December 30, 2004

How To Make Online Chat Pay Off

by Brad Strothkamp

with Ron Shevlin, Adele Sage

Executive Summary (This is a document excerpt)

Low consumer use of online chat, coupled with high implementation and operational costs, makes developing a business case for the service difficult. But finding a workable solution is worth the effort — the consumers who use online chat are often firms' most valuable customers. To control operational costs and ensure that the tool is used only for high-value interactions, firms should deploy invite-to-chat solutions like those available from KANA and Proficient Systems.

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