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	March 9, 2009 (updated March 25, 2009) Best Practices: Implementing Online Chat by Chip Gliedman with Sharyn Leaver, Andrew Magarie, Varun Sedov

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Executive Summary

As companies move to improve their online customer experience, many more are using text-based chat to better engage visitors to their site. But the customer service organization, in conjunction with the Web site designers and customer experience professionals, must address a suite of nontechnical issues to ensure that both the company and the customers benefit from the chat experience. To uncover best practices when implementing online chat, Forrester spoke with all of the major vendors of chat software, approximately a dozen companies that have implemented chat, and reviewed approximately 30 chat implementations available to customers and prospects. We found best practices in four areas: 1) organization and staffing; 2) process design; 3) business integration; and 4) security.

TABLE OF CONTENTS

• Organizations Look To Chat To Increase Customer Engagement
• Best Practices When Implementing Online Chat
• Best Practice No. 1: Staff And Organize Based On Business Goals And Value
• Best Practice No. 2: Unify Processes And Policies Across Channels
• Best Practice No. 3: Implement And Integrate Based On Business Goals
• Best Practice No. 4: Make Security A Process And A Technology Issue
• Forrester's Interactive Chat Next Practices
• Identifying Your Challenges
• Measuring Your Success
• Case Studies
• Supplemental Material
• Related Research Documents

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