March 11, 2008

Improving The Design Of Chat Interactions

Forrester's Click-To-Chat Evaluation Uncovers Best Practices

by Adele Sage

with Bruce D. Temkin, Andrew McInnes, Olga Melnikova

Executive Summary (This is a document excerpt)

Consumers like the immediacy of chatting with agents on a company Web site, but they aren't satisfied with the experience. To identify ways for improving these experiences, Forrester applied its Click-To-Chat Interaction Review methodology to a number of different companies. We found good examples in all 10 of our criteria that cut across three categories: value, presentation, and trust. To uncover problems, firms should apply Forrester's review methodology to their own chat interactions.

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