DEARBORN, Mich. -

Converting Internet chat into sales leads for dealers is the object of a new tool introduced by FordDirect.

The company on Tuesday announced LiveConnect Communication Service, an enhancement to its product offerings it said “enables dealers to better engage with consumers in real time through their websites.”

A dealer-managed chat solution, LiveConnect tracks a car buyer’s journey and prompts dealers to follow up.

FordDirect cites industry research, including a study by R.L. Polk, indicating high conversion rates among chat customers. And through its own pilot program, FordDirect said it learned that chat increases online customer engagement, provides more opportunities to foster customer loyalty, and results in more purchases than many other lead sources.

“With its high conversion rates, chat presents an ideal platform through which dealers can capture valuable sales leads,” said Valerie Fuller, chief operating officer for FordDirect.

“Because consumers today are demanding instant access to information, chat services enable dealers to connect with customers on their own terms, while building loyalty and improving overall satisfaction,” she said.   

While LiveConnect is dealer-managed, FordDirect noted that it also offers a Fully Managed Chat Service providing around-the-clock responses to customer chats to help generate leads, and a dealership-specific FAQ that allows dealers to manage pre-set answers to common questions.  

FordDirect said its pilot results for Fully Managed chat sites show more than double the chat conversion of LiveConnect  sites.

Both LiveConnect and Fully Managed Chat offer dealers the ability to monitor current website visitors and track activity, the company said. The service also instantly sends chat leads and transcripts to the dealership and allows dealers to view real-time metrics to assist them in formulating target marketing and sales strategies.  

A hybrid approach for dealers is also available, in which live operators provide back-up answering assistance.

Ford dealers currently enrolled in Call Tracking will receive dealer-managed chat for free as a part of the new LiveConnect Communication Service, the company said. Dealers can also enroll in Fully Managed Chat Service, available as a stand-alone product for any Ford or Lincoln dealership.

For a best-practices whitepaper published by FordDirect on the use of chat, see http://news.forddirectdealers.com/ChatBestPractices.