BMW Motorcycle Dealerships Receives 2017 Pied Piper Award for Customer Satisfaction

11th annual industry benchmarking study measures in-dealership treatment of U.S. motorcycle shoppers

BMW receives Pied Piper award for 2017
On the left, Michael Peyton, Vice President of BMW Motorrad North America, accepts Pied Piper award for 2017.Photo Courtesy of BMW

BMW motorcycle dealerships were recognized as the top-ranked brand as part of the 2017 Pied Piper Prospect Satisfaction Index (PSI) U.S. Motorcycle Industry Benchmarking Study. The study measured treatment of motorcycle shoppers who visited a dealership, with rankings by brand determined by the Pied Piper PSI process, which ties "mystery shopping" measurement and scoring to industry sales success.

BMW was also among the brands showing the most improvement in sales behavior. Compared to their performance five years ago, BMW dealers in 2017 were 50 percent more likely to mention test rides, were 60 percent more likely to encourage going through the numbers or writing up a deal, and were 30 percent more likely to ask for contact information to allow follow-up.

“Our dealers are doing an outstanding job of building customer relationships by putting riders’ needs first,” commented Michael Peyton, Vice President, BMW Motorrad North America. “Outstanding customer service, a diverse model range, and a large and growing dealer network will continue to fuel loyalty among current customers and convert others to the BMW brand.”

“Motorcycle shoppers today visit dealerships half as many times before buying,” said Fran O’Hagan, President & CEO of Pied Piper. Motorcycle shoppers today gather much of their information on-line before ever visiting a dealership, and the result has been a drop from an average of four or more shopper visits before buying, to an average of two visits today. “Successful motorcycle dealerships today not only respond quickly to customer web inquiries, but they also understand the increased importance of every customer visit,” said O’Hagan.