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From the shoppers POV, the perfect chat rep is a concierge.  Someone that's willing to run around the building to get answers (service) and a product specialist that can give great advice (sales).


Chat shoppers will run you ragged, but, if it's done right a shopper will like the concierge experience and consider it part of the unique dealer experience.


Funding this position takes balls and vision.  IMO, because the concierge "sees it all", they should report to the GM, or, the Digital Marketing Manager (who reports to the GM).