Interview: Drivim, now closer to its customers

Drivim uses Lead2Team on three fronts: the digital card each sales rep carries on their phone, the NFC review cards handed to customers at delivery, and the web assistant that puts that same team inside their website.

It is a group of official dealerships and workshops (Citroën, Opel and DS Automobiles, among other brands). We spoke with Natalia, from the marketing department, about how each piece fits into the daily work of a dealership.

Hi Natalia, thanks for having us. What is your role at Drivim?

I work in Drivim's marketing department. I'm focused on customer experience, so my goal is for customers to have a fantastic experience with us.

What first caught your interest in Lead2Team?

We saw the web assistant installed on another company's site and we really liked the interface and what it conveyed to the customer. It makes it easier to reach the sales or after-sales rep, so it helps us humanise the experience when someone is browsing our site and needs advice on buying a car or arranging a lease.

"It makes it easier to reach the sales or after-sales rep, so it helps us humanise the website."

What has this way of making contact brought you?

At Drivim we made a strong commitment to digital years ago, and we like to keep up with the technology we use to serve customers.

Since covid we have strengthened online sales to make things as easy as possible and build trust in the digital space. That is why we saw the need for a tool that would give the sales team visibility.

For us it is about bringing warmth to digital contact. In the end it is about customers feeling equally looked after whether they buy at the dealership or from home.

How do you use it?

We have it installed on the rent-a-car pages and on the workshop and vehicle appraisal sections, to see the impact it has in departments beyond sales and on lead capture landing pages.

It was very quick to install and gives us a lot of flexibility: we adjust the teams, change the advisers, customise departments and try out contact channels to see how our customers respond.

What do you like most?

That it is so versatile. It lets you create teams and show a different one on each page: if you are on the workshop page, you only see the workshop department. Showing customers only what is useful to them is very valuable to us.

And the leads come in more personal. When someone leaves their details in a form without knowing who it will reach or who will help them, they tend to write coldly.

Now, because they can contact a specific rep, we get messages like: "Manuel! What a surprise to see you here — years ago you helped me buy a car. Now I'm looking for one for my son."

"When someone fills in an impersonal form they tend to write coldly. Now we get far warmer messages."

Who benefits most?

Our customers, without a doubt. It is easier for them to reach us, and through channels they use every day such as WhatsApp.

That gives them freedom: a customer wants to contact the company, but also to get on with their day. You are not making them wait for a reply in a chat window.

What the Drivim team uses today

Since this conversation, Drivim has added more pieces. These are the three now in use.

The digital card, on every rep's phone

Each member of the sales team carries their team digital card on their phone and shares it in the showroom, at a handover or at a trade fair. Details are updated from the panel, so a change of phone number or dealership does not leave outdated cards in circulation. There is more on this in digital cards for dealerships.

NFC review cards at handover

The team uses NFC review cards to ask for a review just as the customer picks up the car, which is when they are most willing to leave one. The customer taps their phone on the card and lands straight on the dealership's Google listing. It is the method we explain in how to get Google reviews with your team.

The web assistant, to route every enquiry

The web assistant shows the sales team inside the website itself. Someone on the workshop section sees the workshop department; someone on rent-a-car sees the rent-a-car team. The lead reaches the right person without going through a generic inbox.