Five myths of live chat debunked by a car dealer
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1. The document debunks five myths about live chat for car dealerships. It discusses how chat benefits all departments, not just sales, and can reach customers of all ages. 2. It also challenges the myths that chat is just a "set it and forget it" technology and that dealership staff are better chatters than managed chat services. The document argues chat requires oversight and management to convert leads effectively. 3. Data shown suggests managed chat services result in fewer engaged chats, more converted leads, and more walk-in appointments for dealerships than dealer-managed chat. The document aims to demonstrate the value of live chat for car dealerships.
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Five myths of live chat debunked by a car dealer
- 1. Five Myths of Live Chat Debunked By a Car Dealer Todd Smith President ActivEngage, Inc. Orlando, FL 321-441-7700 [email protected] Russell Blackstone eCommerce Director Hewlett Auto Group Georgetown, TX 512-681-3001 [email protected]
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- 3. 3 Five Myths of Live Chat 1. I would get the leads anyway 2. Chat only benefits the sales department 3. Chat is only used by the younger crowd 4. Chat is a “set it and forget it” technology 5. My team can chat better than anyone else
- 4. 4 Myth: I would get these leads without live chat on my site
- 5. The Evolution of Engagement
- 6. 6 I need answers to my questions now!
- 7. 7 Myth: Chat is just for the sales department Fixed Ops
- 8. 8 Pick Your Brain What percentage of all chat requests are for Fixed Operations? a.10% b.15% c. 25% d.30% e.45%
- 9. 9 Pick Your Brain What percentage of all chat requests are for Fixed Operations? a. 10% b. 15% c. 25% d.30%e. 45%
- 10. 10 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% % of Fixed Ops Chats by Brand
- 12. 12 Myth: Chat is only for the Selfie-taking Social media-obsessed Younger generation
- 13. 13 Meet Bill! 80+ years old Ailing spouse Current yellow Beetle in bad shape
- 14. 14
- 15. 15 Myth: Chat is a “set it and forget it” technology
- 16. 16 Pick Your Brain How long is a chat, on average? a. 3 minutes b. 15 minutes c. 10 minutes d. 6 minutes
- 17. 17 Pick Your Brain How long is a chat, on average? a. 3 minutes b. 15 minutes c. 10 minutes d. 6 minutes
- 18. 18 • Who is responsible? Accountability? • Specific hours/days chat is available • Misleading graphics Answer Chat Requests • Upset shoppers • Automatic routing • Lead format (XML versus plain text) Lead Routing • Who is responsible? Accountability? • READ the transcript • Include “why buy?” statements Lead Follow-Up • Analytics available in real-time • CRM tracking of leads • 15 to 25 percent closing ratio Measurement of ROI
- 19. 19 Myth: My team can chat better than anyone else
- 20. Chat Benchmarks 20 6-second pick-up time 30-second response times Customer first, sale second
- 21. 21 Customer Service Experience Typing Skills (40+ WPM) Art of Conversation Extensive Oversight Needs
- 22. 22 -59.7%fewerchatsengaged bydealermanagedstores + + + + - - - - - --- 198%moreleadsconverted bymanagedchatstores $ $$ $ $$$ $ $ $ $ $ $ 167%morewalk-inappointments setbymanagedchatstores
- 23. 23 Five Myths of Live Chat Debunked 1. Chat caters to the anonymous shopper 2. Chat benefits ALL departments 3. Chat is used by people of all ages 4. You must have a process before deploying 5. Most salespeople are not good chatters
- 24. Questions? 24
- 25. Get a first look at our new web-based chat software: www.activengage.com/livechat 25
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- 27. Next NADA University Online Webinar 1:00 to 1:30 pm eastern Wednesday, August 20, 2014 Supercharge Local TV Ads by Targeting Real Customers Steve Walsh EVP, Local Market Television Rentrak, Inc. For more information or to register go to www.nadauniversity.com Training & Resources Upcoming Webinars 27
- 28. Five Myths of Live Chat Debunked By a Car Dealer Todd Smith President ActivEngage, Inc. Orlando, FL 321-441-7700 [email protected] Russell Blackstone eCommerce Director Hewlett Auto Group Georgetown, TX 512-681-3001 [email protected]
Editor's Notes
- #5: Need to start seeing the “visitors” to your site as actual people – not just leads. Because consumers have various preferences of how they would like to communicate with you, you therefore, need to cater to each of their preferences.
- #6: How long have you been in the automotive industry (insert name)? So you remember/Back in the good ol’ days shoppers would just walk onto your lot and buy a car. And then telephones became the preferred method and they would look you up in the yellow pages. Then the Internet/Web boom hit and people could virtually visit your store and ask for information via a website lead form. Now we see chat is the preferred method and here is why. Shoppers want to remain anonymous, are impatient and needy. Am I right? They don’t want to wait for an email response and they certainly don’t want to give us their contact information. It’s like pulling teeth! So in order to cater to the wants/needs of today’s shoppers and meet your goals of increasing site conversion, selling more cars, setting more service appointments live chat is a necessity.
- #16: Just like a website, you should customize your chat offering for your dealership (and your vendor should let you do so). Ron Pompeil