Congratulations! Thanks to your hard work, HMA has experienced a remarkable improvement in lead response times. More importantly, re-directed leads, those that are not responded to by the initial receiving dealer on a timely basis and are subsequently re-directed to back-up dealers for action, have gone from 29% in 2008, to 14% in 2009, and now to just 4% so far in 2010. Great job!
Consumer expectations, however, are continuing to rise and our competition is constantly raising the bar to better capture these online prospects. So, it’s now time for Hyundai to take it to the next level in terms of online experience and lead responsiveness. Effective June 1, 2010, the re-direct window for unopened leads will be reduced from six business hours to two business hours.
Our research clearly indicates that lead conversion rates drop precipitously if the initial inquiry is not responded to within two business hours. This action will have very little impact on dealers who are already responding to online inquiries on a consistent and timely basis. It will have a significant benefit to our customers, however, as lead response times will improve dramatically from the “back-up†dealer when the “primary†dealer fails to respond on a timely basis. This will have a direct influence on improving dealer conversion rates and preventing defection to competitors who have more robust business rules in place.
