Putting the Human Touch Back into Every Interaction with Video Calls
As Elena A. Ford, Ford’s Chief Customer Experience Officer said “We know that an exceptional experience is what today’s customers want and expect and are focused on understanding those expectations so deeply and so continuously that our customers feel that we care at each and every interaction, regardless of where they meet us”
Running a dealership in the modern age is like steering a ship. There are many knobs and instruments to tune while navigating the unpredictable economic weather. Consumers today may visit a dozen dealerships online, before they pick the one or two dealers they do visit in person. The time to capture a them is when they are still researching. But building the same kind of personal relationship with a customer online is exceedingly difficult.
Many a text-chat tool, or chat-bot have found their way onto websites. Given the demands on the dealership, it is convenient, to text back to the customer, when there is nothing else to do, or even better to delegate the customer interaction to an Artificial Intelligence chat-bot altogether.
Yet that mindset, is in direct violation of “exceptional experience” the customer demands.
Video calls are the best way to bring the dealership to the customer and start the trusted relationship when the customer is ready. Statistics show that today text-chat tools result in a connection only 15% of the time. Further, even if a connection is made the communication is deficient. This is because only 7% of communication is achieved by word and text; audio adds another 30%; body language accounts for the rest of 60% if not more. Seeing who you’re speaking to in real-time creates the emotional connection and the feeling of community because we’re better able to socialize and interact with one another.
How to use video calls to stay in touch with the customer every step of the way
The relationship starts while the customer is still researching a vehicle. The video call can be about vehicle features, a walk around a vehicle that is on the dealership lot, or about unanswered and hard to research questions like financing or affordability. Rather than losing the customer to the next click, the interaction results in an appointment, and then in a sale. During the call, the product specialist can find out the customer’s hot points, buy/lease, new/used preferences; through desktop sharing, configure the exact model and options the customer desires. Even some of the paperwork can start online to accelerate the time to cash.
The visit to the dealership to finalize the sale is faster, smoother for both sides, resulting in a much higher customer survey index. On average, dealers experience 3x higher conversion ratio on video call leads compared to other sources.
Even if the relationship has not started with a video call, after the sale, during the walk-around, the customer can be introduced to the service department with a video call. This ensures that you get an additional point on the CSI, the service department introduction, and impresses the customer with the exceptional service you are prepared to offer.
The relationship is easily maintained throughout the ownership lifecycle. For example, when the customer takes a car home and has a question about dual air conditioning or app functions, the answer can be shown without making the customer come back to the dealership.
The relationship is carried through the service appointments, where the customer is given the option to finalize the appointment details during a video call making the drop-off/pick-up process smoother. A service representative can share the desktop screen, even get signatures during the call. After the car is dropped, if there is an additional advisor service recommendation, it can be explained to the customer by showing the reason of the repair increasing the likelihood of the ASR authorization.
And, when a lease is approaching the end, the customer is placed in a new car with better features, with small or no changes to their payments.
A Video Call – as the call-to action for many a print and digital marketing campaign
A video call, that the customer can initiate by the click of a button on a page, a link in an e-mail, or even scan of a QR code in a printed advertising lends itself to many a customer outreach campaign.
It can be the call to action on a Google My Business posting, making sure the customer reaches a real person;
Have a “trade-in appraisal” campaign, where customers show their cars for an accurate estimate – can be announced via a) mail b) e-mail c) website;
Have a “service special” e.g. where customers call and show tires, and you tell them if they need replacements and how many;
Place QR codes on vehicles on an off-site lot, allowing the customer to video call the dealership;
During a 30-45-day check in call, encourage the customer to video call in, share your desktop, and configure better service and insurance options, now that they are happy with the car they bought
Exceptional Experience Mindset
Changing the mindset and behavior at a fast running dealership is like changing tires on a car speeding down the highway. Yet exceptional experience is the only path to success in today’s volatile environment. Answering ever incoming call in real time and bringing the dealership to the customer are essential ingredients of that mindset.
About the Author:
Aleks Göllü is the Founder, CEO of 11Sight, that provides a B2C text/audio/video communication platform. 11Sight’s solutions combine an 800-number experience with that of FaceTime. Customers can originate private calls with no downloads, no registration, no friending, on any Android/iOS/Windows/MacOS device. Businesses have the same choice when answering. Plus, they get full control and visibility over the calls, benefit from standard features such as call forwarding, message lines; and the platform easily integrates into existing IT systems such as CRMs, websites, Facebook postings.
Smart Ways To Create A Digital Strategy With Physical Interaction
New technologies are changing the world of dealerships and OEMs. Digital transformation has changed the world of selling and servicing automobiles. Buyers are now more educated than ever, spending only 20 percent of their total shopping time at the dealership, including the paperwork and sales processes.
While a majority of their research is done online, 80 percent of U.S. auto buyers still rate con- versations with salespeople as the most useful information channel, according to Deloitte Insight. In 2019, the fittest thriv- ing dealers will be the ones to recognize and motivate the customer base with a seamless digital strategy integrated with virtual and physical interactions.
All media — digital or print — must include a call to action that allows the customer to “enter” the dealerships vir- tually, and convert those clicks into eye contact, to build trust and to result in an in-person final purchase visit.
Running a dealership in the modern age is like steering a ship. There are many knobs and instruments to tune while navigating the unpredictable economic weather, employing new technologies to increase revenue and lower customer acquisition cost. New car sales are projected to reach 16.8M units in 2019, slightly down from 17M units for 2018; meanwhile, used car sales and supplies are projected to go up while the price is projected to come down due to the influx of newly released used car inventories.
The digital transformation for the auto industry gained a tremendous amount of momentum in 2018, with the emphasis on creating a personalized customer experi- ence. Building trusted relationships with your customer for an on-going basis with every touch point becomes a critical key element for continued success. It seems easier than ever to execute with the onslaught of the availability of all sorts of communication “talk tools” — or is it? As a plethora of new technologies are coming on like a tidal wave, it’s easy to be sent into a tailspin.
It’s important to have the following elements for a winning formula:
the right real-time “talk tools”
the proper WiFi/internet infra- structure
the needed training and support- ing business practice upgrade
the monitoring analytics for necessary adjustment.
REAL-TIME “TALK TOOLS”
Many dealerships have implemented chat solutions either recommended by a CRM system, digital agencies or others as an effort to create a delightful customer experience; however, many are not meet- ing the expected benefits due to complex integration and/or application download requirements. Further, chat tools often fall short of the real-time communication.
To stand out and thrive in this new economy, it is important to choose an easy one-click communication tool that employs all the modern modalities, such as video, audio and text chat to delight customers and let them choose what is comfortable for them. Of course, video and eye-contact are the best means of building trust for the dealer, so we must break the myth that “it is all going to digital” and understand that bots are not equipped to handle unique human questions. A real-time human video chat takes care of that and the needed visual communication to build that needed trust.
PROPER WIFI/NETWORK INFRASTRUCTURE
A lot of dealers have updated their soft- ware but have neglected to update their network infrastructure. An efficient net- work is the backbone of modern business. There is nothing more frustrating than having an inefficient network, which impacts the quality of communication.
According to Forester Research, one minute of video content is worth 1.8 mil- lion words. The message here is: invest in good internet speed and a few good webcams — it will make a great impact in connecting you with your customers.
TRAINING AND SUPPORTING BUSINESS PROCESS UPGRADE
Once all the digital tools are implement- ed, it is critical to modify and upgrade the dealership processes to support the change.
First, make sure to include a virtual visit to the dealership as the call to action of your digital and print media, but more importantly, make sure that you answer all incoming calls in real time. A joint effort to create the adjusted and simple business processes from the team, including GSM, or GM, and the appropri- ate service and sales staff, is paramount. Make sure real-time response with eye contact is engrained into your DNA.
REAL-TIME MONITORING ANALYTICS FOR NECESSARY ADJUSTMENT
An easily understandable real-time monitoring analytics coupled with an at-a-glance dashboard allow for quick issue identification and speedy solutions to maximize the customer experience. With the customer in the center of the focus, the key performance indicators yield insights into the effectiveness for the implemented solution.
In summary, create a smart strategy that converts web clicks to customer relationships on your digital and print media. It will build lasting trust, and result in a physical showroom visit. Maintain that contact beyond the first visit and allow your customers to get back to you any time — that is how you will keep selling.
Bringing the human touch back into the digital strategy will crown the fittest winners of dealerships in 2019.
Let Customers build trusted relationship with Your Team, not your Chat or Its Bot!
Buying a car is the 2nd most expensive decision for most people; the decision requires a TRUSTED relationship; it requires premium service. In the internet era, Video Chat is the first step in building the trust and creating a seamless customer journey by focusing on the end-to-end buying experience.
Yesterday’s foot traffic into a car dealership has become eye-balls and clicks on web sites; therefore, customers expect that “personal touch” experience at the first contact at the dealer’s web site. This is why OEMs and dealers are now engaged in the digital/social media and have added “contact” tools to their web sites to facilitate closer customer interactions.
First generation contact tools are based on SMS and Chat-Bots; they deliver limited value. The problem with a chat-bot is that it feels “artificial” and simply fails to build a trusted relationship. Further, SMS interaction is often not real time; by the time the dealer gets back to the customer, the customer has moved on. Statistics show that these tools result in a connection only 15% of the time. Lastly, even if a connection is made the communication is deficient. This is because only 7% of communication is achieved by word and text; audio adds another 30%; body language accounts for the rest of 60% if not more.
Video calls, now 50 years in the making, have finally reached a breakthrough point in technology innovation to easily handle the need for reliable real-time connection. Seeing who you’re speaking to in real-time creates the emotional connection and the feeling of community because we’re better able to socialize and interact with one another. Physical distance is now bridged by the visual digital connection technology at your fingertips. Enabled with one-click video call capability, it performs the essential tasks to ensure:
a) Instant contact with the customer b) Faster sales c) Accelerated problem resolution
To provide that personal touch experience, dealers now can provide a seamless way to accommodate each customer’s communication style and preference to include visual, audio, and text calls with just one click without cumbersome downloads and registration/friending processes. Customers no longer need to tolerate a chatbot as the only option which may not respond to the questions correctly and causes confusion and frustration during the human to bot interaction. Dealers can eliminate the risk of losing a customer due to slow or inaccurate text chat back and forth.
Now that we have discussed the benefits of real-time video communication, here are some recommendations for choosing the right solution and implementation steps:
Use only one communication tool on your website that is equipped with multiple functions to allow the customer to text/audio/video call you, anyone, or any department at your dealership for efficiency. In other words, give customer the choices. For example, allow a direct video, audio, or text chat line to reach your sales, service, part, or the front desk directly.
Choose a solution that includes analytics, so you can understand customers’ calling patterns. Analytics should include call data both from the dealership and the customer.
Create lines that distinguish sales, service, to make sure the right team members answer the right incoming calls. Make sure you can handle multiple incoming calls concurrently by different team members.
Answer every call as you would with the traditional telephone, in real time, to strengthen the personal touch effort.
Provide the ability to have video greetings and messages. If customers call you after hours, set up a process that optimizes your service and profit.
Early implementations reveal that consumers call on the real time video chat platform to:
a) Get to know the sales team, b) Discuss financing and affordability, and c) See if the exact car they want is on the lot
In the used car scenario, seeing the car before taking the time to visit the dealership becomes more important to the customer for both saving time and identifying risks.
General managers indicate that more appointments, more out of town appointments, and more kept appointments are made, thus increasing revenue for the dealership with the video call tool.
GMs and customers say that the in-dealer experience is better, faster, smoother as they can quickly identify or ask for the sales person who helped them on the initial video chat.
In summary, customers want real-answers in real-time with their choice of communication modality. Text chat only fulfills part of these needs. Using a video communication platform (including audio and text chat) emphasizes real-time interactions and builds the needed trust fast for all parties. This increases customer satisfaction and promotes both current sales as well as future repeat service revenues for dealerships.
Accenture reports that being one of the first to employ and boost your customer’s experience enables you to take part of the $2.8 billions in new revenue by 2050 for the auto industry.
Being one of the first movers to deploy a convenient, one-click video call platform expands your capacity to provide an extraordinary customer experience and adds a tremendous competitive advantage to your dealership.
SAN FRANCISCO – April 06, 2018 – 11SIGHT today announced that it has become a participant in the CDK Global Partner Program. As a member of the largest third-party partner program in the industry, 11SIGHT is now part of a marketplace of applications and integration choices developed to help automotive dealers succeed.
“We are very excited to be part of CDK Global Partner program,” said Aleks Gollu, CEO, 11Sight. “This partnership program creates a unique opportunity for interaction between dealers and 11Sight, and allows us to provide our comprehensive communication solution to all car dealerships.”
11Sight is a comprehensive sales communication solution for dealerships that goes beyond text chat and voice calls. It includes a one-click video chat feature that makes it easy for dealerships to build an initial relationship with customers face-to-face – a critically important aspect of building trust. Dealerships using 11Sight have improved their ability to convert their website visitors into actual buyers by making eye contact before their customers visit the dealership.
“At 11Sight, we’re helping turn non-local shoppers into actual in-store buyers,” said Gollu. “Our relationship with the CDK Partner Program will help us share the benefits of this solution more broadly, deliver more sales and create happier customers.”
In addition to one-click video calls, 11Sight offers a number of features including crystal clear audio and video, text messaging, taking photos and recording videos, call forwarding, voicemail, private and encrypted calls, and analytics.
“We’re very pleased to introduce 11SIGHT as the newest member of the CDK Global Partner Program,” said Howard Gardner, vice president and general manager, CDK Data Services. “11SIGHT is a welcome addition to our vibrant program that provides dealers with a range of partner choices and the assurance that their programs can be seamlessly integrated with our applications.”
The CDK Global Partner Program provides its partners with the ability to integrate with a range of CDK applications, as well as with CDK dealer websites. This partnership with 11Sight provides CDK dealers an annual subscription with one month free.
About the CDK Global Partner Program
The CDK Partner Program now numbers more than 350 partner companies and 450 unique applications auto dealers can use to run their businesses. As part of the CDK ecosystem, the CDK Partner Program provides data and workflow integration to a wide range of third parties, OEMs and dealers. For a full list of partners and applications available through the program, go to cdkglobal.com/partners.
About CDK Global
With more than $2 billion in revenues, CDK Global (NASDAQ: CDK) is a leading global provider of integrated information technology and digital marketing solutions to the automotive retail and adjacent industries. Focused on enabling end-to-end automotive commerce, CDK Global provides solutions to dealers in more than 100 countries around the world, serving approximately 28,000 retail locations and most automotive manufacturers. CDK solutions automate and integrate all parts of the dealership and buying process from targeted digital advertising and marketing campaigns to the sale, financing, insuring, parts supply, repair and maintenance of vehicles. Visit cdkglobal.com.
11Sight is a communications technology company that provides a comprehensive sales communication solution for small and midsize businesses and enterprise users, featuring easy one-click text, voice, and video calls.
Our call button can be placed just about anywhere, allowing customers to connect to sales reps through a company’s website, app, online banner ads, emails, and even print material. 11Sight is used by businesses worldwide including car dealerships, real estate agents, customer support professionals, and many others. We also provide an API and SDK for companies that want to integrate WebRTC text, voice, and video chat capabilities into their online marketplace or any other type of app.
The result? More sales and happier customers! Visit https://11sight.com/.
11Sight Media Contact:
+1 (510) 851-6006
CDK Media Contacts:
So you’ve decided to offer customers the option to video chat with you when they are shopping online. Great, you’re on your way to more sales and happier customers! But if you really want to make sure this new feature is a success, there are a few things that you need to do even before that first call comes in. Read on to learn the 6 steps to preparing for a customer video chat.
1. Test the Audio and Video
What happens when a customer calls but your volume is too low or off altogether? Lots of frustration, that’s what! To ensure that you don’t run into this problem, test out the audio with a coworker and find a comfortable volume level to set your device to. 11Sight’s video chat feature also includes a helpful text messaging feature so that you can still communicate with customers in the event of audio difficulties. Also, find a few quiet areas of your office where you know you won’t be disturbed by the sound of cars passing by or other people’s conversations.
While you’re at it – also test out the video with a coworker and have them take some pictures.
2. Find Your WiFi/Mobile Data Range and Any Dead Spots
Picture this: You’ve reached a crucial moment in the video chat, where the customer is ready to buy! But suddenly… the screen freezes. You hit a dead spot in your office where the internet dropped out. Now you have to call the customer back, which can be a bit embarrassing and ruin the momentum you had leading up to the sale.
Thankfully there is an easy way to prevent this. Do a walkthrough of your office (or your car lot if you are an auto dealer, the property if you are a real estate agent, etc.) ahead of time, paying attention to the signal bars on your phone or tablet. Make note of where the connection is weak or drops off altogether. During the video chat, be sure to avoid these places and let customers know when you are getting too close to a dead spot. If customers know ahead of time, it’s far easier to reestablish the conversation after an outage.
3. Find Where the Best Lighting Is
One of the biggest reasons to offer video chat in the first place is so that customers can see your product. Also, no one wants to video chat with a mysterious face hidden behind dark shadows. So find a few spots where you know the lighting will make your product look outstanding. If it’s nighttime and you’re outside, use your phone’s built-in flashlight.
4. Know What’s in Your Video Chat Toolbox
Many video chat platforms have extra features that can help make your sales pitch smoother. You should practice with these features ahead of time so that you are ready to use them when you are with a customer and the need arises. For example, 11Sight’s video chat feature allows you to point to specific things on the screen using colored dots. Another unique feature of 11Sight is the ability to take photos (not just screenshots) and share them with customers. You can also record the conversation and watch it again later to remind yourself of what a customer said or questions that you need to follow up on.
5. Have a Cheat Sheet Handy
During the video chat, your attention should be on the customer at all times. If you turn away from the screen to fumble through papers or look something up on your computer, the customer will feel disengaged. So it’s crucial for you to know your product inside and out. For the more technical details and frequently asked questions, make a cheat sheet that you can quickly glance at for information. If the customer asks you a question that isn’t answered on your cheat sheet, and a response isn’t time-sensitive, defer the question to later. Let them know that you will be “happy to look into that” for them or “talk to your manager” and get back to them with an answer right after the call (or as soon as possible).
6. Set Goals and Create a Script for Success
If you want to know whether your video call with a customer was a success, you first need to define what success looks like. If you are a car dealer, maybe the video chat is meant to convince the customer that this is the car for them. Your goal is to get them to come down to the dealership and sign the papers after the call. As a real estate agent, you may be using the video chat as a virtual open house for an out-of-town client. Your post-call goal would be to get your client to submit a purchase offer (or a lease agreement if it’s a rental property).
Once you have established your goals, create a script to serve as a roadmap to the goal for your sales team. This should outline key product features to touch on during the video chat, address how to handle problem situations, and more. It’s very similar to the sales script you would use for a regular phone call, except that you have the added benefit of visual aids. Use that to your advantage in providing an immersive experience for your customers.
Now it’s time for you to put these ideas into action. Will you be ready when the call comes in?
Not an 11Sight customer yet? Click below to sign up and get started! Or contact us to request a demo and learn why businesses worldwide choose 11Sight as their trusted video chat partner.
Getting online customers in the door is one of the biggest challenges an auto dealer faces today. A common experience goes something like this:
“John” is looking to buy a car.
He finds your dealership online and really likes the Volkswagen that just arrived on the lot. John continues scrolling through the page, looking at the pictures and Carfax report, but then he finally notices that your dealership is TWO hours away from his home!
John doesn’t want to drive all that way without getting a closer look at the car first. Right now, he has the option to call, email, or text chat with you on your website. But for John, seeing is believing, and he doesn’t have time to wait on an email response. So, he decides to just visit a dealer closer to his house instead.
You never talk to John…
Or get the opportunity to convince him to make the trip…
That’s another potential client found – and lost – without you even knowing it.
What can you do to make sure that you don’t lose John and the hundreds of other customers like him?
“A lot of our customers are coming to our dealership from far away. With our great new service, 11Sight, we are able to establish a face to face video connection with them easily!” — Alfredo, Hilltop Motor Group
Unlike most chat platforms, 11Sight doesn’t just stop at offering text chat or voice calls. Our comprehensive sales communication solution includes a 1-click video chat feature that makes it easy for you to build an initial relationship with your customers face to face. Now you can show them a car in real time instead of just being limited to calls, texts, or emails!
You get to make your sales pitch, convincing the customer that this is the perfect car for them, and they get to see it from the comfort of their own home. Afterwards, you can invite the customer down to see it in person. In this way, 11Sight helps you turn non-local shoppers like John into actual in-store buyers. The result – more sales and happier customers!
How It Works
With 11Sight, you place a button on your website that lets customers video call you (or text) with 1-click. Unlike Skype, FaceTime, or Facebook Messenger, there are NO downloads OR friend invites. The call takes place right in the customer’s internet browser. It’s that easy! Watch this video to see it in action:
Your sales reps can answer on any smartphone or tablet using our exclusive app. 11Sight’s 1-click video chat also has lots of great tools to help you make the pitch as easy as possible – including high quality video, the ability to point to a particular spot on the screen, an option to take photos (not just low-quality screenshots) and record video, analytics, and much more. You can also place your call button in an online banner ad or email, and even embed it in print material as a QR code. Imagine the possibilities!
… Remember John?
Now that you have 11Sight’s 1-click chat, you can establish a connection with him and countless others.