{"id":2297,"date":"2014-08-12T01:13:40","date_gmt":"2014-08-12T05:13:40","guid":{"rendered":"https:\/\/www.carchat24.com\/?p=2297"},"modified":"2022-05-01T14:31:12","modified_gmt":"2022-05-01T18:31:12","slug":"measure-live-chat-operators","status":"publish","type":"post","link":"https:\/\/www.carchat24.com\/blog\/dealership-live-chat\/measure-live-chat-operators\/","title":{"rendered":"How to measure live chat operators"},"content":{"rendered":"<div id=\"attachment_2300\" style=\"width: 310px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2300\" class=\"size-medium wp-image-2300\" src=\"https:\/\/carchat24.com\/blog\/wp-content\/uploads\/2014\/08\/einstein-300x224.jpg\" alt=\"Albert Einstein\" width=\"300\" height=\"224\" \/><p id=\"caption-attachment-2300\" class=\"wp-caption-text\">Einstein showed commitment to one&#8217;s specialty can yield exceptional results &#8211; like our highly-trained live chat operators.<\/p><\/div>\n<p>Albert Einstein earned status as one of the smartest minds in history by focusing obsessively on his science, much like our team focuses ENTIRELY on how to generate quality leads with live chat. In a conversation I recently had with an eCommerce Manager at a premium auto dealer group, she explained to me that she isn\u2019t comfortable with people outside the dealership interacting with \u2018her\u2019 customers via live chat. That made me curious\u2026how did she plan to measure the performance of her chat operators? Track their chat count and chat leads? Incentivize appointments and\/or sold units?<\/p>\n<p>Our experience in dealerships has shown us that IF a dealer is measuring self-hosted chat performance, even these basic metrics may not make the short list. Supervising a successful in-house dealer chat program is possible, but takes intensive planning and oversight. The irony is that CarChat24 was started BECAUSE of the challenges of managing chat in-house. The reality is that chat conversations typically take place when people generally take care of their personal business \u2013 before and after work, lunchtime, primetime and late-night, and weekends. These time periods coincide with those in the dealership that BDCs and sales teams tend to have fewer staff members available to handle live chat conversations.<\/p>\n<p>It is unlikely (if not impossible) for a car dealership to match the 45 DAYS of training that our chat operators receive, as well as ongoing weekly training just for chat skills, including maximizing the tools in the console (like CarFax and Edmunds Data integration) and handling objections. Once our chat operators go \u2018live\u2019, they are measured and coached weekly on 19 different performance metrics.<\/p>\n<div id=\"attachment_2299\" style=\"width: 310px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2299\" class=\"size-medium wp-image-2299\" src=\"https:\/\/carchat24.com\/blog\/wp-content\/uploads\/2014\/08\/CarChat24-invite-300x172.jpg\" alt=\"Live Chat Operator\" width=\"300\" height=\"172\" \/><p id=\"caption-attachment-2299\" class=\"wp-caption-text\">Highly-trained operators generate more leads from chat conversations<\/p><\/div>\n<p>Dealer staff must master phone ups, follow-ups, and legal requirements, as well as fundamental selling skills, whereas our operators focus strictly on chat \u2013 kind of like a service department having specialty technicians who just work on transmissions or electronics. It\u2019s no wonder our chat operators <a href=\"https:\/\/www.carchat24.com\/approach\/\">convert a higher percentage of chats to leads<\/a> than even large BDCs. We have the benefit of dozens of live chat operators and more ONE MILLION completed chat conversations to establish benchmarks and focus on that exclusively every day. Here are a few of our key measures, including the aforementioned ones:<\/p>\n<p><strong>Number of chats<\/strong> \u2013 our operators are required to take a minimum number of chats during their shift.<\/p>\n<p><strong>Number of leads and conversion percentage<\/strong> \u2013 we meticulously track the total leads and the percentage they converted from conversations<\/p>\n<p><strong>Time to respond to a chat<\/strong> \u2013 we prefer our operators to respond to chat requests within three to six seconds.<\/p>\n<p><strong>Sales-to-service chat ratio<\/strong> \u2013 our operators are not permitted to \u2018cherry-pick\u2019 sales leads and ignore service and parts chat requests. This is a common challenge with self-managed chat because salespeople and many BDC staff members aren\u2019t paid to handle service and parts conversations.<\/p>\n<p><strong>Length of live chat conversations <\/strong>\u2013 the goal for each conversation is to provide basic information to each visitor and convert them to a lead for the sales, service or parts departments within a reasonable amount of time.<\/p>\n<p><strong>Staying on process with pre-written responses <\/strong>\u2013 all our chat responses have been carefully edited, tested and put in place to give dealer website visitors a quality experience and move them into the sales funnel. The effectiveness of talking \u2018off the cuff\u2019 or \u2018shooting from the hip\u2019 can\u2019t be accurately measured.<\/p>\n<p><strong>Amount of time logged on \/ off the chat console <\/strong>\u2013 our operators are required to be logged in a certain amount of time while they are on shift.<\/p>\n<p>In addition to the challenges of learning the nuances of handling live chat, managers often don\u2019t have time to actually \u2018manage\u2019 it. So why not trust a proven pioneer in the industry staffed by successful \u2018car people\u2019 to handle these conversations and let the sales team focus on sales? I have yet to talk to an internet manager who said they have \u2018plenty of extra time\u2019 to manage the details of their chat strategy beyond lead count and conversion rates. Car dealership managers spend every day handling the triage of staffing, customer, and process opportunities that arise.<\/p>\n<p><a title=\"Contact Us\" href=\"https:\/\/www.carchat24.com\/#contact-sales\">Take the proactive route<\/a> to successful live chat and trust a company with proven results \u2013 at least in a backup role to handle chats after hours and during peak times when staff are busy selling? What do you have to lose \u2013 besides car deals?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Albert Einstein earned status as one of the smartest minds in history by focusing obsessively on his science, much like our team focuses ENTIRELY on how to generate quality leads with live chat. In a conversation I recently had with an eCommerce Manager at a premium auto dealer group, she explained to me that she [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":2936,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[44,53,66,94,95,99,184],"class_list":["post-2297","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dealership-live-chat","tag-auto-dealer-chat","tag-automotive-live-chat","tag-carchat24","tag-dealer-chat","tag-dealer-chat-software","tag-dealer-website","tag-why-automotive-live-chat"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How To Measure Live Chat Operators Performance<\/title>\n<meta name=\"description\" content=\"Measuring performance of Automotive Live Chat Operators yields more sales leads and more car 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