Summary
Firms can use online chat to drive quicker and more effective interactions with existing and new customers. Forrester spoke with leading Internet service provider EarthLink to find out how online chat simultaneously increased customer satisfaction and decreased customer service costs. EarthLink baselined key metrics, established a well-defined business case, and demonstrated the business benefits. The result? EarthLink's success in reactive chat led to an implementation of proactive chat for customer service — adding 10 percentage points to chat usage and reducing support costs further — without sacrificing service quality or customer satisfaction.
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