We’re Customer Experience
Management Professionals ;)
Implementing Proactive Web Chat for Customer Service
Internet Users of the Worldby Geographic Regions – 2012 Q2
World Internet Percentage Ratesby Geographic Regions – 2012 Q2
Confidential 3
79% of North America is Online
Over 50% of US Internet Users Shop Online
• Last year, 167 million people in the U.S. made online purchases amounting to $200 billion in sales.
• Shopping cart abandonment rates normally average 72 percent.– Last year, shopping cart abandonment was at 70 percent.
• 2012 Black Friday – $1.04 Million in Online Sales– Online Sales Up 28% from 2011
• 2012 Cyber Monday– $1.47 Billion in Online Sales– Online Sales Up 17% from 2011
US Internet Users’ Expectations of E-Commerce Sites (% of respondents)
22.7%
32.5%
40.9%
45.5%
48.2%
59.1%
66.7%
70.8%
76.5%
95.5%
Pricing/shipping information clearly stated
Looks credible and trustworthy
Product displayed on homepage
Visually appealing
Total cost calculator (shipping, tax, etc.)
Search function
Privacy statement
Onsite customer reviews/testimonials
Online customer service (live chat)
Links to social networks (Facebook, Twitter, etc.)
Source: Oneupweb, ‘Revolutionizing Website Design: The New Rules of Usability’,
Online Users Have
High Expectatio
ns
Shopping Cart Abandoners are Valuable• Plan to conduct more online research before purchasing
• Online comparison shopping will become ever more commonplace
• 84% more likely to research online to ensure best price
• More likely to use voucher codes or look for them online
• Spending more online than those that do not abandon shopping carts
• Like to shop around before making a purchase
Source: Forrester Research
What this tells us is that visitors that abandoned shopping carts are very valuable: higher income customers that are more tech savvy, and use this knowledge to comparison shop and get better deals online.
Top 5 Causes for Shopping Cart Abandonment
1. Shipping and handling costs were too high - 44%
2. I was not ready to purchase the product - 41%
3. I wanted to compare prices on other sites - 27%
4. Product price was higher than I was willing to pay - 25%
5. Just wanted to save products in my cart for later consideration - 24%
Web Chat Services not only help improve shopping cart abandonment, but also improve customer
experience by answering questions and providing peace of mind during the shopping experience.
Would you open a retail store with no sales clerks?
Chat Advantages
• 20% increase in online sales
• 25% decrease in operational cost
• Customer satisfaction higher than other
channels
• 90% + “Top 2 Box” CSAT
• 90% First contact resolution
• Agent productivity double than phone
• Preferred contact method
Sales
Service
CHATClients leveraging web chat solutions realize higher or more advantages than phone channel
Quality Assurance and Data Analytics
Chat interactions provide valuable insight to businesses to help improve marketing efforts, product development, IT related challenges and existing business interactions.
• What obstacles to buying are your customers experiencing?
• How are your customers and prospects responding to your promotional offers?
• Why are your customers not buying?
• What issues with service quality are your customers talking about?
• What are the primary customer objections (i.e. price, quality of the product, service experience)?
• What is the marketplace saying about your products and prices?
Reasons for Customers to Chat – Before Purchase
Top Reasons Why Customers Chat
•Product Questions
•Shipping Questions
•Return Policy Questions
•Promotional Offer Questions
35%
Product Questions
30%
Shipping Questions
15% Return Pol-icy Ques-
tions
20% Promotional Offer Ques-
tions
Answering questions before purchase increases online
sales by 20% or more!
Reasons for Customers to Chat – After Purchase
36%
How do I track my order?
27%
Copy of my online receipt
6%
Account informa-
tion
19%Delivery policy
12%Return Policy
Top Reasons Why Customers Chat
•How do I track my order
•Copy of my online receipt
•Delivery policy
•Return policy
•Account informationCSAT is higher and
operational costs lower with chat!
Verbatim Chat Transcripts Provide CSAT & DSAT
CSAT81%
DSAT19%
Average % CSAT vs.. DSAT - MTD
37%
Coaching within Agent
control
26%Alerts within Agent control
37%
Reasons out of
Agent con-trol
Drill Down on the Negative Surveys
Coaching
Improved beyond canned response
Improved in discovering customer needs
Improved in product knowledge
Alerts
More effectively answer customers’ questions
Go above and beyond assisting customers
Customer interaction savvy
Out of Agent control
Unavailability of the package that customer wants
Unable to resolve customer questions
Existing customer
Average MTD CSAT is at 81% and DSAT at
19%
Best-in-Class Performance for Implementing Chat Services
1. Chat Strategy and Goals• What business needs am I
trying to address?• Proactive vs.. Reactive
chat?• How will I define success?
2. Technology Selection• Which chat technology
meets our requirements?
3. Recruiting• Implement internally or
outsource?• What characteristics make
a good chat agent? (hint: they are very different than
good voice agents)4. Training
• What is the most effective way to train new chat agents?
• Ongoing education and training?
5. Ongoing Operations• How do I integrate my chat
interactions into my quality program?
• How do I gather business intelligence from the chat interactions?
• How do I fix issues and continually improve?
Confidential 14
Thank You
Jim IyoobSenior Vice President of Corporate Development, ILD Corp.
Stratus Contact SolutionsSan Antonio, TX
Confidential 15
