What it does
Chat and messaging tools let shoppers reach the store by website chat, text and social messaging. Some are software your own staff answer. Others include a managed team or AI that answers first and passes qualified shoppers to the store. Most collect contact details and send them to the CRM as leads.
Shoppers expect fast replies, often outside showroom hours. That makes coverage and response time the main things to judge. Texting also brings consent and opt-out rules, so the tool needs to track permission correctly. Watch how much of the conversation reaches your staff, since a lead without context slows the follow-up.
Also decide who should answer. A managed chat team or AI can cover nights and weekends, but it speaks for your store. Review its scripts the way you would review a new BDC hire. Make sure it hands off before it promises anything on price or trade.
Who in the store uses it
- BDC agents: answer chats and texts, and set appointments.
- Salespeople: text customers from their own assigned numbers.
- Service advisors: text repair updates and approvals where the tool supports it.
- Internet manager: configures chat placement, hours and routing.
- Sales managers: review transcripts and response times.
What it connects to
- Website platform
- CRM (leads and conversation logs)
- Inventory management tools (live vehicle answers)
- Phone system (shared numbers and text-enabled lines)
- Service scheduling and service communication tools
- Social media messaging accounts
- Digital retailing tools
Chat and messaging products in the index
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What to ask vendors
- Who answers chats after hours, and how fast do they respond?
- Does every conversation land in our CRM with the full transcript?
- How are texting consent, opt-outs and quiet hours handled?
- Can we use our existing store phone numbers for texting?
- Is the tool approved in our OEM's website program?
- What reports show response time and appointments set?
- Who owns the conversation history, and can we export it?
- What is the contract term, and is pricing per seat, per lead or flat?
Signs it's time to switch
- Chats arrive in the CRM without the conversation attached.
- Shoppers wait minutes for a first reply.
- Staff text customers from personal phones because the tool is clumsy.
- Billing per lead charges for contacts that were never real shoppers.
- Opt-out requests are missed and customers keep getting texts.
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