For over 8 years, Cobalt's eMystery ShopTM service has provided automobile manufacturers and large dealer groups with insights into the lead-handling effectiveness in their dealer networks. This service is exclusively focused on the automotive shopping process and staffed with experienced full-time shoppers. Cobalt's eMystery service provides valuable diagnostic and monitoring services to improve lead-to-sale conversion rates through low cost optimizations of dealership customer interaction processes.
Lead handling responsiveness, follow-through and 13 different response content quality measures are captured for each Cobalt eMystery shop. These parameters are assembled into a single numeric score, the Automotive eShopper IndexTM (ASI), which rates the overall level of Internet lead-handling effectiveness. The ASI allows management to rank, compare, and track performance from dealerships across the dealer network, as well as conduct brand over brand comparisons across the industry.
The 2008 Automotive eShopper Experience Study will help you see what works for your dealership...and what doesn't!
2008 Automotive eShopper Experience Study
The 2008 Automotive eShopper Experience Study is the largest and longest research initiative of its kind in the industry with results from dealerships representing thirty OEM brands. The 2008 Automotive eShopper Experience Study is the first comprehensive overview of the shops' results, as well as a ranking of the top five performing OEM brands for 2007 and the 2008.
Key Findings
Tough times have made dealers more responsive to shoppers. However, there remains room for improvement, especially in the area of response quality.
- Dealers do not respond, by email or phone, to one in four shoppers submitting leads.
- When they respond, dealers are following up more consistently with an average of 3.1 follow-ups (vs. 2.0 in 2005).
- Only 13% or responding dealerships provide the shopper with information about the benefits of their particular brand or vehicle.
- And much more!
To learn more about the Cobalt eMystery Shop service, send an email to emystery@cobalt.com.