Study Finds Major Gaps in Call-Handling Performance
October 27, 2017
An analysis of 8 million dealership phone calls found that more than 19% went unanswered or were abandoned by the caller, potentially leaving millions of dollars in sales and service revenue on the table. Photo by Karolina Kabat
SEATTLE — Call analytics provider Marchex released an industry index report that benchmarks the call-handling performance of 16 major car brands. The study analyzed more than 8 million calls in the United States and found that more than 19% of calls went unanswered by the dealer or were abandoned by the customer.
Brands were evaluated on their performance across six key performance indicators, including failed calls, unanswered calls, and several forms of abandon rates. Key findings include:
- More than 19% of calls went unanswered or were abandoned.
- More than 10% of callers that abandoned did so during the automated routing or voicemail process.
- Nearly 70% of all inbound calls to dealerships were inquiries for parts and service, which is a key revenue driver for brands.
- More than 10% of all calls to dealerships are for new sales opportunities, including new or used vehicles.
- The impact of failed calls on businesses is significant, including reduced customer satisfaction and lost opportunities to make new sales or acquire new customers.
“If you are leveraging call tracking technology in the auto industry, you know these KPIs well, but you probably don’t know how your KPIs compare to your competitors or the industry as a whole,” said Matt Muilenburg, senior vice president, and head of automotive at Marchex. “This study can give you the data you need to optimize the performance of your call handling and your call handlers.”
To download a free copy of the full report, click here.