PLAYBOOKS / 001
The First 15 Minutes
Automotive · 4 minutes
- Intent
- Someone raised their hand and is still at their keyboard. Interest has a half-life measured in minutes.
- Objective
- Make contact on the channel they chose, with context, before the intent cools.
- Context
- What they asked for, how they want to be reached, what the vehicle's file discloses, and whether consent covers the channel.
- Don't
- Call a number that asked for SMS. Open with a question the form already answered. Send an automated message that pretends to be a person.
- Next step
- A specific, small ask — the two facts that unlock a real answer to the question they came with.
- Escalate
- No human contact inside the service level during staffed hours → the record surfaces in the queue, not in a weekly report.
- Measure
- Median time to first human contact. Contact rate. Conversation rate off first contact.
THE EXCHANGE
Rep
Priya — Ron at MyRide. You booked the RAV4 for tomorrow at 5:30 and mentioned a trade. Before then: mileage and trim on yours, and I'll have a real number ready instead of a range.
Customer
2019 Corolla LE, about 78,000.
Rep
Perfect. I'll have the appraisal done before you arrive so we're not doing paperwork while you're trying to drive the car.