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	February 4, 2008 The ROI Of Interactive Chat A Total Economic Impact™ Analysis Uncovers Big Benefits Of Proactive Chat by Chip Gliedman with Sharyn Leaver, Jon Erickson, Mary Ann Rogan	Average: 9  (1 rating)

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Executive Summary

Too many companies sit passively by while prospects on the verge of buying abandon their online shopping carts or applications, potentially never to return. Smart organizations are evaluating the merits of adding chat and other interactive functions to their Web sites to better engage the customer and potentially increase sales. While it is true that chat will add incremental costs to the organization, blindly deciding to avoid these costs is shortsighted. A Total Economic Impact (TEI) analysis of interactive chat shows that investment in reactive chat is likely to produce a small positive return on investment (ROI) of 15%, while an additional investment in proactive chat capabilities will produce an incremental 105% ROI and millions of dollars in positive business benefits in a typical business-to-consumer (B2C) organization.

TABLE OF CONTENTS

• Interactive Chat: An Untapped Opportunity To Engage And Close
• Three Factors Determine The ROI Of Interactive Chat
• Calculating ROI For B2C Marketing, Sales, And Service
• Reactive Chat Is Mildly Positive; Proactive Chat Adds Big Benefits

RECOMMENDATIONS

• Clear Intent And Ongoing Vigilance Will Lead To Predictable Results
• Supplemental Material
• Related Research Documents

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