Call Analytics: How it Helps Auto Dealers Improve Customer Experience

The role that online media plays in the process of buying a new car has increased exponentially in the past decade. These days, if a prospective buyer wants to reach out to an auto dealership to inquire about a vehicle they’re interested in, they have multiple ways of connecting with the dealers. Potential customers can call dealers over phone, email them, connect with them using their website or social media channels, or even talk to a chat bot.

The Phone is Alive and Kicking

But even as these options continue to grow, the fact is, people are still picking up the phone and calling dealerships. It can be easy to forget the critical role of the phone call in today’s increasingly digital landscape.

In this article, we will tell you how the emerging technology of call analytics is helping car dealerships understand these phone calls more deeply in order to improve customer service.

Call Analytics 

In a nutshell, call analytics provides three basic inputs to auto dealers:

1. A better understanding of what happens on every call
2. Identifying which calls are most likely to convert into actual sales, and
3. An informed way of optimizing the performance of your sales team

By knowing what happens on every call, dealerships can quickly optimize their marketing and media budget to drive more of those phone calls that convert to paying customers.

Additionally, call analytics also identify those callers who have a strong inclination to buy based on keywords that indicate high intent to purchase, such as "in stock now” or "appointment”.

Call Analytics and Sales Training

Once these two aspects are sorted out, vehicle dealerships can confirm sales scripts are being followed to ensure qualifying leads from marketing are closed successfully. The training of sales agents can also be optimized with this information at hand.

The best performing sales staff can be identified using call analytics and their practices can be used for further training and adjustments in order to boost conversion rates.

Almost 20% of all calls placed to a dealership either go unanswered or is hung up by the potential customer due to reasons like confusing IVR systems or being placed on hold for too long. The technology of call analytics can help a car dealership understand insights such as what drove an individual to call the dealer, and then use this information to attribute leads and conversions, as well as optimize marketing messages.

For more information on how call analytics can enhance customer experience and to know how izmoAuto can support your car dealership, contact us.