Call Analytics - How it Helps Your Dealership to Improve Customer Experience

When a potential customer wants to get in touch, they can email the dealership, connect on the auto dealer website, check out its social median channels, or even engage with a chat-bot. Consumers are eager to adopt new technologies and make more transactions online.

But even as these options continue to grow, there are still people picking up the phone and calling dealerships. In today’s digital world, the vast influence that the humble phone call can have should never be ignored.

But how will dealers measure how effective the conversation was? Other questions need to be answered as well, including if customer needs were met, the right services were offered, and the agent who spoke was polite.

All of this and more can be tracked with call analytics.

Call Analytics

Call analytics can help a dealership understand what drove an individual to call the dealer, and this information can then be used to attribute leads and conversions, as well as optimize marketing messages.

Nearly 20% of all calls to dealerships go unanswered or are abandoned by the caller when the call is placed on hold for too long or interactive voice response (IVR) systems prove to be confusing.

AI and Call Analytics

AI-enabled speech recognition technology used in call analytics can truly transform the dealership customer experience. It allows dealers to understand the basics of a phone call made to a dealership such as how long it lasted, and if a potential customer spent more than two minutes on hold.

By thoroughly analyzing these calls between prospective customers and the dealership, call analytics can enable a dealer to make intelligent predictions about a call’s outcome.

Marketing Optimization

With the information that call analytics provides, dealers can get a better understanding of what happens on every call, and then quickly optimize their marketing budget and strategy in order to drive only those phone calls which have a better chance of converting. Even the usage of certain keywords which indicate a strong likelihood to buy can be picked up through call analytics.

Additionally, this technology can help streamline and optimize sales team performance. Dealers should check and confirm that sales agents are properly trained, and sales scripts are being followed to ensure qualifying leads are being closed successfully.

For more information on the potential of call analytics for your car dealership, Contact Us.