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
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 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?
Customer: i prefer not get a phone call yet… but 407-484-6356 is phone numer and
yjkim@t-tech.net email