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Volume brands outperform premium for digital lead management

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Dealers representing volume brands have been found to manage digital leads better than their premium-marque counterparts, in a new study.

A mystery shop, carried out by lead management firm Rapid RTC, found that of those not using its Lead Manager platform, premium brands only responded to one in three digital enquiries, while volume brands responded to two in three.

Pontus Riska, vice president sales and support UK, at Rapid RTC, said: “60% of all enquires were ignored in 2016, so, while lead management is slowly improving half of all prospective customers are still today navigating the buying journey without dealer support.”

The exercise, which saw enquiries sent to more than 1,000 dealerships, found that 11% of all dealers responded within 30 minutes, which is considered the benchmark for a good customer experience by Rapid RTC.

The company’s Lead Manager platform can respond to 100% of leads in less than 30 minutes, with a quality engaging reply. By aggregating all digital lead sources from their point of capture and, in real time, distributing those leads directly to the person or people best suited to answer the enquiry, Lead Manager helps dealers to not only convert leads to sales, but also further enhance the customer journey.

Dealers have been urged by Rapid RTC to accelerate their adoption rate of new technology to meet today’s customer’s digital expectations.

According to the company, the digital dealer landscape is evolving faster than ever to keep pace with the increasing demands of today’s automotive shopper, who are increasingly use a positive/negative online shopping experience as a purchase/rejection reason.

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