WHEN is the best time to make contact with your customers – during the day or evening?
New research from enquiry management software provider, Dealerweb, has identified how and when consumers prefer to make their initial enquiry to dealers.
In a survey of 1,200 motorists, of those who selected phone or email as their preferred means of communication, around half (53%) preferred a phone call during the traditional ‘9-to-5’ working day, while 47% preferred email. However, outside of these traditional working hours, the balance between the two shifts dramatically with almost two thirds (65%) preferring email communication.
The findings highlight the need for a nuanced approach to how dealers manage enquiries, recognising changing consumer buying habits and expectations.
Dealerweb enquiry data reveals that the number of customer enquiries from all sources, across new and used cars, has declined by 5.4% (January to August 2018 vs. 2017), mirroring the dip in new car registrations.
However, the number of digital enquiries placed with UK dealers has grown by 4.2% over the same period, with used cars in particular seeing a major increase in online interest from consumers (+19.1% year-on-year).
Martin Hill, Managing Director at Dealerweb, said: “As customers make increasing numbers of enquiries online, the onus is on dealers to respond in a timely manner – through the preferred communication channel and with relevant information.
“By adopting greater flexibility in how they respond to customer enquiries, dealers will ensure they make the most of every sales opportunity.”
Leave A Comment