Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

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: ?

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?]

You: Veronica

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.

 

Views: 63

Tags: ActivEngage, and, behavior, buyer, car, chat, dealerships., easy, for, live, More…tips, updates, website

Comment

Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge

Loading…

Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
$USD
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......


Instagram

Top Automotive Marketing Forum Discussions

1. Electric Vehicle is the Future

Posted by Dwayne Jhonson on August 29, 2019

2. Email marketing

Posted by Andrew Qrueed on August 26, 2019

4. 5 Ideas for car dealers FB page

Posted by Kevin Lewis on August 6, 2019

Share the Best Content w/AutoMarketing Community

© 2019   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service