If there's one thing I've learned in my years working with car dealers and their website chat, it's that things tend to change. Technology changes, Dealers change. Consumers change. Even the best practices that have always worked have required some adjustments over the years.
The quest to deliver the perfect chat product for car dealers is always a moving target. Finding the balance between what's effective and what fits within a dealer's budget is always a challenge but it's the part that we feel like we've mastered. Here are some of the things that we consider to be part of the future of chat:
- Full Coverage No Matter What - There have been debates over the years about when chat should be available. Some would say that having it available through business hours is plenty, but the numbers we've seen recently have made that argument completely obsolete. Today's car shoppers do so on their time, not on our time. Making sure that the chat box is covered at all hours gives your website visitors the ability to contact you at any time.
- Managed and Backup Make the Most Sense - There are advantages to having people at the dealership manning chat. As good as those advantages are, they do not supersede or replace the benefits of having someone covering it at all times. This is why the numbers for managed chat and backup chat (where the dealership handles chat when they're available and we handle it when they're not available) are far superior to self-service chat alone.
- People are Chatting on their Mobile Devices - The world is going mobile. This means that many people interact more on their phones than they do on their computers. Having a chat solution that works very well on mobile devices is essential today and will be even more important in the future.
- Talk Tracks Evolve - One of the reasons that we're constantly testing and tweaking our talk tracks in a scientific manner is because we see the results shift over time. The things that work today will still work tomorrow, but adjustments should be made to make them even better over time.
This will be the first time we're attending Digital Dealer with a booth. We are doing it this year because now is when it makes the most sense. We feel we have the right solution. Now we need to get it in front of as many dealers as possible. If you're attending Digital Dealer, we can't wait to see you! Come see us at our booth. You won't be disappointed.
Chat continues to change and our ability to keep up with those changes is the real differentiator between us and the competition.