A recent survey conducted by Nielsen Research with Autotrader users, revealed some very interesting stats on the importance of maintaining good communication with customers, as well as key findings on the time taken to respond to customer enquiries.
The survey suggests there is a strong correlation between the speed dealers respond to an enquiry and the likelihood of that enquiry leading to a sale. The perceived helpfulness of dealers also appears to has a strong influence on the outcome of a customer enquiry.
* Of all respondents who found that the dealer was helpful/very helpful, 31 percent purchased the car in question (compared to 25 percent of the total)
* Alternatively, of those who found the dealer to be not helpful/not at all helpful, only six percent purchased the car in question, while 34 percent said they would purchase the car elsewhere (compared to 30 percent of all respondents)
* Overall, 31 percent of those interviewed by telephone purchased the car in question
* Of those who found the dealer helpful/very helpful, 36 percent purchased the car
* Only 19 percent of those who left a message went on to purchase the car (equivalent to email below)
* Overall, 19 percent of those who sent an email request to a dealer purchased the car in question
* Of those who found the dealer helpful/very helpful, 26 percent purchased the car
* Of those who purchased the car in question, 91 percent were contacted by the dealer within 24 hours. All of them regarded the dealer as helpful/very helpful
* 88 percent of those who had a response within 24 hours found the dealer helpful/very helpful compared to 73 percent of the total
Source: Nielsen Research