Mahindra Dealers Ranked First in 2024 Study on Website Customer Response in Compact Tractor Industry

Through the individual websites of 607 dealerships that represent all major brands of compact tractors in the USA, Pied Piper submitted customer inquiries. These inquiries included a particular query regarding an inventory vehicle as well as the client's name, email address, and local phone number. Pied Piper then assessed the dealerships' responses over the course of the following day via text, phone, and email. A dealership's ILE rating is determined by adding together more than 20 distinct metrics to provide a final number that falls between zero and hundred.

Overall, there is still much space for improvement in the industry's response. When clients enquired online about purchasing a small tractor, 41% of them, on average, did not receive a human response via phone, text, or email.

"Improvement is very much worth it," said Fran O’Hagan, Pied Piper CEO. "Dealers who respond quickly, personally, and completely to website customer inquiries on average sell 50% more units to customers who contact online as opposed to dealers who fail to respond."

With an average score of 33, the compact tractor industry's average ILE performance remained constant from the previous year. The industry study ILE score for each brand is an average that takes into account both excellent and subpar dealers. 56% of dealerships scored below 40 (not personally responding to website consumers) and 5% of all compact tractor dealerships in the industry scored above 80 (offering a prompt and thorough human response) on a standard bell curve of performance.

The top-ranked brand this year, Mahindra, raised its score from the previous year by five points, making it the greatest ILE score for an Ag brand to date. Mahindra dealers improved on the majority of the ILE-measured behaviors from the previous year. This year, for instance, Mahindra dealers were twice as likely to react to a client's question within 60 minutes and twice as likely to use several communication channels to respond to the same consumer. The average response rate from Mahindra dealers was 11%, which is lower than the industry average of 18%. Mahindra dealers also did not reply in any manner less frequently than dealers for any other brand.

With a score of 37 in the ILE survey the year before, John Deere dealers were placed #1; but, in 2024, they fell to fifth place with a score of 34. Compared to 2023, when they used texting only 12% of the time, John Deere dealers used it far more frequently this year—an average of 29%. But on average, only 16% of John Deere clients received a text message response to their query, and from 2023 to 2024, the number of dealer emails or phone calls fell.

Brands differed in how they responded to online client inquiries, as these instances illustrate:

How frequently did the dealerships for the brand respond to an inquiry from a website visitor via email or text?

• More than 60% of the time on average: Kioti, TYM
• Less than 40% of the time on average: McCormick, Bobcat, Case

How frequently did the dealerships for the brand call back customers who had inquired via their website?

• More than 30% of the time on average: Kubota, Case
• Less than 20% of the time on average: TYM, LS Tractor, McCormick

How frequently did the dealerships for this brand reply by phone as well as by email or text to inquiries from customers on their website?

• On average, more than 15% of the time: Kioti, Massey Ferguson, and Kubota
• On average, less than 10% of the time: McCormick, Bobcat, and Yanmar

How frequently did a website visitor not get a response via phone, text, or email?

• On average, less than 15% of the time: Kubota, Kioti, and Mahindra
• More than 20% of the time on average: LS Tractor, McCormick, Case, and Massey Ferguson

“Website customers today drive a dealership’s overall sales success,” said O’Hagan, “but website customers are invisible which makes them easy to overlook in day-to-day operations.” He added. 

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