CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
There has been a lot of posts online and in forums on the best practices of car dealer livechat. While those best practices are legit, there is one thing that some chatters lack: common customer service skills.
I give you this chat for example:
Dealership: Thank you for choosing [dealership name]
System: We have alerted the online representatives that you are waiting. Someone should be with you momentarily.
System: A representative has joined the conversation. Compose your message below and then press Enter to send.
Leticia Geer: Hello, How may I help you?
You: Español? [Right after this she should have said something to me, like one moment please, while she was finding someone that spoke Spanish.]
You: no spanish?????? [waited for 3 minutes for someone to respond to me]
Leticia Geer: Hola
You: Hola! Me puedes decir mas sobre el Malibu? --Los especiales [Hi! Can you tell me more about the Malibu, the specials?]
Leticia Geer: Si, con quien hablo? [Yes, whom am I speaking with?]
Leticia Geer: Veronica, 2013 CHEVROLET Malibu $2,500 Consumer Cash -OR- 0% APR for 60 months for qualified buyers [THEY COPIED AND PASTED IN ENGLISH]
You: 2,500 discuento y que? [2,500 discount and what?]
Leticia Geer: como y que? Los $2,500 descuento, si no, 0% hasta 60 meses [What do you mean, what? it’s ,$2,500 off or 0% apr for 60 months]
You: como y que? tu me dijiste en ingles [What do you mean? You told me in English]
I ended the chat after that. Frankly, I was a bit disturbed that someone questioned why I didn’t understand what they were saying when I had been speaking in Spanish the entire time and they responded in English. It was rude and off putting. The best part is that this dealership is located in Los Angeles, California, where there is a huge hispanic population.
This chat could have ended differently if the dealership’s chat software had the means to translate into Spanish. I also would not have waited 3 minutes for someone to answer my question.
Bilingual chat matters, whether its Spanish, French, or Russian. Get to know your demographics. You wouldn’t refuse to hire a salesperson that’s fluent in Spanish if you live in an area where a majority of Hispanics reside, would you? So, it should be the same case with your website’s live chat service. Partner with a car dealer live chat company that can meet your dealership’s needs and expectations.
And, don’t EVER have a chat like this.