Faced with a significant increase in online inquiries in the wake of the pandemic, the brand opted to boost the digital sales process to continue guiding the decision, purchase and test drive of its vehicles remotely.
To this end, they integrated the Lead2Team platform into their dealer network in Spain and Portugal, in order to offer their buyers the option of direct contact with their sales and after-sales advisors.
Objectives
- Create a Virtual Dealership, to offer a remote purchase service and transmit proximity and trust to its digital buyers.
- Enhance online communication channels, such as WhatsApp or video call, to ensure a shopping experience appropriate to the profile of its users.
- Facilitate remote lead management for salespeople, avoiding the need for the customer to come to the dealership.
Ford Virtual Dealership
A widget and a contact space were installed on each concession’s website. In this way, the customer can make their queries and requests while surfing the web, receiving remote attention with the same quality as they would receive on site.
The Ford Virtual Dealer is an online extension that allows the buyer to access all the relevant information about their car, consult the profiles and availability of the salespeople to select the one who will advise them throughout the purchase process.
Enhance online communication channels for a better customer experience.
Lead2Team connects with more than 20 communication channels, allowing Ford’s commercial network to diversify its attention in channels such as Call, Email, WhatsApp, Telegram or Video Call.
Users only have to choose the agent that suits (or pleases) them best to start a conversation in the different channels offered.
In addition, the tool allows you to customize the contact profile for each consultant, so that each consultant can focus on two or three channels and thus ensure that overall, the brand covers a full range of channels.
«What I highlight about Lead2Team is that it brings diversity of contact channels for our users, and allows dealerships to manage certain leads with more agility.»
Álvaro Fernández, Digital Marketing Ford Spain.
red de concesionarios
asesores de venta y posventa
Lead tracking and repurchase automation .
To ensure the follow-up of leads generated in channels such as WhatsApp Business, which are «out of the loop», an integration with Zapier was created to automatically connect the leads generated from the Lead2Team platform with the CRM of Ford Spain and Portugal.
«WhatsApp is the channel that generates the most interactions with our digital advisors. And, although it was within expectations, the big difference in usage compared to the other channels is surprising.»
Álvaro Fernández, Digital Marketing Ford Spain.
