Technology creates trends. Some trends point up, such as the importance of simplicity and cross-device compatibility. Other trends point down, such as hassle and complication with online interactions. The trends are pointing towards an increased needs for car dealers and automakers to incorporate real-time communication on their websites.
The trends are pointing towards chat.
Many of today’s car shoppers have gone through two, three, or more rounds of car purchases since the rise of digital retailing. We’ve learned that car shopping is much easier now than ever before, but we’ve also learned that there are traps associated with certain actions. For example, anyone who has filled out a form on a third-party car listing site has probably experienced a wave of emails and phone calls from different interested parties who purchased our information to try to sell us something car-related (loans, warranties, other cars… even child car seats!).
Another thing that we’ve learned is that phone calls are a last resort when we’re actually ready to head on down to a dealership. It’s not universal, but many dealers still make it difficult to get simple answers over the phone such as whether or not a particular vehicle is still in stock. More and more are embracing phone call transparency, but not everyone.
“People like chat because they can get quick answers to easy questions and good answers to the tougher ones,” said Jeff Sterns, VP of Sales at CarChat24. “It’s very similar to a phone conversation, but not everyone is willing to call a dealership or any business for that matter. Chat is the perfect alternative.”
Chat is the only “safe” real-time interaction available on most dealer websites. There are some popping up now that have text capabilities, but that still requires two things: giving up your cell phone number and opening the door for conversations initiated by the dealership.
With chat, you don’t (usually) have to give any of your personal information. You can if you want, when you’re ready, and if you like the interaction you’re having while asking questions through chat, but it’s not like a phone call, email, or lead form that often makes it necessary to give up more information in order to receive information back.
Not all chats are the same, but the ones that we’ve seen in the automotive industry seem to have the right understanding of how we prefer to buy. Many are able to work perfectly through mobile devices. Most have an easy way in and an even easier way out (unlike text). What’s most appealing about chat is that it can take seconds rather than minutes or hours to get answers to simple questions.
Chat is the one thing that needs to be added to every car dealer website. It makes things much more simple; even today’s toddlers can play on an iPad.