The results of Interconnection Consulting’s annual Online Mystery Shopping Study shed light on the service performance of window dealers in Austria. While the response time of dealers to online customer inquiries is improving and an increased focus on closing deals is evident, customer consultation and quoting remain critical areas with room for improvement.

Increasing Response Rate of Window Dealers to Customer Inquiries

In the study, a total of 132 window dealers were contacted via email to make a specific inquiry about a renovation project. Additionally, three questions were asked to assess service quality. The results show a pleasing increase in dealers’ responsiveness: While only 58.7% of dealers responded to the initial email inquiry last year, this year the response rate rose to 75.8%. After a follow-up email and a call, the response rate increased to 93.2%, although slightly below last year’s rate of 96.7%.

Decrease in Offers, But Increased Focus on Closing Deals

However, the study also revealed some concerning trends. While responsiveness increased, the number of dealers who provided an offer after the email inquiry dramatically decreased – from 60.0% last year to only 44.7% this year. Yet there is hope: the focus on closing deals, i.e., dealers following up after providing an offer, significantly improved from 13.6% compared to 5.4% last year. Nevertheless, this figure is catastrophically low and should be above 80%.

Efficient Service – Window Dealers Score with Quick Response and Fast Quoting

The average response time to customer inquiries improved to 2.3 working days compared to 2.8 working days last year, with a notable 59.1% of dealers adhering to the golden rule and responding within 24 hours. The average time to provide a quote also shortened to 5.6 days, compared to 6.7 days last year.

Regarding communication preferences, the study showed that 49.2% of dealers prefer communication via email. Only 23.7% suggested a personal meeting, while only 13.6% proposed a phone call to advise potential customers.

Quality of Customer Consultation Remains a Challenge

Despite the improved response times, the study indicates a decline in the quality of customer consultation. Only a third (35.5%) of dealers answered all three questions about installation, delivery time, and sun protection, compared to 59.1% last year. Mag. Panorea Kaskani, author of the study, emphasizes the importance of these results: “It is encouraging to see window dealers responding more quickly to online inquiries. However, there is an urgent need to improve the quality of consultation and enhance sales closure.”

25/04/2024

Copyright: Interconnection, Publication free of charge for coverage regarding the study and InterConnection Consulting.