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Online Lead Management in der Automobilindustrie

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Die Infografik basiert auf einer Ende 2013 im deutschen Markt durchgeführten Studie zum Thema Online Lead Management in der Automobilbranche. Bei zehn OEMs wurden über verschiedene Onlinekanäle (OEM Webseite, Höndlerwebseite, Händler-Email, Facebook, Twitter) Anfragen für eine Probefahrt gestellt und das Kundenerlebnis im Lead Management Prozess evaluiert.

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Online Lead Management in der Automobilindustrie

  1. 1. Iskander Business Partner GmbH Geschwindigkeit und Zuverlässigkeit auch im Online Lead Management ? Heutzutage ist für fast alle Autokaufinteressenten das Web der erste Touchpoint im Kaufentscheidungsprozess. Aus diesem Grund gewinnt das Online Lead Management für Automobilhersteller eine immer größere Bedeutung. Die Studie untersucht bei zehn Automobilherstellern in Deutschland das Kundenerlebnis bei einer Probefahrtanfrage durch einen Onlinekanal. 1. InteressentenGENERIERUNG Social Media Touchpoints werden für Automobilhersteller immer wichtiger! 9 von 10 7 Std. Marken mit Facebook Präsenz Ø Antwortszeit 4 von 10 4 Tage Marken mit Twitter Präsenz 2. InteressentenQUALIFIZIERUNG Fehlende Erhebung von relevanten Informationen machen einen Anruf beim Kunden durch den Kundenservice unumgänglich 5 von 10 Nur Marken bestätigen per E-Mail den Erhalt der Probefahrtanfrage 2 nutzen diese auch zu Werbezwecken 60% ohne Auswahlmöglichkeit des gewünschten Probefahrtdatums 40% ohne Händlerauswahlmöglichkeit 30% fragen nicht nach derzeitigem Fahrzeug und geplantem Kaufdatum 3. LEADBEARBEITUNG Der erste Kontakt erfolgt durch... 74% Kundenkontaktcenter 12% Händler 14% nach 2 Tagen Das Kundenkontaktcenter prüft Kundendaten und reichert die Daten an kein Kontakt nach 6 Tagen Anfragen werden je nach Kontaktkanal unterschiedlich behandelt Ø Kontaktquote Ø Kontaktzeit E-Mail an Händler 80% 3 Std. Anfrage über Händlerwebsite 52% 8 Std. Anfrage über Herstellerwebsite 52% 5 Tage! 60% der Anfragen wurden durch den Händler kontaktiert nach vorherigem Kontakt durch das Kundenkontaktcenter 2 der Hersteller fragten nach, ob sich der Händler gemeldet hat 90% konnten nach einem Händlerkontakt einen Probefahrtermin vereinbaren! Iskander Business Partner ist eine Unternehmensberatung mit dem Fokus auf Konzeption und Implementierung von Wachstumsprojekten in den Bereichen Marketing, Sales und Service. Sind Sie interessiert an den vollständigen Studienergebnissen? Dann schreiben Sie uns. Iskander Business Partner office@i-b-partner.com www.i-b-partner.com

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