Web chat is quickly becoming the preferred communication channel for today's online consumer. When implemented correctly, web chat also has one of the highest satisfaction ratings among all online channels. How can you ensure your initiative meets or exceeds your goals?

1. 1 PROPRIETARY &
CONFIDENTIAL
EXPERTISE HOUR:
THE DOS & DON’TS OF
WEB CHAT
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2. 2 PROPRIETARY &
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Speaker
Johan Jacobs,
Former Research Director,
Gartner, Inc.

3. Johan Jacobs
Former Gartner Analyst
13 August 2013

4. Which Group are You?
 Some organizations have tried Web Chat already, and
have it live or had it live at some point
 Not working for you
 Low CSAT scores
 Not seeing the benefits
 Thinking of switching Web Chat off
 Some organizations are planning on deploying Web
Chat in the not too distant future
 Find out what mistakes the above group made
 Reality is that Web Chat is very fast growing channel
and being demanded by customers for Web and
Mobile interactions

5. Terminology
 Live Chat
 Proactive Chat
 Mobile Chat
 Interactive Chat
 Many names to add to the confusion
 We will use “Web Chat”

6. Why Web Chat?
 The reason most often quoted is to reduce costs
 Introduce additional Customer interaction channels

7. Start a Pilot project
 Most deployments start as pilots
 Most pilot projects are not seen as strategic
 Select low cost product
 Pilots tend to become permanent
 Success criteria
 Low Cost ….. But you have high people cost
 High Satisfaction ….. This seldom happens

8. Best Practice # 1
 NO PILOT project…….
 Either commit to the project or don’t do it at all
Lets explore further…….

9. Web Chat Costs
 Two Types
 Cost of the Technology
 Cost of the Agent
 Technology cost = 10% to 20% of a Contact Center
 Agent cost
 72% of Agent cost is Salaries
 28% of Agent cost attributed to Technology
 Only looking at Technology Cost savings will yield only
a small benefit

10. Focus on Agent Costs
 Average Web Chat duration = Phone AHT x 2
 A Web Chat takes twice as long as a phone call
 A Web Chat agent is half as productive as a phone agent
 The cost for a Web Chat agent is double that of a phone
agent
 TCO of Web Chat is worse than that of a Phone call
 Cost Savings / Cost Reduction Business Case Fail

11. Best Practice # 2
 The day you start Web Chat agents must perform
minimum of 2 simultaneous concurrent Web Chat
sessions
Lets explore further…….

12. Web Chat Benchmark
 Simplistic Interaction Environment
 6 simultaneous Web Chat sessions
 3 times as productive as a phone call
 1/3 the cost of a phone call
 Complex Interaction Environment
 4 simultaneous Web Chat sessions
 2 times as productive as a phone call
 ½ the cost of a phone call

13. Hands Up……..
 Anybody that knows an agent that can successfully
achieve 6 simultaneous Web Chat Sessions and get
high CSAT scores …

14.  Never give a Web Chat responsibility to a phone based
Call Center agent
 Single biggest Web Chat mistake that organizations
make
Lets explore further…….
Best Practice # 3

15. Why Phone Agents can’t Chat
 It’s Simple - They can’t type
 90% of Call Center Agents type with only two fingers
 Minimum requirement is 65 Words Per minute double
hand typing

16. What you should do
 Change recruitment technique / process when
planning to deploy Web Chat
 Recruit for Business Writing Skills
 Recruit for Typing Skills
 Web Chat is a Written Business Communication
Channel NOT a spoken one
 Web Chat is not poorly structured sentences
 Web Chat does not consist of a number of acronyms
strung together
 AWGTHTGTTA – (Google it)

17. Final Piece of Puzzle
Web Chat actually has nothing to do with Chat
The success of Web Chat depends on
Knowledge Management

18. Five Knowledge Categories
 Corporate Knowledge
 Policies and Processes and Corporate Content
 What companies did in the 80’s
 Agent Knowledge
 Information CSR’s need to answer Customer questions
 Customer Knowledge
 Information Customers need to answer own questions
 Partner Knowledge
 Information Partners in your supply chain need
 Social Knowledge
 Content contributed by and delivered to Social communities

19. Five Levels of Search
 Key Word or Question matching Search
 Least accurate
 Natural Language Search
 Ability to understand sentences
 Semantic Search
 Different meanings of words
 Multiple questions in one sentence
 Intent Based Search
 Intention behind question by looking at behaviour
 Decision Trees or Case Base Reasoning
 Search engine asks you questions

20. Knowledge Centered Information
 Is NOT….
 Google
 FAQ
 10 to 20 answers to a Question
 Document Management
 Scripted responses
 IS….
 The ability to deliver highly relevant answers
 The “Single Right Answer”

21. Knowledge has a KPI & SLA
 Key Performance Indicator
 Relevance of Response
 Relevance of Response = First Call Resolution
 Service Level Agreement
 85% or more
 Only ever deliver 3 or less answers to a question
How you do this, what the organizational structure
looks like, who owns it etc. will be the topic of our next
Webinar

22. Assuming you have a deep rich Knowledge Base solution
 Tightly couple and Integrate your Knowledge Base
with your Web Chat solution
Lets explore further…….
Best Practice # 4

23. How it Works
 Customer Types Question in Web Chat session
 Knowledge Base intercepts and search for answer
 Pops Answer to Agent
 Agents press <Paste> to get answer to Web Chat window
 Agent sends answer to Customer

24. Benefits
 Same answer irrespective if…
 Customer searches Self Service KBS by themselves
 Customer asks Call Center agent
 Customer engage with Web Chat Agent
 Multiple simultaneous concurrent Web Chat sessions
 High Customer Satisfaction due to good quality
responses
 High Productivity due to not retyping same answer
 Well Authored answers
 Highly Relevant Responses (85% or more)

25. Pilot Project Final Analysis
 Had integrated Knowledge Base
 Same response to same question
 Agents had typing skills
 Agents had business writing skills
 Multiple simultaneous chat sessions
EpicWebChatFail

26. Four Web Chat Best Practices
 Commit yourself to Web Chat or don’t do it. Pilot
projects for Web Chat does not work
 From day 1 you need to run multiple simultaneous
Web Chat sessions
 Never give a Call Center phone agent the responsibility
to perform Web Chat
 Tightly couple a Knowledge Management solution
with your Web Chat product. Without this low cost &
high productivity is not possible

28. Video Chat
Considerations
 Agent Aesthetics
 Not all your CSR’s necessarily suitable
to represent the corporate image on
camera
 Distracting Contact Center
 Personalized cubicles are distracting
 Moving People are distracting
 CSR not focus on camera is distracting http://www.youtube.com/watch?v=mR8oGt_QX38

29. Virtual Assistants
 Conversational interface that delivers text and/or voice
based information via a mobile or web user interface
 Knowledge Navigator first surfaced
in 1987 - http://www.youtube.com/watch?v=_a0t2Eb7YJk
 Tightly coupled with Knowledge Base
 Delivers “Single Right Answer”
 Increases Self Service “Stickiness”
 Reduce Cost of transaction
 Never take leave; Never gets sick;
Never ask for a raise & works 24x7

30. Johan Jacobs
Former Gartner Analyst
13 August 2013
johanj01@telkomsa.net
Twitter: Bushman10

31. 31 PROPRIETARY &
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