Pied Piper Prospect Satisfaction Index
Pied Piper, which uses “mystery shopping” to conduct its studies, released this week a new Prospect Satisfaction Index (PSI) U.S. Motorcycle Industry Benchmarking Study.
The study measures how dealerships treat their customers, and for the first time since 2008, Pied Piper also separately measured how effectively motorcycle dealerships responded to customer inquiries received online through dealership websites.
Topping the 2013 rankings for Pied Piper’s PSI study were Harley-Davidson dealerships with a score of 111. Coming in a close second was Ducati with 107, and Triumph with 103. Finishing last with a score of 73 was KTM (expand below picture for the full results).
Following are some highlights of the study:
• Harley-Davidson dealerships led all brands in eighteen different sales activities, such as encouraging shoppers to sit on a motorcycle, asking for contact information, and helping the shopper overcome obstacles to the purchase.
• Eleven different brands led at least one sales process category, and brand performance varied considerably from brand to brand. For example, Ducati salespeople offered a brochure to approximately nine shoppers out of ten, while less than half Suzuki, Honda or Kawasaki salespeople offered a brochure. BMW, Triumph and Harley-Davidson salespeople were more than twice as likely to offer a demo ride as the salespeople at Ducati, Suzuki, Honda and Yamaha dealerships. Victory salespeople were most likely to suggest arranging a demo ride in the future.
• PSI scoring is closely correlated to motorcycle dealership sales success. Pied Piper has found that on average, when motorcycle dealerships are ranked by their PSI score, dealerships in the top quarter sell 22% more motorcycles than dealerships in the bottom quarter.
• How effectively do U.S. motorcycle dealerships handle customer inquiries received over the internet? Pied Piper found that motorcycle dealerships responded within 24 hours 72% of the time, while the comparable 2013 figure for the auto industry was 93% of the time. Today the first response to a motorcycle customer internet inquiry was an auto response 56% of the time, a personal response 16% of the time, and no response of any type 28% of the time.
About Pied Piper PSI and Pied Piper Management Company, LLC
Complete Pied Piper PSI industry study results are provided to vehicle manufacturers and national dealer groups. Manufacturers, national dealer groups and individual dealerships also order monthly PSI “mystery shop” evaluations—in-person, internet or telephone—as tools to improve the sales effectiveness of their dealerships. For more information about the Pied Piper Prospect Satisfaction Index, and the patent-pending PSI process, go to www.piedpiperpsi.com.
Examples of other recent Pied Piper PSI studies are the 2013 Pied Piper PSI® Internet Lead Effectiveness(™) (ILE™) U.S. Auto Industry Study, in which the Porsche dealer network was ranked first, and the 2012 Pied Piper PSI (In-Person) U.S. Auto Industry Study, in which the Mercedes-Benz dealership network was ranked first.
Pied Piper Management Company, LLC is a ten year old Monterey, California, company that develops and runs sales and service programs to maximize the performance of dealer networks. For additional information, visit piedpipermc.com.