- December 5, 2018
- Posted by: Kari Jones
- Category: Automotive Industry, Tips For Dealers
60% of traffic comes through mobile and only a fifth of this is calls, the rest is browsing online and messaging. As consumer habits change to embrace shopping on the go, live chat becomes an increasingly relevant channel of communication between car dealers and customers.
If you offer a live chat service to customers, it is crucial that you stay on top of this communication channel, because by providing a method of instant messaging, customers will expect fast responses, and if you are not going to be able to commit to this, the customer might as well use email. So, before you make the decision to introduce live chat to your business, consider your strategy carefully.
Plan How Messaging will be Integrated and Managed Within Your Dealership
It is important to consider how live chat and messaging will fit into your business. Will you have one person or customer care team responding to live chat messages, will you direct sales enquiries and aftersales enquiries to the relevant departments individually, or will you have third-party live chat teams handling a proportion of enquiries?
You should also think about whether you want to implement live chat solely on your website or only use social media platforms like Facebook Messenger and WhatsApp or have multiple sources. These are important considerations, and when you have made decisions about how messaging will fit and be managed within your business, you must make sure that your team knows exactly what is being implemented and how their roles and responsibilities will change.
Would you consider using chatbots within your business? Artificial intelligence is incredibly sophisticated now, and there are live chat tools you can use to deal with basic enquiries, such as questions about opening hours or what is in stock. This can save you a lot of time and allow you to focus on enquiries which require a human response.
It also means that customers will receive an instant response to their message and may have their questions answered without needing to be referred to an actual team member, which means that you can meet their expectations of immediacy, whilst delivering a higher standard of service.
To see the benefits of messaging, make sure that you have a way of tracking how many interactions result in a conversion, whether your dealership defines a conversion as moving to the next step, for example, providing contact details or arranging a visit, or an actual sale.
If your dealership feeds stock to Facebook Marketplace, there are two options for receiving enquiries: via lead generation forms or via Messenger. If you have the time and resources to dedicate to instant messaging, this and Marketplace go hand in hand, because it offers both efficiency and a personal touch.
Customers can do their own research and choose a vehicle in a no-pressure environment, then follow up with any queries they have about the car or your dealership by starting a chat with you. It also allows you to build rapport and give them more of a reason to visit your dealership, so make sure your staff are friendly and polite.