The transformational effect of voice AI on customer service in call centres within the automotive industry
Customers are now presented with a wide selection of ways to interact with brands at different stages of the buying process. While social media, chat bots and email have emerged as easy, digital solutions for customers to connect, one channel still reigns supreme when it comes to customer service: phone.
In fact, recent studies have shown that despite new avenues for customer interaction, inbound customer phone calls have increased by some 24% overall over the past year.
While general call levels have increased, industries such as automotive are recording a high level of missed or mishandled calls at both dealer and call centre level.
This issue is one that’s likely costing the industry millions of dollars every year.
But, a solution has emerged in the form of voice AI, and it's promising to reduce costs and improve experiences across the board.
Missed and mishandled calls come at a great cost
With the number of inbound customer calls continuing to increase, there’s a higher demand placed on those employees on the front line.
Auto service centres / call centres
Auto service centres miss 20% of inbound calls. On average, 39% of their calls are leads and 51% of those leads would convert if followed up. This doesn’t always happen. The average marketing lead generation cost in the automotive industry is $250 - that’s a huge cost considering all of the opportunities that get missed at call level.
Auto Dealerships
The average dealership receives more than 500 service calls every single month and roughly 190 of their inbound calls (38%) go unanswered. Of these unanswered calls it's reported that 68% will never get a call back.
Service calls are the backbone of auto sales with upgrades and repairs being responsible for close to half of a dealership's gross profits.
Now think about this: almost 3/4 of car buyers will return to the dealership responsible for servicing their car for their next purchase. But, only if their experience is a good one.
Customers that contact dealerships for servicing aren’t fiercely loyal and first impressions count for a lot. This begins as soon as the phone rings and if a customer finds themself going to voicemail, being left on hold, or being hurried along, they’re likely to contact another dealership.
So, missed, mishandled or lost calls come at a significant cost to the auto industry.
The limitations of traditional call centres
Traditional call centres have dedicated teams ready to answer questions, book appointments and services, and address consumer concerns.
When it comes to the effectiveness of traditional call centres there are a few things to consider:
1. The expense of hiring enough employees to support the vast and ever-growing number of incoming calls.
2. The limitations and risks of relying on a human-only customer support system.
The expense of traditional call centres in automotive industries
Naturally employing a team of workers to ‘man the phones’ and provide 24/7 support comes at a significant cost. While outsourcing inbound calls to an external BDC (Business Development Centre) can offer some financial relief, it still comes with an average cost of $1 - $1.25 per minute.
Limitations and risks
In addition to the expense, traditional call centres come with a number of limitations and risks.
Even as a team dedicated to taking calls, some 20% of calls go unanswered at auto service centres.
As with any large employee base, sickness, tardiness and human error all come into play at different times.
For external teams based in offshore locations the issues can also extend to a lack of product and brand knowledge, quality control, and in some instances a barrier in language and communication.
Voice AI - transforming the auto customer experience
Voice AI is already creating a transformational shift for communication and customer service in the automotive industry.
The adoption of voice AI technology completely removes the cost and customer frustration that comes with missed or mishandled calls. Every call is answered and addressed in a timely manner.
But what about natural conversation?
Voice AI systems such as Ask Harry have a strong focus on natural language and fast delivery.
Contact Harald Chief Operating Officer, Kate Pullman says Ask Harry ensures that every call centre conversation flows naturally, through engaging and customer focussed language.
“Voice AI eliminates the old challenges around artificial intelligence and customer service including long pauses and choppy conversation. Rather, advanced systems like Harry combine responsive delivery along with intelligent automation which keeps the conversation flowing,” she said.
“Language is no longer an issue either with voice AI able to communicate in multiple voices and languages to meet the needs of customers. It’s simply a smarter, more efficient and more accessible experience for all,” She said.
How can voice-AI help the auto customer service experience exactly?
Voice AI can automate inbound customer queries, re-engage missed opportunities, answer repeated questions, and all with rapid speed, accuracy and a 24/7 availability to customers.
Voice AI and increased productivity
A hybrid contact centre that leverages the power of Voice-AI alleviates the pressures on dealerships and high call volumes in centres.
Automotive businesses that tap into Voice AI and automation could be twice as likely to see a higher return on investment (ROI) for their marketing efforts compared to those who don't
Support driven by data and analytics
By integrating voice intelligence in a call centre environment you’ll gain a full and holistic view of the consumer journey as well as any gaps within customer service processes.
“Up to 72% of dealership agents don’t ask the caller for an appointment. By leveraging call analytics, sales managers can detect issues like these and provide coaching — in this case, pushing agents to ask for appointments.” Source Dealix.
“In the event that a call is mishandled by an operator, call analytics can identify the issue and address. 25% of mishandled calls can be converted to sales by calling the lead back so it’s well worth the while.” Source Dealer Marketing Magazine.
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