The document summarizes the results of an internet and in-person mystery shopping study conducted by J.D. Power and Associates in 2008. It found that dealers responded to only 68% of email inquiries, with an average response time of 12.4 hours. Inventory availability inquiries received the fastest responses. In person, 72% of dealers collected customer contact information but only 28% followed up within 72 hours.

1. Internet Mystery
Shop Results
presented by
Chris Denove
Vice President
J.D. Power and Associates
© 2008 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.

2. Percent of Dealers Responding to E-mail Inquiries
Dealerships
No Yes responded to only
32% 68% 2/3’s of all e-mail
requests
© 2008 J.D. Power and Associates,
Source: 2008 JD Power and Associates’ Mystery Shopping (average of two non-luxury franchises)
2 The McGraw-Hill Companies, Inc.
All Rights Reserved. *e-mail requests not responded to within 72 hours deemed as no response.

3. Average Response Time (based to those responding)
68%
12.4
hours
© 2008 J.D. Power and Associates,
Source: 2008 JD Power and Associates’ Mystery Shopping (average of two non-luxury franchises)
3 The McGraw-Hill Companies, Inc.
All Rights Reserved. *e-mail requests not responded to within 72 hours deemed as no response.

4. Internet Requests Divided into Three Types
• Request for a price
• Inventory/availability inquiry
• Product information question
© 2008 J.D. Power and Associates,
4 The McGraw-Hill Companies, Inc.
All Rights Reserved.

5. Internet Requests Divided into Three Types
• Request for a price
• Inventory/availability inquiry
• Product information question
Which question was
answered fastest?
© 2008 J.D. Power and Associates,
5 The McGraw-Hill Companies, Inc.
All Rights Reserved.

6. In-Person Mystery Shop Results
100%
90%
80%
70%
60%
50%
? ?
40%
30%
20%
10%
0%
Collect any Customer Follow-up with Customer
Contact Info in 72 Hours
© 2008 J.D. Power and Associates,
6 The McGraw-Hill Companies, Inc. Source: 2008 JD Power and Associates’ Mystery Shopping (average of two non-luxury franchises)
All Rights Reserved.

7. In-Person Mystery Shop Results
100%
90%
80%
72%
70%
60%
50%
40%
30%
20%
10%
0%
Collect any Customer Follow-up with Customer
Contact Info in 72 Hours
© 2008 J.D. Power and Associates,
7 The McGraw-Hill Companies, Inc. Source: 2008 JD Power and Associates’ Mystery Shopping (average of two non-luxury franchises)
All Rights Reserved.

8. In-Person Mystery Shop Results
© 2008 J.D. Power and Associates,
8 The McGraw-Hill Companies, Inc. Source: 2008 JD Power and Associates’ Mystery Shopping (average of two non-luxury franchises)
All Rights Reserved.

9. In-Person Mystery Shop Results
© 2008 J.D. Power and Associates,
9 The McGraw-Hill Companies, Inc. Source: 2008 JD Power and Associates’ Mystery Shopping (average of two non-luxury franchises)
All Rights Reserved.