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Cobalt Newsroom - In the News
STUDY: DEALERS WASTE WEB LEADS
Source: Automotive News
January 12, 2009
by Alysha Webb
LOS ANGELES - Dealerships are losing business because they don't handle Internet leads correctly, according to a study by Cobalt Group.
"There is good progress on timeliness, but dealers need to put more attention to quality of the response," says Chris Reed, chief marketing officer at the Seattle Internet marketing firm.
Cobalt's 2008 Automotive eShopper Experience Study found dealerships are contacting Internet leads faster but aren't answering customer questions or following up enough, Reed says.
Dealers who respond quickly - and well - close three times as many leads, according to a 2007 study by Cobalt and R.L. Polk & Co.
Lexus dealers ranked first out of 30 brands included in Cobalt's eShopper study. Lexus was also first in 2007. Chevrolet dealers rose to second place, from 15th the previous year.
Cobalt has conducted the eShopper study annually since 2005, but this is the first time it has published the results.
Read the original article here.
