Making it Easier for Customers to Engage:

A Checklist to Implement Website Live Chat

Complementing the Online Shopping Experience

Interactive dealership web chats are proving to be effective at moving purchasing decisions in the right direction.

There is no duplicating the live in-store experience, but web chat complements the online shopping experience that a growing number of consumers prefer.

This checklist will help lay the groundwork for your dealership to manage online chat as part of its daily operations.

1. Create a customized FAQ of common questions.

Frequently asked questions customized for your dealership can provide staff members with pre-set answers, allowing for quick and accurate answers on product information, current specials, and more.

2. Implement a process to capture customer information.

Beyond basic training, staff members managing chat sessions need to understand the importance of capturing customer information for lead generation rather than simply giving it out.

3. Keep chat representatives consistent.

Having multiple staff members trained and logged into the system via software or smartphone allows for consistent, if not constant, availability.

4. Master chat etiquette.

Your staff needs to use the proper language, including spelling, grammar, and style when interacting with customers. Understanding that some customers might not understand dealer jargon or references is especially important.

5. Dedicate resources for real-time availability and establish a response rhythm.

Resources need to be available at every hour of business for real-time interaction with customers. Dealers should have a live staff accessible when and where customers need them.

Customers expect a personalized experience, even when using chat, and the first interaction should be within 30 seconds. Determining an average response time between customer questions and chat representative responses is necessary.

Did you know that customers expect a response in 10 seconds or less?

6. Continuously monitor your website.

Some chat software programs will provide information about the number of customers on your site at any given time, as well as track the website’s visitor activity, allowing your dealership more opportunities to proactively engage visitors with targeted questions.

7. Track your results.

Understanding website statistics and activity is valuable for formulating targeted marketing messages, setting sales strategies, and improving customer service.

8. Follow up!

Once a chat has closed out, it’s essential that the customer information and chat transcript are entered into your CRM system, allowing you to organize and follow up on the sales opportunities that chat helps to generate.

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