• First-ever Service Scheduling Effectiveness™ (SSE™) study combined both website and phone performance
• Porsche ranked highest in the Service Website Effectiveness™ portion of the study
• Lexus ranked at the top of the Service Telephone Effectiveness^® portion of the study

MINI USA ranked highest in Pied Piper’s new 2025 PSI^® Service Scheduling Effectiveness™ (SSE™) Auto Industry Study. For the first time, the study combined both Service Telephone Effectiveness^® (STE^®) and new Service Website Effectiveness™ (SWE™) to measure how well dealerships schedule service appointments. Following MINI in overall SSE score were Lexus, BMW, Mazda, and Honda. While MINI had the highest overall SSE score in the 2025 study, Porsche ranked highest in the website portion and Lexus achieved the highest telephone score.

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2025 Pied Piper Auto Brand Service Website Effectiveness

Pied Piper submitted 4,887 service requests to dealerships representing every major automobile brand. Dealerships received website–SWE and telephone–STE scores, each ranging from 0-100, based on their performance in weighted measurements tied to best practices most likely to drive service revenue and customer loyalty. The SWE and STE scores are then combined into a single Service Scheduling Effectiveness™ (SSE™) score, with each brands overall SSE score reflecting the average performance of their dealerships.

Why did MINI Rank Highest in Overall Service Scheduling Effectiveness Score?

MINI achieved an overall SSE score of 66, the highest average score in this year’s study and 7 points higher than the industry average. MINI’s strength came from balanced performance across both website and telephone service scheduling—placing 2nd in Service Website Effectiveness and 3rd in Service Telephone Effectiveness. By contrast, other brands that ranked higher in one channel often performed worse in the other, resulting in lower combined SSE scores.

• Second Highest Service Website Effectiveness Score – The average MINI dealership earned an SWE score of 68, driven in part by stronger follow-up practices. MINI dealerships were more likely to send both email and text confirmations, doing so 60% of the time on average compared to the overall industry rate occurring only 40% of the time.
• Third Highest Service Telephone Effectiveness Score – MINI dealerships averaged an STE score of 64, six points higher than this year’s industry average for service telephone. A key factor driving the high score was MINI’s shorter average wait time until the earliest available appointment when compared to other brands, with an average wait of 1.9 days compared to the industry’s average wait time of 3.5 days out.

Why Measure Both Website and Phone Service Scheduling Effectiveness?

Two-thirds of service customers still rely on the telephone to book appointments, even as online scheduling grows steadily each year. Each channel plays a distinct role: phone calls remain the preferred option for communicating complex issues, while online tools are faster and better suited for routine needs like oil changes and maintenance. Measuring interactions through both phone and web matters because each channel experiences recurring problems. Identifying and fixing those issues can make a significant difference in customer satisfaction—and in service revenue.

“Automated phone and website service systems often fail without anyone noticing,” said Cameron O’Hagan, Pied Piper’s Vice President of Metrics and Analytics. “For example, dealers for many brands are inconsistent sending follow-up confirmations for service scheduled online—yet those messages are critical for reassuring customers that their dealership is ready and expecting them.”

Service Website Effectiveness – Key Findings in the 2025 Auto Industry:

• Porsche Ranked Highest for Service Website Effectiveness – Porsche dealerships achieved an average SWE score of 71, the highest in this year’s study and 12 points higher than the industry average. Their dealer websites consistently ranked above average in SWE measurements and had the highest overall rate of sending confirmation emails and texts.
• Nearly 1 in 10 Customers Were Unable to Schedule Online – On average 9% of customers industrywide were unable to schedule a service appointment online for a specific date and time, with individual brand failure rates ranging between 2% and 36% of the time on average. The most common causes of issues preventing scheduling a service appointment were website errors, website calendar not loading, or requiring a VIN to proceed.
• Fewer than Half of Customers Received Both Email and Text Confirmations – Industrywide only 44% of service inquiries submitted to dealer websites received an appointment confirmation by both email and text. When analyzed separately, the industry sent confirmation emails 84% of the time on average and sent confirmation texts only 48% of the time. Volvo was most consistent with sending confirmation emails, occurring 96% of the time on average, while Porsche was most likely to send a confirmation text, occurring 72% of the time.
• One in Four Dealer Websites Lacked a Clear Way to Cancel or Modify Appointments – On average, 76% of service scheduling websites provided a clear way to cancel or modify an appointment after it was made, leaving 1 in 4 customers without a clear process to follow online. The rate of being able to cancel/modify an appointment online also had wide variation by brand, ranging between 42% and 96% of the time on average.

Service Telephone Effectiveness – Key Findings in the 2025 Auto Industry:

• Lexus Achieved Highest Service Telephone Effectiveness Score – Lexus dealers in this year’s study achieved an average STE score of 68, the highest among the auto brands studied and 10 points higher than this year’s auto industry STE average score. Lexus dealers were the most consistent at scheduling appointments over the phone, successfully doing so 91% of the time on average. Lexus telephone service associates also had the highest rate of proactively upselling additional services, occurring 31% of the time on average.
• Fewer than 20% of Service Calls Included an Upsell – The average telephone service call in this year’s study only proactively upsold additional services 18% of the time, with brand averages ranging from 31% of the time on average down to 3% of the time.
• One in five Customers Encountered Issues Scheduling by Phone – 19% of customers industrywide were not offered an appointment for a specific date and time in this year’s study. The most common issues that prevented an appointment from being scheduled included being placed on hold indefinitely, stuck in a phone tree/AI loop, going to voicemail when transferred, and information requirements (typically a VIN requirement) preventing progression. In contrast, the Lexus or Subaru experience stood out, with more than 90% of their calls avoiding issues and resulting in a scheduled appointment.

2025 Auto Brands Compared:

• Service Website: “Successfully Scheduled Appointment” - How often were customers of the brand’s dealerships able to successfully schedule service for a specific date and time online?
  • More than 95% (<5% failure rate) of the time on average: Mazda, Cadillac, Volvo, Toyota, Subaru, BMW, Mercedes-Benz, Porsche
  • Less than 85% (>15% failure rate) of the time on average: Kia, Dodge, Ram, Lincoln, Alfa Romeo
• Service Website: “Received a Confirmation Email or Text” - How often did the brand’s dealerships send a service confirmation email and/or text?
  • More than 95% of the time on average: Volvo, Porsche, Cadillac, Subaru
  • Less than 75% of the time on average: Lincoln, Dodge, Alfa Romeo
• Service Website: “Easy to Cancel or Modify Appointment” – How often did the brand’s dealerships provide a clear way to cancel or modify an appointment by website, email, and/or text?
  • More than 90% of the time on average: Volvo, Mazda, Cadillac, Porsche, Volkswagen
  • Less than 70% of the time on average: Fiat, Dodge, Mitsubishi, Chrysler, Ram, Alfa Romeo
• Service Telephone: “Quickly Reached Associate” - How often did customers of the brand’s dealerships reach a service associate within one minute?
  • More than 70% of the time on average: Alfa Romeo, Fiat, Jeep, Mitsubishi
  • Less than 55% of the time on average: Lexus, Land Rover, Audi
• Service Telephone: “Set an Appointment” - How often when calling a brand’s dealerships was the customer offered an appointment for a specific date and time?
  • More than 85% of the time on average: Lexus, Subaru, Honda, Volkswagen, Toyota, Mercedes-Benz
  • Less than 70% of the time on average: Genesis, Alfa Romeo, Lincoln, Ram
• Service Telephone: “Average Days Out” – What was the brand’s dealerships’ average number of days out until the earliest available appointment?
  • Less than 2 days on average: Lexus, MINI, Nissan
  • More than 5 days on average: Dodge, Ram, Volvo, Genesis

About Pied Piper Management Company, LLC

For more than 15 years, Pied Piper has conducted annual industry studies that rank the omnichannel performance of brands and dealer groups. These studies track how industry performance changes over time and give current and prospective clients a benchmark to understand how their own performance compares.

Pied Piper’s proprietary Prospect Satisfaction Index® (PSI®) uses a powerful combination of artificial intelligence and trained human evaluators to provide ongoing measurement and reporting to help clients improve and maintain the omnichannel sales and service effectiveness of their retailers. A.I.-powered insights are delivered directly to retailer phones—providing concise, actionable guidance to boost omnichannel sales and service.

Other recent Pied Piper PSI^® industry studies include:

• 2025 Internet Lead Effectiveness^® (ILE^®) Auto Industry Study (Subaru ranked first)
• 2025 Service Telephone Effectiveness^® (STE^®) Auto Dealer Group Study (Group 1 ranked first)
• 2024 Telephone Lead Effectiveness^™ (TLE^™) Pontoon Boat Industry Study (BRP’s Sea-Doo brand ranked first)

Learn more, request a presentation of industry study results, or request PSI^® measurement and reporting at www.piedpiperpsi.com.

This press release is provided for editorial use only, and information contained in this release may not be used for advertising or otherwise promoting brands mentioned in this release without specific, written permission from Pied Piper Management Co., LLC.

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“Automated phone and website service systems often fail without anyone noticing."