Fiat has rolled out a new sales lead monitoring system which allows instant checks on the way leads are being handled by its dealers.
The system, TrackBack, detects when calls have been made by dealers in response to sales leads provided by the manufacturer.
Initial results show that since the national roll-out of TrackBack, Fiat’s dealers are 50% more likely to contact leads generated by Fiat’s national marketing activity.
It works by transparently routing calls made by dealers through TrackBack’s telecom system before connecting with customers.
TrackBack was developed by 10ACT (pronounced Tenacity) and when dealers telephone prospects through the system, both the dealer and the manufacturer have proof of:
- whether a follow-up call was attempted
- whether contact was actually made
- how long it took to follow-up the lead
- how many call attempts were made
- the length of each conversation
- the outcome of each call
Quintin Hunte, Fiat customer experience manager, said: “TrackBack gives us immediate proof of which dealers are following up our leads.
“Some are better than others at contacting customers within the timescales we require. Now we can quickly identify under-performing dealers and take steps to ensure that customer enquiries are being responded to in a timely and efficient manner.”
Hunte said he was looking to extend the TrackBack system to Alfa Romeo and Fiat Commerical dealerships too.
Zena Jones, Fiat’s customer contact manager, said “The real-time reporting supplied by 10ACT has proved invaluable for zone managers and dealer principals, ensuring that they have objective proof of activity when discussing lead follow-up.
“Actively using this information has resulted in vastly improved dealer participation in the lead management process."