Secret Shopper

Direct Connect Secret Shopper Survey 2019

The Direct Connect Secret Shopper Survey was initially conducted to help validate the need for Direct Connect within the Australian and New Zealand automotive market.

As the results began to come in, we realised that the response rates were not what we expected.   We made the decision to invest heavily in expanding the project to over 1800 leads so that we could put together a whitepaper to release to market.

The whitepaper serves as an education piece to help dealerships to identify the opportunities they have to improve how they handle online leads and enquiries.

There’s no doubt that Direct Connect provides a simple and immediate solution to the problem.  Dealerships now having the ability to respond to leads within 60 seconds and have the responses recorded to help identify coaching opportunities.

Direct Connect is just one tool that’s available to assist dealerships with their response times.  Our hope in releasing the study is that the market will seize opportunity to improve the return on investment that they are already spending on lead generation.

How the survey was conducted:

The Direct Connect Secret Shopper 2019 data was gathered in a comprehensive study of lead response times for automotive dealerships across Australia and New Zealand.  The study involved submitting over 1800 leads to dealerships and measuring the response times.

More than 600 dealerships were included, representing 42 different brands.

Direct Connect submitted three leads per dealership, this included one lead in the morning (during business hours), another lead in the afternoon (during business hours), and one lead sent after hours.

Leads were submitted on high-value contact forms such as “book a test drive” pages, specific vehicle enquiry pages, as well as through Drive Chat.

In addition, leads were also submitted through several third party aggregate websites to measure how lead handling differs when leads are supplied from third party sources.

What was measured:

Direct Connect wanted to measure how long it takes for dealers to respond to each lead.

The survey tracked phone, email, and SMS responses but the primary interest was in phone responses because we know that actually speaking to potential customers is critical in building a relationship, so our focus was on the response time for dealers to pick up the phone and call the lead or prospective customer.

Register your details below to download the Direct Connect Secret Shopper Survey 2019.

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