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7.4 Document for Analysis: Instant Messaging at Local Auto Dealer
The flaws in this IM exchange are many. Just to name a few, Mark is unprofessional, too
informal, folksy, and chatty. He does not show the customer respect and asks
inappropriate questions or makes improper comments, for example, by inquiring about
Mr. Kim’s name and country of origin or by making a contemptuous remark when the
customer asks about fuel-efficiency. In fact, the rep ignores the customer’s question about
the electric BMW i ActiveE. Instead, he flat out advises against buying that car. The rep’s
entries are full of typing mistakes and colloquialisms or slang. Unsuited as they are in any
customer-service situation, they are particularly unlikely to be understood by a customer
with limited English skills. The informality of the rep would probably annoy most
customers inquiring about luxury cars by live chat. As a sales rep, Mark must tolerate the
customers’ quirks and mistakes, but he himself should represent his employer better by
producing professional, courteous, friendly, and error-free replies. The revision could be
done in class as a short exercise or sent by e-mail, as appropriate.
Revision:
Dealer Rep: Hello, I’m Mark. Welcome to Fields BMW South Orlando! How can I help
you?
Customer: ??
Dealer Rep: I am here to help you online. Do you have any specific questions?
Customer: I want buy car.
Dealer Rep: May I have your name first?
Customer: Young Jae Kim
Dealer Rep: What kind of a car would you like? New or pre-owned?
Customer: BMW. 2015 model. for family, for business.
Dealer Rep: A new car, then. All right.
Customer: What car you have?
Dealer Rep: We have some new models that may interest you. What did you have in
mind?
Customer: I want green car, no high gasoline burn.
Dealer Rep: You would like a fuel-efficient car, one that uses less gas than most vehicles,
right? You are not asking about a green-colored car, correct?
Customer: ?
Dealer Rep: We offer a full range of vehicles for you, the 3, 5, 6, or 7 series. Or are you
interested in an X3 or X5? A Z4 convertible?
Customer: BMW i ActiveE?
Dealer Rep: Our electric vehicle? We may get those in, but right now they are not in
stock. Only about 10 percent of our customers ask for the electric model. We can offer
you a great deal on two regular 550i, one for $69,895 and one for $72,020 available
immediately.
Customer: Eurepean delivery?
Dealer Rep: If you are interested in European delivery, I will gladly refer you to our
delivery specialist. In case we are disconnected, may I have your phone number and
e-mail address?
Customer: i prefer not get a phone call yet... but 407-484-6356 is phone numer and
yjkim@t-tech.net email
Dealer Rep: Thank you. We will call you back today or contact you by email. Is there
anything else I can do for you?
