Build it and they will come?
The Contact Centre Panel‘s 2020 Automotive Sector Customer Service Survey shows that the most popular communication channels are Phone, followed by face-to-face in Showrooms, with Webchat in third place. Automotive brands reported that Social Media channels were far less popular, with half the usage of Webchat.
Does this reflect a peculiarity of the car market, with traditional modes of communication proving to be stubbornly most popular with consumers? That could be the case, but as the automotive sector invests ever more resources into digital customer journeys and experiences the survey’s finding are surprising.
So perhaps the brands are missing a trick by not being sufficently joined up themselves. The same survey shows that while 90% of brands are offering Webchat, just 40% offer consumers the opportunity to communicate over WhatsApp.