Marchex Institute Report Finds Major Gaps in Call-Handling Performance within Auto Industry, Resulting in Millions of Dollars...
October 18 2017 - 9:00AM
Business Wire
Benchmark report empowers brands leveraging
call tracking and analytics to compare their performance against
industry average
Marchex (NASDAQ: MCHX), a leading provider of call analytics
that drive, measure, and convert callers into customers, released
an industry index report today 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
percent of calls are unanswered by the dealer or abandoned by the
customer. Poor handling of any phone calls can result in lost or
delayed opportunities that could otherwise have been appointments,
sales, or positive customer experiences for the consumer.
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 percent of calls went
unanswered or were abandoned.
- More than 10 percent of callers that
abandoned did so during the automated routing or voicemail
process.
- Nearly 70 percent of all inbound calls
to dealerships were inquiries for parts and service, which is a key
revenue driver for brands.
- More than 10 percent 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.”
The Marchex Institute leveraged the company’s proprietary Speech
Analytics solution to analyze millions of anonymized calls that
were placed in the first half of 2017. The study found that
successfully processing call audio at scale enables the
best-performing companies to understand what happens on phone
calls, how dealers are handling those calls, and what consumers are
expecting when they make contact with a dealership.
Marchex solutions are leveraged by some of the largest and most
successful brands in the automotive industry, including two of the
three largest U.S.-based manufacturers. The company released an
introductory study in January that highlighted the need for
dealerships and standalone service shops to better optimize call
processes in order to convert sales. Today’s report furthers the
company’s commitment to help the auto industry identify and solve
complex problems.
About Marchex
Marchex understands the best customers are those who call your
company — they convert faster, buy more, and churn less. Marchex
provides solutions that help companies drive more calls, understand
what happens on those calls, and convert more of those callers into
customers. Our actionable intelligence strengthens the connection
between companies and their customers, bridging the physical and
digital world, to help brands maximize their marketing investments
and operating efficiencies to acquire the best customers.
Please visit https://www.marchex.com/blog, or @marchex on
Twitter (Twitter.com/Marchex), where Marchex discloses material
information from time to time about the company, its financial
information, and its business.
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Marchex, Inc.Investor RelationsTrevor Caldwell,
206-331-3600ir@marchex.comorMedia Inquiries:March
Communications617-960-8896Marchex@marchcomms.com
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