LG Barcelona is an official dealer of Mercedes-Benz, Smart and AMG in Barcelona, which has over 35 years of experience and is part of the LG Automobiles group.
This automotive group of premium brands is totally oriented to give an exclusive treatment to its customers. They have a team of consultants and product experts who have been able to digitize and add to the online strategy proposed by the Marketing team, with the help of Claire Escartín ( Chief Marketing Officer) y Xavi Garcia ( Digital Marketing Strategist).
With the arrival of COVID, they were able to quickly detect the need to continue serving their clients from a distance, without losing the professionalism and warmth that characterizes them.
Objectives
- Humanize the customer-company relationship within a digital environment.
- To dissociate yourself from the colder side offered by some automated chatbots or forms solutions.
- Integrate the team of advisors in the digital transformation of the sector so that they could have a more natural relationship with the client in the online environment.
More visibility for sales and after-sales teams with Lead2Team
The implementation of the tool could be completed in less than a week and the following steps were followed:
- Meeting with the advisors to inform them that they would have a direct contact space on the website (day 1).
- Taking of corporate photographs of the team (day 2)
- Account setup (day 3-4)
- Creation of consultants
- Assignment of communication channels to each consultant.
- Organization of advisors to teams.
- Adding the Widget and HiFrame on company websites (day 5)
"Lead2Team helps advisors gain visibility, which is always very important for a commercial profile. In addition, adding advisors within the web brings a human accompaniment essential for personalized advice and a better and faster decision making of the potential client."
Metrics of new commercial channels
Lead2Team is a tool that offers a wide variety of channels through which the customer can interact with the consultant, and LG Barcelona's metrics show a very good diversification in all of them, highlighting above all the WhatsApp channel.
"In the last year WhatsApp has had a spectacular growth in number of interactions and conversations made. Have we sold cars on WhatsApp? Yes 😉 "
Leads WhatsApp
Consumer preferences when contacting a company
Today, the purchasing process has evolved to a 60% online - 40% offline.
The consumer goes to the online channel to get information about the product, make comparisons or read reviews... And he expects to be able to interact with the company through his cell phone, in the apps he uses every day to communicate.
Since the first interaction is generated in the online environment, it is important that product experts are close to the customer at all touch points to place them in the low funnel.
"We call it an online ecosystem. You don't just depend on one piece to work, but many. Among them are the people who participate in this process, from the lead manager to the consultants or the product expert. It is important to have a team of advisors that adapts and believes in the system; we are committed to a permanent hybrid team. Now already, a hybrid advisor profile is key in concessions. It allows us to move forward more effectively, because the sensations that they can give us of what is really happening, allow us to redefine and improve the work system continuously. Which translates into an improvement for the customer in their entire experience with us."
