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Prob a good way to help you / a dealer decide if chat should be done in-house or outsourced is simply listening to some of the inbound phone calls for the store and how those reps are handling the calls. If the staff won't handle an inbound phone call / phone up properly, they darn sure won't handle a chat properly that actually takes some effort. If the sales managers won't spot check the staffs phone calls, do you think they are going to spot check and read through a chat transcript??  Who's going to handle service chats? Sales reps??? Yeah... that go will go real well. Thats a for sure to keep the Service Manager confused on why his retention numbers have fallen off a cliff and why customers are avoiding his service lane like the plague! Outsource it. Inspect what you expect. Create a close relationship with your vendor / account manager. Be sure to let them know your expectations of the product and how you expect your customers to be handled.