• by Karl Greenberg , March 8, 2007

When Saturn wanted to give online shoppers an assist last year, it added a feature to its consumer Web site that went beyond videos, animated graphics, pop-ups or other eye candy. It launched a program, "24/7 Chat," that lets consumers communicate anonymously with a Saturn rep. And Ford is using a chat program on its Lincoln Web site for the Lincoln Mkz sedan.

Now, Dodge is launching its own online chat program to engage site visitors in real-time conversations while they configure vehicles or browse. The effort initially supports the Nitro vehicle, although the company has been running a pilot program for the service since last year.

Dodge gets 5 million visitors per month on its site, according to James Kenyon, a Chrysler Group representative. Since Dodge launched the pilot program--which began as a way to support the launch of Dodge Caliber and Ram, in the fourth quarter last year--the company has hosted about 1,500 chats per month. Kenyon says the chat function will launch on the microsite for the new Dodge Avenger "within the next few weeks."

The program is supplied by a 10-year-old software company, N.Y.-based LivePerson, which is also vendor to Ford and Saturn.

Kevin Kohn, executive vice president of marketing at LivePerson, says the chat sales, service and marketing platform--called Timpani--is able to monitor both consumer behavior on the site and the availability of an agent to speak with the prospect, so the best prospects are contacted.

"We help them understand what's going on in the site, use a business-rules engine to target behavior that suggests a lead and then provide the ability to interact," he says. "The invitation is contextual, based on what is actually happening."

The platform is reached through a "Need Help?" button on the Nitro pricing page that lets consumers begin the conversation. Kohn says that for the Dodge test, 60% of those engaged in chat had questions directly related to Dodge Nitro. The remainder had warranty questions.

Automakers' consumer Web sites are gaining traction among online shoppers, according to a J.D. Power & Associates study, "Autoshoppers.com." The results, released in October, showed that 87% of 28,989 automotive Internet users tracked are visiting at least one manufacturer site, while 77%--down from 80% a year earlier--visit at least one third-party research or shopping site. The consultancy says that more than 67% of new-vehicle buyers shop online. It also suggests that 74% of online vehicle shoppers visit automakers' Web sites for information on options and features.

"I think what Dodge and GM are doing is great," says Min Cho, senior analyst at the consultancy. "[Chat] is an effective marketing tool because it not only helps you sell but also 'listens' to what consumers ask for. [Chat] gives marketers a plethora of data--concerns consumers have [based on] what kind of questions they are asking."

It may seem that automakers are coming to the chat function belatedly. After all, many of their consumer sites sport everything from 3-D graphics to features that let users create their own content and various sophisticated vehicle configuration programs. But Kenyon says launching a Web-based chat program requires "back office tools and training that have to be put in place before going live."

Kohn says LivePerson engages some 4 million chats per month--about three quarters of which involve sales, the rest service. He says that about 25% of chats involving active shoppers lead to a buy.

Kenyon says that, for Dodge prospects, a benefit of the program is that chatting is anonymous, and the interaction is more like a chat with a maitre d' than a salesperson.

"It's non-confrontational. I think it's early to get results, but everything is positive so far," he says, adding that the Chrysler division is also interested in adopting the chat technology.