automotive market. As CEO Fran O’Hagan of Pied Piper remarks, “Dealers who respond quickly, personally, and completely to website customer inquiries simply sell more vehicles.”
The last year has seen a sharp across-the-board improvement for nearly all manufacturers’ and brands’ dealerships compared to earlier performance, Pied Piper says. 2023 is the thirteenth year of the ILE study, which Pied Piper launched in 2011.
The ILE ranks dealerships on a 100-point scale, rating performance in 20 different areas to generate a score for individual brands. Pied Piper gathered the necessary data by sending secret shopper customer inquiries to 5,428 individual dealerships during the period from July 2022 to January 2023 and analyzing the responses.
Dealerships received more points for responding quickly to customer inquiries. Sending a personalized, detailed response that addressed the inquiry’s specific concerns also increased ranking, as did using multiple contact channels, including email, text messages, or telephone calls, to respond.
Points were subtracted for not responding within 24 hours of contact or for using only a single communications channel for contact, Pied Piper says. About 30 percent of dealerships achieved a score above 80, while roughly 29 percent scored below 40 points.
Chevy registered a score of 60 points, putting it two points above the industry average of 58 points. Notably, Chevy also improved its Internet responsiveness faster than the typical dealership. The average dealer raised its ILE score by three points year-over-year from 2022, while Chevy dealers boosted their ILE score by four points.
Among GM’s other brands, Cadillac scored 72 points and GMC equaled Chevy with an ILE score of 60. Only Buick dealers registered below the automotive industry average with an average score of 56, but still gained seven points over their performance in 2022.
Chevy performed at one point above the industry average last year, scoring 56. It was already successfully improving its Internet responsiveness, with its ILE score rising six points from 50 in 2021. The Bow Tie’s dealers appear to be adapting quickly to widespread customer use of the Internet to learn about potential purchases and have continued their performance gain momentum over several years.
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Can’t wait to buy a Silverado ev ( avalanche)
Great, another auto survey I’ve never heard of !!
They must be using a middle-out strategy.
Mmmm, never heard of this but the last thing I want to do is share my contact info which invites unending emails and texts. I already get multiple mailings wanting to purchase my vehicles. I will let you know when I’m ready, until then please leave me alone.
The Corvette/Cadillac Concierge in the US is terrible The Canadian version is the worst in the industry. The kid on the phone knew nothing about Corvettes, could not answer my question, refused to find out the answer. My C8 was scheduled to be built in4 days yet the idiots at Corvette Concierge informed me they had no record of my order and suggested I call back in 9 weeks. Shane at NCM does all their work because Corvette Concierge is just a freaking joke