Dealers who fail to respond to customer enquiries on the same day risk losing them to competitors, according to Motors’ latest Consumer Insight Panel which polled the views of 2,000 car buyers.
The research found 67% expect dealers to respond to their email, SMS or WhatsApp enquiries within six hours.
Lucy Tugby, marketing director of MOTORS, said: “Our Consumer Insight Panel research highlights the need to respond to customers promptly and at the very least on the day they make an enquiry.
“When it comes to converting leads into sales, those first hours are critical with over half (55%) of buyers expecting a response within three hours, otherwise they will go elsewhere.
“The top performing dealers realise this and have systems in place to ensure all leads are responded to swiftly; those who don’t will lose out to their competitors.”
Furthermore, 35% said they will contact other showrooms, or search elsewhere online, if dealers failed to answer their phone calls or were slow to respond to messages.
Customers choosing to return to the dealership they bought their current vehicle from is driven by their positive experiences with staff having a direct influence on 87% of buyers.
Tugby added: “Showroom staff play a pivotal role in creating customer loyalty. The research shows how buyers are ultimately looking for an experience based on trust and excellent service as well as choice.
“A car is a big ticket purchase, so customers will factor in their last buying experience and consider returning if it was positive.”
When it comes to selling their current cars, 34% expect to part-exchange at a dealership.
Owners are evenly split between selling to dealers without trading in (21%) or selling privately (21%). Specialist buying services appeal to 12%.
Some buyers have become more comfortable with the idea of purchasing their next car online, rising to 18% from 14% in 2022, although 70% still expect to view and buy at a dealership.
