Click to call shows promise

When customers on a website or those who are just not comfortable with some transactions on-line need to talk to someone, click to call features let customers talk to a real live person. Talking to someone live can close the deal. Media Buyer Planner recently released an article on how Chrysler used the technology.

"80 percent of the calls generated through the new technology were put through to a dealer. Fifteen percent of those closed a sale."

Those of you who have worked in the automotive industry know that getting a call to a dealership is a big deal. A close rate of around twelve percent (80 percent times 15 percent) is a huge deal. Don't be fooled, however. Just allowing a customer to talk to a real live person isn't enough. It has to be a person who can address their question. I've seen to many of these click-to-call buttons that are little more than an on-line chat with someone who knows less than you do about your question.

- Paul Herring