The case study focuses on a major Indian e-commerce retailer utilizing chat as a key engagement tool for sales and customer support, revealing that 43% of customers prefer to chat before purchasing big-ticket items. The findings highlight a significant opportunity for improved customer interaction, especially during off-hours, as only 28% of chat requests are currently being addressed. Implementing automated chat and increasing workforce during peak hours could enhance customer satisfaction and conversion rates.

1. Case study-
One of largest e-commerce retailer
in India looks at chat as an major
engagement medium for
sales and support
vHelp.me Converting more visitors into customers

2. Customer highlights
Customer Details
1. One of the oldest and
largest e-commerce (non -
travel) players in India with
more than a 6 million hits a
month.
2. 30-35% bounce rates.
3. 50% shoppers come in the
time frame of 9am -2 pm

3. Conversation analysis- Distribution in categories
Pre order
Delivery
Payment
Product Related
Refund
Technical
Business related
Others
Not declared
Very large number of customers (43%) wanted to chat before ordering big ticket
items, which suggest that sales might get a boost by engaging with customers.

4. Realtime emotional analysis
Positive emotions
Negative
Neutral emotion
Not detected
Very few irate customers (9%) means that overall satisfaction levels are high on
chat as a medium

5. No one is talking to high spending US customers
Chat request 10am-6pm
Chat requests btw 6pm -10 am
Only 38% of the total users are requesting chats during off hours (Mostly
customers from US), which are not being served.

6. People like to know more about the products
Pre order
Delivery
Payment
Product Related
Refund
Technical
Business related
Others
Not declared
14% of the queries were product related queries, related to the product being
ordered

7. Post sales, payment, delivery and refund dominate
Pre order
Delivery
Payment
Product Related
Refund
Technical
Business related
Others
Not declared
Customers are anxious to track shipments and as such 14% queries are actually
related to delivery. Good, consistent delivery ensure repeat customers.

8. Chat sessions are shorter than voice calls
During chat Value
Average wait time 1.2 minutes
Average handling time
9.7 minutes
worked
13.5 minutes
Maximum handling time
Avg queries per chat 7
Avg. Wait time
Min. Handling time
Avg. Handling time
Max. chat time

9. Inclination to chat vs actual engagement
Clicked on chat but left without chatting
Abandoned chat after waiting
Opted for email because of wait
Actually Engaged
Only 28% of the total chat requesters are getting served, need 4 times the current
manpower to address all customers requests or get automation to handle the extra load

10. Care strategy offered
Intelli- Live chat for helping customers during 10 am - 6pm.
Automated chat for helping customers during off hours 6 pm- 10am.
A new engagement force just focused on selling through chat.

11. Chat is better, quicker and cheaper
Better Quicker Cheaper
• Customers prefer • Chat was the • Total infrastructure
chat over email and fastest way to cost of chat
phone, the two resolve a query vs solution was
most common email and phone.
cheaper by 75%
channel available than on phone.
for engagement,
• For pre order
even in India.
queries, customer • Running cost of
prefer to chat rather chat solution is
• More than 60% than to email or lower by 30% than
customer waited to phone. on phone.
chat, rather than to
email, the option
offered to others.

12. Thank you
email CEO@vhelp.me for more details.