e Commerce Live Help Slides 2009

8/14/2019 e Commerce Live Help Slides 2009

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ROI Best Practices: Maximizing ReturnOn Your Live Help InvestmentPart 1: Why Live Help, And When To Offer Voice or Chat

Ryan HoppeDirector, MarketingATG Optimization Services

Bruce TemkinVP & Principal Analyst

Forrester Research


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Agenda

ATG Background

Boosting The Online Experience With Live Help

Bruce Temkin, Forrester Research

When & Why Consumers Prefer A Live Voice orLive Chat

Ryan Hoppe, ATG

Q&A


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Boosting The Online Experience

With Live Help

Bruce D. TemkinVP & Principal AnalystForrester Research

August 19, 2009


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Customer experience is maturing

89%91%

85%

20%

40%

60%

80%

100%

2006 2007 2008

Customerexperience iscritical or veryimportant

Disciplined

approach tocustomerexperiencemanagement

Senior executive

in charge ofcustomerexperience

Base: North American companies with $500 million or more in revenuesSource: Forrester's Q4 2006, 2007, and 2008 Customer Experience Peer Research Panel Survey


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Customer experience is maturing

89%

65%

27%

57%

91%

85%

58%

42%45%

20%

40%

60%

80%

100%

2006 2007 2008

Customerexperience iscritical or veryimportant

Disciplined

approach tocustomerexperiencemanagement

Senior executive

in charge ofcustomerexperience

Base: North American companies with $500 million or more in revenuesSource: Forrester's Q4 2006, 2007, and 2008 Customer Experience Peer Research Panel Survey


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Customer experience affects the bottom line

Willingness to buymore products

Reluctanceto switch

Likelihood torecommend

Customerexperience leaders

(Top quartile)

Customerexperience laggards

(Bottom quartile)

Source: North American TechnographicsCustomer Experience Online Survey, Q4 2008


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+6.7%

+8.2%

+8.4%

-7.7%

-7.6%

-8.2%

Willingness to buymore products

Reluctanceto switch



(Top quartile)


(Bottom quartile)

(Percentages are relative to industry averages)



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+6.7%

+8.2%

+8.4%

-7.7%

-7.6%

-8.2%

Willingness to buymore products 14.4%

Reluctanceto switch



(Top quartile)


(Bottom quartile)

(Percentages are relative to industry averages)

15.8%

16.6%



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Buying moreproducts $65 million

Reduction inchurn $116 million

Word of

mouth $103 million

Annual revenue change from a modest shift incustomer experience for a $10 billion company

$284 million


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Buying moreproducts $65 million

Reduction inchurn $116 million

Word of

mouth $103 million

Annual revenue change from a modest shift incustomer experience for a $10 billion company

$284 million

What are customerslooking for when they

interact with companies

?


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How important are the following factors in yourdecision to do business with these firms?

66%

73%

72%

75%

73%

75%

72%

58%

78%

68%

74%

58%

PC manufacturers

TV service providers

Wireless service providers

Airlines

Internet service providers

Credit card providers

Hotels

Investment firms

Retailers

Medical insurers

Insurance providers

Banks

Low prices

Base: US online consumersSource: Forresters North American Technographics Q4 2008 Customer Experience Online Survey


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How important are the following factors in yourdecision to do business with these firms?

66%

73%

72%

75%

73%

75%

72%

58%

78%

68%

74%

58%

77%

80%

82%

82%

82%

82%

83%

84%

85%

86%

87%

89%

PC manufacturers



Airlines



Hotels

Investment firms

Retailers

Medical insurers

Insurance providers

Banks

Goodcustomerservice

Low prices



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How do consumers think about price and customerservice from retailers?


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How do consumers think about price and customerservice from retailers?

21% 63%

7%9%

Base: US online consumers (average across 12 industries)Source: Forresters North American Technographics Q4 2008 Customer Experience Online Survey


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Level of loyalty across consumer segments

ServiceSeekers

Price &ServiceSeekers

PriceSeekers

Others

Loyal customers

Willing to buy more 81% 66% 79% 62%

Reluctant to switch 75% 56% 71% 50%

Likely to recommend 71% 55% 71% 55%



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Level of loyalty across consumer segments

ServiceSeekers

Price &ServiceSeekers

PriceSeekers

Others

Loyal customers

Willing to buy more 81% 66% 79% 62%

Reluctant to switch 75% 56% 71% 50%

Likely to recommend 71% 55% 71% 55%


How well do onlineexperiences deliver on

consumers desire forgood service

?


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Satisfaction levels for online interactions

68%

72%

75%

76%

78%

83%

84%

83%

84%

66%

66%

71%

74%

77%

81%

82%

84%

84%

Health insurance plans




Insurance providers

Retailers

Investment firms

Banks


2008

2007



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As sites get more complicated, navigation suffers


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As sites get more complicated, navigation suffers

Online experiencesdont fully satisfy

consumers desire forgood service

!


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Satisfaction levels for researching products online andbuying them over the phone

44%

54%

48%

54%

53%

18-29

30-39

40-49

50-59

60+

Base: US consumers that have researched online and purchased over the phoneSource: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008

Age ofconsumers

Average across five purchase areas: wireless products, computers,consumer electronics, apparel, and large appliances


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The online and offline experience

+Interactive

onlineexperience

HumanAssistance


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The online and offline experience is terriblydisconnected

Interactiveonline

experience

HumanAssistance


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The solution: Design cross-channel experiences

Cross-channel criteria:ChoiceConsistencyContinuity


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Percentage of consumers that use and are satisfiedwith customer service touchpoints


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Summary

Customers desire good service Online experiences dont fully meet consumers

needs

Offline and online experience are disconnected

Design cross-channel experiences:

Choice

Consistency

Continuity


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Thank you

Bruce Temkin+1 617.613.6044

[email protected]

www.forrester.com

Blog: Customer Experience Mattershttp://experiencematters.wordpress.com


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Survey Says: Consumers Want Live Help

Ryan HoppeMarketing Director

ATG Optimization Services

But how important is Live Help?What drives consumers to use it?And when do they prefer a live voice or live chat?


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First broad consumer survey to examine the relativeimportance of live online help and to uncover when andwhy consumers prefer a live voice or live chat

Goals:

1. Determine the relative importance of live online help includingclick to call and click to chat on business-to-consumere-Commerce sites

2. Identify key factors and considerations that drive consumers useof different customer service options, including live help

3. Assess the relative usefulness of live voice help (via click to call)

and live text chat (via click to chat) in different phases of the onlinebuying cycle and among different demographics

ATG Live Help Consumer Survey


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Study Methodology

1,052 respondents, age 18 and older, living in thecontinental United States

Respondents selected from panel of more than 2.5 millionindividuals, profiled across more than 500 attributes

(demographics, lifestyle, and behavioral characteristics) Respondents further differentiated by characteristics such

as browsing and purchasing frequency online, to ensuresample represented was active on the Web

Error rate of +/- 3% for each 1,000 respondents


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Key Findings

1. Live help services play a key role inconverting online transactions

2. Consumers want their questions answered

while they shop or research3. Consumers want optionsfor live help

4. A live call back from a customer service rep

is the preferred live help option

5. Demand for Click to Call outpaces availability


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Rank the features you find to be most important on a Web site, with 1 being most important and 7

least important.


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Rank the features you find to be most important on a Web site, with 1 being most important and 7

least important.

Live Help rankedthird in

importanceamong Web sitefeatures


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Please rank the methods which you believe would be most useful when seeking assistance from aWeb site, with 1 being most useful and 6 least useful.


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Please rank the methods which you believe would be most useful when seeking assistance from aWeb site, with 1 being most useful and 6 least useful.

Live helppreferredover emailand onlineself service

(FAQ)


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Which of the following methods of customer service have you used when seeking assistance from aWeb site? Choose all that apply.


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Which of the following methods of customer service have you used when seeking assistance from aWeb site? Choose all that apply.


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What are some of the factors that would drive you to seek live assistance from a Web site whenmaking a purchase online? (Pick up to three)


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What are some of the factors that would drive you to seek live assistance from a Web site whenmaking a purchase online? (Pick up to three)


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In the following scenarios, would you rather use live call (clicking a button or accepting a proactiveinvitation to have a customer service representative call you) or live chat (clicking a button oraccepting a proactive invitation to initiate a text chat interaction with a customer servicerepresentative) if you needed assistance?


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For the scenarios above in which you chose interacting via live call vs. live chat, please check all thereasons that would drive you to initiate a voice interaction:


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For the scenarios above in which you chose interacting via live call vs. live chat, please check all thereasons that would drive you to initiate a voice interaction:


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For the scenarios above in which you chose interacting via live chat vs. live call, please check all thereasons that would drive you to initiate a text chat interaction:

F h i b i hi h h i i i li h li ll l h k ll h


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For the scenarios above in which you chose interacting via live chat vs. live call, please check all thereasons that would drive you to initiate a text chat interaction:


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O l f 1 5 ( ith 1 b i t l f l d 5 b i t f l t ll) l t h f l


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On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how usefulyou think live call options would be when making purchases online.

O l f 1 5 ( ith 1 b i t l f l d 5 b i t f l t ll) l t h f l


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On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how usefulyou think live call options would be when making purchases online.

On a scale of 1 5 (with 1 being extremely useful and 5 being not useful at all) please rate how useful


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On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how usefulyou think live chat options would be when making purchases online.



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On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how usefulyou think live chat options would be when making purchases online.



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On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how usefulyou think having live call AND live chat options together would be when making purchases online,offering you both options based on your own personal preferences and needs.



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On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how usefulyou think having live call AND live chat options together would be when making purchases online,offering you both options based on your own personal preferences and needs.


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Conclusions

Consumers have spoken they want livehelp and they want the choice of a live voiceor live chat while they are online

Businesses should consider an integratedlive help solution that targets the right type of

help (voice or chat) at the right shoppers atthe right time

Based on usage data, Click to Call is not asbroadly available as Chat despite its

preference among consumers in keysituations businesses should be carefulabout relying on a toll free number to deliverreal-time voice help to online shoppers


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ATG Product Suite At-a-Glance

Shopping Cart & Product Catalog

Merchandising & Searchandising

Commerce Search

Multivariate Testing

Marketing Campaign Manager

Business & Customer Analytics Integrated Customer Service

Knowledge/Incident Management

On Demand Commerce Platform

Commerce SuiteLicensed or OnDemand

Automated Recommendations

Click to Call

Click to Chat

Call Tracking

Save & Send

Form to Phone Video Connect

e-CommerceOptimization Services

Platform-Neutral Services


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Join us for the next webinar in the series:

ROI Best Practices: Maximizing Return On YourLive Help InvestmentPreparing your Web site and Contact Centerhttp://www.atg.com/en/company/news/webinars/

or contact us at [email protected]
http://www.atg.com/en/company/news/webinars/http://www.atg.com/en/company/news/webinars/mailto:[email protected]:[email protected]://www.atg.com/en/company/news/webinars/http://www.atg.com/en/company/news/webinars/

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