SEATTLE--(BUSINESS WIRE)--Jun. 14, 2018--
(NASDAQ: MCHX), a leading provider of call analytics that drive,
measure, and convert callers into customers, today released findings
from a new study based on more than 1.8 million calls placed by
consumers to nearly 5,000 stores of auto service providers across the
country. The data reveals the significant financial impact of saying
“no” to customers.
Using the Marchex script tracking tool, which helps companies understand
what transpires on a call between agents and customers, the Marchex
Institute measured 50 phrases and variations that implied a negative
response to customer questions and how frequently those phrases were
communicated. For example, if a store representative said a part was
“out of stock” or that a store location had “no appointments,” customers
typically reacted negatively. Key findings include:
As an industry, auto service providers are losing $110 million per
year by saying “no” to their customers. On average, the analyzed
auto service stores lost nearly $23,000 in annual revenue per location
just by saying “no.” For an auto service provider with over 100
locations, that means an average of $2.3 million annually.
Agents say “no” nearly six percent of the time. In fact, some
say no to as many as one out of every ten customers. The good news is
brands say “yes” most of the time, and while six percent may seem
small, shops are losing business most often because they aren’t
staffing or stocking optimally.
Agents tend to say “no” more often on the weekends. Agents say
they don’t have appointments available on weekends 17 percent more
often than during the week, and they say they are closed on weekends
24 percent more often than on weekdays. This may be attributed to the
fact that auto service brands tend to lighten staffing and shorten
hours on the weekends, therefore leaving them unable to meet customer
demand on Saturday and Sunday.
Agents say “no” more often as the week progresses. During
weekdays, agents tend to say “no” on an average of 6 percent of calls.
That number rises to more than six percent on the weekends, resulting
from fewer staff and the inability to order parts from manufacturers
over the weekend.
Agents say “no” more often throughout the day. One reason for
this is that inventory for requested parts and accessories decreases
as sales are made throughout the day. In addition, businesses tend to
staff stores more lightly in the evening, resulting in less
appointment availability and saying “no” to customers more often.
“These types of insights are critical to identifying problem areas
across a business and can be the first step toward a solution,” said
Matt Muilenburg, SVP and Head of Automotive at Marchex. “Companies need
to take a closer look at why they’re saying ‘no’ to their customers,
consider the revenue loss that results from that, and determine what
steps they can take to say ‘yes’ more often.”
Building off these insights, there are a few ways service centers and
their frontline agents can improve customer engagement:
Avoid negative phrases. Marchex data from a previous
study shows agents with lower sales rates say “no” twice as often
as top performing agents. Avoiding common negative phrases, such as
“No, I don’t think I can” or “No, that’s not right,” can help.
Increase weekend hours and staffing. Increasing weekend hours
and staffing results in additional appointment availability and will
enable brands to say “yes” to their customers more often.
Stock up on parts. Having the right inventory on hand decreases
the number of times a business says “no” to a customer as the day
Visit the Marchex
blog to learn more about the Marchex Institute “Cost of Saying No”
Marchex understands that 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 the Marchex 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.
View source version on businesswire.com: https://www.businesswire.com/news/home/20180614005058/en/
Source: Marchex, Inc.
Trevor Caldwell, 206-331-3600
Jessie DiMariano, 206-268-2289