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For eBusiness & Channel Strategy Professionals

Making Proactive Chat Work

Maximizing Sales And Service Requires Ongoing Refinement

June 4, 2010

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Authors

  • By Diane Clarkson
  • with Carrie Johnson,
  • Elizabeth Stark,
  • Brendan McGowan

Why Read This Report

Many online consumers want help from a live person while they are shopping online; in fact, 44% of online consumers say that having questions answered by a live person while in the middle of an online purchase is one of the most important features a Web site can offer. Proactive chat can provide this type of customer support, ultimately achieving multiple business goals for eBusiness professionals, including reducing abandonment, improving conversions, and driving customer satisfaction. Implementing proactive chat can be a complex process that requires aligning multiple business areas. However, a successful proactive chat implementation doesn't end with a check mark next to the word "done"; savvy eBusiness professionals understand that proactive chat success requires ongoing refinement of the business rules that will trigger chat invitations, staffing, and customer experience.

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Table of Contents

  • Proactive Chat Has Many Potential Business Benefits
  • Implementing Proactive Chat Is A Complex Process
  • Three Key Elements Of Proactive Chat Require Ongoing Refinement
  • Supplemental Material
  • Related Research Documents

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