Best Practice Report

Text-Based Chat Best Practices: Tractor Supply Company’s Customer Service Features

February 5th, 2021
Nicole Murgia, Senior Researcher
Nicole Murgia Senior Researcher
Julie Ask, null
Julie Ask
With contributors:
Fiona Swerdlow , Hailey Colin

Summary

Retailers and brands must deliver experiences that are efficient, effective, and effortless for the customer. This piece is part of a series showcasing best-in-class examples of conversational interfaces; it focuses on Tractor Supply Company’s customer service features. According to the Forrester Analytics Consumer Technographics® US Retail Recontact Survey, 2020, 42% of US online adults said it was important for retailers to offer live online chat on their website, up from 27% in 2019. When customers ask for help choosing a product, agents take the opportunity to recommend Tractor Supply Co.’s private label brand, 4Health. It’s a good example of how retailers can use chat for both customer service and marketing purposes. To learn more about the evolving presence of chat in retail, attend or listen to our webinar on The State Of Chat In Retail: The Current And Future States. If you have questions, schedule an inquiry with us for more information.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.