• Save
Transform Online Sales Conversion At Bt Using Live Chat Samslides
Upcoming SlideShare
Loading in...5
×
 

Transform Online Sales Conversion At Bt Using Live Chat Samslides

on

  • 1,103 views

Personal assistence on the web. BT case presentation for Tieto on Sail 2010

Personal assistence on the web. BT case presentation for Tieto on Sail 2010

Statistics

Views

Total Views
1,103
Views on SlideShare
1,103
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Transform Online Sales Conversion At Bt Using Live Chat Samslides Transform Online Sales Conversion At Bt Using Live Chat Samslides Presentation Transcript

  • Live chat on BT.com
    Sam Calvert, Head of Online Sales
    BT Retail Consumer,
    19 August 2010
  • A bit about BT
  • About BT Retail Consumer
    12m customers
    Core products:
    Phone lines
    Broadband
    IP TV
    £5Bn turnover
  • BT.com Online Sales Channel
    500,000 visitors/week
    3.5m registered users
    4% online conversion
    20% of all sales transactions done online

    • 420,000 visitors/week
    • 2.1m registered users
    • 2% online conversion
    • 12% of all sales transactions done online
    BUT.... BT.com – Key metrics in May 2008
  • monitor
    evaluate
    analyse
    action
    Where we’ve been in the last 2 years....
    KEY THOUGHT
    BT makes it easy for me to understand, select and buy the right products and services online, because they have made the process easy and uncomplicated
    Getting serious about conversion
    Site redesign based on user, market and business insight
    Standardising simplifying and automating order processes
    Exploit technology to drive incremental sales
    KEY PRINCIPLES:
    • Streamline journey
    • Upsell products
    • Single check out
    • No manual intervention
  • BT approach to live chat
    Early 2007 - Trial with 6 internal agents
    2007 - Vendor assessment
    Pay for incremental sales model
    2007/08 – Broadband chat launch
    Test and learn
    Early 2008 – TV products
    Mid-2008 – Lines sales
    Now running 35-40 agents
  • Livechat on BT.com – an overview
    Available on core products – calls, broadband, TV, bundles
    Intended as Sales assistance – not service
    No reactive chat
  • No reactive chat on BT.com
  • What is a ‘hot lead’?
    • Dwell on a certain page too long?
    • Move backwards in check out process?
    • Encounter an error?
    • Visited a combination of pages in a certain order?
  • When to chat with a customer?
    When stalling on site
    BEFORE site entry
    DURING purchase
    AFTER leaving...?
  • BEFORE
  • DURING
  • AFTER
  • Further opportunity to target real sales leads
    Multivariate Test
    YES
    BT?
    Multivariate Test
    Liveperson Rule
    NO
  • Remarkable results
    Chat launched
    May 2008
  • So how are we doing? Customers say…
    What would you have done if you had not received assistance through Live Chat?
    Would have called 42.90%
    Would have attempted to find the answer online 26.34%
    Would have left the site without an answer 25.82%
    Would have sent an email or written 4.95%
  • From 2008 to 2010, live chat on BT.com has evolved so chat helps contribute to nearly 20% of all online sales
  • Award winning chat...
  • Any questions?