The challenge
Phone calls are critical to car dealers:
- 69% of customers call first when they want to make an enquiry
- 95% of car buyers use the telephone at some point in their journey
But many calls aren’t being managed effectively. As a result, valuable sales opportunities slip through the net. Prospecting Dynamics’ data shows that 34% of customers’ calls weren’t making it onto the dealer management system (DMS) – a significant number of missed opportunities.
The solution
Prospecting Dynamics were already using Mediahawk, but many of their car dealer clients came from other call tracking providers where the data wasn’t being used effectively. Dealers were drowning in information, but without clear insight into what it meant or how to act on it.
Nancy’s team combines Mediahawk’s AI-powered Speech Analytics with their deep enquiry management expertise to give dealerships exactly what they need: clarity. The AI technology automatically transcribes and summarises calls, highlighting the conversations that matter most: missed lead capture, poor enquiry handling, lost chances to book appointments and test drives, and recurring customer questions. It can also flag calls that show sales opportunities slipping through the cracks, identify common objections or pain points, and track how effectively staff follow up on enquiries. All of this happens without the team having to trawl through hours of calls, meaning their insights are delivered faster, and dealership teams can take immediate, targeted action to improve customer experiences and increase sales.
Prospecting Dynamics has reviewed more than 800,000 sales calls, providing them with a uniquely clear view of where the most significant improvements can be made for car dealers. This extensive dataset offers an unparalleled depth of insight into customer interactions and sales opportunities.
Emphasising the robust nature of the data, Nancy explains, “Automotive manufacturers are constantly doing market research, but they tend to be sample-size surveys of around 2,000 customers. In comparison, with Mediahawk, we’ve analysed over 800,000 calls. The insights we get from that scale really can’t be argued with because the dataset is so huge.”
This massive dataset doesn’t just provide numbers – it requires expert interpretation. Nancy’s team applies their years of enquiry management expertise to transform Mediahawk’s AI insights into strategic recommendations. “Technology gives us the data, and our human expertise translates that into practical action for dealerships,” Nancy explains. “We brought our extensive knowledge of the market, spent over four years learning exactly how car sales conversations work now, what good looks like, and where the critical intervention points for the modern day buyer are.”
All of this comes together in Prospecting Dynamics’ bespoke reporting platform, with Mediahawk feeding in the data that drives it. Dealers can see which enquiries are being answered, how quickly, and which marketing channels are truly generating sales.
The results
For Prospecting Dynamics’ current clients, the impact of combining their expertise with Mediahawk’s technology is clear:
- Poor first-contact experiences drop by 65%, meaning far fewer potential buyers are lost at the first point of contact (18% down to 6.3%)
- Unanswered calls fall by 35%, ensuring more enquiries get through to the right team (20% down to 13%)
- Customers reaching a salesperson on their first attempt improve by 30%, helping more buyers get the answers they need quickly (from over 40% failing to 28%)
- Calls logged in the dealer’s DMS increase by 40%, improving record-keeping and follow-up (66% up to 92%)
- “Chats that go nowhere” shrink by 72%, turning more conversations into potential sales opportunities (32% down to 9%)
Call quality also shows a significant improvement:
- High-quality sales calls rise by 32%, meaning more conversations effectively move buyers toward a purchase (68% up to 90%)
- Calls that could be better fall by 71%, so less time is wasted on weak interactions (24% down to 7%)
- Calls with serious issues drop by 63%, reducing lost opportunities and customer frustration (8% down to 3%)
With 69% of customers calling to make an enquiry as their first point of call, and 95% using it at some point during their journey, optimising phone interactions is critical. These results show just how effective Prospecting Dynamics and Mediahawk are at doing that.