It goes without saying that this has been the year of ZMOT (Zero Moment of Truth). If you’re not sure what that is, I highly recommend getting a copy of Jim Lecinski’s book, ZMOT Winning the Zero Moment of Truth, put out by Google that explains ZMOT (free download here) and reading it as soon as possible. Its changed the marketing playbook for your dealership for good.
The Zero Moment of Truth comes when a customer is prompted by a stimulus to research and interact with your brand. As automotive dealers, there are a number of different outlets that customers can reach your brand from. In Winning the Zero Moment of Truth, its shown that customers use 18 different sources before making a purchase decision. How can you be sure you’re making a positive impression across all those sources? Tie them together with a product that crosses all the boundaries. Live Chat.
At the Digital Dealer 12 Conference next week, Contact At Once! Our auto dealer chat partner is giving a presentation to teach you how to be present during that essential zero moment with your customers. Utilizing live chat on your website broadens your communication channels allowing you to experience those moments with customers and help shape their purchase decisions no matter where they are.
At Dealer HD we agree wholeheartedly with Ed and the Contact At Once! team. We believe that Live Chat is an essential tool for creating a clear communication channel across all your online channels. We’ve been looking for new ways to implement chat in more places and constantly improving chat’s implementation because it works. Our dedication to Live Chat led us to the creation of a completely new product based on the Contact At Once API, which we’re introducing at the Digital Dealer 12 Conference.
Dealer HD’s Behavioral Chat is a sophisticated chat program that listens to what customers are doing on your website and delivers chat requests that are personalized to them. Behavioral Chat results in less impressions, more clicks and better conversions.
We encourage you to sit in on the discussion with Ed Parkinson from Contact At Once! Wednesday at 10am, Session 203, Room Sebastian l-1.