What if you had a chat tool, a digital retailing tool, and a trade form on your website? You might. And you might have a customer who starts a chat about a trade, goes into the digital retailing solution to focus on a trade, and then submits a lead from your trade form. It sounds unlikely, but I see it happen often.
Because many of the chats are bots or a managed service, one must read deeply into the transcript to discover the conversation went into a trade. And because that is sometimes the first way we know this customer exists, it becomes the first note in the customer history: Lead from Chat.
Then subsequent leads about the trade are marked bad because they’re duplicates, and it is easy to understand why a BDC agent or internet manager misses the fact that this customer wants to talk about a trade. What if the subsequent leads have new information to help write a better email or leave a better voicemail?
Instead, we concentrate the conversation on the vehicle of interest, and that customer never responds to an email or returns a voicemail… another crappy lead, right?
I am seeing this happen more than I’d like. And this is one example of many that speak to the larger issue:
The widely adopted automotive CRMs were coded in a time when dealers were buying $20 leads and needed a way to get refunded. One of the biggest features was that refund capability.
These CRMs use that same lead intake system to receive any kind of data from an outside source as well. ADFs.
So, if the only way fresh data can enter the tool is to receive it via ADF, but the tool is marking those fresh pieces of data bad, one could surmise the tool is no longer relevant. One could go so far as to say automotive CRMs are hindering dealers.
There is no doubt these tools have become archaic and are truly showing just how blinding they are to what the dealers need.
Do your coworkers and staff know the red BAD LEAD words are not a negative sign? Maybe this is a good time to let everyone know those words actually mean: YOU HAVE AN ENGAGED SHOPPER!!!!