Forrester

Why Read This Report

eBusinesses expanding internationally are often driven to expand online support options for new global customers. eBusiness professionals are increasingly looking to chat to capitalize on results they have seen at home including call deflection, increased conversion, and enhanced customer satisfaction. Any international online deployment — particularly one involving live interactions with customers — can be complex. Chat is no exception. eBusiness professionals must have a solid understanding of the culture and customers in the target market; an implementation strategy that leverages existing infrastructure; and a solid plan to manage key issues such as translation, escalation, and usability. While the experience of a successful chat implementation at home will provide valuable insight, the biggest risk to a successful international chat deployment is making assumptions that what is true in one market will hold true in another.