Ecommerce Click To Call Click To Chat Slides 2009

How To Maximize The Power Of Click to Call PLUS Click to Chat Ryan Hoppe Director, Marketing ATG eCommerce Optimization

Faramarz Farhoodi CIO, VP of eCommerce Motosport

Agenda  Who is ATG?  Why Do Online Buyers Need Help?  Live Help Primer  Consumer Preference: Voice or Chat?  Three Live Help Myths: Debunked!  Innovative Live Help Examples  Case Study: MotoSport  Best Practices & Next Steps

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ATG Company History  Over 900 customers worldwide  Headquarters in Cambridge, MA, with offices

throughout North America and Europe  Approximately 500 employees  2008 revenue: $164.6 million, with profitability 1991

1999

2004

2006

2008

Founding

IPO

Acquired

Acquired

Acquired

(ARTG)

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ATG Product Suite At-a-Glance

e-Commerce Optimization Services

Commerce Suite Licensed or OnDemand

Platform-Neutral Services

 Shopping Cart & Product Catalog

 Click to Call

 Merchandising & Searchandising

 Click to Chat

 Commerce Search

 Call Tracking

 Multivariate Testing

 Save & Send

 Marketing Campaign Manager

 Form to Phone

 Business & Customer Analytics

 Video Connect

 Integrated Customer Service

 Automated Recommendations

 Knowledge/Incident Management  On Demand Commerce Platform

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ATG Powers the World’s Top Brands Online

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Why Do Online Buyers Need Help?

Why Online Buyers Need Help? Before They Buy  Don’t have all the information

needed to answer questions and make purchase decision

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Why Online Buyers Need Help? Before They Buy  Don’t have all the information

needed to answer questions and make purchase decision

 Sensitivity of information or high-price

of transaction

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Why Online Buyers Need Help? Before They Buy  Don’t have all the information

needed to answer questions and make purchase decision

 Sensitivity of information or high-price

of transaction

 Just want to take final steps with comfort

of some human assistance

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Why Online Buyers Need Help? After They Buy  Shipping, delivery or service

activation status

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Why Online Buyers Need Help? After They Buy  Shipping, delivery or service

activation status

 Questions about using, operating or

activating product or service

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Why Online Buyers Need Help? After They Buy  Shipping, delivery or service

activation status

 Questions about using, operating or

activating product or service

 Need help using Website’s

secure services 12

Live Help Primer: -What is it? -What are the benefits? -How does it work?

Live Help: Click to Call & Click to Chat Interactive voice and text chat services that let buyers communicate with a live agent while buying or getting service online.

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Benefits of Live Help Retain Loyal Customers Increase Customer Value Convert Visitors Into Customers

Reduce Abandonment

PROFIT

Reduce call duration Reduce unnecessary phone transfers Deflect unprofitable calls to chat 15

How It Works Website Visitor

1

Live Agent

Visitor sees proactive (targeted) or reactive invitation for live help.

Live Help

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How It Works Website Visitor

2

Visitor accepts live help invitation, invoking service and passing Web session data.

Live Agent

Live Help

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How It Works Website Visitor

Live Agent

Live Help 3

Visitor is connected with live agent via text chat or phone call.

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How it Works Website Visitor

Live Agent

Live Help 4

Web session data is passed to the agent’s screen.

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How it Works Website Visitor

Live Agent

CRM

Live Help

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5

Additional visitor information can be matched and passed from the company’s CRM system to personalize the interaction.

How it Works Website Visitor

Live Agent

CRM

Live Help 6

Page push and co-browse capabilities allow agents to collaborate with visitors in real time.

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How it Works Website Visitor

Live Agent

CRM

Live Help 7

Web transaction data is captured to calculate online revenue lift.

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How it Works Website Visitor

Live Agent

CRM

Live Help 8

Contact center transactions are imported to calculate offline revenue lift.

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Quick, Easy, Measurable Revenue Lift

# of times a live chat or call button was shown

# of call or chat attempts

# of completed calls or chats # of resulting transactions

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Consumer Preferences: Voice or Chat?

Voice or Chat? Consumers Use Both Voice & Chat

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Voice or Chat? Older Buyers Prefer Voice

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Voice or Chat? Younger Buyers Prefer Chat

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Voice or Chat? Majority Of Buying Power Is Evenly Split

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Three Myths About Live Help – DEBUNKED!

Myth # 1 Offering Voice & Chat is Unnecessary – One or the Other is Sufficient

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Reality Both Voice and Chat are Required to Maximize Online Interactions  Younger buyers (Gen Y) opt for Chat vs. Voice, yet the

majority of buyers with purchasing power prefer Voice.  Buyers early in purchase cycle may prefer Chat, whereas

those ready to buy often prefer Voice.  Cultural, language and typing issues will push some

buyers towards Chat and others towards Voice.

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Myth # 2 Voice Increases Costs; Chat Reduces Costs

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Reality Both Voice & Chat Deliver ROI for the Right Interactions  Live Voice is not a 1-800 number. By targeting Voice

help to high value or potentially abandoning customers, the resulting sales lift delivers near immediate ROI.  According to Gartner, Chat can reduce service costs but

only when agents handle 3+ chats at a time.  For complex sales or service, Voice can deliver higher

ROI than Chat because agents can handle only 1-2 simultaneous Chats.

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Myth # 3 Voice Is Better for Sales; Chat Is Better for Service

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Reality Voice & Chat Can Both Deliver ROI for Sales and Service  For simple, low-cost sales (e.g. books), Chat often delivers

higher ROI than Voice.  For more complex or moderate-to-high-priced sales, Voice

often delivers higher ROI than Chat.  Targeting Voice to high-value customers, and Chat to lower-

value customers can deliver the highest sales ROI.  Common service questions are ideal for Chat; agents can use

“canned” responses to shorten and handle multiple chats.

 Complex service requirements are more profitably handled by

Voice, particularly when up-sell opportunities exist. 36

ATG Click to Call & Click to Chat Customer Data

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Innovative Companies Maximizing Interactions With Voice & Chat

Retail Sales

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Retail Sales

40

Retail Sales

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Travel Sales

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Travel Sales

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Travel Sales

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Banking (Sales)

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Banking (Sales)

46

Banking (Sales)

47

Banking (Sales)

48

Banking (Sales)

49

Banking (Sales)

50

Banking (Service)

51

Banking (Service)

52

Banking (Service)

53

MotoSport

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MotoSport

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MotoSport

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Live Help Case Study: MotoSport

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1.

About MotoSport

2.

Business challenges which were met with Click to chat and Click to Call

3.

Benefits/results of working with both

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About MotoSport • •

MotoSport is one of the fastest growing online retailers of power sports apparel, motorcycle parts and accessories Most company staff including Customer Contact Center are experienced riders – use our products

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Unique Business Challenges Met with Live Help



Multiple storefronts, one web site, some products common



Many technically complex products with different seasonality –

Correct matching of Make/Model/Year to parts critical in improving customer confidence and reducing returns

–

Live access to our experienced staff represent a competitive advantage

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Experience from Using eStara Click to Chat and Click to Call



Enables MotoSport to leverage the expertise of its staff to improve conversion and Average Order Value



Click to chat and click to call deployed on all product detail pages



Averaging over 500 click to chat and 120 click to call sessions per week



Chat conversion 3 X average site conversion



Call conversion 4 X average site conversion



Future plans to expand Click to chat and Click to call to 24 hours and multi-lingual

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Best Practices & Next Steps

Consider Risks of Standalone Chat  Chat is in the “limelight” because of its appeal to

younger buyers and some of the “myths” discussed earlier

 Chat alone will fail to capture all sales; analysts

estimate 10% incremental exposure by offering Voice & Chat  Analyst data and ATG data shows that conversion

rates for Chat double when escalated to Voice  Requiring Chatters to dial a 1-800 number will

force them to “start over” with a new agent, resulting in lost sales 64

Start With Voice, Then Add Chat  Fast ROI with no capital investments (no software,

same agents, same call center infrastructure)  Learn what Web pages and channels are driving

the most demand for live help  Learn what triggers are driving the most usage

and revenue lift: – – – – –

Hovering on a page Cursor movement Transaction stage or value Error messages Null search results

 Prepare for Chat investment while reaping value

of Voice 65

What To Look For in a Live Help Provider  Proven, scalable, successful Voice & Chat

deployments  Strong targeting and measurement (conversion

rate, average sale price, customer surveys)  Voice integration with existing call center – no

software or equipment upgrades  Seamless escalation from Voice to Chat (same

agent, same context, no starting over)  Self-service Web portal for live help button

creation, targeting & reporting  Strong client services group with expertise to help

you grow revenue with live help 66

Q&A

Download the Live Help Whitepaper at: http://www.atg.com/live-help Or contact us at [email protected] Thank You.