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Market Overview: Chat Solutions

For Customer Service Twenty Solutions For Delivering Differentiated

Experiences

A Forrester Research Report

Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA

Tel: +1 617.613.6000 | Fax: +1 617.613.5000 | www.forrester.com

Market Overview: Chat Solutions For Customer Serviceby Kate Leggett and Art Schoeller, June 4, 2013

For: Application Development & Delivery Professionals

key takeaways

the Chat Channel enjoys High satisfaction Ratings and Is Increasingly ImportantChat usage rates as a customer service engagement channel have grown from 30% in 2009 to 43% in 2012. It is widely adopted by all generational segments and has high satisfaction ratings superseded only by voice interactions.

Chat Vendor solutions aim to support several Customer-Related GoalsA wide variety of stakeholders in an organization -- from eBusiness to marketing to customer service, and the contact center -- purchase and use chat as a customer engagement channel. Each stakeholder has different requirements that span customer service, customer retention, and revenue-generation goals.

Chat solutions Fall Into Five Broad CategoriesThe chat vendor landscape is mature and crowded. Forrester groups chat vendors into five broad categories, which cater to a subset of stakeholders: standalone chat vendors, online engagement vendors, multichannel vendors, CRM suite customer service vendors, and contact center vendors. Map your needs to vendors within this context.

© 2013, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. To purchase reprints of this document, please email [email protected]. For additional information, go to www.forrester.com.

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wHy ReaD tHIs RePORt

Customers demand superior service and support as the price for their ongoing loyalty and patronage, and they are increasingly leveraging the chat channel for customer service. The chat vendor landscape is mature and crowded. Many vendors offer a range of chat capabilities and support a broad set of usage scenarios that application development and delivery (AD&D) pros supporting customer service operations can choose from. This report spotlights the capabilities of 20 chat vendors and offers a decision framework for choosing the right type of chat solution for your needs.

table of contents

Chat: Critical to the Promise Of effortless Customer service

Chat Vendors Fall Into Five Categories, each with a Unique Focus

Profiles Of Five Categories Of Chat Vendor solutions

recommenDAtions

Build a Chat Vendor strategy with a View toward the Future

supplemental Material

notes & resources

Forrester analyzed data from Forrester’s north American technographics® customer experience online survey, Q4 2012 (Us). Forrester interviewed 20 chat vendors to solicit input for this report.

related research Documents

Assess customer service capabilities to pinpoint opportunities For Better serviceDecember 26, 2012

Build An outside-in contact center road mapnovember 20, 2012

transform the contact center For customer service excellenceJune 22, 2012

Market Overview: Chat solutions For Customer servicetwenty solutions For Delivering Differentiated experiencesby Kate leggett and Art schoellerwith stephen powers and sarah Bookstein

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CHat: CRItICal tO tHe PROMIse OF eFFORtless CUstOMeR seRVICe

Nearly all companies (92%) say that a good customer experience is one of their top strategic priorities, and 60% say they want to use customer experience as a competitive differentiator.1 Customer service is often the cornerstone of a company’s customer experience strategy; 40% say that improving the customer experience is their top customer service goal, with a further 40% saying that it’s their second most important goal.2 However, the reality is that few companies are doing anything about optimizing the service experience; they still primarily focus on cost-control measures, and only 47% of companies have a dedicated budget for customer experience initiatives let alone for improving the service experience.3

Forrester data shows that customers want efficient, effortless service. Fifty-two percent of US online adults say that they are very likely to abandon their online purchase if they cannot find a quick answer to their question, and 71% say that valuing their time is the most important thing a company can do to provide them with good service.4

Customers are very comfortable engaging with companies for customer service via chat. Chat usage rates have risen in the past three years — from 30% in 2009 to 43% in 2012. As well, all demographics are comfortable using this channel, with even one-third of Older Boomers (57-67) and the Golden Generation (68+) already using chat for customer service. Chat also has high satisfaction ratings across all generations — satisfaction ratings that are only superseded by those of the voice channel.5

After a slow start a decade ago, businesses today have embraced the chat channel, as chat can cost less than a voice call, especially for organizations that allow their agents to handle multiple chat sessions simultaneously. Companies can easily build a business case and justify the purchase of chat solutions. Organizations as large as Verizon, Virgin Atlantic, and Bank of America— and as diverse as the Redwood City Police Department, The North Face, and Saudi Basic Industries Corporation (SABIC) plastics — have successfully deployed chat for customer service. In our most recent study of chat technology adoption rates for customer service, almost half of the organizations we surveyed had implemented chat as a communication channel for their customers.6

Chat Helps Companies Push the envelope On Customer engagement

Over the past decade, chat has become an integral component of online web and, more recently, mobile self-service. Chat is a mature channel, with clearly established best practices that deliver real business value.7 The technology has demonstrated its ability to improve customer service department operational efficiency by collecting information to populate a service ticket and quickly answering customer questions by leveraging predefined answers from a content repository; to improve sales by reducing shopping cart abandonment rates; and to better sales conversion by helping educate customers during pre- and post-purchase interactions. Yet, companies reacting to customer demand for more personalized, targeted service experiences are currently pushing the envelope on newer chat scenarios.

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Chat success stories include:

■ Delivering optimized customer experiences. Drugstore.com incorporated Oracle RightNow’s chat solution as a strategic component in supporting the company mission of delivering superior customer experiences. Agents use chat to understand website visitor requirements, educate visitors on available products and product specifications, and guide them to the right products for their needs. Drugstore.com reports a 30% increase in conversion rates, a 20% increase in shopping cart size, reduced abandonment, and increased customer satisfaction.

■ Increasing customer satisfaction. Virgin Atlantic Airways, a UK-based carrier, uses chat from LivePerson to increase customer satisfaction and loyalty. Chat has reduced email volume and backlog, allowing customer inquiries to be dealt with at first contact. Customers’ needs are met in real-time and chat has helped raise Customer Satisfaction (CSAT) scores to more than 80%. Costs per chat are less than both phone and email costs. In addition, customers who chat have an average order value of more than 15% over those who self-serve; customers who chat also purchase products at nearly 3.5 times the rate of those who do not.

■ Decreasing operational costs. Charter Communications, the fourth largest cable operator in the US, providing video, Internet, and phone services, uses Next IT’s virtual agent solution in conjunction with an existing chat application to provide a seamless experience on its support site. By using reports to analyze chat sessions, Joe Murray, VP of customer care technology operations, explains: “Charter has been able to optimize operations by deflecting 78% of chats with better self-service content.” For example, Charter determined that 38% of incoming chat requests were for a reset of user names and passwords, which is now an automated service available to subscribers. Charter’s attention to right-channeling customers to the right engagement mode — either virtual agents or chat — has resulted in a fivefold return on investment in the six months that the solution has been available.

■ Optimizing agent utilization and forecasting. Financial services institution DNB Norway uses a chat solution from Genesys Telecommunications, which is integrated into its email, social, and voice channels, to support customers in completing complex loan and mortgage applications online. Jan Thomas Lerstein, senior business developer responsible for all contact center solutions at DNB, explains that “chat volumes are high — over 10 million a year, and each chat session is long, lasting close to 10 minutes.” Agents during the day work in two groups: voice-only agents and agents who handle chat, Twitter, and email. At night, when interaction volumes are lower, agents follow a truly blended model, handling interactions of all media types. Contact center managers rely on the unified reporting across communication channels to understand inquiry patterns and manage real-time inquiry loads across channels. They also use the unified workforce management capabilities to optimize agent scheduling and load forecasting across all channels.

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■ Improving the consistency of customer service. ParetoLogic, a Canadian company offering PC security and utility programs, uses integrated chat and email capabilities from eGain to offer consistent service experiences, including data and content, across these channels. Mark Rosario, operations analyst, says that “customer service agents are more productive as they do not have to use different agent desktop tools for chat and email interactions, which would impede their productivity.” He also says that “managers rely on consolidated chat and email reports to manage their staff, and managing the IT infrastructure is much simpler as multiple channels are available from a single vendor solution.”

■ Increasing revenue. Abt Electronics is a US-based consumer electronics and appliance retailer that relies on LogMeIn’s BoldChat solution to better engage visitors and increase sales conversion rates. Abt Electronics reports that while only 1% of online shoppers end up making a purchase, more than 20% of visitors who have engaged with Abt Electronics via a chat session convert to a sale. Additionally, about one-quarter of chat buyers end up purchasing additional items during their transaction.

■ Selectively targeting customers for increased sales. Lenovo, a global manufacturer of consumer electronics, uses the predictive analytics that are part of [24]7 chat’s solution to analyze visitor behavior and engage those visitors who show a propensity for purchasing products. Lenovo reports that chat has increased from less than 1% up to 30% of its online sales in less than a year without cannibalizing online self-service sales, while revenues per agent have increased fourfold. Lewis Broadnax, executive director of web sales and marketing, explains,

“The predictive analytics accurately tells us whom to target with chat, when to intervene, how to help, and what to offer. Now we spend more time helping the right customers in the right ways.”

Zero In On Vendors with the Right Vertical Focus and track Record

When choosing a chat vendor, the first questions you should ask relate to the vendor’s background and high-level focus areas. Ask questions about its vertical focus; the size of deployment that the vendor is most comfortable supporting; the supported deployment options — software-as-a-service (SaaS), on-premises, or via a managed services engagement; typical usage scenarios that the vendor supports; and customer references (see Figure 1).

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Figure 1 Twenty Chat Vendors Offer A Range Of Uses And Vertical Expertise

Source: Forrester Research, Inc.92941

Netop 700 15 400 Customer service (40%);help desk (35%), sales(25%)

Standalone (100%)

Velaro > 500 5 100+ Customer service (40%);Sales (30%); both salesand customer service(30%)

Standalone (100%)

Vendor name Number of

chat custo

mers

Average chat d

eployment size

(number o

f chat a

gents)

Largest c

hat deployment

(number o

f chat a

gents)

Main usage scenarios

Is chat typicallypurchased separatelyor standalone?

Standalone chat vendors1-1

Financial services (25%);healthcare (20%);government (25%)

Redwood City Police Department(http://www.redwoodcity.org/police/)

eCommerce (25%);healthcare (20%);technology (20%);�nancial services (15%);education (15%);manufacturing (5%)

Comcast, Humana, LinkedIn, P�zer, SABIC(http://www.sabic-ip.com/gep/Plastics/en/UtilityPages/LiveChat/livechat.html)

xx

x

Vertical focus Chat customer example

Deploymentoptions

Man

aged

ser

vice

s

On-

prem

ises

Soft

war

e-as

-a-s

ervi

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Vendor name

Netop

Velaro

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Figure 1 Twenty Chat Vendors Offer A Range Of Uses And Vertical Expertise (Cont.)

Source: Forrester Research, Inc.92941

[24]7 <20(launchedQ3 2012)

120 500 Sales (50%); customerservice (50%)

Standalone (40%);integrated solution (60%)

LivePerson

BoldChat byLogMeIn

TouchCommerce

8,000 70 2,000 Sales/lead generation(70%); customer service(30%)

Integrated solution (80%)LivePerson is moving to afully bundled solution

1,000’s 10+ 100’s eCommerce (70%);customer service (30%).Approximately 75% useit for both functions.

Standalone (60%);integrated solution (40%)

>50 100+ >500 Sales/acquisition (60%);customer service (20%);both sales and customerservice (20%)

Standalone (10%);integrated solution (90%)

Vendor name Number of

chat custo

mers

Average chat d

eployment size

(number o

f chat a

gents)

Largest c

hat deployment

(number o

f chat a

gents)

Main usage scenarios

Is chat typicallypurchased separatelyor standalone?

Online engagement vendors1-2

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Figure 1 Twenty Chat Vendors Offer A Range Of Uses And Vertical Expertise (Cont.)

Source: Forrester Research, Inc.92941

Online engagement vendors (cont.)1-2

Financial services (30%);retail (25%):telecommunications(25%); other (20%)

Proactive chat at: http://www.lenovo.comand https://www.optus.com.au/

Telecommunications(34%); �nancial services(22%); retail (14%);technology (11%);other (19%)

1-800-Flowers, Crate and Barrel, EarthLink,Virgin Atlantic (http://www.virgin-atlantic.com)

xx

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Vertical focus Chat customer example

Deploymentoptions

Man

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ser

vice

s

On-

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Soft

war

e-as

-a-s

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ceVendor name

[24]7

LivePerson

eCommerce/retail (56%); �nancial services (12%);telecommunications(10%); education (5%);other (17%)

AutoZone, Abt Electronics,Lexmark,Motorola, The North Face

Telecommunications(50%); �nancial services/insurance (20%); traveland hospitality (10%);retail (10%); other (10%)

24 Hour Fitness, Citizens Bank, Comcast,MetLife, Vodafone, SFR

x

x

x

BoldChat byLogMeIn

TouchCommerce

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Figure 1 Twenty Chat Vendors Offer A Range Of Uses And Vertical Expertise (Cont.)

Source: Forrester Research, Inc.92941

Specialty multichannel customer service vendors1-3

eGain 250+ 150 10,000 Sales/acquisition (20%);customer service (20%);both sales and customerservice (60%)

Standalone (20%);integrated solution (80%)

Kana Software

Moxie Software

Next IT

<20 Vendor didnot disclose

900 Customer service (100%) Integrated (100%)

Vendor didnot disclose

50 10,000 Customer service (51%);sales (49%)

Standalone (8%);integrated solution (92%)

<20 Vendor didnot disclose

100 Customer service (75%);sales (25%)

Integrated solution(100%)

Parature

Zendesk

50 70 500 Customer service (90%);help desk (10%)

Almost exclusivelyintegrated

2,800 4 475 Customer service (75%);help desk (25%)

Integrated solution(100%)

Vendor name Number of

chat custo

mers

Average chat d

eployment size

(number o

f chat a

gents)

Largest c

hat deployment

(number o

f chat a

gents)

Main usage scenarios

Is chat typicallypurchased separatelyor standalone?

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Figure 1 Twenty Chat Vendors Offer A Range Of Uses And Vertical Expertise (Cont.)

Source: Forrester Research, Inc.92941

Specialty multichannel customer service vendors (cont.)1-3

Insurance and �nancialservices, telco, and retailhave accounted for circa75% of recent revenue

American Public University System, Canon,Farmers Insurance, Shopbop, Ebates,ParetoLogic, Talbot’s West Business Services,Netrada

No vertical specialization Bally Total Fitness; Bank Leumi; BrightHouseNteowrks; Starwood

xx x

x x

Vertical focus Chat customer example

Deploymentoptions

Man

aged

ser

vice

s

On-

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ises

Soft

war

e-as

-a-s

ervi

ceVendor name

eGain

Financial services (21%);retail (18%); media/telecom (13%); services(10%); high-tech (6%);other (32%)

ACN, Crocs, Dell, EPSON, NationwideInsurance, Saks Fifth Avenue

Even split between: travel,�nancial, and healthcare.

Charter Communicationsxx

Technology (60%); publicsector (20%); gaming/entertainment (20%)

Elsevier, eMDs, IBM, Tagged, Travelodge UK,Wharton School of Business, Zenoss

Broad industry focus.Concentration in: webapplications (15%);software (14%), retail(8%); education (5%)

YouSendIt, Zuora, dotMailer

x

x

Kana Software

Moxie Software

Next IT

Parature

Zendesk

x x

x

x

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Figure 1 Twenty Chat Vendors Offer A Range Of Uses And Vertical Expertise (Cont.)

Source: Forrester Research, Inc.92941

CRM suite customer service vendors1-4

Retail, public sector,�nancial services,communications, travel,transportation,hospitality

www.drugstore.com

High-tech; gaming;telecommunications;�nancial services

Activision (support.activision.com);Rosetta Stone (success.rosettastone.com)

x

x

Vertical focus Chat customer example

Deploymentoptions

Man

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On-

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ises

Soft

war

e-as

-a-s

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Vendor name

Oracle(RightNow)

Salesforce

Oracle(RightNow)

300 to 400 Vendor didnot disclose

Vendor didnot disclose

Customer service (80%);sales (20%)

Standalone (3.5%);integrated solution(96.5%)

salesforce.com Vendor didnot disclose

200 1,000 In order of usage:customer service, sales,help desk

Integrated solution(100%)

Vendor name Number of

chat custo

mers

Average chat d

eployment size

(number o

f chat a

gents)

Largest c

hat deployment

(number o

f chat a

gents)

Main usage scenarios

Is chat typicallypurchased separatelyor standalone?

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Figure 1 Twenty Chat Vendors Offer A Range Of Uses And Vertical Expertise (Cont.)

Source: Forrester Research, Inc.92941

Contact center vendors1-5

Aspect 50 75 750 Customer service ( 85%);sales (10%); help desk(5%)

Integrated solution(100%)

Avaya 2,040 30 640 In order of usage:customer service;help desk; sales

Standalone (1%);integrated solution (99%)

Cisco 100+ 25 to 50 100+ In order of usage:customer service;external help desk

Standalone (10%);integrated solution (90%)

Genesys 326 250 9,000 In order of usage: salessupport; customerservice, help desk

Standalone (10%);integrated solution (90%)

InteractiveIntelligence

400 150 5,000 In order of usage:customer service, sales,product education

Integrated solution(100%)

LiveOps Vendor didnot disclose

17 90 Customer service (78%);sales (20%); help desk(2%)

Integrated solution(100%)

Vendor name Number of

chat custo

mers

Average chat d

eployment size

(number o

f chat a

gents)

Largest c

hat deployment

(number o

f chat a

gents)

Main usage scenarios

Is chat typicallypurchased separatelyor standalone?

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Figure 1 Twenty Chat Vendors Offer A Range Of Uses And Vertical Expertise (Cont.)

Source: Forrester Research, Inc.92941

Contact center vendors (cont.)1-5

Financial services;outsourcing; healthcare;telecommunications

Newport City Homes; VortalSoft; WiproNetworks

Retail, service providers;�nancial services;utilities; insurance;technology

Palm Coast Data; Chatanooga PowerElectric Board

x

x

Vertical focus Chat customer example

Deploymentoptions

Man

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ser

vice

s

On-

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Soft

war

e-as

-a-s

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ceVendor name

Aspect

Avaya

No vertical specialization www.hilti.com

Financial services (36%);telecommunications(20%); retail (14%)

National Center For The Prevention OfCruelty To Children, UK; ESRI US; DNB Norway (https://www.dnb.no/segp/appo/chat/startChat?routingtag=hjelp_kundeservice)

Cisco

Genesys

No vertical specialization https://livehelp.westernsouthernlife.com/webChatPage/new_dialer_Open.asp

High-tech (28%);�nancial services(19%); retail (22%);other (32%)

http://www.wokingham.gov.uk/services/callus/

x

x

x

x

x

x

x

x

x

xInteractiveIntelligence

LiveOps

CHat VenDORs Fall IntO FIVe CateGORIes, eaCH wItH a UnIqUe FOCUs

The chat vendor landscape is crowded; for this report, we surveyed 20 key vendors that offer representative capabilities for each category and support a breadth of enterprise deployment sizes in industry verticals that have embraced the chat channel. Organizations must narrow the field to what category of vendor solution is most appropriate for their chat experience initiatives by asking such questions as:

■ What is your agent staffing model? Some organizations dedicate agents to a single communication channel, such as chat. Some restrict agents to working on a subset of

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communication channels, such as chat, email, and short message service (SMS), that require similar skill sets. Others embrace the blended agent model, where agents manage interactions over the breadth of voice, digital, and social media channels. Agents supporting digital and social interactions have a fundamentally different skill set than agents supporting voice interactions. You must carefully choose your staffing model, which will dictate historical reporting, unified queuing and routing requirements, workforce management needs, as well as the types of agent desktops supported.

■ What organization will be purchasing and managing chat? eBusiness and marketing leaders are often the primary purchasers of digital engagement technologies, which include chat. For example, in a survey of eBusiness and channel strategy executives, 91% said that they have profit and loss (P&L) responsibility for the website and digital channels, and another 69% said they have P&L responsibility for the mobile channel, including mobile chat.8 These groups typically do not deeply integrate purchased technologies into customer management or product databases.9 In addition, they focus on standardizing business processes and measures of success across the digital channels that they own but do not necessarily align them with processes and success measures defined for the voice channel, which the contact center typically manages.

■ What is your chat engagement model — reactive or proactive? Decide whether you want to focus on offering reactive chat or whether you also want to offer proactive chat and whether proactive chat will be a cornerstone to your customer engagement strategy.10 If proactive chat is a cornerstone to your strategy, focus on vendors that allow you to test and optimize your proactive chat engagements and give you deep flexibility in the way you present proactive chat sessions to the customer.

■ What is the end-to-end customer journey that you want to facilitate? You must decide whether to support a discrete customer chat journey or whether chat will be part of a broader customer engagement journey. For example, determine if chat is offered as a natural escalation point to failed web self-service or virtual agent interaction where the visitor can’t easily pinpoint a solution. Decide as well what type of session history you need to pass to the chat agent during an escalation to preserve the context of the customer journey.

■ What end goal are you supporting? It is imperative to define upfront what usage scenarios you will focus on, such as offering chat to decrease customer service operational costs, to increase revenue by decreasing shopping cart abandonment rates, or to better target customers for increased upsell and cross-sell opportunities. You must then define the critical capabilities to support your end goal. For example, if you use chat to help with filling out forms where personal data is collected, you want to focus on vendors supporting security features such as payment card industry (PCI) compliance standards, which define encryption and data security standards, and field masking. If you use chat proactively for visitor engagement during an eCommerce interaction, consider vendors that facilitate testing of proactive chat rules and deep user interface (UI) customization.

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PROFIles OF FIVe CateGORIes OF CHat VenDOR sOlUtIOns

There are many vendors in the chat space with a broad range and wide variety of characteristics like background, capabilities, size, and focus areas. Forrester groups these vendors into five broad categories based on their primary uses in the marketplace: 1) standalone chat vendors; 2) online engagement vendors; 3) specialty multichannel customer service vendors; 4) customer relationship management (CRM) suite customer service vendors; and 5) contact center vendors. Each vendor category appeals to a specific type of buyer and usage scenario. However, many vendors listed have capabilities that could allow them to be well positioned to support alternate usage scenarios.

standalone Chat Vendor solutions Provide Opportunities For quick wins

Standalone chat vendors — vendors that focus on providing only chat as an engagement channel — provide mature, comprehensive and full-featured chat solutions targeted to a specific market segment, either small, midsize, or enterprise. These solutions are almost exclusively SaaS-based, although some vendors offer them as managed services. They are often deployed separate from existing CRM solutions and customer or product databases, yet they can support such integrations depending on customer requirements. These solutions also include workflow engines tuned to only route chat sessions to agent groups, and individual chats can be managed to meet pre-established service-level agreements (SLAs).

Typical buyers of these solutions include customer service, eBusiness, and eCommerce organizations. These standalone implementations provide these buyers with an easy-to-deploy and effective way for visitors to connect with a company, and they appear in a breadth of customer service, eCommerce and education scenarios, both in a reactive and proactive chat mode. Netop and Velaro are representative vendors for this solution category (see Figure 2).

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© 2013, Forrester Research, Inc. Reproduction Prohibited June 4, 2013

Figure 2 Profile Of Two Standalone Chat Vendors

Source: Forrester Research, Inc.92941

Netop provides software solutions that enable swift, secure, and seamless transfer of video,screens, sounds, and data between two or more computers. Netop’s customer servicesolutions include secure remote access, as well as live text-based and video chat. Netop LiveGuide is Netop’s chat solution.

Chat is a standalone channel. Text-based, audio, and video chat are supported.

Customer UI Includes, but is not limited to, the ability to customize the UI, typing, wait timeand o�ine indicators, business calendar support, pre-chat forms, and theability to print and email transcripts. Also includes the ability to switch fromtext-based chat to video and audio chat.

Agent/supervisor UI

Includes, but is not limited to, HTML support for outgoing messages,spellchecking, use of prede�ned responses, keyboard shortcuts,autosuggestions, support for multiple simultaneous chat sessions,attachments, etc. The supervisor UI supports supervisor whisper andcustomer management capabilities.

Chat sessionmanagement

Highlights include:• Management of routing rules and workflow, including assigning agents to

queues.• Proactive chat (rules-based, analytics-backed, and agent-o�ered) and split

testing of proactive chat scenarios. Proactive chat can also be used to pushcontextual o�ers and content.

• Secure chats, post-chat customer surveys, reporting based on campaign,operator, and department metrics.

Netop Live Guide is a standalone chat product. However, it can be bundled with NetopRemote Control and Netop OnDemand to create a joined communication and support toolfor IT and customer service.

Contact centers, IT service managers, marketing

Per agent/per monthPricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

Netop2-1

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Figure 2 Profile Of Two Standalone Chat Vendors (Cont.)

Source: Forrester Research, Inc.92941

Velaro2-2

Velaro o�ers web chat, primarily geared to the small and midmarket.

Chat is a standalone channel. Chat is not integrated with a knowledge base of answers(via a partnership with GetSatisfaction).

Customer UI Includes, but is not limited to, the ability to customize all aspects of the UI,typing, wait time and o�ine indicators, business calendar support, pre-chatforms, and the ability to print and email transcripts.

Agent/supervisor UI

Includes, but is not limited to, HTML support for outgoing messages,spellchecking, use of prede�ned responses, keyboard shortcuts,autosuggestions, support for multiple simultaneous chat sessions,attachments, plug-ins, etc. The supervisor UI supports silent monitoring,supervisor whisper and barge-in capabilities, as well as customermanagement capabilities.

Chat sessionmanagement

Highlights include:• Management of routing rules and workflow, including assigning agents to

queues.• Proactive chat (rules-based and agent-o�ered) split testing of proactive chat

scenarios.• Support for �eld masking, secure chat sessions, and PCI compliance.• Post-chat customer surveys, robust real-time and historical reports.

Velaro chat is a standalone product.

Customer service and support, contact center, sales and marketing

Per agent/per monthPricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

Online engagement Chat Products support Deeply Personalized service

Online web and mobile engagement vendors focus on providing proactive, personalized, and targeted customer interactions to visitors. Some use sophisticated proactive rules engines, while others use predictive analytics and decisioning solutions to target visitors with offers, multimedia content, and chat invitations optimized for whatever device the visitor is using, such as web, mobile, or tablet. In these scenarios, chat aims to increase sales conversion, supports customers in pre- and post-purchase scenarios, and increases customer satisfaction and long-term loyalty to the brand. These vendors provide deep customization of engagement interfaces, robust reporting, and analytics to manage and optimize visitor engagement. They are SaaS-based, and some vendors also offer solutions via a managed services model or a pay-for-performance model.

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Buyers typically integrate online engagement chat solutions with other digital and social channels. Buyers for these solutions are the organizational owners of digital engagement channels, such as eCommerce, customer experience, or customer service owner, and not the contact center owner. [24]7, LivePerson, BoldChat by LogMeIn, and TouchCommerce are representative vendors for this solution category (see Figure 3).

Figure 3 Profile Of Four Online Engagement Chat Vendors

Source: Forrester Research, Inc.92941

[24]73-1

[24]7’s multichannel platform uses predictive analytics, real-time decisioning, and machine learning to fuel customer service and sales outcomes across an enterprise’s online, mobile, social, and voice channels.The chat solution, [24]7 Assist, uses predictive models to target customers individually and engages them with rich content to support successful service and sales outcomes.

Customer UI Includes, but is not limited to the ability to customize the UI, typing, wait time,and o�ine indicators; business calendar support; pre-chat forms; and theability to print and email transcripts. Also includes rich, two-way multimediainteractions controlled by chat agent.

Agent/supervisor UI

Includes, but is not limited to, HTML and multimedia support for outgoingmessages, spellchecking, use of prede�ned responses, keyboard shortcuts,autosuggestions, support for multiple simultaneous chat sessions,attachments, plug-ins such as maps, forms, video, web apps to simplify taskcompletion, etc. The agent UI provides an integrated view of customerinformation, interaction data, and suggested actions. The supervisor UIsupports silent monitoring, supervisor whisper and barge-in capabilities,as well as customer management capabilities.

Chat sessionmanagement

Highlights include:• Predictive chat (model-based) to better target customers based on real-time analysis of customer web and mobile journeys. Once the customer is engaged, the context of the visitor is transferred to the agent.• Security features include secure chat sessions, masking of data, and support

for PCI compliance.• Automated analysis of 100% of chat interactions used for data-driven performance management and coaching.• Reports provide insight into key business and operational metrics across

multiple interaction channels including chat, web, and voice.

[24]7 Assist is part of an integrated suite of solutions that uses the [24]7 Predictive ExperiencePlatform to enable interactions in a single channel or across multiple channels including thefollowing: chat, web self-service, mobile, speech interactive voice response (IVR), and social.

Marketing, sales, customer service

Pay-for-outcome model; [24]7 Assist is priced based on successful business outcomes(e.g., incremental revenues, successful task completion rates).

Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

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Figure 3 Profile Of Four Online Engagement Chat Vendors (Cont.)

Source: Forrester Research, Inc.92941

LivePerson3-2

LivePerson o�ers multiple digital engagement products across online, mobile, and socialchannels that are optimized via a behavioral and predictive targeting engine.

Chat is one of the engagement channels that LivePerson o�ers. A predictive algorithmicengine drives LivePerson’s proactive chat solution. This engine is used for real-timebehavioral segmentation and targeting of online visitors.

Customer UI Includes, but is not limited to, the ability to customize the UI, typing, wait timeand o�ine indicators, business calendar support, pre-chat forms, and abilityto print and email transcripts. Also includes seamless escalation betweenvideo, voice, multimedia, mobile, collaboration (�le share, co-browse)capabilities, as well as the ability to reconnect with the same agent if a chatsession is interrupted.

Agent/supervisor UI

Includes, but is not limited to, HTML support for outgoing messages,spellchecking, use of prede�ned responses, keyboard shortcuts,autosuggestions, support for multiple simultaneous chat sessions,attachments, plug-ins (e.g., video �les, video chat, co-browsing/desktopsharing), etc. The supervisor UI supports silent monitoring, supervisor whisperand barge-in capabilities, as well as customer management capabilities.

Chat sessionmanagement

Highlights include:• Intelligence engine to proactively target and engage visitors with chat

(rules-based, analytics-backed, and agent- o�ered) and split testing ofproactive chat scenarios. Proactive chat can also be used to push click-to-callinvitation or contextual o�ers and content.

• Management of routing rules and workflow, including assigning agents toqueues.

• Support for �eld masking, secure chat sessions, and PCI compliance.• Post-chat customer surveys and robust real-time and historical reports.

LivePerson chat is moving to a model where customers will purchase the LivePerson engageplatform service (LiveEngage) as a single product that will o�er multiple capabilitiesincluding chat, voice, video, targeted content, and collaboration across web, social, andmobile channels. Platform APIs allow integration with third-party business applications anddata sources (i.e., CRM, social).

Customer service, sales, marketing, eBusiness

Per agent/per month and per interactionPricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

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Figure 3 Profile Of Four Online Engagement Chat Vendors (Cont.)

Source: Forrester Research, Inc.92941

LogMeIn (BoldChat)3-3

LogMeIn o�ers cloud and mobile solutions for remote access, collaboration, �le sharing, ITmanagement, and customer service. BoldChat is LogMeIn’s customer engagement solutionfor the small, midsized, and enterprise customer.

Chat is one of the engagement channels that is part of the BoldChat suite.

Customer UI Includes, but is not limited to, the ability to customize the UI, typing, queueposition indicator, and the ability to hide chat links when chat services areunavailable; business calendar support; pre-chat forms; and the ability toprint and email transcripts.

Agent/supervisor UI

Includes, but is not limited to, HTML support for outgoing messages,spellchecking, use of prede�ned responses, keyboard shortcuts,autosuggestions based on understanding of incoming chats that includelearning capabilities, agent conferencing, support for multiple simultaneouschat sessions, attachments, plug-ins, etc. The agent workspace is an integratedmultichannel view that automatically prioritizes work for the agent so theycan work across items from one place. The supervisor UI supports silentmonitoring, supervisor whisper and barge-in capabilities, as well as customermanagement capabilities.

Chat sessionmanagement

Highlights include:• Management of routing rules and workflow, including assigning agents to

queues.• Proactive chat (rules-based and agent-o�ered); BoldChat includes built-in

A/B testing for invites and calculates the results within a 95% con�denceinterval.

• Conversion tracking allows �rms to tie sales to speci�c chats for commissioncalculations.

• Security features include secure chat sessions, �eld masking, support for PCIcompliance.

• Post-chat customer surveys and robust real-time and historical reports.

BoldChat can be bundled with click-to-call, co-browse, email, SMS, Twitter management, andremote control via LogMeIn Rescue.

eCommerce, customer service

Per concurrent agent seat/per monthPricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

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Figure 3 Profile Of Four Online Engagement Chat Vendors (Cont.)

Source: Forrester Research, Inc.92941

TouchCommerce3-4

TouchCommerce o�ers a performance-based online engagement solution across multipledevices, based on real-time behavioral targeting, in a fully managed services model.

Chat is one component of TouchCommerce’s online engagement suite, o�ering bothcon�gurable proactive and reactive chat capabilities.

Customer UI Includes, but is not limited to, the ability to customize the UI, typing, wait timeand o�ine indicators, business calendar support, pre-chat forms, and theability to print and email transcripts. Visitors can move, resize, and pop outchat windows, allowing them to control the chat experience.

Agent/supervisor UI

Includes, but is not limited to, HTML and multimedia support for outgoingmessages, spellchecking, use of prede�ned responses, autosuggestions,support for multiple simultaneous chat sessions, attachments, and pushedcontent ranging from o�ers to videos (or any HTML5 content). The supervisorUI supports silent monitoring, supervisor whisper and barge-in capabilities,as well as customer management and agent monitoring capabilities.

Chat sessionmanagement

TouchCommerce uses a behavioral targeting engine to identify in-sessionbrowsing behavior, search terms, referring URLs, and site activity to presentthe right level of engagement (e.g., decision guide, o�er, chat, or call) to thevisitor. TouchCommerce maintains a data warehouse with the ability to mine,report, and segment data in order to optimize the targeting of chat sessions.

TouchCommerce RightTouch chat solution can be bundled with click-to-call, automatedguides, surveys, targeted content delivery, and co-browse.

eBusiness, customer experience

Pricing includes monthly �at fees for technology and services with a variablepay-for-performance compensation component.

Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

Multichannel Customer service Vendors enable Cross-Channel engagement

Specialty multichannel customer service vendors provide solutions for standardizing the customer service delivery across a subset or the entire breadth of web self-service, digital (email, chat, SMS, etc.), and social communication channels. They have a central interaction hub of customer data and history, a repository of content accessible from all communication channels and routing, and queuing engines to route digital and social inquiries. These solutions also enable cross-channel communications, allowing a customer to start a conversation on one communication channel, such as a virtual agent interaction, and continue it on another, such as chat, without restarting the conversation. As a result, buyers typically implement chat capabilities from these vendors as part of a greater suite of products, most often focused on web self-service, digital, and social channels.

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Even though these vendors have solutions that offer a unified agent desktop to process multichannel interactions, typically agents are dedicated to a single digital or social channel or a subset of channel types. While these solutions can’t queue and route voice interactions, computer telephony integration (CTI) is typically used to pop voice calls to the agent desktop. Typical buyers for these solutions are eBusiness and customer service organizations solely dedicated to the operational management of digital and social channels or that have agent pools dedicated to these channels. eGain, Moxie Software, Next IT, Parature, and Zendesk are representative vendors for this solution category. Kana Software is an outlier. Its historical multichannel products fit this profile, but its new solution based on the technology integration of historical Kana multichannel solutions and Ciboodle’s robust business process engine is currently positioned to the contact center buyer (see Figure 4).11

Figure 4 Profile Of Six Specialty Multichannel Vendors

Source: Forrester Research, Inc.92941

eGain Software4-1

eGain provides comprehensive customer engagement capabilities over a broad set ofcommunication channels and touchpoints, which include voice, self-service, digital, andsocial channels.

Chat is a component of eGain’s multichannel communications o�ering. It includes text-basedand video chat.

Customer UI Includes, but is not limited to, the ability to customize the UI, typing, wait timeand o�ine indicators, business calendar support, pre-chat forms, and theability to print and email transcripts. It also supports uni�ed text-based, video,and co-browse capabilities.

Agent/supervisor UI

Includes, but is not limited to, HTML support for outgoing messages,spellchecking, use of prede�ned responses, keyboard shortcuts,autosuggestions, support for multiple simultaneous chat sessions,attachments, etc. The supervisor UI supports silent monitoring, supervisorwhisper and barge-in capabilities, as well as the ability to push chats to agents.

Chat sessionmanagement

Highlights include:• Management of routing rules and workflow, including assigning agents to

queues.• Proactive chat (rules-based and agent-o�ered), split testing of proactive chat

scenarios. Proactive chat is also used to push contextual o�ers and real-timecollaboration.

• Security features include secure chat session, support for PCI compliance,and �eld masking.

• Post-chat customer surveys and robust real-time and historical reports.

eGain chat can be integrated with autochat (chatbot), email, co-browse, click-to-call, voice,SMS, and proactive o�ers.

Customer service, customer experience, eBusiness

eGain o�ers agent-based, session-based (for autochat), and interaction-based pricing models.Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

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Figure 4 Profile Of Six Specialty Multichannel Vendors (Cont.)

Source: Forrester Research, Inc.92941

Moxie Software4-2

Moxie Software o�ers a uni�ed product suite, Moxie Spaces, that allows employees andcustomers to collaborate and communicate using self-service, voice, digital, and socialchannels.

Chat is a component of Moxie Software’s multichannel customer-facing communicationso�ering.

Customer UI

Agent/supervisor UI

Includes, but is not limited to, HTML support for outgoing messages,spellchecking, use of prede�ned responses, keyboard shortcuts,autosuggestions, support for multiple simultaneous chat sessions,attachments, etc. The supervisor UI supports silent monitoring, andsupervisor whisper and barge-in capabilities. The same UI supportsco-browse and click-to-call capabilities.

Chat sessionmanagement

Highlights include:• Management of routing rules and workflow, including assigning agents to

queues.• Proactive chat (rules-based and agent-o�ered) and split testing of proactive

chat scenarios. Moxie also o�ers analytics-based proactive chat for Facebook,where invitations or o�ers are pushed to visitors based on social pro�leinformation.

• Robust language support including localization of the customer UI andagent desktop.

• Security features include secure chat sessions, �eld masking, and support forPCI compliance.

• Post-chat customer surveys, robust real-time and historical businessoutcome, and operational reports.

Email, phone, co-browse, web self-service, communities, social media channels for customerservice; also a knowledge base for automated agent assistance and content creation

Customer service, eBusiness

Moxie supports both per-agent/per-month and a perpetual license model.Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

Includes, but is not limited to, the ability to customize the UI, typing, wait timeand o�ine indicator, business calendar support, pre-chat forms, ability toprint and email transcripts. Also includes automated menu-based decisiontrees. The same UI supports co-browse and click-to-call capabilities.

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market overview: chat solutions For customer service 23

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Figure 4 Profile Of Six Specialty Multichannel Vendors (Cont.)

Source: Forrester Research, Inc.92941

Next IT4-3

Next IT delivers a natural-language platform that engages users across multiple channels, including web, mobile, and kiosk via a multimodal interface.

Chat is an escalation channel to a live-agent interaction from a self-service virtual agentconversation.

Customer UI Includes, but is not limited to, the ability to customize the UI, typing, wait timeand o�ine indicators, business calendar support, pre-chat forms, and theability to print and email transcripts.

Agent/supervisor UI

Includes, but is not limited to, HTML support for outgoing messages,spellchecking, use of prede�ned responses, keyboard shortcuts,autosuggestions, support for multiple simultaneous chat sessions,attachments, agent-to-agent and agent-to-supervisor chat, etc. Also includesthe ability to use the same natural language model for virtual agents torecommend answers to chat agents. The supervisor UI supports silentmonitoring, supervisor whisper and barge-in capabilities, as well as customermanagement capabilities.

Chat sessionmanagement

Chat is an escalation channel for virtual agent conversations. Chats areautomatically queued to the right-skilled agent based on the context of thevirtual agent conversation. Chat sessions are secure, and reports are availableto understand the nature of escalations, as well as operational measures suchas wait times, chat session lengths, and queue loading.

Bundled with virtual agent solution

Customer experience, customer service, eBusiness, marketing

Next IT supports a transactional model, perpetual model pricing, or annual subscription. Chat pricing is included with virtual agent pricing.

Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

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Figure 4 Profile Of Six Specialty Multichannel Vendors (Cont.)

Source: Forrester Research, Inc.92941

Zendesk4-4

Zendesk provides multichannel customer service and internal help desk solutions.

Chat is a component of Zendesk’s product suite.

Customer UI Includes, but is not limited to, the ability to customize the UI, typing, o�ineand wait time indicators, and the ability to print and email transcripts.

Agent/supervisor UI

Includes, but is not limited to, support for multiple simultaneous chat sessionsand customer waiting indicator. There are limited supervisor-speci�ccapabilities.

Chat sessionmanagement

Includes post-chat customer surveys and historical reporting.

Bundled with Zendesk’s suite, which includes email, web portal, social (Facebook, Twitter),and voice channels

Customer service, IT

Zendesk supports a per-agent/per-month pricing model for its product suite. Chat isincluded in the suite pricing.

Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

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Figure 4 Profile Of Six Specialty Multichannel Vendors (Cont.)

Source: Forrester Research, Inc.92941

Kana Software4-5

Kana Software provides customer service solutions that couple process guidance andknowledge management capabilities and are used to standardize customer serviceexperiences across a broad set of communication channels and touchpoints.

Chat is a component of Kana Software’s process guidance solution.

Customer UI Includes, but is not limited to, the ability to customize the UI, typing, wait timeand o�ine indicators, business calendar support, pre-chat forms, and theability to print and email transcripts.

Agent/supervisor UI

Includes, but is not limited to, spellchecking, use of prede�ned responses,keyboard shortcuts, autosuggestions, support for multiple simultaneous chatsessions, etc. The supervisor UI supports silent monitoring, supervisor whisperand barge-in capabilities, as well as the ability to push chats to agents.

Chat sessionmanagement

Highlights include:• Management of routing rules and workflow, including assigning agents to

queues.• Proactive chat (rules-based and agent-o�ered) and split testing of proactive

chat scenarios. Proactive chat is also used to push contextual o�ers andreal-time collaboration.

• Security features include secure chat session, support for PCI compliance,and �eld masking.

• Post-chat customer surveys and historical reports.

Chat is integrated with email management, the agent desktop, web self-service, andknowledge management.

Contact center

Kana Software supports perpetual licenses or on a per-agent/per-month subscription model(as a managed service).

Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

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Figure 4 Profile Of Six Specialty Multichannel Vendors (Cont.)

Source: Forrester Research, Inc.92941

Parature4-6

Parature provides customer service and support solutions. Parature o�ers a customer portal,self-service knowledge base, a help desk ticketing application, and a breadth of digital andsocial channels for customer communication.

Chat is a component of the Parature product suite.

Customer UI Includes, but is not limited to, the ability to customize the UI, o�ine indicators,business calendar support, pre-chat forms, and the ability to print and emailtranscripts. It also supports agent-to-agent chat capabilities.

Agent/supervisor UI

Includes, but is not limited to, the use of prede�ned responses, keyboardshortcuts, and support for multiple simultaneous chat sessions. Thesupervisor UI supports silent monitoring, supervisor whisper and barge-incapabilities, as well as ability to push chats to agents.

Chat sessionmanagement

Highlights include:• Management of routing rules and workflow, including assigning agents to

queues.• Rules-based proactive chat and split testing of proactive chat scenarios.• Post-chat customer surveys, historical reporting

Bundled with Parature’s customer service suite

Customer service

Parature supports a per-agent/per-month pricing model.Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

CRM suite Customer service solutions Provide Comprehensive Customer Management

CRM suite customer service solutions provide the breadth of sales and marketing automation as well as customer service capabilities. During the past five years, these solutions have greatly matured as vendors have focused on solidifying the building blocks of their customer service capabilities and folded new technologies such as social computing, business process management, decisioning, business intelligence, and mobility into their solutions. Now, many excellent solutions not only provide customer service capabilities but can also be extended to provide holistic end-to-end customer management capabilities at a later date.12

Vendors provide chat capabilities via both SaaS and on-premises offerings, and buyers often implement them as a part of a broader solution suite supporting customer service, customer

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engagement, and revenue-generation scenarios. Typical buyers for these solutions are customer service, contact center, and eCommerce organizations that have operational responsibility of the digital channels but not necessarily the voice channel. These buyers tend to dedicate a subset of customer-facing personnel to managing the chat channel or a blend of digital channels that include chat. Oracle RightNow and salesforce.com are two representative vendors for this solution category (see Figure 5).

Figure 5 Profile Of Two CRM Suite Customer Service Vendors

Source: Forrester Research, Inc.92941

Oracle RightNow5-1

Oracle RightNow Cloud Service delivers web, social, and contact center experiences in auni�ed, cross-channel CRM suite customer service solution.

Chat is a web and mobile communication channel that can be purchased standalone orbundled with Oracle RightNow’s web experience solution, social experience solution,contact center experience solution, and engage solution.

Customer UI Includes, but is not limited to, the ability to customize the UI, typing, wait timeand o�ine indicators, business calendar support, pre-chat forms, and theability to print and email transcripts. Also includes the ability to reconnectwith the same agent if a chat session is interrupted.

Agent/supervisor UI

Includes, but is not limited to, HTML support for outgoing messages,spellchecking, use of prede�ned responses, keyboard shortcuts,autosuggestions, support for multiple simultaneous chat sessions,attachments, plug-ins, etc. The supervisor UI supports silent monitoring,supervisor whisper and barge-in capabilities, as well as customermanagement capabilities.

Chat sessionmanagement

Highlights include:• Management of routing rules and workflow, including assigning agents to

queues.• Rules-based proactive and split testing of proactive chat scenarios.• Robust language support including localization of the customer UI and

agent desktop.• Support for �eld masking, secure chat sessions, and PCI compliance.• Post-chat customer surveys and robust real-time and historical reports.

Bundled with:• Web experience solution that includes web self-service, assisted resolution, mobile service,

and email.• Social experience solution that includes self-service Facebook, support communities,

innovation communities, and social monitoring.• Contact center experience solution that includes voice, email, click-to-call, and co-browse.• Engage solution that includes customer feedback, outreach, analytics, and knowledge.

Customer service, customer experience, eCommerce

Oracle RightNow supports both a session-based and a per-agent/per-month pricing model.Pricing models

Companydescription

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Other vendorproducts that

can be bundledwith chat

Typicalorganizational

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Figure 5 Profile Of Two CRM Suite Customer Service Vendors (Cont.)

Source: Forrester Research, Inc.92941

salesforce.com5-2

Salesforce’s Service Cloud delivers multichannel customer service and support capabilitieswith deep mobile and social capabilities. The Service Cloud is a key component ofsalesforce.com’s CRM solution.

Chat is a web and mobile communication channel that is bundled with other capabilities ofthe Service Cloud.

Customer UI Includes, but is not limited to, pixel-level customization of the UI, typing, waittime and o�ine indicators, pre-chat forms, and the ability to print and emailtranscripts. It is deeply integrated with Salesforce’s CRM data and processes.

Agent/supervisor UI

Includes, but is not limited to, spellchecking, use of prede�ned responses,keyboard shortcuts, autosuggestions, support for multiple simultaneous chatsessions, sneak-peek typing, attachments, plug-ins, etc. The supervisor UI hascustomer management capabilities and will support silent monitoring andwhisper capabilities in H2 2013.

Chat sessionmanagement

Highlights include:• Management of routing rules and workflow, including assigning agents to

queues.• Rules-based proactive and split testing of proactive chat scenarios (H2 2013).• Support for �eld masking and secure chat sessions and PCI compliance.• Post-chat customer surveys and robust real-time and historical reports that

can be extended with applications on the AppExchange.

Chat can bundled with the following channel capabilities: phone and SMS. Co-browse will beintegrated in the summer 2013 release. Chat can be bundled with salesforce.com’s knowledgemanagement. Chat can be bundled with partner solutions such as remote desktop controlfrom LogMeIn.

Contact center, IT

Salesforce.com supports a per-agent/per-month pricing model.Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

Unified Routing and queuing solutions standardize Operations across Media types

Contact center vendors have historically optimized voice call routing and queuing but now extend their capabilities to unified routing to include digital and social interactions. These vendors offer a unified agent desktop to support the blended agent model, which allows contact center agents to process all inbound and outbound interaction types. They also offer unified reporting across channels, as well as consistent and effective agent scheduling and forecasting across channels.

Buyers of these solutions are predominantly contact center organizations that have operational management responsibility for all communication channels and are focused on supporting customer service and technical support usage scenarios. These buyers primarily focus on the voice channel,

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with a small subset of interactions occurring over the digital channels. They use chat as part of a greater contact center solution that can — but does not necessarily have to — integrate with CRM customer service solutions. They also rely on the unified cross-channel reporting to optimize agent resourcing. Aspect, Avaya, Cisco, Genesys Telecommunications, Interactive Intelligence, and LiveOps are representative vendors for this solution category (see Figure 6).

Figure 6 Profile Of Six Contact Center Vendors

Source: Forrester Research, Inc.92941

Aspect6-1

Aspect provides contact center, workforce optimization, and back-o�ce applications.

Chat is part of Aspect’s contact center solution.

Customer UI Includes, but is not limited to, ability to customize the UI, typing, o�ineindicators, pre-chat forms, ability to print and email transcripts.

Agent/supervisor UI

Includes, but is not limited to, HTML formatting of outgoing chats, use ofprede�ned responses that can be pushed to visitors, keyboard shortcuts,autosuggestions, support for plug-ins. Multiple chat session support isplanned for summer 2013. Agent screen actions can be captured andrecorded, and agent-to-agent chat via Microsoft Lync is supported.The supervisor UI supports silent monitoring, whisper, barge-in capabilities,and customer management capabilities.

Chat sessionmanagement

Highlights include:• Unified queuing and routing for all media types.• Security features include secure chat session and support for PCI compliance.

Also includes chat routing for quality monitoring.• Reporting is uni�ed across all media types.

Chat can be deployed as a standalone channel, but to date it is always bundled with thecontact center supporting voice and email.

Contact center

Aspect supports both per-agent/per-month and perpetual license pricing models.Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

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market overview: chat solutions For customer service 30

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Figure 6 Profile Of Six Contact Center Vendors (Cont.)

Source: Forrester Research, Inc.92941

Avaya6-2

Avaya o�ers business collaboration and communications solutions, providing uni�edcommunications, real-time video collaboration, contact center, and networking solutions.

Chat is part of Avaya’s contact center solutions that use the same queuing and routingengine for all media types (voice, digital, and social).

Customer UI Includes, but is not limited to, ability to customize the UI, typing, wait time ando�ine indicators, pre-chat forms, ability to print, and email transcripts. Chatsessions can be automated, where automatic responses are given based onnatural language understanding of incoming questions. Automated chatsessions can be escalated to a live agent upon customer request or via rules.

Agent/supervisor UI

Includes, but is not limited to, HTML support for outgoing messages,spellchecking, use of prede�ned responses, keyboard shortcuts,autosuggestions, support for multiple simultaneous chat sessions,attachments, etc. The supervisor UI supports silent monitoring, supervisorwhisper and barge-in capabilities, as well as customer managementcapabilities.

Chat sessionmanagement

Highlights include:• Unified queuing and routing for all media types.• Proactive chat (rules-based and agent-o�ered), split testing of proactive chat

scenarios.• Support for �eld masking, secure chat sessions, and PCI compliance. Also

includes post-chat customer surveys.• Reporting is robust and uni�ed for all media types.

Avaya chat can be bundled with the Avaya Elite Solution Stack and Avaya Aura ContactCenter Solution Stack. Each includes multichannel capabilities that support voice, email, webchat, IM, SMS, fax, callback, click-to-call, social media, and video.

Contact center, IT

Avaya supports both per-agent/per-month and perpetual license pricing models.Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

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Figure 6 Profile Of Six Contact Center Vendors (Cont.)

Source: Forrester Research, Inc.92941

Cisco6-3

Cisco provides IP-based networking and business communications and collaborationproducts.

Chat is part of Cisco Uni�ed Contact Center Enterprise solution, which uses the same queuingand routing engine for all media types (voice, digital, and social).

Customer UI Includes, but is not limited to, the ability to customize the UI, typing ando�ine indicators, pre-chat forms, and the ability to print and email transcripts.

Agent/supervisor UI

Includes, but is not limited to, HTML support for outgoing messages,spellchecking, use of prede�ned responses, keyboard shortcuts,autosuggestions, support for multiple simultaneous chat sessions,attachments, plug-ins, etc. The supervisor UI supports silent monitoring, aswell as customer management capabilities.

Chat sessionmanagement

Highlights include:• Unified queuing and routing for all media types.• Proactive chat (rules-based and agent-o�ered).• Support for secure chat sessions and PCI compliance. Also includes post-chat

customer surveys.• Reporting is robust and uni�ed for all media types.

Cisco’s web interaction manager can be bundled with Cisco’s Uni�ed Contact CenterEnterprise solution.

Customer service, IT

Cisco supports a perpetual license pricing model.Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

For ApplicAtion Development & Delivery proFessionAls

market overview: chat solutions For customer service 32

© 2013, Forrester Research, Inc. Reproduction Prohibited June 4, 2013

Figure 6 Profile Of Six Contact Center Vendors (Cont.)

Source: Forrester Research, Inc.92941

Genesys Telecommunications6-4

Genesys o�ers web, social, and mobile customer service solutions, including uni�edcommunications, contact center, workforce optimization, and performance managementproducts. Genesys also o�ers a broad set of industry solutions for insurance, government,healthcare, collections, telecommunications, �nancial services, and others.

Chat is part of Genesys’ customer service solutions that use the same queuing and routingengine for all media types (voice, digital, and social). Chats are routed to agents based onresource availability as well as the customer’s contact history.

Customer UI Includes, but is not limited to, the ability to customize the UI, typing, wait timeand o�ine indicators, pre-chat forms, and the ability to print and emailtranscripts.

Agent/supervisor UI

Includes, but is not limited to, HTML support for outgoing messages,spellchecking, use of prede�ned responses, keyboard shortcuts,autosuggestions, support for multiple simultaneous chat sessions,attachments, plug-ins, etc. Agents can push web pages or �les to customersas appropriate. The supervisor UI supports silent monitoring; supervisorwhisper and barge-in capabilities; background coaching using chat, IM, orvoice; as well as customer management capabilities.

Chat sessionmanagement

Highlights include:• Unified queuing and routing for all media types.• Rules-based proactive chat and split testing of proactive chat scenarios.• Security features include support for secure chat sessions and PCI

compliance. They also include post-chat customer surveys.• Reporting is robust, uni�ed, and normalized across all media types.

Genesys chat can be bundled with voice, email, SMS, co-browse, web, mobile, social, andother products.

Contact center, customer service, eBusiness

Genesys supports both per-agent/per-month and perpetual pricing model.Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

For ApplicAtion Development & Delivery proFessionAls

market overview: chat solutions For customer service 33

© 2013, Forrester Research, Inc. Reproduction Prohibited June 4, 2013

Figure 6 Profile Of Six Contact Center Vendors (Cont.)

Source: Forrester Research, Inc.92941

Interactive Intelligence6-5

Interactive Intelligence provides contact center automation, uni�ed communications, andbusiness process automation software and services.

Chat is part of Interactive Intelligence’s multichannel contact center solution. Chats aretreated as a peer to other media types such as phone call and email. As such, chats can beplaced on hold, transferred, and recorded for quality assurance.

Customer UI Includes, but is not limited to, the ability to customize the UI, typing, wait timeand o�ine indicators, pre-chat forms, and the ability to print and emailtranscripts.

Agent/supervisor UI

Includes, but is not limited to, spellchecking, use of prede�ned responses,keyboard shortcuts, autosuggestions, support for multiple simultaneous chatsessions, attachments, etc. The supervisor UI supports silent monitoring,supervisor whisper and barge-in capabilities, as well as customermanagement capabilities.

Chat sessionmanagement

Highlights include:• Unified queuing and routing for all media types.• Rules-based and agent-initiated proactive chat and split testing of proactive

chat scenarios.• Support for �eld masking, secure chat sessions, and PCI compliance. Also

includes post-chat customer surveys and chat routing for quality monitoring.• Reporting is uni�ed and normalized across all media types.

Chat is part of the Customer Interaction Center solution suite that supports phone, email,chat, SMS, fax.

Contact center

Interactive Intelligence licenses contact center seats per agent.Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

For ApplicAtion Development & Delivery proFessionAls

market overview: chat solutions For customer service 34

© 2013, Forrester Research, Inc. Reproduction Prohibited June 4, 2013

Figure 6 Profile Of Six Contact Center Vendors (Cont.)

Source: Forrester Research, Inc.92941

LiveOps6-6

LiveOps provides a cloud-based multichannel contact center platform, contact centerapplications, and talent, all of which can be separately purchased.

Chat is part of LiveOps multichannel contact center solution that uses the same queuing androuting engine for all media types. Chat conversations can be moved to an alternate channel,and the end-to-end cross-channel interaction is available in a single record.

Customer UI Includes, but is not limited to, the ability to customize the UI, typing, o�ineindicators, pre-chat forms, and the ability to print and email transcripts.

Agent/supervisor UI

Includes, but is not limited to, spellchecking, use of prede�ned responses thatcan be pushed to visitors, keyboard shortcuts, autosuggestions, support formultiple simultaneous chat sessions, attachments, and the ability to push adhoc and precon�gured website links, etc. The system can be con�gured toprioritize delivery of incoming chats over other channels. The supervisor UIsupports customer management capabilities.

Chat sessionmanagement

Highlights include:• Unified queuing and routing for all media types.• Rules-based proactive chat and split testing of proactive chat scenarios.• Security features include secure chat sessions, �eld masking, and support for

PCI compliance. Also includes chat routing for quality monitoring.• Reporting is uni�ed across all media types.

Chat can be purchased standalone or can be bundled with voice, SMS, and social (Facebookand Twitter).

Contact center, inside sales, customer service

LiveOps supports a per-agent/per-month pricing model.Pricing models

Companydescription

Chat productdescription

Other vendorproducts that

can be bundledwith chat

Typicalorganizational

buyer

R E C O M M E N D AT I O N S

BUIlD a CHat VenDOR stRateGy wItH a VIew tOwaRD tHe FUtURe

AD&D pros supporting customer service organizations should consider a chat vendor strategy that will meet today’s demands while also keeping an eye to the future. Specifically, you should:

■ Build solid partnerships with the organization that will be using the chat solution. You need to partner with the buyer and user of the chat solution, whether it is the eBusiness, customer experience, eCommerce, or contact center executive, to investigate the vendor landscape, determine the pros and cons of different vendor solutions, and identify the types of integrations that you need to support. You must then work together to map a subset of

For ApplicAtion Development & Delivery proFessionAls

market overview: chat solutions For customer service 35

© 2013, Forrester Research, Inc. Reproduction Prohibited June 4, 2013

vendor solutions to your company’s specific requirements, keeping an eye toward future growth and usage.

■ Recognize that successful chat deployments typically expand. Chat deployments will likely begin with one usage scenario funded by one business unit. Initial deployments tend to be small and implemented in a standalone manner, but they quickly expand in scope and complexity, including the number of back-end integrations needed.

■ Plan to support social, mobile, and other devices. As consumers seek customer support on a growing range of devices and touchpoints, it will be increasingly important to consider the role of social, mobile, and other devices in a chat engagement strategy. Chat vendors are already extending their offerings into social, mobile, and other technologies.

■ Focus on enabling three key groups: customers, agents, and supervisors. The vendors that we surveyed support a breadth and depth of agent desktop usability requirements. Some are very basic, only allowing an agent to support a single chat session at a time, and don’t offer the agent any productivity tools to help efficiently manage chat conversations. Other vendor solutions deliver more intuitive experiences and enable agents and supervisors to collaborate. Demo chat solutions from not one but three perspectives — customer, agent, and supervisor — to ensure a good fit for your requirements.

■ Recognize that chat agents have fundamentally different skills than voice agents. Even if you support a breadth of communication channels in your customer service organization, be cognizant that the skill set of agents handling chat sessions is fundamentally different than the skill set that is needed for voice interaction. Make sure that you dedicate your agents to the channels that you support for maximum efficiency, productivity, and customer satisfaction.

sUPPleMental MateRIal

Companies Interviewed For this Document

[24]7

Aspect

Avaya

Charter Communications

Cisco Systems

DNB Norway

eGain

Genesys Telecommunications

Interactive Intelligence

Kana Software

LiveOps

LivePerson

For ApplicAtion Development & Delivery proFessionAls

market overview: chat solutions For customer service 36

© 2013, Forrester Research, Inc. Reproduction Prohibited June 4, 2013

LogMeIn

Moxie Software

Netop

Next IT

Oracle (RightNow)

Parature

ParetoLogic

salesforce.com

TouchCommerce

Velaro

Zendesk

enDnOtes1 In a survey of 100 customer experience decision-makers, 23% reported that improving the customer

experience is their top strategic priority for 2013, and 69% reported that it is on the list of strategic priorities but not No. 1. In addition, 13% want to use customer experience to differentiate themselves across any industry, and 47% want to use it to distinguish themselves from other leaders in their industry. See the March 22, 2013, “The State Of Customer Experience Management, 2013” report.

2 In a survey of 75 customer service professionals, conducted in conjunction with CustomerThink, 40% of survey respondents said that improving the customer experience was their top goal in their current planning cycle, and another 40% said that it was their second most important goal. See the November 7, 2011, “Craft Your Contact Center Investment Plans In Light of Technology Adoption Patterns” report.

3 In a survey of 100 customer experience executives, 47% of survey respondents say that they have a dedicated customer experience budget in place for 2013. See the March 22, 2013, “The State Of Customer Experience Management, 2013” report.

4 Source: North American Technographics Customer Experience Online Survey, Q4 2012 (US).

For more information on understanding how to improve your customer service strategy, see the March 11, 2013, “Understand Communication Channel Needs To Craft Your Customer Service Strategy” report.

5 The phone channel has a 69% satisfaction rating — the highest satisfaction score that is reported in our North American Technographics Customer Experience Online Survey, Q4 2012 (US). The chat channel, at 63%, has the second highest satisfaction rating. See the March 11, 2013, “Understand Communication Channel Needs To Craft Your Customer Service Strategy” report.

6 In a survey of 75 customer service professionals, conducted in conjunction with CustomerThink, 43% of survey respondents said that they had implemented chat, 7% were expanding their chat deployments, and another 7% were piloting chat. See the November 7, 2011, “To Invest Wisely, Know The Business Value Of Diverse Contact Center Solutions” report.

7 Chat best practices are robust and have been defined for many years. See the March 9, 2009, “Best Practices: Implementing Online Chat” report.

8 In a survey of 144 eBusiness and channel strategy professionals, when asked what channels the eBusiness executive had P&L responsibility for, 91% said that they were responsible for the website and digital

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© 2013, Forrester Research, Inc. Reproduction Prohibited June 4, 2013

channels, and another 69% said they were responsible for the mobile channel, which includes mobile chat. See the December 18, 2012, “Choose The Right Customer Service Solution For Your Business” report.

9 In a survey of 144 eBusiness and channel strategy professionals, when asked how they felt about their company’s execution in the following areas, 19% were confident with their multichannel execution, and 21% were confident with their back-end integration capabilities. See the December 18, 2012, “Choose The Right Customer Service Solution For Your Business” report.

10 Proactive chat — triggering of chat invitations based on a predefined set of visitor behavior metrics — achieves quantitative business goals such as increasing conversion rates and revenue per order as well as shortening sales cycles. Other goals for industries such as insurance and banking include improving quote or application form completion rates. While reactive chat is more typically applied to customer support goals, proactive chat may also be useful for improving service or offering segmented service to high-value customers. See the June 4, 2010, “Making Proactive Chat Work” report.

11 Kana Software acquired Ciboodle in July 2012, and it has been deeply integrating product lines since this acquisition. Source: Kate Leggett, “More Market Consolidation As Kana Software Buys Sword Ciboodle. It’s A Sound Strategy, But The Proof Will Be In The Execution,” Kate Leggett’s Blog, July 10, 2012 (http://blogs.forrester.com/kate_leggett/12-07-10-more_market_consolidation_as_kana_software_buys_sword_ciboodle_its_a_sound_strategy_but_the_proof_wil).

12 To assess the state of the customer service CRM suite solutions and see how the vendors stack up against each other, Forrester recently evaluated the strengths and weaknesses of 18 vendors using the Forrester Wave methodology. See the July 11, 2012, “The Forrester Wave™: CRM Suite Customer Service Solutions, Q3 2012” report.

Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology. Forrester works with professionals in 13 key roles at major companies providing proprietary research, customer insight, consulting, events, and peer-to-peer executive programs. For more than 29 years, Forrester has been making IT, marketing, and technology industry leaders successful every day. For more information, visit www.forrester.com. 92941

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