Establishing the Real ROI of Dealer Chat
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1 Establishing The Real ROI of Online Chat John Hanger President & CEO, Contact At Once! LLC © 2011 Contact At Once! LLC, All Rights Reserved
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How auto dealers can maximize the ROI from automotive live chat - a presentation given by John Hanger, CEO of Contact At Once! at the Ignite Dealer Summit, September 2011
Transcript of Establishing the Real ROI of Dealer Chat
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Establishing The Real ROI of Online ChatJohn HangerPresident & CEO, Contact At Once! LLC
© 2011 Contact At Once! LLC, All Rights Reserved
Pay Attention If:
• You are not using chat (see what you’re missing)
• You are using chat (maximize ROI)• Everyone else is excused ;-)
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Nielsen reports that beginning in 2008, text messaging surpassed phone usage as the primary method of communication
In 2010, text messaging exceeded phone calls by more than a third.
2010 Text Messaging
2010 Phone Calls
35% more
People Like Text-based Communication
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Dealer Chat Milestones
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Chip Perry, President & CEO of
AutoTrader.com
“Faster than email and more convenient than a phone call, online chat enables consumers to
get instant answers to their questions while enabling dealers
to begin creating a relationship with shoppers
before they show up on the lot.”
“Tests… by AutoTrader.com showed that (dealers) experienced an average
lift in shopper interaction of about 20%”. - Press Release, 3/15/2011
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67% of Chat Users Plan To Purchasea vehicle in the next 30 days
67% … Ready to purchase within the next month
4% … Not currently in market to buy a vehicle
25% … Ready to purchase w/in the next 1-6 months
3% … Ready to purchase w/in the next 7-12 months
1% … More than a year
Source: Cars.com Dealer Chat Consumer Survey, 2009
Time of Day Chat “Heatmap”
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Note that the peaks occur during the work day: Workers are shopping, but don’t want to announce that fact to their co-
workers!Relative distribution of chats over a 24x7 period
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Websites with chat
16.8%
Websites without Chat
83.2%
9,000+ Dealers Using Chat
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ROI Calculator
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ROI Calculator Results
• Contact At Once! » 18-93 Additional Units•Outsell » 21 Additional Units• Active Engage » 42 Additional Units• Car Chat 24 » 20 Additional Units
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"Out of the 125-130 cars a month our BDC is responsible for selling, a good 20 of them are the result of a chat."
Rob Fontano Marazzi Dealerships
"Whenever you can engage in chat, you're differentiating yourself from the competition. We fluctuate between a 20-25% closing ratio with our chat leads."
Jeff KershnerFrederick Nissan & DealerRefresh.com
The Real ROIof online chat
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"Group-wide, out of the 4800+ cars our internet department sold last year, 10-12% came as a direct result of chat."
Wayne UsseryJim Ellis Dealerships
"We sell between 10-20 vehicles each month to customers that first contact us via chat."
David ParrotGlobal Imports BMW
The Real ROIof online chat
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Online Touch Points
Chat allows you to connect with customers – no matter where they land.
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Regardless of where you place chat the RESULT is a:
TYPICALLEAD LIFT
Dealer Website Platforms
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What Is Driving Dealer Chat Adoption?
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Your Takeaways
• Chat will help you to sell more vehicles
• Many dealers use chat; few maximize ROI
• Max ROI = Chat at every touch point
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Your To-Do List
• Start Chatting• Understand Your Website Provider’s
Chat Strategy • Maximize Your ROI By Adding Chat to
All Possible Touch Points
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Slides available www.slideshare.com/contactatonce/
