The mobile shopping experience has been gaining precedence in the last few years, particularly in the last few months (Thanks, Google!), which is why in today’s blog I’ll be sharing some helpful tips about how to effectively assist mobile shoppers in chat.

Here are 6 big do’s and don’ts of mobile chat conversations:

1. DO look over the shopper’s live chat data

In a previous blog, I mentioned how leveraging live chat datacan help you personalize your chat conversations.ActivEngage’s chat software, for example, gives you access to important shopper information such as geolocation and the device the shopper is using.

Is the shopper in your local area and on a mobile device? If so, it’s possible they’re looking to stop by. And by knowing their location information, you can direct the conversation to get them in for a test drive.

When you pay attention to it, live chat data can help you dictate how a chat conversation will go!

Note: Not all chat providers offer the same consumer data in their software. If you are researching live chat vendors, make sure to ask what consumer data is included to help you understand your shopper’s wants and needs!

2. DON’T use text-based lingo

Do U want 2 stop by 2morro? Were U looking 2 lease? Wats UR phone #?

Do NOT write like this in a mobile chat conversation, or any chat conversation. Text-based lingo can cause communication issues and confusion, and replacing words with numbers is unprofessional.

However, if a shopper initiates the texting lingo, it’s okay to use popular acronyms and smiley faces – but ONLY after the shopper has used them first. This will ensure there are no miscommunications between you, and it keeps the tone both friendly and professional.

3. DO get to the point faster

Even though you aren’t allowed to spell tomorrow like “2morrow”, there are plenty of other ways to make your sentences shorter to help you respond to mobile shoppers quickly and efficiently.

Here are 3 simple ways you can get to the point faster during mobile conversations:

Avoid complex sentence structure.

Prepositional phrases, passive sentences, flowery language, unnecessary formalities and jargon? OUT. You don’t need them.

Instead of sentences like: “As we have a variety of tire replacement options at the dealership, I would like to know if there was a particular tire brand you’re partial to, or if you have no particular preference we could go from there as well.”

Try this: “We have tires replacements to fit most vehicles here! Were you looking for a particular brand?”

Formulate a response as the shopper is responding.

ActivEngage’s PreRead™ feature allows you to read what shoppers are typing as they are typing it and before they hit send button. This feature gives chat reps more time to think about what to say, quickly research if needed, and respond without delay!

Directly address the shopper’s question.

If a shopper asks about tire prices, give them the price range, and ask if they want a specific brand. By directly answering the question and asking a relevant question in return, you will get to the heart of the shopper’s wants and needs.

If you think about it, it actually takes more work to provide a vague statement because once the shopper demands a real answer, you have to go back and provide it. It’s best just to give them the real answer upfront if you can.

4. DON’T shun diverse shoppers

Mobile devices aren’t only for English-speakers, so your mobile chat service shouldn’t be either!

Having chat representatives that speak a common language in your region other than English is a great asset to your dealership. They’ll be able to better assist non-English speaking shoppers online — and offering this service can set you apart from the competition!

ActivEngage’s software also has a 16-language translation tool that allows shoppers to chat in their preferred language. The shopper can write and receive responses in the language of their choice while you read and respond in English!

5. DO ask for the appointment

Many mobile shoppers chat on-the-go. That means they could already have the intention of car shopping or stopping by for service…or they could be showrooming and ready to move on from a competitor’s dealership to yours!

Therefore, it’s important to always ask shoppers if they would like to set up an appointment during a chat. If they are only an hour or less away, great! You’ll be ready for them.

6. DON’T forget to be friendly

After all you’ve learned about mobile shoppers and their need for immediacy and to-the-point answers, it’s easy to get caught up in just being “efficient” rather than being friendly.

But don’t forget, chat is about people connecting with people. Be personable, conversational, and talk about the benefits you can offer to the shopper.

Make it a positive and memorable experience. By remembering to be friendly and personal, you can build lasting relationships with chat that should last for years to come!

I’ve said it before, and I’ll say it again: not all chat providers are the same. Vendor priorities vary, software technology can be user-friendly or not, not all providers hire chat teams within the US, and the quality of managed chat conversations are not equal.

In fact, a bad managed chat service can be detrimental to your business! If the representatives don’t have expert training, do not dominate the English language, and are not held responsible for the conversations they have on behalf of your dealership – it could cost you opportunities and your reputation could suffer.

Whether you already have a managed chat team, or want to implement one for the first time — here are 3 red flags to look out for to ensure your managed chat service is helping your business instead of hurting it:

REP IS NOT TRAINED IN AUTOMOTIVE EXPERTISE

Some managed chat providers do not properly train their staff in the automotive industry, dealership websites, and online automotive retail. Therefore, their conversations don’t typically provide valuable information to the shopper, and thus they create a negative online experience.

For an example, take a look at this chat conversation:

[Chat Rep Name]: Welcome!

Visitor33043: Hi. I would like some information on the 2010 Tundra

[Chat Rep Name]: May I know your question please? And just to address you better, may I have your full name please?

Visitor33043: Fred…What do you mean may I know your question?

[Chat Rep Name]: Nice to have you with us Fred.

Visitor33043: Is this an automatic or standard?

[Chat Rep Name]: Give me a moment while I look that up for you.

Visitor33043: Hellooo

[Chat Rep Name]: (3 minutes later) Alright Fred, what I’m going to do is to have my manager get back to you with all the details on it, may I have your email address and phone number for them to reach you?

Visitor33043: Why? Can’t you give me an answer?

Visitor33043: Hello?

[Chat Rep Name]: Unfortunately I don’t have that information on hand. May I have your email address and phone number for them to reach you?

Visitor33043: Nevermind… found it. Under the transmission speed FYI

If you put your consumer hat on, you’ll notice a few things are wrong with this chat. For example, Fred had to repeat himself because the chat representative didn’t acknowledge his question.

However, what’s most surprising is that the answer to Fred’s question could have been found on the VDP page — but the chat rep did not take the time, or did not have the training, to know how to properly research the vehicle and provide answers.

Your dealership website needs a managed chat team that is trained to:

• Reflect your brand. Incorporate information about your dealership in the conversation – such as competitive advantages, whether you have loaner vehicles, dates of your upcoming sales events, and more

• Answer questions about vehicle specs that demonstrate knowledge, authority, and encourage consumer confidence in your dealership

• Have positive, quality conversations that create good first impressions and convert online shoppers into more leads and appointments for your store

Otherwise, you’ll lose opportunities and dollars, upset shoppers, and hurt your reputation.

WORDS GET LOST IN TRANSLATION

If the chat representative cannot effectively interact with your online shoppers, the quality of the conversations being had on your behalf will plummet — and so will the consumer experience on YOUR website. This can happen two ways:

A language and culture barrier

Some chat vendors outsource their staff overseas, and although cheap labor saves the upfront costs of chat to your dealership, it can have serious long-term consequences for your business.

When a chat rep is not fluent in English and doesn’t know US culture, some awkward conversations and misunderstandings can occur. In a previous blog, we give an example of a chat rep not understanding the English acronym “Asap!”. It’s the little things like this that make shoppers crazy!

Here are some other barriers that inhibit a chat rep’s ability to produce a personalized, professional conversation:

• Is unaware of important holidays (i.e. Labor Day, Memorial Day, etc.)

• Does not understand English vernacular

• Frequently omits articles in sentences like a, an, and the

• Misuses or misspells words often

To ensure your dealership makes the best impression online, you always want your chat representative to be professional. And professionalism includes typing with a strong command of English grammar and spelling, and by being able to hold a conversation that personally relates to your shoppers – even about national holidays.

These details, although they seem like minor communication adjustments, definitely help avoid awkward conversations. When chat reps communicate effectively, shoppers get their questions answered. And when shoppers get their questions answered, they’re more likely to buy from you!

So don’t make your shoppers struggle with basic communication when they look for answers. They’ll leave your website and not come back!

The chat representative uses scripts

Your online shoppers DO NOT want to talk to Mr. Roboto. They want to have real conversations with real people. However, some managed chat providers do use scripts because they believe scripts give them consistency that is measurable, and that they have more control over the conversations.

The problem with this is that there is nothing natural about scripted chat conversations — they just frustrate your shoppers! Your staff doesn’t use scripts on the sales floor, so why would you allow your managed chat team to use them on your website?

One of the biggest reasons your website visitors love using live chat and willingly give out their contact information along with other useful information, is that there is another human being tending to their needs.

To make your shoppers happy, find a managed chat provider whose team is expertly trained to have personalized conversations based on the shopper that chats in, not representatives that think “one script fits all.”

ZERO ACCOUNTABILITY FROM YOUR PROVIDER

Many managed chat providers do not offer a dedicated support team that ensures dealership customers are happy with their chat service, or that can help them fix other areas of their digital marketing.

This may be because the provider doesn’t have the resources, doesn’t want to pay for it, or may not see the benefit in investing in people who specialize in assisting customers with their success.

However, a support team is essential because like all digital marketing, live chat requires monitoring and adjusting to fit the needs of the modern shopper.

The chat experience is changing over time as shoppers get smarter about technology and get more familiar with using the service. Your chat provider has to adapt to the shopper and the dealership’s needs – and the only way to adapt properly is to have a good support team that keeps track of YOUR success.

You shouldn’t pay a chat provider to set up a service and just disappear, leaving nothing behind but a 1-800 number.

The best managed chat providers understand that a chat service is a partnership with your dealership. So choose a live chat provider that will HELP you and offer you the personalized and proactive support you need to win more sales.

Remember: Your chat investment is only as good as the quality of the conversations had on your behalf. Do your research before selecting a managed chat provider and ask the necessary questions to ensure you get a professional chat service that will meet your shopper’s needs and increase your sales.