Benchmark report empowers brands leveraging call tracking and
analytics to compare their performance against industry average
SEATTLE--(BUSINESS WIRE)--Oct. 18, 2017--
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
Brands were evaluated on their performance across six key performance
indicators, including failed calls, unanswered calls, and several forms
of abandon rates. Key
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
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.
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,
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: http://www.businesswire.com/news/home/20171018005504/en/
Trevor Caldwell, 206-331-3600