2012 Pied Piper Prospect Satisfaction Index gives highest ranking to Harley-Davidson DealersMay 9, 2012 by: Rituraj Mishra
Pied Piper Prospect Satisfaction Index is an industry benchmarking study examining how well dealerships treat customers and Harley-Davidson has topped this study. Conducted between July 2011 and April 2012 with the help of 1,653 anonymous shoppers who collected information from variosu dealerships across U.S. the Pied Piper PSI rated different manufacturer’s dealerships and then gave a total overall score. The parameters were offering test rides, obtaining contact information and asking customers if for the sale.
Harley-Davidson got an overall score of 108, which is 5 points over the industry average and 4 points better than what it had last year. BMW and Ducati dealers were both second with 105 and Victory Motorcycles followed third with 103. While Yamaha scored 102, its child brand Star scored 98.
This year has seen a lot of improvements, as the industry average went from 101 to 103. The dealers improved in 80% of the categories. Dealers were 14% more convincing to buy from their shop, 13% more likely to ask for a sale and 11% more likely to have answers such as why buy from them.
“Today’s motorcycle salespeople have become much more effective at helping shoppers become buyers,” says Fran O’Hagan, president and chief executive officer of Pied Piper Management Co., LLC. “For example, five years ago, a motorcycle salesperson would introduce him or herself to a prospect only six times out of ten. Today it is nine times out of ten.”
While everything looks sunshine, one thing still needs improvement, as the dealers allowed test rides only 16% of the times.