Mahindra leads the 2024 Compact Tractor Sector Study for Online Customer Engagement

Mahindra's success can be attributed to quick response times, embracing multiple communication channels, and a lower non-response rate compared to other brands.

In a recent study conducted by Pied Piper, Mahindra dealerships have emerged as leaders in the compact tractor sector for their responsiveness to online customer inquiries.

Mahindra achieved the top position, demonstrating a significant enhancement in customer engagement compared to previous years. Mahindra's success can be attributed to quick response times, embracing multiple communication channels, and a lower non-response rate compared to other brands.

Evaluation Process

The study evaluated the effectiveness of dealership websites in responding to customer queries, involving 607 dealerships representing major compact tractor brands in the USA. Each inquiry comprised a specific question regarding a tractor in stock, accompanied by customer details like name, email address, and local telephone number.

Over the ensuing 24-hour period, Pied Piper assessed the responses from the dealerships via email, telephone, and text message. The findings of the study underscored a widespread opportunity for enhancement within the industry, with an average of 41% of customers receiving no personalized response to their online inquiries.

Notably, Mahindra dealers distinguished themselves with their prompt, tailored, and comprehensive responses, resulting in a 50% surge in unit sales compared to dealerships with less satisfactory responses.

Also Read: Jan '24 Mahindra Tractor Sales Report: 22,972 Units Sold, a 17% Drop

John Deere's Decline

While John Deere held the top position in the previous year, they dropped to fifth place in 2024. Despite increased text messaging, their overall customer responsiveness declined.

Fran O'Hagan, CEO of Pied Piper, emphasised the importance of recognising and addressing the needs of online customers in driving dealership sales success.

The findings highlight the necessity for prompt and personalized responses to online inquiries, highlighting the importance of effective engagement with website customers.

Mahindra's achievement reflects its commitment to exceptional customer service and leveraging digital channels for enhanced engagement, highlighting the importance of customer-centric practices in the evolving industry landscape.