A few weeks ago, I discussed The Enormous Untapped Potential of Live Chat for Service (here’s Part 2) and how it benefits both your dealership’s processes and your service customers. The summarized version is that 30-40% of chats are related to fixed operations, and you should be chatting for the service department.
Now, as promised, I want to dive into the strategy behind live chat for service.
Your Website: Prime Real Estate for Service Chats
The short answer to “where do I put a chat button for service on my website?” is everywhere. Why? Because chat buttons and annoying pop-ups are no longer interchangeable. Find a chat provider that follows a brand standard and offers unobtrusive, mobile friendly buttons that enhance the customer experience.
If you’re using a traditional chat invitation that deploys only on your service pages, make sure you’re strategic on where you place the button. Generally, the best place to deploy chat is on the service specials page and the appointment setting page. Customers on your service specials page are just waiting for a nudge to do business with you and chat can get them there. And your service appointment setting page is a no-brainer; the easiest way for a customer to set an appointment is to have someone else do it. Offering chat as a means to set a service appointment will significantly reduce drop-off and, if used correctly, will increase appointment show rate and RO dollars.
If you’re experimenting with the deployment of chat invitations with custom messages, here are three rules of thumb to follow: [Read more…]