Live chat on BT.com <br />Sam Calvert, Head of Online Sales <br />BT Retail Consumer, <br />19 August 2010 <br />
A bit about BT <br />
About BT Retail Consumer <br />12m customers <br />Core products: <br />Phone lines<br />Broadband <br />IP TV <br />£5Bn ...
BT.com Online Sales Channel <br />500,000 visitors/week<br />3.5m registered users<br />4% online conversion<br />20% of a...
<ul><li>420,000 visitors/week
2.1m registered users
2% online conversion
12% of all sales transactions done online</li></ul>BUT.... BT.com – Key metrics in May 2008<br />
monitor<br />evaluate<br />analyse<br />action<br />Where we’ve been in the last 2 years.... <br />KEY THOUGHT<br />BT mak...
 Upsell products
 Single check out
 No manual intervention</li></li></ul><li>BT approach to live chat  <br />Early 2007 - Trial with 6 internal agents <br />...
Livechat on BT.com – an overview <br />Available on core products – calls, broadband, TV, bundles<br />Intended as Sales a...
No reactive chat on BT.com<br />
What is a ‘hot lead’?<br /><ul><li>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?</li></li></ul><li>When to chat with a customer?<br />When stalling on s...
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Transform Online Sales Conversion At Bt Using Live Chat Samslides

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Transform Online Sales Conversion At Bt Using Live Chat Samslides

  1. 1. Live chat on BT.com <br />Sam Calvert, Head of Online Sales <br />BT Retail Consumer, <br />19 August 2010 <br />
  2. 2. A bit about BT <br />
  3. 3. About BT Retail Consumer <br />12m customers <br />Core products: <br />Phone lines<br />Broadband <br />IP TV <br />£5Bn turnover<br />
  4. 4. BT.com Online Sales Channel <br />500,000 visitors/week<br />3.5m registered users<br />4% online conversion<br />20% of all sales transactions done online<br /><br />
  5. 5. <ul><li>420,000 visitors/week
  6. 6. 2.1m registered users
  7. 7. 2% online conversion
  8. 8. 12% of all sales transactions done online</li></ul>BUT.... BT.com – Key metrics in May 2008<br />
  9. 9. monitor<br />evaluate<br />analyse<br />action<br />Where we’ve been in the last 2 years.... <br />KEY THOUGHT<br />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<br />Getting serious about conversion<br />Site redesign based on user, market and business insight<br />Standardising simplifying and automating order processes<br />Exploit technology to drive incremental sales<br />KEY PRINCIPLES: <br /><ul><li> Streamline journey
  10. 10. Upsell products
  11. 11. Single check out
  12. 12. No manual intervention</li></li></ul><li>BT approach to live chat <br />Early 2007 - Trial with 6 internal agents <br />2007 - Vendor assessment <br />Pay for incremental sales model<br />2007/08 – Broadband chat launch <br />Test and learn <br />Early 2008 – TV products <br />Mid-2008 – Lines sales <br />Now running 35-40 agents<br />
  13. 13. Livechat on BT.com – an overview <br />Available on core products – calls, broadband, TV, bundles<br />Intended as Sales assistance – not service<br />No reactive chat <br />
  14. 14. No reactive chat on BT.com<br />
  15. 15. What is a ‘hot lead’?<br /><ul><li>Dwell on a certain page too long?
  16. 16. Move backwards in check out process?
  17. 17. Encounter an error?
  18. 18. Visited a combination of pages in a certain order?</li></li></ul><li>When to chat with a customer?<br />When stalling on site<br />BEFORE site entry<br />DURING purchase <br />AFTER leaving...?<br />
  19. 19. BEFORE<br />
  20. 20. DURING<br />
  21. 21. AFTER <br />
  22. 22. Further opportunity to target real sales leads<br />Multivariate Test<br />YES<br />BT?<br />Multivariate Test<br />Liveperson Rule<br />NO<br />
  23. 23. Remarkable results<br />Chat launched<br />May 2008<br />
  24. 24. So how are we doing? Customers say…<br />What would you have done if you had not received assistance through Live Chat? <br />Would have called 42.90%<br />Would have attempted to find the answer online 26.34%<br />Would have left the site without an answer 25.82% <br />Would have sent an email or written 4.95%<br />
  25. 25. From 2008 to 2010, live chat on BT.com has evolved so chat helps contribute to nearly 20% of all online sales<br />
  26. 26. Award winning chat...<br />
  27. 27. Any questions?<br />

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