Over the years, there have been many times that companies have promoted the concept that a dealer's website only needs chat during business hours. We've stayed relatively silent on the issue until now.
Here are four reasons that we believe clearly tell the story about why your chat should be manned 24-hours per day, 7-days per week. This belief helped us to achieve the status as the Driving Sales Top Rated Chat Product.
Most dealers are seeing a decline in form submissions relative to other forms of contact. Consumers are less likely to fill out a form today than they were just a year ago. If people are pulling away from it, why would a dealer want to replace a high-value communication format like chat with another lead form during non-business hours?
Unless you have a dedicated 24-hour service that is picking up phone calls and answering questions late at night or early in the morning, chat is pretty much the only option to have live interactions with people during these down times. Some would argue that there aren't as many people inquiring about sales or service at 11pm, and they would be right, but who can really afford to miss any opportunity in this competitive growth atmosphere?
Shopping for a car often requires concentration without distraction. Today, more and more people are doing their important online surfing late at night or early in the morning. This is research time for more and more people and having someone there to answer questions is imperative to separating yourself from your competitors.
The other day I heard a story about a woman who wanted to drop her car off for service. She started chatting at 4am with a dealership and found out when they opened and learned on the page the chat operator took her to that they had rental cars available.
When she came to pick up her car the next afternoon, she relayed the story that they were the third dealership website she had visited, but couldn't get answers at the other two via phone or chat. She drove 8 extra miles to have the peace of mind of knowing that they were going to be there for her.
We cannot assume that everyone is going to surf the website looking for hours or exploring options. Today's digital age consumer is on the go and wants answers quickly, even at four in the morning. It goes to show that having an "always on" mentality with your website can make a difference in your business. If you're not talking to your website visitors when they're ready to talk to you, they will probably try to find someone who is ready to talk on their schedule.