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Digital Marketing Conference: Dealer innovation

Ian Godbold, group marketing director, Cambria Automobiles

Dealers need to incorporate live chat into all elements of their digital business for it to make it have a positive impact.

Godbold said: “Make your websites send out a drop down invite to chat as a call to action for customers visiting you online.

“We also include a link to our live chat on every digital communication and on all stock adverts.”

Cambria held digital workshops across the group to establish the best way to approach live chat. Dealing with customers out-of-hours was the biggest challenge.

Cambria’s peak time for live chat is between 7pm and 10pm. Initially, sales managers were responding on iPhones.

Godbold looked at outsourcing the out-of-hours live chat communications. and went with American company Contact At Once because of the service it provides and the fact that its in-service hours coincided with Cambria’s out-of-hours.

It took a little bit of time to make sure CAO were using the right terminology, but it also dealt with automotive customers in the USA so it didn’t take long to get them up to speed.

All conversations are reviewed by Godbold.

The lead conversion from live chats has gone from 22% to 68%.

Godbold said: “I would rather take a live chat lead over an email lead.” 

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  • Rob - 19/04/2013 16:16

    I think live chat is going a step to far towards the 24/7 culture. It's not really necessary in the Motor Trade. I think most customers can gain enough info from a dealers web site and if they have any more questions can have them answered the next day in the dealership.

  • Simon Harris - 19/04/2013 20:11

    The dealer innovation section was totally inspiring and took away many key learning points from the conference, the out of hours and the joined up marketing approach that was presented was first class

  • Nika Michelle Gomez - 22/04/2013 07:21

    I have to agree with what is mentioned above. I probably believe that, in our high technology today, everything can be converted online. And the existence of live chat tools greatly helps in the implementation of proper online customer care. It is something very amazing and useful for the company to reach out to the customers and for the customers to reach the company. In our company, we use this live chat tool called Offerchat. I got the tool from and I have to say that it has brought our company closer to our customers. Very useful. I kinda thank the tool for that customer relations progress. :)