Autoland in the fast lane with call tracking
Autoland, a leading car dealership network in Germany, focuses on quality and innovation. With a wide range of vehicles and customer-specific services, the company stands for top offers in all aspects of modern car sales. To optimize service and campaign efficiency, Autoland integrated matelso call tracking technology into its systems in 2018 to increase the availability of sales contacts. This strategic decision has significantly improved employee availability via the call channel and the efficiency of marketing campaigns—giving Autoland a massive competitive advantage.
Summary
- The challenge: Greater transparency regarding campaign efficiency and accessibility at car dealerships
- An overview of the marketing challenges facing car dealerships
- Autoland makes its salespeople available at every location – with matelso call tracking
- Critical value: Telephone availability of individual car dealerships for customers
- Everything at a glance – the matelso call tracking/lead dashboard
- matelso Call Tracking as the key to success in a highly competitive industry
- Conclusion: Accessibility at the dealership determines sales opportunities
The challenge: Greater transparency regarding campaign efficiency and accessibility at car dealerships
The key questions for those responsible for Autoland:
- How can the sustainable measurement of the quality and number of incoming calls (call leads) in the branches and call center be ensured and optimized?
- How can telephone availability for customers be measured and improved among consulting and sales staff?
In the highly competitive automotive market, it is extremely important that marketing managers—especially online marketers—always keep an eye on which campaigns are successful, what customers or callers really want, and how efficiently incoming inquiries are being processed. Call leads play a particularly important role here. The topics and quality of individual inquiries are also essential for business success—for example, service, consultation, or appointments for test drives. These are all challenges that Autoland faced—and continues to face.
Without reliable availability, the car dealership loses potential customers right from the first contact. Those who do not analyze and improve their calls are throwing away revenue.
An overview of the marketing challenges facing car dealerships:
- Measurement of the quality and number of incoming and accepted call leads
- Optimization of telephone availability of employees in all regional car dealerships
- Gain an overview of marketing ROI and identify preferences from customer conversations
- Ensure efficient processing of incoming inquiries (and callbacks) and ensure their transfer to CRM
- Understanding the importance and quality of call leads for business success (service, consulting, test drive appointments)
Car dealers must select the truly relevant and valuable leads from the multitude of incoming leads without compromising the quality of personal contact with customers. Efficiency and effectiveness in marketing are required to build long-term and reliable customer relationships—especially important in the context of a high investment such as a car.
Autoland makes its salespeople available at every location – with matelso Call Tracking
The solution to Autoland’s specific challenges:
Thanks to dynamic phone numbers, Autoland recognizes which marketing measure generates which call. This creates maximum transparency and targeted optimization.
The advanced matelso call tracking technology with dynamic display of phone numbers on the website.
In other words: Regardless of which campaign a potential customer uses to access the website, they are automatically assigned a phone number that can be traced back to them. This tracking technology enables Autoland to achieve unprecedented transparency regarding the success of its marketing measures and to quickly and accurately implement optimizations based on this customer data.
This means more call leads and higher conversion rates with the same budget and fully traceable customer journeys.
And that’s not all:
Thanks to the matelso software, incoming calls are also distributed directly to the relevant regional car dealerships and employees, further improving the customer experience.
Critical value: Telephone availability of individual car dealerships for customers
The regional connection to its customers is one of the most important factors in Autoland’s business model. After all, the car trade is all about building and maintaining trust. Only when this is achieved can potential buyers be convinced to invest in a new or used vehicle in a timely manner and sales staff actually close the deals.
For this reason, it is particularly important for car dealers to maintain and further improve the availability of their employees not only throughout Germany, but especially at individual locations.
Fig.: Comparison of missed calls: Total car sales in Germany vs. Autoland.
And this is where the matelso solution comes into play:
Every call generated via one of the dynamically displayed phone numbers can be tracked precisely.
The result: Autoland not only obtains valuable data about the performance of its advertising channels, but also about the effectiveness and accessibility of its individual branches. At a glance, it is possible to see how many calls are answered and how many test drives are arranged – or where employee availability needs to be optimized. These are insights that are essential for success and from which further measures can be derived directly – such as employee training or forwarding missed calls to a call center provider.
Everything at a glance – the matelso call tracking/lead dashboard
Fig.: The Autoland dashboard impressively shows how accessibility is developing not only across Germany, but also regionally at the individual car dealerships in the network.
Without the matelso dashboard, which visualizes all relevant insights, KPIs, and data, the information collected would be useless. Through integration with Looker Studio, the tool displays the efficiency of individual advertising channels and campaigns, as well as accessibility down to the level of individual branches—and much more. It thus forms the basis for any long-term optimization of the online marketing strategy – and guarantees the right decisions that ensure business success.
“We have achieved a real breakthrough with matelso call tracking technology. We now have greater transparency in terms of channel and campaign efficiency, a better basis for optimization, and, last but not least, verifiable figures on the utilization and performance of individual branches. In addition, since 2018, we have been able to increase our availability to around 90 percent across all locations. This is a real competitive advantage for us.”
– Mathias Bitsch, Autoland AG
matelso Call Tracking as the key to success in a highly competitive industry
Matelso call tracking technology takes Autoland’s online marketing to the next level. The software not only provides unparalleled transparency regarding campaign success, but also continuously identifies valuable areas for improvement.
Particularly impressive:
The availability rate, which now stands at an impressive 90 percent—across all affiliated car dealerships.
And there’s more. Autoland can now respond to customer inquiries faster and more effectively than before.
The result: higher customer satisfaction and more sales.
And that’s not all: the detailed insights enable Autoland to develop targeted training programs for its employees to further improve service quality and ensure that no call goes unanswered. This strategic measure has not only optimized internal process efficiency, but also strengthened the company’s focus on the needs of its customers. With the ability to respond dynamically to market changes and continuously refine the customer experience, Autoland has secured its position in the highly competitive automotive market.
Autoland achieves over 90% telephone availability with matelso – across all locations. The result: more customer contact, better advice, and higher closing rates.
Conclusion: Accessibility at the dealership determines sales opportunities
Our success story with Autoland shows how important it is for car dealerships to be easily reachable by phone. With call tracking from matelso, the company has not only increased its response speed but also its closing rate.
Every missed call is a missed sales opportunity—Autoland has turned this into measurable success. The clear database helps to optimize in a targeted manner and meet customer expectations.
A model of success for all car dealerships that want to get more out of their leads.
Lead tracking with the matelso platform
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