Page 10 - GIADA March-April 2020

How to Use Live Engagement to Give

Your Dealership a Competitive Edge

By Priya Iyer, Chairman & CEO, Vee24

Auto dealers already have robust websites. consumers are doing more and more of the ENGAGING CUSTOMERS ONLINE
A large majority of consumers start their car legwork to research their auto purchase on-
buying journey with online research, so it’s line, and auto dealer websites have had to Customers come to a dealership’s website
essential that dealerships have easy-to-nav- evolve to serve the needs of these potential to see what cars are on the lot, look at de-
igate sites with plenty of information. The customers. As many as 54 percent of peo- tailed specs on various models, or to get a
key to success, though, is to engage with ple say they would prefer to buy a car com- sense of what the price of specific vehicles
online customers and offer the same kind pletely online, without having to leave their will be. At this point, many dealerships use
of personal, responsive service that’s avail- home. Many people still want to test drive a BOTs on their sites to answer easy questions
able inside the dealership. Many dealers al- car or see it in person before a purchase, but and quickly help point shoppers to the in-
ready use AI, chat, and BOTs to strengthen there is no doubt that the majority of the formation they are seeking. BOTs can help
their online service. Those businesses that car buying process can be done from the shoppers with all sorts of tasks including
are going to dominate in this auto market- comfort of home. completing forms and paperwork. AI-based
place are the ones that also leverage live en- ChatBOTs are very efficient at qualifying
gagement on their websites to provide the Eighty-seven percent of car shoppers are customers and routing them to live agents
most comprehensive personal service to starting their car buying journeys online, for assistance when the time is right. These
prospective customers. and these customers are looking for a are some of the very basic features most auto
smoother, more intuitive and flexible buy- dealers are using today, but there is so much
CAR SHOPPING HAS EVOLVED ing experience. Live engagement can help more that you can do to refine the customer
auto dealers bring the “personal feel” of experience and help build brand loyalty via
While consumers previously visited an customer service to the online experience, live engagement.
average of seven car dealers before a pur- while still allowing the customer to shop
chase, car buyers now average 1.6 dealer- from the comfort of their couch. Shoppers who are connected with a live
ship visits. So, it goes without saying that agent can get an up-close look at a specific

8 | GIADA Independent Auto Dealer MAR/APR 2020