Case Study: Pendragon achieves 63.8% reduction in CPA and happier customers with Infinity Tracking

How did the automotive dealership group get happier customers while reducing their CPA by 63.8%

Pendragon, a large UK automotive dealership group, faced limited visibility into inbound calls: they could track call sources but not call types or outcomes, didn’t know where customers were dropping out of the IVR, and dealerships lacked a clear starting point to improve the customer experience. Their goal was to get happier customers while lowering acquisition costs.

Infinity implemented Conversation Analytics and used its Insights team to analyze call types, automatically categorise outcomes at scale, and pinpoint where and when calls were missed or callers hung up. This drove a 63.8% reduction in cost-per-acquisition, a 30% drop in unanswered calls, a 12% increase in sales and service calls, improved Trustpilot ratings, and significant reductions in common friction points and price sensitivity.

Pendragon

Owen Gill

Head of Digital Marketing