The annual Pied Piper Prospect Satisfaction Index (let’s call it PSI for short) for US motorcycle dealerships has been released and for the second year running, Ducati has been named as the number one brand for customer satisfaction. In fact, it’s the ninth consecutive year that Ducati and Harley-Davidson dealerships were ranked either first, second or third.
The ranking by Pied Piper is based on mystery shoppers and looks at walk through the door sales, internet leads and telephone leads. Brands showing the greatest overall improvement from 2014 to 2015 were Aprilia, KTM and BMW. Brands with declines from 2014 to 2015 were Can-Am, Indian and Star. All of the five top-ranked brands for 2015 – Ducati, Harley-Davidson, Victory, Triumph and BMW –improved their performance compared to the previous year.
In a good sign for consumers around the US, thirteen of the seventeen brands improved their performance, resulting in the highest industry average PSI score of the nine years Pied Piper has been benchmarking the U.S. motorcycle industry. An example of industry wide improvement is the substantial increase in test rides offered. Five years ago an immediate test ride was offered only 15% of the time, while the possibility of a future test ride was mentioned 19% of the time, for a grand total of test rides of any type mentioned 34% of the time. The 2015 study showed that immediate test rides were offered 35% of the time and future test rides were mentioned 28% of the time, for a grand total of test rides of any type mentioned 63% of the time.
Other examples of industry wide improvement include salespeople requesting customer contact information 57% of the time vs 46% of the time five years ago, salespeople asking about trade-ins 39% of the time vs 27% of the time five years ago, and salespeople encouraging customers to sit on a bike 81% of the time vs 70% of the time five years ago.
Pied Piper has found that on average, when motorcycle dealerships are ranked by their PSI score, dealerships in the top quarter sell 22% more motorcycles than dealerships in the bottom quarter. “So much about the motorcycle business is difficult for a dealership to control,” said Fran O’Hagan, President and CEO of Pied Piper Management Co., LLC. “In contrast, dealerships can control the sales process used by their sales team, and the results are clearly worth the effort.”