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Big Tom LaPointe

Big Tom LaPointe Digital Marketing Consultant

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What to measure with in-house live chat

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In his book, Customers for Life, Carl Sewell says to MEASURE EVERYTHING. So how do you measure how well your team is doing with live chat? For many dealers handling chat in-house, ‘measuring chat’ means tracking the number of chat conversations and leads, and possibly the number of sold units. But what else should a dealer take a look at to see how well their staff is doing with chat? After all, BDC team members and salespeople must learn their product, master handling phone ups and walk-in traffic, and legal requirements, as well as basic sales skills.

Here are a few of the key metrics to track:

  • Number of chats
  • Number of leads and conversion percentage
  • Time to respond to a chat
  • Sales-to-service chat ratio
  • Length of live chat conversations
  • Staying on process with pre-written responses
  • Amount of time logged on / off the chat console

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