Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
When should you be adding prospects to your pipeline and nurturing current customers? Pretty much always. Continuous Customer Engagement, or CCE, is more important than ever in this era of nonstop information flow and social media. Positive and negative comments flow at the speed of data and can leave a mark more permanent than an ink tattoo.
So why wouldn't you do everything you can to be available to be there when your prospects and customers need you? Not just the prospects who want to buy cars - we know you want to hear from them. But the ones who can't reset their memory seats or change the time on their clock need help, too. And what about the ones who had their check engine light come on for the third time in two weeks? You may not WANT to hear from them, but you NEED to - before their friends do, and before EVERYONE does in social media.
And after business hours, how do you think any of these concerns can be addressed? A hosted live chat option from a reputable company that offers around the clock service is the best way to attend to your customers' needs when they have them. Sure, someone can leave a message on the receptionist voicemail or fill out a contact form on your website. But does that even begin to address your concerns? Not any more than filling out a comment card at McDonald's when your burger doesn't come out properly. Just as you know when you complain to a customer service representative about a larger issue they can't really resolve for you, it's still reassuring when someone listens.
Customers KNOW that unless they have a mechanical issue that can be helped with a roadside vehicle or tow truck, a live chat operator likely won't be able to diagnose a mechanical issue, but they can express the dealership's genuine interest in helping the customer, and forward the information to the appropriate dealer staff.
Continuous Customer Engagement means you are committed to looking out for your customers wherever and whenever you can, and a comprehensive live chat strategy should be an integral spoke in this important wheel.