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How To Maximize The Power Of

Click to Call PLUS Click to Chat

Ryan Hoppe Faramarz Farhoodi


Director, Marketing CIO, VP of eCommerce
ATG eCommerce Optimization Motosport
Agenda
 Who is ATG?
 Why Do Online Buyers Need Help?
 Live Help Primer
 Consumer Preference: Voice or Chat?
 Three Live Help Myths: Debunked!
 Innovative Live Help Examples
 Case Study: MotoSport
 Best Practices & Next Steps

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ATG Company History
 Over 900 customers worldwide
 Headquarters in Cambridge, MA, with offices
throughout North America and Europe
 Approximately 500 employees
 2008 revenue: $164.6 million, with profitability

1991 1999 2004 2006 2008

Founding IPO Acquired Acquired Acquired


(ARTG)

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ATG Product Suite At-a-Glance

e-Commerce
Commerce Suite
Licensed or OnDemand
Optimization Services
Platform-Neutral Services

 Shopping Cart & Product Catalog  Click to Call


 Merchandising & Searchandising  Click to Chat
 Commerce Search  Call Tracking
 Multivariate Testing  Save & Send
 Marketing Campaign Manager  Form to Phone
 Business & Customer Analytics  Video Connect
 Integrated Customer Service  Automated Recommendations
 Knowledge/Incident Management
 On Demand Commerce Platform

4
ATG Powers the World’s Top Brands Online

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Why Do Online Buyers Need Help?
Why Online Buyers Need Help?
Before They Buy

 Don’t have all the information


needed to answer questions and
make purchase decision

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Why Online Buyers Need Help?
Before They Buy

 Don’t have all the information


needed to answer questions and
make purchase decision

 Sensitivity of information or high-price


of transaction

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Why Online Buyers Need Help?
Before They Buy

 Don’t have all the information


needed to answer questions and
make purchase decision

 Sensitivity of information or high-price


of transaction

 Just want to take final steps with comfort


of some human assistance

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Why Online Buyers Need Help?
After They Buy

 Shipping, delivery or service


activation status

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Why Online Buyers Need Help?
After They Buy

 Shipping, delivery or service


activation status

 Questions about using, operating or


activating product or service

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Why Online Buyers Need Help?
After They Buy

 Shipping, delivery or service


activation status

 Questions about using, operating or


activating product or service

 Need help using Website’s


secure services

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Live Help Primer:
-What is it?
-What are the benefits?
-How does it work?
Live Help: Click to Call & Click to Chat
Interactive voice and text chat services that let buyers
communicate with a live agent while buying or getting service online.

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Benefits of Live Help
Retain Loyal
Customers

Increase Customer
Value

Convert Visitors
Into Customers

Reduce
Abandonment
PROFIT

Reduce call
duration
Reduce unnecessary
phone transfers

Deflect unprofitable
calls to chat

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How It Works

Website Visitor Live Agent

Visitor sees proactive


1 (targeted) or reactive
invitation for live help.

Live Help

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How It Works

Website Visitor Live Agent

Visitor accepts live help


2 invitation, invoking service
and passing Web session
data.
Live Help

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How It Works

Website Visitor Live Agent

Live Help

Visitor is connected with live


3 agent via text chat or phone
call.

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How it Works

Website Visitor Live Agent

Live Help

Web session data is passed


4 to the agent’s screen.

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How it Works

Website Visitor Live Agent

CRM

Additional visitor information


Live Help 5 can be matched and passed
from the company’s CRM
system to personalize the
interaction.

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How it Works

Website Visitor Live Agent

CRM

Live Help

Page push and co-browse


6 capabilities allow agents to
collaborate with visitors in
real time.

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How it Works

Website Visitor Live Agent

CRM

Live Help

Web transaction data is


7 captured to calculate online
revenue lift.

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How it Works

Website Visitor Live Agent

CRM

Live Help

Contact center transactions


8 are imported to calculate
offline revenue lift.

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Quick, Easy, Measurable Revenue Lift

# of times a live chat or


call button was shown

# of call or chat attempts

# of completed calls or
chats

# of resulting transactions

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Consumer Preferences:
Voice or Chat?
Voice or Chat?
Consumers Use Both Voice & Chat

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Voice or Chat?
Older Buyers Prefer Voice

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Voice or Chat?
Younger Buyers Prefer Chat

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Voice or Chat?
Majority Of Buying Power Is Evenly Split

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Three Myths About Live Help –
DEBUNKED!
Myth # 1

Offering Voice & Chat is


Unnecessary – One or
the Other is Sufficient

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Reality

Both Voice and Chat are


Required to Maximize
Online Interactions

 Younger buyers (Gen Y) opt for Chat vs. Voice, yet the
majority of buyers with purchasing power prefer Voice.
 Buyers early in purchase cycle may prefer Chat, whereas
those ready to buy often prefer Voice.
 Cultural, language and typing issues will push some
buyers towards Chat and others towards Voice.

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Myth # 2

Voice Increases Costs;


Chat Reduces Costs

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Reality

Both Voice & Chat


Deliver ROI for the Right
Interactions

 Live Voice is not a 1-800 number. By targeting Voice


help to high value or potentially abandoning customers,
the resulting sales lift delivers near immediate ROI.
 According to Gartner, Chat can reduce service costs but
only when agents handle 3+ chats at a time.
 For complex sales or service, Voice can deliver higher
ROI than Chat because agents can handle only 1-2
simultaneous Chats.

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Myth # 3

Voice Is Better for Sales;


Chat Is Better for Service

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Reality

Voice & Chat Can Both


Deliver ROI for
Sales and Service

 For simple, low-cost sales (e.g. books), Chat often delivers


higher ROI than Voice.
 For more complex or moderate-to-high-priced sales, Voice
often delivers higher ROI than Chat.
 Targeting Voice to high-value customers, and Chat to lower-
value customers can deliver the highest sales ROI.
 Common service questions are ideal for Chat; agents can use
“canned” responses to shorten and handle multiple chats.
 Complex service requirements are more profitably handled by
Voice, particularly when up-sell opportunities exist.
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ATG Click to Call & Click to Chat
Customer Data

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Innovative Companies Maximizing
Interactions With Voice & Chat
Retail Sales

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Retail Sales

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Retail Sales

41
Travel Sales

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Travel Sales

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Travel Sales

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Banking (Sales)

45
Banking (Sales)

46
Banking (Sales)

47
Banking (Sales)

48
Banking (Sales)

49
Banking (Sales)

50
Banking (Service)

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Banking (Service)

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Banking (Service)

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MotoSport

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MotoSport

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MotoSport

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Live Help Case Study:
MotoSport
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1. About MotoSport

2. Business challenges which were met with Click to chat and Click to Call

3. Benefits/results of working with both

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About MotoSport

• MotoSport is one of the fastest growing online retailers of power sports apparel,
motorcycle parts and accessories
• Most company staff including Customer Contact Center are experienced riders – use
our products

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Unique Business Challenges Met with Live Help

 Multiple storefronts, one web site, some products common

 Many technically complex products with different seasonality


– Correct matching of Make/Model/Year to parts critical in improving customer confidence and reducing returns

– Live access to our experienced staff represent a competitive advantage

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Experience from Using eStara Click to Chat and Click to Call

 Enables MotoSport to leverage the expertise of its staff to improve


conversion and Average Order Value

 Click to chat and click to call deployed on all product detail pages

 Averaging over 500 click to chat and 120 click to call sessions per
week

 Chat conversion 3 X average site conversion

 Call conversion 4 X average site conversion

 Future plans to expand Click to chat and Click to call to 24 hours and
multi-lingual

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Best Practices & Next Steps
Consider Risks of Standalone Chat
 Chat is in the “limelight” because of its appeal to
younger buyers and some of the “myths”
discussed earlier
 Chat alone will fail to capture all sales; analysts
estimate 10% incremental exposure by offering
Voice & Chat
 Analyst data and ATG data shows that conversion
rates for Chat double when escalated to Voice
 Requiring Chatters to dial a 1-800 number will
force them to “start over” with a new agent,
resulting in lost sales

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Start With Voice, Then Add Chat
 Fast ROI with no capital investments (no software,
same agents, same call center infrastructure)
 Learn what Web pages and channels are driving
the most demand for live help
 Learn what triggers are driving the most usage
and revenue lift:
– Hovering on a page
– Cursor movement
– Transaction stage or value
– Error messages
– Null search results
 Prepare for Chat investment while reaping value
of Voice
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What To Look For in a Live Help Provider
 Proven, scalable, successful Voice & Chat
deployments
 Strong targeting and measurement (conversion
rate, average sale price, customer surveys)
 Voice integration with existing call center – no
software or equipment upgrades
 Seamless escalation from Voice to Chat (same
agent, same context, no starting over)
 Self-service Web portal for live help button
creation, targeting & reporting
 Strong client services group with expertise to help
you grow revenue with live help
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Q&A
Download the Live Help Whitepaper at:

http://www.atg.com/live-help

Or contact us at sales@atg.com

Thank You.