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Transform Online Sales Conversion At Bt Using Live Chat Samslides
 

Transform Online Sales Conversion At Bt Using Live Chat Samslides

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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

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    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?