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I recently came across a case study from the folks at BoldChat, and in it, they discussed the impact and implementation that their Live Chat program has had on NorthFace's business.

Before we dive into the key points in the case study, here's a question you need to ask yourself:

  • Does your dealership website incorporate some variation of a LiveChat program?

If your top priority is customer service, it should. Here are a few benefits that were pointed out in the Case Study:

  • You will see an increase in customer engagement
    • If a customer is not sure what type of car they're looking for, chances are that they'll much prefer a live chat to a phone call. They might not want to get on the phone until they're absolutely sure what they want.
    • This also falls under the category of ZMOT (Zero Moment of Truth). Customers are going online first before hitting the store/dealership. You must be there during the Zero Moment of Truth and Livechat can give you that advantage.
  • After implementing Live Chat for their website, NorthFace saw a rise in chats/month from 4,000 to 17,000
  • It will benefit your customer service team!
    • Participating in live chat with customers will require your CSR's to become experts and more well versed in the product (i.e. vehicles) you're selling
    • Before implementing chat, you'll want to vett your CSRs to ensure they're product evangelists.

So, does your website have some sort of Live Chat program? Why or Why not?

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