Case Study: Automotive
Converting 80% of SMS contacts to leads for auto shopping website
Supporting nearly 16,000 dealerships
The auto shopping website needed to build its national database of paid subscription dealers. These dealers needed digital customer care support, via web and SMS solutions, to serve as tier I of lead gathering for appointment set-ups.
From the start of the partnership HGS was engaged to deploy chat and SMS solutions to manage initial customer contacts, answer questions, provide vehicle education, and refer customers to dealers. HGS researched and recruited for the right agent profile for this solution: tech-savvy agents, who are screened for their multi-tasking ability. With an extensive background deploying HGS TEXT and HGS CHAT for clients, HGS created an optimized digital solution at a concurrency of six contacts or three SMS and three web chat contacts per agent 24×7. This solution enables customers to start, stop, and continue their conversations without losing the history and context of the interaction.
The HGS team lost no time adjusting our solution to exceed client lead collection and scalability expectations. Within the first month, HGS Business Excellence focus led the team to analyze non-lead contacts to categorize and group; identifying root cause and implementing solutions to drive lead conversion. This included analysis and identification in problems that resulted in non-lead generation—principally customers gathering auto background before disclosing contact information. Consequently, HGS immediately structured and implemented agent scripting aims to immediately collect contact information from customers, for a more optimal lead referral to client.
HGS next grouped contacts into different areas of assessment, including issues such as “Agent Errors,” and “Abandoned Chat.” HGS adjusted agent recruitment and training to better represent agent profiles and skills to handle the multitasking and lead generation required of this role. Today’s agent screening now captures skills beyond keyboard speed, such as technical aptitude and authoring chat and SMS messages to represent colloquial but professional tone. This ensures agents can deliver high customer and client satisfaction, and our winning 80% contact-to-lead performance.
HGS extended hours, increased engagement, and improved IT knowledge base capabilities in just six months
were supported by the end of this engagement
SMS response time
of SMS contacts converted to leads
HGS continues to consistently scale this client’s dealer network. HGS has managed chat and SMS to maximize responsiveness, generate more leads, and relieve dealers of tier I responses. The client is now appreciating HGS as a value-added addition to their suite of benefits for dealers to renew paid memberships. The future is bright for this partnership.