A comprehensive survey by BearingPoint and Multi-M/IT revealed widespread failure to act upon new car test drive requests from potential customers.

The survey of 19 different car brands, across seven European countries, saw researchers attempt to make more than 2,500 test drive and brochure requests through car manufacturer websites.

The results of the survey show that 44% of brochure requests resulted in no material being received within seven days. Even more critically, 63% of those asking for a test drive received no contact within four days. At the close of the survey, which lasted for 14 days in each country, 45% of those asking for a test drive had still not received a reply.

How BearingPoint brings value:

BearingPoint has developed a structured holistic approach to help car manufacturers assess their lead management processes and systems , and to enable them to improve the quality of leads, the closure of these leads, and the measurement and tracking of leads trough the sales process.

Fulfilment and Customer Interaction – This work stream focuses on: 

• Lead data capture
• Data Cleansing
• Call centre performance
• Fulfilment performance

Dealer Change Management - This work stream focuses on:

• Development of Dealer packs
• National Sales Company (NSC) Coaching packs
• Coaching and development sessions for dealers and NSCs

Lead Management Monitoring - This work stream focuses on:

• Developing a standardised reporting dashboard
• Working with systems and vendors to track the appropriate information
• Development and implementation of robust mystery shopping