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Lots of great observations here. Craig's dialed in!Plus, I agree with Jon B, our industry is highly focused (i.e. narrow user intent) and chat automation should be very doo-able.Here's a deep dive into classifying chat questions: https://www.dealerrefresh.com/dealership-chat-used-or-abused/In this study, top chat classifications on a dealer's website:Credit QuestionsTrade-in QuestionsSearch Help NeededPurchase IntentMiscellaneousIf this was a betting game, on classified sites, I'd bet the order would look like:Search Help Needed (higher in funnel & because all our websites suck)Credit Questions (desire to shop by payment & Gumbys)Purchase Intent (shopper wants to know availability to ensure a productive dealer visit)Trade-in Questions (deeper in the funnel questions)Miscellaneous (includes "what paperwork do I need to bring?)Regardless of the order, "Purchase Intent" is a 911 chat. It has the highest ROI. If I were DI/Cars, I'd put a lot of thought into making this chat fly into the stores.
Lots of great observations here. Craig's dialed in!
Plus, I agree with Jon B, our industry is highly focused (i.e. narrow user intent) and chat automation should be very doo-able.
Here's a deep dive into classifying chat questions: https://www.dealerrefresh.com/dealership-chat-used-or-abused/
In this study, top chat classifications on a dealer's website:
If this was a betting game, on classified sites, I'd bet the order would look like:
Regardless of the order, "Purchase Intent" is a 911 chat. It has the highest ROI. If I were DI/Cars, I'd put a lot of thought into making this chat fly into the stores.