Hint: It involves implementing a digital retailing strategy with messaging woven into it. And we’ve got a guide to help you make it work. SEE HOW
Everyone knows that having a functional website is extremely important – and dealers are constantly being given new ways in which they can improve their online presence.
Online chat has become one of the key elements of interaction with online customers – and “smart” chat (or Chat 2.0) that can actually arm your agents with details about a consumer’s behavior and interests makes online chat even more powerful. However, in the rush to make your website function at its best, don’t forget about the oldest school of chat – good old-fashioned phone calls.
There are plenty of people (71 percent of consumers say talking with a live agent over the phone was still the top preference*) who don’t opt to engage in online chat (especially, if they’ve been subject to the annoying behavior of first-generation ‘dumb’ chat solutions that simply talked and talked at them, rather than engaged with them). But it’s important to approach these customers with the same level of sophistication (assuming your dealership has adopted a smart Chat 2.0 product with behavior tracking/inventory matching technology) that you are successfully using with your online chat customers.
Online consumers have certain expectations for their online chat experiences – even if they’re not aware of them – for example, they will feel put out if they have to educate your chat operators about where they are on the website or what type of vehicle they are looking for. They expect applicable information and a quick resolution of their query. By serving up relevant conversations, including the right cars and offers, your chat operators can move them so much closer to a sale.
But have you ever thought about putting that same power into your telephony/call center solution? If you gave the people answering your phone (whether they are in-dealership staff or call center agents) the same analytics, tracking and inventory-matching capabilities of your online chat, think how powerful those conversations would be!
That means that, whether your site visitor wants to connect on the phone or via online chat, agents will not be ‘flying blind’: they will have a window into the exact cars or dealer services that person was researching as the phone rings, and can then intelligently discuss, automatically display, and send email offers/incentives on the relevant dealer inventory on the fly.
Furthermore, “smart” chat solutions can predictively match the right in-stock dealer inventory to that customer so that salespeople and call center agents can discuss and share live, relevant inventory feeds/views (with pictures and vehicle details), all married to the right offers/incentives. This vehicle-matching technology can also help you move the oldest inventory, because it puts the relevant, aged vehicles first in line. In general, because agents are informed and can be instantly responsive to consumer questions, the likelihood of gathering contact info, and setting test drive and showroom visits, rises dramatically. And, this smart chat technology is readily available for dealership phone operators today.
So, no matter who takes the call, whether in-dealership staff or outsourced call center agents, that customer’s rich profile is always right in front of them - ensuring efficient, relevant, high-converting conversations out of the gate.
Talk about a huge opportunity for conversions!
* According to Fifth Quadrant research