A study by the Pied Piper PSI reveals that BMW and Honda Owners are the Happiest according to their research.
BMW, Honda Owners Happiest
BMW and Honda dealerships ranked highest in the 2016 Pied Piper Motorcycle Industry Study, which measured how motorcycle dealerships responded to customer inquiries received through dealership websites. Study rankings by brand were determined by the Pied Piper PSI process, which ties “mystery shopping” measurement and scoring to dealership sales success.
Pied Piper sent customer inquiries through the individual websites of 1,757 motorcycle dealerships, asking a question about a vehicle in inventory, and providing a contact name, email address and local telephone number. Pied Piper then evaluated how the dealerships responded over the next 24 hours.
Motorcycle industry average performance has improved compared to previous years. For example, in 2008, Pied Piper found that motorcycle dealerships on average responded in any way within 24 hours only 30% of the time. Response increased to 72% of the time in 2013, and 89% of the time in 2016, as “auto responder” customer relationship management (CRM) software became more common.
Pied Piper has found that today more than 8 out of 10 motorcycle shoppers research their purchase online before ever visiting a dealership in person. Today interaction through a website is likely to be a new customer’s first contact with a dealership.
Examples of other recent studies are the 2016 Pied Piper PSI (In-Person) U.S. Motorcycle Industry Study, in which Ducati was ranked first, and the (Internet) U.S. Auto Industry Study in which Porsche was ranked first.