Auto Trader UK's Trustpilot score climbs from 6.7 to 9.3.
iovox gave Auto Trader UK's dealer customers transparent, scam-protected call tracking, strengthening trust between buyers, sellers, and the platform, and driving a dramatic improvement in customer satisfaction scores.
The challenge
Auto Trader UK is the UK's largest digital automotive marketplace, with over 80% of automotive retailers advertising on the platform. At that scale, trust between buyers and sellers is a fundamental commercial asset, and it was under pressure.
Dealers were receiving scam calls that wasted time and damaged morale. Buyers had no assurance that the seller they were calling was legitimate. And Auto Trader had limited visibility into the call flows their platform was generating, making it difficult to demonstrate the lead value they were delivering to their retailer customers.
The commercial team recognised that trust was the product, and that call infrastructure was central to building it.
The solution
iovox deployed trackable phone numbers for every vehicle retailer advertising on Auto Trader, branded as "Auto Trader Calls". Each number is dedicated to a specific retailer, allowing buyers to call directly while Auto Trader maintains full visibility over the call volume and quality being delivered.
Spam blocking was applied automatically, filtering nuisance and scam calls before they reached dealer lines. Call tracking data gave Auto Trader's commercial team the hard evidence to show retailers exactly how many qualified buyer calls their listings were generating, strengthening the relationship between the platform and its advertiser base.
At Auto Trader, the team is "constantly looking for initiatives to further the protection and trust between buyers and sellers" — iovox is flexible enough to adapt its proposition to those evolving needs.
Auto Trader UK
"It's a solution we emphasise to prospective customers, and is something that has helped us to develop a trusted relationship."
The results
Auto Trader's Trustpilot score climbed from 6.7 to 9.3, a 39% improvement, based on over 13,000 reviews. The "Auto Trader Calls" product became a feature the commercial team actively uses when pitching to new retailer customers, demonstrating the platform's commitment to transparency and trust.
The partnership continues, with iovox's AI capabilities now giving Auto Trader's retailer customers richer insight into call quality, sentiment, and conversion rates.
More automotive marketplace results.
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