Live chat sells cars for local dealer

Technology Category

Functional Applications - Remote Monitoring & Control Systems

Applicable Industries

Automotive

Applicable Functions

Sales & Marketing

Services

Software Design & Engineering Services

The Challenge

Frank Myers Auto Maxx, a car dealership in North Carolina, operates by appointment only. While their website provides a wealth of information about the dealership and its offerings, customers looking to schedule an appointment for the next day would be out of luck if it was after the business's closing time of 7:00 p.m. As a small business, Frank Myers Auto did not have the resources to stay open late and take customer calls throughout the night. The dealership realized it was missing valuable opportunities to interact with potential prospects and customers after hours.

About The Customer

Frank Myers Auto Maxx is a privately owned car dealership located in Winston – Salem, North Carolina. The dealership, owned by Tracy Myers, is known for its unique approach to car buying, offering popcorn, balloons, and a fresh gourmet coffee bar to its visitors. The dealership also features a Family Fun Zone where visitors can enjoy family-friendly videos. Tracy Myers is committed to providing a positive customer experience and treats every guest with kindness and consideration. The dealership's mission is to change the landscape of the car business and improve the reputation of car salespeople. The staff is dedicated to helping customers overcome their transportation challenges and find the right vehicle for their needs.

The Solution

To extend its operating hours and improve customer service, Frank Myers Auto implemented LivePerson Pro, a live chat solution, on its website. This allowed prospective customers to make appointments after hours, leading to increased opportunities for the dealer to close more sales. Within the first 45 days of implementing their live chat solution, the auto-dealer nearly doubled the amount of opportunities in the pipeline over the “non-chat” version of the site. LivePerson Pro also gave Frank Myers Auto the flexibility to operate a live chat window from any internet-enabled computer, 24 hours a day, 7 days a week. After an initial training course from LivePerson, followed by ongoing product support, the auto-dealer's chat agents were able to take chats from home, work in shifts, and allow scheduling to continue into the night.

Operational Impact

With live chat, Frank Myers Auto has increased its website leads by nearly 42 percent in just 12 months.
The dealership has found that more appointments are being scheduled, leading to an increase in closed opportunities.
The website has become an essential channel for lead generation.

Quantitative Benefit

Of the 42 percent of new website leads generated through the Frank Myers Auto chat program, 81 percent secure appointments, whereas only 59 percent of telephone leads turn into appointments.
Of those securing appointments via chat, 63 percent result in a sale, compared to a sales rate of 39 percent from “non-chatters”.
The increase in appointment-to-sales ratio from chat has led to an increase of 37 percent in total revenue for Frank Myers Auto.