Sytner Group, the second largest dealer group in the UK by turnover, is piloting a live video help system across its prestige Guy Salmon Land Rover business.
The new service, provided by technology company Vee24 makes Sytner the first UK-wide automotive business to offer live video engagement and the dealer group believes it could revolutionise how automotive dealers serve online customers.
The idea is to treat online customers with the same levels of customer service they would receive in the showroom.
Sytner has invested in a purpose-made desk within one Guy Salmon dealership and has recruited Adam James as a dedicated internet sales executive to operate the Veedesk across the 12 Land Rover sites in the group. James is based in an office at Land Rover Coventry.
he Veedesk features a built-in web camera and alert light which illuminates when a customer needs help.
Customers can request assistance by clicking a ‘live help’ link or the Guy Salmon team can ‘nudge’ the web browser to offer assistance.
Once the two are connected they can engage in live one or two-way video chat.
Georgina Adams, group e-marketing manager of Sytner Group, told AM: “Customer service is a huge objective for the group and improving the way we service customers online is a major part of that.
“We spent a lot of time trying to find the right person to operate the system and the role really is to assist the customer in any way, whether that’s product information, help with navigation or questions about servicing.”
Adams said while the system will mean more car sales eventually, the idea is to take the selling pressure off the conversation.
She said: “By making the online experience more pleasurable for our customers, it gives us a far better chance of converting the web visit into a test drive, showroom visit and ultimately, the sale of a car.”
Sytner will be giving the Veedesk system four months to bed-in before deciding how to progress further, whether that’s installing a desk in each dealership or changing the way the group’s website works to better aid customers.
Adams said: “The feedback we get from customers during the next few months will really dictate where we go next with it.”