Triumph has secured the top spot among 27 powersports brands in the 2024 Pied Piper PSI® Service Telephone Effectiveness® (STE®) Study. This study evaluates the efficiency and quality of service telephone calls, focusing on how quickly and easily customers can schedule a service appointment. Following Triumph in the rankings were dealerships for Harley-Davidson’s electric Livewire brand, BMW, Aprilia, and Polaris Off-Road. According to Pied Piper CEO Fran O’Hagan, “Well-run service departments focus on increasing customer loyalty, and the first service experience to drive that loyalty is a customer’s phone call to schedule an appointment.” O’Hagan also noted that customers facing difficulty in scheduling service tend to switch to another dealership, independent shop, or even sell their vehicle.
Brands that saw the most improvement from last year include Triumph, Kymco, CFMoto, HiSun, and Kawasaki, each increasing their STE scores by more than four points. Conversely, 16 brands experienced declines, including Harley-Davidson, Zero, Suzuki, Moto Guzzi, and Indian.
STE scores, ranging from 0 to 100, are based on various measurements supporting the goal of quickly connecting customers with a service representative to schedule an appointment. Efficiency measurements constitute 62% of the total score, while quality measurements make up 38%.
The study found that 15% of customers hung up without scheduling service. Meanwhile, 33% quickly achieved their goal, speaking with a service advisor within one minute and scheduling an appointment within a week. Thirteen percent of dealerships exceeded basic expectations, scoring over 70 in the STE study by providing a proactively helpful experience.
The national average STE score dropped from 46 to 43 compared to last year. Dealers were more likely to place customers on hold, less likely to give their name, less likely to ask for contact information, and less likely to provide an estimate for repair time or cost. However, they offered earlier appointments, averaging six days out compared to nine days last year, and were more likely to inquire if additional services were needed.
Triumph, leading the rankings, improved their STE score by nine points to 55, nearing the automobile industry average of 58. Triumph customers spoke with a service advisor within one minute and scheduled service within a week 47% of the time, a significant increase from 18% last year. The frequency of being on hold for more than two minutes dropped from 24% to 8%.
Performance varied by brand and dealership, with notable examples including:
- Mission Failure (customers who failed to schedule a service appointment):
- Less than 10%: Polaris, Aprilia, Can-Am, Triumph
- More than 25%: Tracker, Zero, Moto Guzzi, Indian, Ducati
- Mission Acceptable (customers speaking with a service advisor within one minute and scheduling an appointment within one week):
- More than 40%: Indian, Harley-Davidson, Triumph, Moto Guzzi, KTM
- Less than 20%: Cub Cadet, John Deere, Zero, Arctic Cat
- First available service appointment:
- Less than 5 days: KTM, Indian, Harley-Davidson, Roxor
- More than 9 days: Arctic Cat, Tracker, Kawasaki, Suzuki, Livewire
- Customers placed on hold for more than two minutes:
- Less than 5%: Husqvarna, Cub Cadet, Kawasaki, Roxor, Polaris, BMW, Kubota, HiSun, Moto Guzzi
- More than 15%: Tracker, Yamaha, Arctic Cat, Indian, KTM
- Customers asked if they were experiencing any other issues:
- More than 35%: Triumph, Indian, John Deere, Arctic Cat, Kawasaki, Royal Enfield
- Less than 25%: Tracker, Livewire, Harley-Davidson, Moto-Guzzi, Zero, Roxor, Cub Cadet
Improving the service telephone experience begins with understanding the current customer experience. “The effort is worth it,” said O’Hagan. “Satisfied service customers are more likely to be long-time loyal customers not only for service work, but also when it’s time to buy another vehicle.”
The Pied Piper PSI®-STE® Powersports Study has been conducted annually since 2007. The 2024 study, covering the U.S.A., was carried out between October 2023 and April 2024, involving service departments at 1,928 dealerships representing all major powersports brands.
