“We finally have visibility – right where it matters”

When brand-generated leads weren’t being followed up on, VH Group turned to ActiveFeedback’s Lead Follow-up solution. We sat down with Jeff Bridges, COO at VH Group, to learn how they gained full transparency into the customer journey from day one.

Jeff Bridges, COO at VH Group, is clear about the value of every lead:

“When a potential customer takes the time to reach out to a brand like Indian Motorcycles, the worst thing we can do is fail to respond. That’s a lost sale – and a lost relationship.”

That’s why VH Group turned to Active Feedback’s Lead Follow-up solution, a plug-and-play tool designed to help dealers track how well sales leads are handled and ensure every customer receives a timely, quality response.

In the past, leads generated on the Indian Motorcycles homepage were forwarded to the selected dealer, but VH Group had no reliable way of knowing what happened next.

“We had no visibility. Some leads were handled beautifully. Others fell through the cracks. And we had no data to know which was which,” Jeff explains.

With Lead Follow-up, the process is simple and fully transparent. Once the lead is sent to the dealer, the customer receives a short feedback survey via email or SMS after two working days. Questions include whether they were contacted and how satisfied they were with the interaction – or if they were never contacted at all.

Real-time feedback 

Customer responses are sent directly to a reporting portal that WH Group management can access at any time. They can now track performance on the salesman level, compare locations, and get automatic alerts if a potential buyer hasn’t been contacted.

“It’s like having a quality control system for our sales process. We don’t have to guess anymore – we know what’s working and where we need to improve,” says Jeff.