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AI may be the future, but Carol Marshall reminds us it’s the human touch that keeps the automotive industry thriving.

Carol Marshall, COO of ActivEngage, brings a refreshing blend of wisdom, innovation, and a touch of "grandparent vibes" to this episode of Auto Collabs. As the pioneer of conversational commerce for car dealerships, Carol shares how her team has spent the past 17 years fostering genuine, trust-building interactions between dealers and their customers. From developing AI-powered tools like Theo to enhance—not replace—human interactions, to advocating for a thoughtful integration of technology in customer communication, Carol is on a mission to keep the automotive industry personal, efficient, and data-smart.

In this engaging conversation, the crew dives into the nuances of deploying AI in dealership operations, the unique power of a personal touch in service scheduling, and why focusing on relationships—not just leads—drives higher revenue. Carol also explores how ActivEngage’s solutions are evolving to meet the shifting demands of both consumers and dealers, ensuring the human connection stays at the heart of every interaction.

Timestamped Takeaways:

1. 0:00 Intro with Paul J Daly, Kyle Mountsier and Michael Cirillo
2. 3:25 The Grandparents in Automotive Group: Carol’s creative metaphor for industry wisdom and evolving relationships.
3. 6:54 Activating AI: How ActivEngage uses AI as a tool to support—not replace—human agents.
4. 13:55 Centralized Communication: Why integrating multiple touchpoints into a unified experience is crucial for customer satisfaction.
5. 17:58 Personal Service Scheduling Wins: Data shows real conversations increase service show rates and RO revenue.
6. 22:06 Industry Predictions for 2025: Carol’s vision of tighter processes, renewed customer service focus, and balanced AI integration.

Carol Marshall is the Chief Operations Officer at ActivEngage

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