five myths of live chat debunked by a car dealer
TRANSCRIPT
Five Myths of Live
Chat Debunked
By a Car Dealer
Todd Smith
President
ActivEngage, Inc.
Orlando, FL
321-441-7700
Russell Blackstone
eCommerce Director
Hewlett Auto Group
Georgetown, TX
512-681-3001
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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
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Myth: I would get these leads
without live chat on my site
The Evolution of Engagement
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I need
answers to
my questions
now!
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Myth: Chat is just for the sales department
Fixed Ops
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Pick Your Brain
What percentage of all chat requests are
for Fixed Operations?
a.10%
b.15%
c. 25%
d.30%
e.45%
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Pick Your Brain
What percentage of all chat requests are
for Fixed Operations?
a. 10%
b. 15%
c. 25%
d.30%e. 45%
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
% of Fixed Ops Chats by Brand
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Where
Are Your
Service
Leads
Going?
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Myth:
Chat is only for the Selfie-taking
Social media-obsessed
Younger generation
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Meet Bill!
80+ years old
Ailing spouse
Current yellow
Beetle in bad shape
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Myth: Chat is a “set it and forget it” technology
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Pick Your Brain
How long is a chat, on average?
a. 3 minutes
b. 15 minutes
c. 10 minutes
d. 6 minutes
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Pick Your Brain
How long is a chat, on average?
a. 3 minutes
b. 15 minutes
c. 10 minutesd. 6 minutes
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• 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
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Myth: My team can chat better than anyone else
Chat Benchmarks
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6-second pick-up time
30-second response times
Customer first, sale second
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Customer Service
Experience
Typing Skills (40+ WPM)
Art of Conversation
Extensive Oversight
Needs
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-59.7%fewer chats engaged
by dealer managed stores+ + + +
- - - - - ---
198% more leads converted
by managed chat stores$
$$$
$$$ $
$$
$
$$
167% more walk-in appointmentsset by managed chat stores
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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
Questions?
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Get a first look at our new
web-based chat software:
www.activengage.com/livechat
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Go to www.nadauniversity.comto find these and other online resources of interest!
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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
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Five Myths of Live
Chat Debunked
By a Car Dealer
Todd Smith
President
ActivEngage, Inc.
Orlando, FL
321-441-7700
Russell Blackstone
eCommerce Director
Hewlett Auto Group
Georgetown, TX
512-681-3001