Best Practices: Online Chat


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Best Practices: Online Chat

  1. 1. Best Practices: <br />Online Chat<br />Benchmarking study | overview<br />TELUS International<br />2011<br />
  2. 2. Online chat<br />What is it and why does it matter?<br /><ul><li>Online chat refers to real-time text communication over the Internet via computer that enables two-way typing to connect users.
  3. 3. Online chat delivers rapid, personalized and timely communications through direct interaction, resulting in a wide range of benefits including:
  4. 4. Shortens the sales process
  5. 5. Reduces overall contact center costs
  6. 6. Increases transaction values with up-sell and cross-sell opportunities
  7. 7. Offers significantly higher satisfaction metrics (CSAT) over voice support
  8. 8. Provides the opportunity to engage customers in their preferred service channel and ultimately, build company brand</li></li></ul><li>Growing expectation for live chat support<br />Research confirms live chat as a growing service channel:<br />Bold Software survey (2010) found that:<br />Once a shopper has used live chat, more than 2/3rds will actively look for websites that provide it<br />77% of chatters agree that the technology positively influenced their attitude about the online retailer<br /> survey (2009) found that:<br />63% of survey respondents said that they were more likely to return to the website where they had originally experienced live chat <br />62% of the survey group said that they were more likely to purchase from the website again<br />38% of the survey sample said that they had purchased from the e-commerce website due to the chat session itself<br /> survey (2009) found that:<br />E-commerce websites which provide live chat service throughout the shopping experience are able to reduce shopping cart abandonment by more than half (59.8%)<br />
  9. 9. Types of chat and related ROI<br />Reactive chat (or click-to-chat)<br />A “chat with us” function (button) is placed on key web pages with visitors selecting to chat if desired<br />Proactive chat (or chat by invitation)<br />An invitation to chat is initiated by the agent based on certain characteristics (abandoned shopping cart, a set of page views, higher-value customer, etc.)<br />In most cases, a pop-up window appears on the screen with the invitation<br />The impact on ROI:<br />From a 2008 study, The ROI of Interactive Chat, by Forrester Research: <br />Reactive chat (or click-to-chat options) earned a 15% return on ROI on the chat service itself<br />Proactive chat (or chat by invitation) earned an impressive 105% ROI<br />
  10. 10. The chat channel is immature<br />Surprisingly, the chat channel is immature despite consumer preference for it<br />Sales chat is not widely available – a number of leading online companies do not offer it<br />When offered, performance varies widely across industries and often, the overall customer experience can be improved<br />
  11. 11. Benchmarking study<br />Defining the ideal online chat sales session:<br /><ul><li>TELUS International commissioned a benchmarking study using independent consulting firm, SPOT Consulting
  12. 12. 60 in-depth sales chat sessions were conducted with 6 Fortune 500 companies to analyze the qualitative metrics of an ideal chat sales session
  13. 13. Results were scored against 3 major criteria that contribute to the total customer experience:</li></ul>Agent skills<br />Chat system features<br />Communications style<br /><ul><li>Over 20 variables were examined across the 3 major criteria
  14. 14. The complete benchmarking study / white paper is available for download at (</li></li></ul><li>Three major chat criteria <br /><ul><li>Total customer experience based on three major criteria:
  15. 15. Agent knowledge and abilities
  16. 16. Customer-facing chat system features
  17. 17. Agent communications / writing</li></li></ul><li>Why are these important?<br />
  18. 18. Agent knowledge and abilities |example<br /> Direct, accurate written responses are essential for rapid-fire chat interactions<br /> Canned responses should be well-written and informative<br />Customer: Do you guys finance?<br />Retailer: Our Platinum Account is a revolving line of credit that gives customers the flexibility to make monthly payments or pay for their purchase all at once. Your first statement will come in the mail about 30-45 days after the order is shipped. Is this something you would be interested in? <br /> Pricing accuracy and knowledge of corporate website is critical<br />Customer: What's the price?Retailer: 322Customer: You just sent me a URL that says:Customer: Retail: $235 USD Upgrade: $176 USDCustomer: What is 322 all about?Retailer: Click here pleaseRetailer: great question, I am not sure about this. Sorry<br />
  19. 19. Chat system features: data security | example<br />Chat transcript:<br />Thank you for your question! A customer service representative will be with you shortly. For your security, some numbers submitted during this chat session will be visible only to the person assisting you.<br />Customer:  Can you explain your security policy?<br />Retailer:  For your security, we encrypt your personal information, including your name, credit card and address data while transmitting over the Internet using SSL(Secure Sockets Layer). SSL is the industry standard method for protecting web communications. When your browser is in secure mode, you will notice an unbroken key or a closed lock at the bottom left corner of the page. You can also double check by looking at the URL line of your browser. When accessing a secure server, the first characters of the site address will change from ' http' to ' https.' With regards to overall security, we always use industry standard encryption technologies when transferring and receiving data exchanged with our site. The facilities that house our servers are physically secured to protect against the loss, misuse or alteration of all data and information collected.<br />Retailer:  If for any reason you don't feel safe placing your order via chat or online you can call and speak with a personal shopper to place your order. Our number is 1.800.###.#####<br />Customer:  OK. I'm going to test this by entering my phone number.<br />Customer:  ###-###-###9Customer:  Do you see my phone number?Retailer:  Yes, I do.Retailer:  Great! Thank you for visiting us today. If we can be of further assistance, please feel free to visit Live Chat again or reach us at 1.800.###.####. To finish your chat session today click the ‘End Session’ button in the bottom right hand corner. Have a great day<br />Retailer effectively secures private information by:<br />Leading with security messaging<br />Strong canned security message<br />Customers can see their private information is masked <br />
  20. 20. Agent writing skills | example <br />Most online readers scan to find information<br /> Good grammar facilitates quick reading and sets a professional tone<br /> Agent: Thank you for your patience, Lanie. I would be happy to send you the link to the petite size 8 pants in black and brown. Will this be okay?<br /> Lack of capitalization and punctuation slows reading, causes confusion<br />Customer: Where can I find the differences in the new Intel Core processors written down?<br />Agent: we do not have any specification on that we have done the research on it the best will be the i7 but if you want to know more in detail about it you may call the tech team for it<br />
  21. 21. Learn more – white paper<br />Download the complete benchmarking white paper study at<br />What you’ll learn:<br />Trends in online chat growth and preference<br />Proactive vs. reactive chat and related ROI<br />Benefits of online chat for sales<br />Benchmarking results across agent skills, chat system features & communication style<br />Attributes of the ideal online chat sales session covering 20 key variables<br />Considerations for integrating chat into the contact center<br />Performance metrics for online chat sales<br />Key recommendations for improving online chat customer experience<br />Chat considerations – checklist<br />
  22. 22. Connect with us<br />Learn more about our online sales chat / contact center practice:<br />Web:<br />Twitter:<br />Email:<br />1.800.306.1586 (toll free North America)<br />1.780.392.0160 (global)<br />
  23. 23. © 2011 TELUS. Other company and brand, product and service names are for identification purposes only and may be trademarks or registered trademarks of their respective holders.<br />