AI is the must-have tool for the next generation of websites. What can it do for your dealership?

AI is the must-have tool for the next generation of websites. What can it do for your dealership?

Technology has finally advanced to the point that AI (Artificial Intelligence) is becoming a reality. While large companies are making headway using AI as a tool in their customer service, many smaller businesses are wondering if it makes sense to take the plunge. Is AI worth the time and money, and how it can specifically work for dealerships?

1. Customer service that can learn

AI works by collecting data and then using it to guide interactions with users. It’s similar to the process that allows Google and social media sites to target their ads to you, although far less invasive. AI chatbots will learn from their interactions with customers in much the same way as a flesh-and-blood employee. The more they get the same or similar question, the more refined and helpful their answers become. This is the limit of their data-collecting, so even those who prize privacy over all other concerns can engage without fear.

2. Frequently asked questions

Think about the questions your dealership gets on a daily basis. Most businesses report that a significant chunk of all questions received boil down to the same ones over and over. It’s why FAQ sections exist on websites and are ignored to the frustration of customer service reps the world over. An AI-driven chatbot is going to learn those perfectly, and will never be irritated or curt with a customer who asks them. Essentially, the more often a question is asked, the better the bot will become at answering it.

Dovetailing with the above point is that any customer service rep is only going to be at their desks during work hours. A chatbot is on duty 24/7.

In addition, a chatbot will have all the information you give it at its disposal, and will have whatever time it has invested in improvement. This allows it to respond to customers in real time, on their schedule, and completely hassle-free to everyone involved. It’s an effective point of contact for the dealership, and has the potential to pull in leads while you’re sleeping.

The trend toward AI is ongoing for a lot of the reasons I mention. Bots are common enough that customers trust them for a lot of simple business, and as they grow even more ubiquitous, this trust will only increase.

The fact of the matter is, for the next generation of websites, AI is going to be considered a necessary part of customer service. It’s already a vital component of customer engagement. There’s no reason to hesitate.

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Author Justin Robinson-Prickett

Justin Robinsion-Prickett is a content writer from Los Angeles with over a decade of experience in the auto industry under his belt. When not working, he enjoys fencing, re-editing dialogue in old movies to remove articles, and playing with his two dogs James Westphal and Dr. Kenneth Noisewater.

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