When Gareth Thomas first sat down with a dealership to learn about their lead follow-up process, what he found was shocking. A receptionist was responsible for checking leads every 30 minutes, clicking a button to say the lead was "actioned," and… that was it. No contact. No call. Just a system update to meet the OEM's timing target.
That may be an extreme case, but it highlights why visibility matters. TrackBack was designed to bring transparency that strengthens lead follow-up for manufacturers, dealers, and customers alike.
As Managing Director, Gareth has spent more than 15 years helping car brands across Europe track what really happens after a lead enters the system. TrackBack monitors follow-up by phone, email, and now WhatsApp, giving brands clear, measurable insight into both speed and quality. It’s not about box-ticking - it’s about outcomes.
Why Speed and Visibility Matter
“Follow-up within the first 15 minutes makes a huge difference,” Gareth explains. “You’re far more likely to make contact, book an appointment, and move closer to a sale. But too often, that follow-up doesn’t happen - or worse, it’s done poorly."
Gareth shares results from a recent mystery shop where only 2% of test drive leads across ten non-TrackBack brands were followed up by phone within an hour. “Some dealers are brilliant, but the inconsistency is the problem,” he says. “And brands can’t improve what they can’t see.”
This visibility gap is what TrackBack solves. The platform captures not just when follow-up happens, but how - including the tone, accuracy, and usefulness of communication. It also tracks what the customer thinks. The three things they value most? A helpful attitude, product knowledge, and speed.
How TrackBack Helps Brands Improve
Gareth’s background gives him a unique perspective. He started out in the 90s as a telemarketer for Rover, eventually moving into leadership roles in client services. He joined TrackBack in 2008 when the idea was still taking shape. “I was sceptical at first,” he admits. “But the need was clear.”
Since then, TrackBack has grown from two people to over 100, but Gareth still personally manages half the company’s clients. That close contact shapes the product roadmap. Features like WhatsApp tracking, AI-driven quality analysis, and tools to reignite missed leads all came from client requests.
But Gareth is cautious about the hype around AI. “It’s great for spotting trends across thousands of calls, but scoring an individual call’s quality still needs a human,” he says. He’s also concerned about AI posing as a real person - like the customer who arrives at the dealership asking for a salesperson who turns out to be a bot.
Despite the rise of digital, Gareth believes human contact still matters - especially for EV sales. “People want to talk. They have questions. With EVs, we see longer phone calls and more complex conversations.”
Culturally, TrackBack puts a strong focus on empathy, flexibility, and accountability. “We work hard to keep the culture right as we grow,” Gareth says. “We want people to enjoy coming to work. No big egos. No unnecessary hierarchy. In 2024, not a single member of staff left the company."
Gareth’s Perspective on the Future
Looking ahead, Gareth sees continued pressure on the industry - new Chinese brands entering Europe, shifts to agency models, and changing buying behaviour. But rather than chasing more leads, he says most brands now want to work existing leads harder. “You can’t afford to waste opportunities,” he says. “We help make sure they don’t slip through the cracks.”
As for Gareth’s one piece of advice? “Do what you said you’d do, when you said you’d do it. That’s the foundation of trust - in work and in business.”
Want to hear more?
This article just scratches the surface. You can watch Gareth's full interview with Leap Forward on YouTube for deeper insight into the data, the story behind TrackBack, and where automotive lead management is heading next.
Curious what this could look like for your brand?
If you want faster lead follow-up, clearer dealer performance insight, and better conversion across your network, we can help. Get in touch to see how TrackBack is already delivering results for brands across Europe - and what we could do for yours.