E Commerce Live Help Slides 2009
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ROI Best Practices: Maximizing Return On Your Live Help Investment Part 1: Why Live Help, And When To Offer Voice or Chat
Ryan Hoppe Director, Marketing ATG Optimization Services
Bruce Temkin VP & Principal Analyst Forrester Research
Agenda ATG Background Boosting The Online Experience With Live Help – Bruce Temkin, Forrester Research When & Why Consumers Prefer A Live Voice or
Live Chat – Ryan Hoppe, ATG Q&A
Boosting The Online Experience With Live Help Bruce D. Temkin VP & Principal Analyst Forrester Research August 19, 2009
Customer experience is maturing
100%
91% 89% 80%
85%
Customer experience is critical or very important Disciplined approach to customer experience management
60%
Senior executive in charge of customer experience
40%
20%
2006
2007
2008
Base: North American companies with $500 million or more in revenues Source: Forrester's Q4 2006, 2007, and 2008 Customer Experience Peer Research Panel Survey
Customer experience is maturing
100%
91% 89% 85%
80%
58%
60%
40%
65% 57%
45%
42%
Customer experience is critical or very important Disciplined approach to customer experience management Senior executive in charge of customer experience
27% 20%
2006
2007
2008
Base: North American companies with $500 million or more in revenues Source: Forrester's Q4 2006, 2007, and 2008 Customer Experience Peer Research Panel Survey
Customer experience affects the bottom line Customer experience laggards (Bottom quartile)
Customer experience leaders (Top quartile)
Willingness to buy more products Reluctance to switch Likelihood to recommend
Source: North American Technographics® Customer Experience Online Survey, Q4 2008
Customer experience affects the bottom line Customer experience laggards (Bottom quartile)
Customer experience leaders (Top quartile)
Willingness to buy more products
-7.7%
+6.7%
Reluctance to switch
-7.6%
+8.2%
Likelihood to recommend
-8.2%
+8.4%
(Percentages are relative to industry averages) Source: North American Technographics® Customer Experience Online Survey, Q4 2008
Customer experience affects the bottom line Customer experience laggards (Bottom quartile)
Customer experience leaders (Top quartile)
Willingness to buy more products
-7.7% 14.4%+6.7%
Reluctance to switch
-7.6% 15.8%+8.2%
Likelihood to recommend
-8.2% 16.6%+8.4% (Percentages are relative to industry averages)
Source: North American Technographics® Customer Experience Online Survey, Q4 2008
Customer experience affects the bottom line Annual revenue change from a modest shift in customer experience for a $10 billion company
Buying more products
$65 million
Reduction in churn
$116 million
Word of mouth
$103 million $284 million
Customer experience affects the bottom line Annual revenue change from a modest shift in customer experience for a $10 billion company
?
BuyingWhat more are customers $65 million products looking for when they
interact with companies Reduction in $116 million churn Word of mouth
$103 million $284 million
How important are the following factors in your decision to do business with these firms? Banks
58%
Insurance providers
74%
Medical insurers
68%
Retailers Investment firms Hotels
78% 58% 72%
Credit card providers Internet service providers
75% 73%
Airlines
75%
Wireless service providers
72%
TV service providers
73%
PC manufacturers
Low prices
66%
Base: US online consumers Source: Forrester’s North American Technographics™ Q4 2008 Customer Experience Online Survey
How important are the following factors in your decision to do business with these firms? Banks Insurance providers
74%
Medical insurers
Hotels Credit card providers Internet service providers Airlines Wireless service providers TV service providers PC manufacturers
58%
87% 86%
68%
Retailers Investment firms
89%
58%
85% 78% 84% 72%
83%
Good customer service Low prices
82% 75% 82% 73% 82% 75% 82% 72% 80% 73% 77% 66%
Base: US online consumers Source: Forrester’s North American Technographics™ Q4 2008 Customer Experience Online Survey
How do consumers think about price and customer service from retailers?
How do consumers think about price and customer service from retailers?
21%
63%
9%
7%
Base: US online consumers (average across 12 industries) Source: Forrester’s North American Technographics™ Q4 2008 Customer Experience Online Survey
Level of loyalty across consumer segments
Service Seekers
Price Seekers
Price & Service Seekers
Others
Willing to buy more
81%
66%
79%
62%
Reluctant to switch
75%
56%
71%
50%
Likely to recommend
71%
55%
71%
55%
Loyal customers
Base: US online consumers (average across 12 industries) Source: Forrester’s North American Technographics™ Q4 2008 Customer Experience Online Survey
Level of loyalty across consumer segments
?
Servicedo online Price Price & How well Seekers Seekers Service experiences deliver on Seekers Loyal customers consumers’ desire for Willing to buy more 81% 66% 79% good service Reluctant to switch 75% 56% 71%
Likely to recommend
71%
55%
Others
71%
Base: US online consumers (average across 12 industries) Source: Forrester’s North American Technographics™ Q4 2008 Customer Experience Online Survey
62% 50%
55%
Satisfaction levels for online interactions Credit card providers Banks Investment firms Retailers Insurance providers Wireless service providers Internet service providers TV service providers Health insurance plans
84% 84% 84% 83% 82% 84% 81% 83% 77% 78% 74% 76% 71% 75% 66% 72% 66% 68%
Base: US online consumers Source: Forrester’s North American Technographics™ Q4 2008 Customer Experience Online Survey
2008 2007
As sites get more complicated, navigation suffers
As sites get more complicated, navigation suffers
!
Online experiences don’t fully satisfy consumers’ desire for good service
Satisfaction levels for researching products online and buying them over the phone
60+
53%
50-59
Age of consumers
40-49
54%
48%
54%
30-39
18-29
44%
Average across five purchase areas: wireless products, computers, consumer electronics, apparel, and large appliances Base: US consumers that have researched online and purchased over the phone Source: North American Technographics® Marketing And Mobile Internet Online Survey, Q3 2008
The online and offline experience
Interactive online experience
+
Human Assistance
The online and offline experience… is terribly disconnected
Interactive online experience
Human Assistance
The solution: Design cross-channel experiences
Cross-channel criteria: Choice Consistency Continuity
Percentage of consumers that use and are satisfied with customer service touchpoints
Summary
• Customers desire good service • Online experiences don’t fully meet consumers’ needs
• Offline and online experience are disconnected • Design cross-channel experiences: –Choice
–Consistency –Continuity
Thank you
Bruce Temkin +1 617.613.6044 [email protected] www.forrester.com Blog: Customer Experience Matters http://experiencematters.wordpress.com
Survey Says: Consumers Want Live Help But how important is Live Help? What drives consumers to use it? And when do they prefer a live voice or live chat? Ryan Hoppe Marketing Director ATG Optimization Services
ATG Live Help Consumer Survey
First broad consumer survey to examine the relative importance of live online help and to uncover when and why consumers prefer a live voice or live chat
Goals: 1.
2. 3.
Determine the relative importance of live online help – including click to call and click to chat – on business-to-consumer e-Commerce sites Identify key factors and considerations that drive consumers’ use of different customer service options, including live help Assess the relative usefulness of live voice help (via click to call) and live text chat (via click to chat) in different phases of the online buying cycle and among different demographics
Study Methodology 1,052 respondents, age 18 and older, living in the
continental United States Respondents selected from panel of more than 2.5 million
individuals, profiled across more than 500 attributes (demographics, lifestyle, and behavioral characteristics) Respondents further differentiated by characteristics such
as browsing and purchasing frequency online, to ensure sample represented was active on the Web Error rate of +/- 3% for each 1,000 respondents
Key Findings 1. Live help services play a key role in
converting online transactions 2. Consumers want their questions answered
while they shop or research 3. Consumers want options for live help 4. A live call back from a customer service rep
is the preferred live help option 5. Demand for Click to Call outpaces availability
Rank the features you find to be most important on a Web site, with “1” being most important and “7” least important.
Rank the features you find to be most important on a Web site, with “1” being most important and “7” least important.
Live Help ranked third in importance among Web site features
Please rank the methods which you believe would be most useful when seeking assistance from a Web site, with “1” being most useful and “6” least useful.
Please rank the methods which you believe would be most useful when seeking assistance from a Web site, with “1” being most useful and “6” least useful.
Live help preferred over email and online self service (FAQ)
Which of the following methods of customer service have you used when seeking assistance from a Web site? Choose all that apply.
Which of the following methods of customer service have you used when seeking assistance from a Web site? Choose all that apply.
What are some of the factors that would drive you to seek live assistance from a Web site when making a purchase online? (Pick up to three)
What are some of the factors that would drive you to seek live assistance from a Web site when making a purchase online? (Pick up to three)
In the following scenarios, would you rather use live call (clicking a button or accepting a proactive invitation to have a customer service representative call you) or live chat (clicking a button or accepting a proactive invitation to initiate a text chat interaction with a customer service representative) if you needed assistance?
In the following scenarios, would you rather use live call (clicking a button or accepting a proactive invitation to have a customer service representative call you) or live chat (clicking a button or accepting a proactive invitation to initiate a text chat interaction with a customer service representative) if you needed assistance?
In the following scenarios, would you rather use live call (clicking a button or accepting a proactive invitation to have a customer service representative call you) or live chat (clicking a button or accepting a proactive invitation to initiate a text chat interaction with a customer service representative) if you needed assistance?
For the scenarios above in which you chose interacting via live call vs. live chat, please check all the reasons that would drive you to initiate a voice interaction:
For the scenarios above in which you chose interacting via live call vs. live chat, please check all the reasons that would drive you to initiate a voice interaction:
For the scenarios above in which you chose interacting via live chat vs. live call, please check all the reasons that would drive you to initiate a text chat interaction:
For the scenarios above in which you chose interacting via live chat vs. live call, please check all the reasons that would drive you to initiate a text chat interaction:
For the scenarios above in which you chose interacting via live chat vs. live call, please check all the reasons that would drive you to initiate a text chat interaction:
On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how useful you think live call options would be when making purchases online.
On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how useful you think live call options would be when making purchases online.
On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how useful you think live chat options would be when making purchases online.
On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how useful you think live chat options would be when making purchases online.
On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how useful you think having live call AND live chat options together would be when making purchases online, offering you both options based on your own personal preferences and needs.
On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how useful you think having live call AND live chat options together would be when making purchases online, offering you both options based on your own personal preferences and needs.
Conclusions
Consumers have spoken – they want live help and they want the choice of a live voice or live chat while they are online
Businesses should consider an integrated live help solution that targets the right type of help (voice or chat) at the right shoppers at the right time
Based on usage data, Click to Call is not as broadly available as Chat despite its preference among consumers in key situations – businesses should be careful about relying on a toll free number to deliver real-time voice help to online shoppers
ATG Product Suite At-a-Glance
Commerce Suite Licensed or OnDemand
e-Commerce Optimization Services Platform-Neutral Services
Shopping Cart & Product Catalog
Automated Recommendations
Merchandising & Searchandising
Click to Call
Commerce Search
Click to Chat
Multivariate Testing
Call Tracking
Marketing Campaign Manager
Save & Send
Business & Customer Analytics
Form to Phone
Integrated Customer Service
Video Connect
Knowledge/Incident Management On Demand Commerce Platform
ATG Powers the World’s Top Brands Online
Join us for the next webinar in the series: ROI Best Practices: Maximizing Return On Your Live Help Investment Preparing your Web site and Contact Center http://www.atg.com/en/company/news/webinars/
or contact us at [email protected]
Ryan Hoppe Director, Marketing ATG Optimization Services
Bruce Temkin VP & Principal Analyst Forrester Research
Agenda ATG Background Boosting The Online Experience With Live Help – Bruce Temkin, Forrester Research When & Why Consumers Prefer A Live Voice or
Live Chat – Ryan Hoppe, ATG Q&A
Boosting The Online Experience With Live Help Bruce D. Temkin VP & Principal Analyst Forrester Research August 19, 2009
Customer experience is maturing
100%
91% 89% 80%
85%
Customer experience is critical or very important Disciplined approach to customer experience management
60%
Senior executive in charge of customer experience
40%
20%
2006
2007
2008
Base: North American companies with $500 million or more in revenues Source: Forrester's Q4 2006, 2007, and 2008 Customer Experience Peer Research Panel Survey
Customer experience is maturing
100%
91% 89% 85%
80%
58%
60%
40%
65% 57%
45%
42%
Customer experience is critical or very important Disciplined approach to customer experience management Senior executive in charge of customer experience
27% 20%
2006
2007
2008
Base: North American companies with $500 million or more in revenues Source: Forrester's Q4 2006, 2007, and 2008 Customer Experience Peer Research Panel Survey
Customer experience affects the bottom line Customer experience laggards (Bottom quartile)
Customer experience leaders (Top quartile)
Willingness to buy more products Reluctance to switch Likelihood to recommend
Source: North American Technographics® Customer Experience Online Survey, Q4 2008
Customer experience affects the bottom line Customer experience laggards (Bottom quartile)
Customer experience leaders (Top quartile)
Willingness to buy more products
-7.7%
+6.7%
Reluctance to switch
-7.6%
+8.2%
Likelihood to recommend
-8.2%
+8.4%
(Percentages are relative to industry averages) Source: North American Technographics® Customer Experience Online Survey, Q4 2008
Customer experience affects the bottom line Customer experience laggards (Bottom quartile)
Customer experience leaders (Top quartile)
Willingness to buy more products
-7.7% 14.4%+6.7%
Reluctance to switch
-7.6% 15.8%+8.2%
Likelihood to recommend
-8.2% 16.6%+8.4% (Percentages are relative to industry averages)
Source: North American Technographics® Customer Experience Online Survey, Q4 2008
Customer experience affects the bottom line Annual revenue change from a modest shift in customer experience for a $10 billion company
Buying more products
$65 million
Reduction in churn
$116 million
Word of mouth
$103 million $284 million
Customer experience affects the bottom line Annual revenue change from a modest shift in customer experience for a $10 billion company
?
BuyingWhat more are customers $65 million products looking for when they
interact with companies Reduction in $116 million churn Word of mouth
$103 million $284 million
How important are the following factors in your decision to do business with these firms? Banks
58%
Insurance providers
74%
Medical insurers
68%
Retailers Investment firms Hotels
78% 58% 72%
Credit card providers Internet service providers
75% 73%
Airlines
75%
Wireless service providers
72%
TV service providers
73%
PC manufacturers
Low prices
66%
Base: US online consumers Source: Forrester’s North American Technographics™ Q4 2008 Customer Experience Online Survey
How important are the following factors in your decision to do business with these firms? Banks Insurance providers
74%
Medical insurers
Hotels Credit card providers Internet service providers Airlines Wireless service providers TV service providers PC manufacturers
58%
87% 86%
68%
Retailers Investment firms
89%
58%
85% 78% 84% 72%
83%
Good customer service Low prices
82% 75% 82% 73% 82% 75% 82% 72% 80% 73% 77% 66%
Base: US online consumers Source: Forrester’s North American Technographics™ Q4 2008 Customer Experience Online Survey
How do consumers think about price and customer service from retailers?
How do consumers think about price and customer service from retailers?
21%
63%
9%
7%
Base: US online consumers (average across 12 industries) Source: Forrester’s North American Technographics™ Q4 2008 Customer Experience Online Survey
Level of loyalty across consumer segments
Service Seekers
Price Seekers
Price & Service Seekers
Others
Willing to buy more
81%
66%
79%
62%
Reluctant to switch
75%
56%
71%
50%
Likely to recommend
71%
55%
71%
55%
Loyal customers
Base: US online consumers (average across 12 industries) Source: Forrester’s North American Technographics™ Q4 2008 Customer Experience Online Survey
Level of loyalty across consumer segments
?
Servicedo online Price Price & How well Seekers Seekers Service experiences deliver on Seekers Loyal customers consumers’ desire for Willing to buy more 81% 66% 79% good service Reluctant to switch 75% 56% 71%
Likely to recommend
71%
55%
Others
71%
Base: US online consumers (average across 12 industries) Source: Forrester’s North American Technographics™ Q4 2008 Customer Experience Online Survey
62% 50%
55%
Satisfaction levels for online interactions Credit card providers Banks Investment firms Retailers Insurance providers Wireless service providers Internet service providers TV service providers Health insurance plans
84% 84% 84% 83% 82% 84% 81% 83% 77% 78% 74% 76% 71% 75% 66% 72% 66% 68%
Base: US online consumers Source: Forrester’s North American Technographics™ Q4 2008 Customer Experience Online Survey
2008 2007
As sites get more complicated, navigation suffers
As sites get more complicated, navigation suffers
!
Online experiences don’t fully satisfy consumers’ desire for good service
Satisfaction levels for researching products online and buying them over the phone
60+
53%
50-59
Age of consumers
40-49
54%
48%
54%
30-39
18-29
44%
Average across five purchase areas: wireless products, computers, consumer electronics, apparel, and large appliances Base: US consumers that have researched online and purchased over the phone Source: North American Technographics® Marketing And Mobile Internet Online Survey, Q3 2008
The online and offline experience
Interactive online experience
+
Human Assistance
The online and offline experience… is terribly disconnected
Interactive online experience
Human Assistance
The solution: Design cross-channel experiences
Cross-channel criteria: Choice Consistency Continuity
Percentage of consumers that use and are satisfied with customer service touchpoints
Summary
• Customers desire good service • Online experiences don’t fully meet consumers’ needs
• Offline and online experience are disconnected • Design cross-channel experiences: –Choice
–Consistency –Continuity
Thank you
Bruce Temkin +1 617.613.6044 [email protected] www.forrester.com Blog: Customer Experience Matters http://experiencematters.wordpress.com
Survey Says: Consumers Want Live Help But how important is Live Help? What drives consumers to use it? And when do they prefer a live voice or live chat? Ryan Hoppe Marketing Director ATG Optimization Services
ATG Live Help Consumer Survey
First broad consumer survey to examine the relative importance of live online help and to uncover when and why consumers prefer a live voice or live chat
Goals: 1.
2. 3.
Determine the relative importance of live online help – including click to call and click to chat – on business-to-consumer e-Commerce sites Identify key factors and considerations that drive consumers’ use of different customer service options, including live help Assess the relative usefulness of live voice help (via click to call) and live text chat (via click to chat) in different phases of the online buying cycle and among different demographics
Study Methodology 1,052 respondents, age 18 and older, living in the
continental United States Respondents selected from panel of more than 2.5 million
individuals, profiled across more than 500 attributes (demographics, lifestyle, and behavioral characteristics) Respondents further differentiated by characteristics such
as browsing and purchasing frequency online, to ensure sample represented was active on the Web Error rate of +/- 3% for each 1,000 respondents
Key Findings 1. Live help services play a key role in
converting online transactions 2. Consumers want their questions answered
while they shop or research 3. Consumers want options for live help 4. A live call back from a customer service rep
is the preferred live help option 5. Demand for Click to Call outpaces availability
Rank the features you find to be most important on a Web site, with “1” being most important and “7” least important.
Rank the features you find to be most important on a Web site, with “1” being most important and “7” least important.
Live Help ranked third in importance among Web site features
Please rank the methods which you believe would be most useful when seeking assistance from a Web site, with “1” being most useful and “6” least useful.
Please rank the methods which you believe would be most useful when seeking assistance from a Web site, with “1” being most useful and “6” least useful.
Live help preferred over email and online self service (FAQ)
Which of the following methods of customer service have you used when seeking assistance from a Web site? Choose all that apply.
Which of the following methods of customer service have you used when seeking assistance from a Web site? Choose all that apply.
What are some of the factors that would drive you to seek live assistance from a Web site when making a purchase online? (Pick up to three)
What are some of the factors that would drive you to seek live assistance from a Web site when making a purchase online? (Pick up to three)
In the following scenarios, would you rather use live call (clicking a button or accepting a proactive invitation to have a customer service representative call you) or live chat (clicking a button or accepting a proactive invitation to initiate a text chat interaction with a customer service representative) if you needed assistance?
In the following scenarios, would you rather use live call (clicking a button or accepting a proactive invitation to have a customer service representative call you) or live chat (clicking a button or accepting a proactive invitation to initiate a text chat interaction with a customer service representative) if you needed assistance?
In the following scenarios, would you rather use live call (clicking a button or accepting a proactive invitation to have a customer service representative call you) or live chat (clicking a button or accepting a proactive invitation to initiate a text chat interaction with a customer service representative) if you needed assistance?
For the scenarios above in which you chose interacting via live call vs. live chat, please check all the reasons that would drive you to initiate a voice interaction:
For the scenarios above in which you chose interacting via live call vs. live chat, please check all the reasons that would drive you to initiate a voice interaction:
For the scenarios above in which you chose interacting via live chat vs. live call, please check all the reasons that would drive you to initiate a text chat interaction:
For the scenarios above in which you chose interacting via live chat vs. live call, please check all the reasons that would drive you to initiate a text chat interaction:
For the scenarios above in which you chose interacting via live chat vs. live call, please check all the reasons that would drive you to initiate a text chat interaction:
On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how useful you think live call options would be when making purchases online.
On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how useful you think live call options would be when making purchases online.
On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how useful you think live chat options would be when making purchases online.
On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how useful you think live chat options would be when making purchases online.
On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how useful you think having live call AND live chat options together would be when making purchases online, offering you both options based on your own personal preferences and needs.
On a scale of 1-5 (with 1 being extremely useful and 5 being not useful at all) please rate how useful you think having live call AND live chat options together would be when making purchases online, offering you both options based on your own personal preferences and needs.
Conclusions
Consumers have spoken – they want live help and they want the choice of a live voice or live chat while they are online
Businesses should consider an integrated live help solution that targets the right type of help (voice or chat) at the right shoppers at the right time
Based on usage data, Click to Call is not as broadly available as Chat despite its preference among consumers in key situations – businesses should be careful about relying on a toll free number to deliver real-time voice help to online shoppers
ATG Product Suite At-a-Glance
Commerce Suite Licensed or OnDemand
e-Commerce Optimization Services Platform-Neutral Services
Shopping Cart & Product Catalog
Automated Recommendations
Merchandising & Searchandising
Click to Call
Commerce Search
Click to Chat
Multivariate Testing
Call Tracking
Marketing Campaign Manager
Save & Send
Business & Customer Analytics
Form to Phone
Integrated Customer Service
Video Connect
Knowledge/Incident Management On Demand Commerce Platform
ATG Powers the World’s Top Brands Online
Join us for the next webinar in the series: ROI Best Practices: Maximizing Return On Your Live Help Investment Preparing your Web site and Contact Center http://www.atg.com/en/company/news/webinars/
or contact us at [email protected]
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