Motors.co.uk discovered that 23% of telephone enquiries made to car dealerships between 6pm and 8pm since the start of 2017 have gone answered, leaving potential customers to either submit an online enquiry or call again the following morning.
Phill Jones, managing director of Motors.co.uk, said that with the share of evening telephone enquiries increasing by nearly a quarter in summer months, consumers have shown they are prepared to search for and purchase vehicles as daylight hours improve.
Motors.co.uk's response-tracking platform, The Eye, allows dealers to see when consumers interact with their stock on the Motors.co.uk platform, which then attempts to contact them.
“By using this tracking, dealers can understand how they need to manage their resources and business hours to effectively respond to enquiries," added Jones.
Jones said that, while it is understandable that some dealers may not be able to keep the office open long after 6pm, it could be "very worthwhile at redirecting calls from the office to a mobile until 8pm."