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Wards Auto Blog: Steve Finlay Don't Blame CRM System for Internet Ineffectiveness

Wards Auto Blog: Steve Finlay
Don't Blame CRM System for Internet Ineffectiveness

April 2011

If auto dealerships respond slowly to Internet sales leads, don't blame customer-relationship management software, says Fran O'Hagan. He is CEO of Piped Piper, a consultancy that does an annual study using mystery shoppers to gauge Internet lead effectiveness of dealerships by vehicle brand.

CRM systems help dealerships track and manage leads. But the systems only are as good as the people using them – if they use them at all. “CRM is great” and does what it is supposed to do, O'Hagan says. When Internet mystery shoppers encounter a problem, “it isn't a problem with the CRM systems. The dealership process is broken.”

» View PDF of Article (398.3 KB) PDF Document



Wards Auto Some Auto Dealers Master Internet, Some Don't

Wards Auto
Some Auto Dealers Master Internet, Some Don't

March 2011

Fran O'Hagan recalls when his vice president of operations, Miles Stearman, phoned him with a sudden realization about selling cars in the digital age.

“Miles called from a dealership he was visiting and said, ‘The Internet is no longer incremental business at dealerships; it is the business,' and that's so true today,” says O'Hagan, president and CEO of Pied Piper Management, a firm that consults with dealers on boosting sales.

» View PDF of Article (1.71 MB) PDF Document



Automotive News Survey: Dealers botch many Web leads

Automotive News
Survey: Dealers botch many Web leads

March 2011

Ninety percent of internet customers received some sort of response, but usually it's the e-mail equivalent of a form letter, according to a survey by Pied Piper Management Company of Monterey, California.

» View PDF of Article (127.7 KB) PDF Document



Automotive News First Shift Lexus, Honda and Toyota Dealerships Rank Highest

Automotive News First Shift
Lexus, Honda and Toyota Dealerships Rank Highest

March 2011

Lexus, Honda and Toyota dealerships ranked highest in a study to measure how dealerships treat car customers online. Pied Piper tracks dealerships' performance with mystery shoppers, but in this case, online mystery shoppers.



AutoGuide.com Toyota and Honda Dealers Deemed Most Responsive to Customer Inquiries

AutoGuide.com
Toyota and Honda Dealers Deemed Most Responsive to Customer Inquiries

March 2011

A new study, released by Pied Piper Prospect Satisfaction Index (try saying that with a full mouth) turned up some interesting findings, specifically when it came to what's called Internet Lead Effectiveness rankings.

The study measured average dealership performance for all brands selling vehicles in the US and discovered that it varied widely depending on the brand. Toyota, Lexus and Honda dealerships were shown to rank highest in terms of responding to customer inquiries over the internet.

Pied Piper's study uses a patent pending process to tie ‘mystery shopping' measurement and scoring to actual sales success; with 19 different ‘Internet Lead Effectiveness' questions that generate scores on aspects such as Timeliness in response to customer inquiries, dealership and sales person identification, quality of communication and forwarding the sale.

» View PDF of Article (397.4 KB) PDF Document



Media Post Automakers Internet Efforts Lag In-Person Customer Svc.

Media Post
Automakers Internet Efforts Lag In-Person Customer Svc.

March 2011

Lexus, Honda and Toyota dealerships ranked highest in a newly released Pied Piper Prospect Satisfaction Index Internet Lead Effectiveness study, which measures dealership responsiveness to customer inquiries over the internet. But industry wide, dealers' internet efforts lag their in-person customer service.

» View PDF of Article (203.1 KB) PDF Document



Press Release: 2011 Pied Piper PSI(R) Internet Lead Effectiveness(™) Benchmarking Study (U.S. Auto Industry) Lexus, Honda, Toyota Dealerships Top Ranked for Internet Lead Effectiveness

Press Release: 2011 Pied Piper PSI(R) Internet Lead Effectiveness(™) Benchmarking Study (U.S. Auto Industry)
Lexus, Honda, Toyota Dealerships Top Ranked for Internet Lead Effectiveness

March 2011

Industrywide: 36% of customer internet inquiries remain unanswered after 24 hours

Lexus, Honda and Toyota dealerships ranked highest in a newly released Pied Piper Prospect Satisfaction Index(R) (PSI(R)) Internet Lead Effectiveness(™) Benchmarking Study to measure dealership responsiveness to customer inquiries over the internet. The study measured average dealership performance for all major U.S. automotive brands, showing a wide variety in performance by brand. Pied Piper conducted the study as an independent benchmarking service to its Internet Lead Effectiveness clients, who receive monthly internet "mystery shops" to measure and improve dealership response to internet inquiries.

» View PDF of Article (166.2 KB) PDF Document



Automotive News Pied Piper helps track dealerships' internet results

Automotive News
Pied Piper helps track dealerships' internet results

February 2011

Mystery shoppers are nothing new, but Internet mystery shoppers are.

That's part of the expansion plan for Fran O'Hagan as CEO of Pied Piper, which tracks not whether customers enjoyed their shopping experience but whether dealership salespeople did the things that would lead to a sale.

» View PDF of Article (539.5 KB) PDF Document