Thursday, June 27, 2013

How Can I Help You? A Sense and Response Approach to Customer Service

Best-in-class approaches to online marketing are found within categories that depend heavily on certain elements to drive revenue.  When exploring customer service issues, we naturally gravitate towards the eCommerce sector to derive valuable insights that may be applied to all categories. 

Driven by the eCommerce sector’s ongoing need to reduce abandoned shopping carts, increase purchases and raise overall transaction sizes, there's no doubt this category maintains a strong leadership in perfecting customer experiences online.

The category has taught us that the key to delivering excellent customer service online is in striking the fine balance between “always on” presence and offensive or “pushy” communication.  Luckily, technology has advanced to such a degree that we can study user behaviors and take appropriate courses of action based on calculated models.  Top eCommerce properties have implemented these technologies and have effectively shifted from reactionary courses of action to proactive service offerings.  We call this new approach to intelligent customer service “Sense and Response”.

Behavior models to help sense customer needs can be calculated by observing factors like:
  • how many page views tend to indicate imminent exit from the site?
  • how many seconds a user remains idle during a transaction process indicating a loss of engagement or hesitation to complete the process?
  • mouse movement patterns while filling out form fields suggesting some confusion on instructions.  
Powerful responses to these immediate needs we are able to sense can come to life in a variety of ways.  Some examples include:
  •  offering auto-save functions within an RFP process
  • providing deeper instructions upon roll-overs in a form fields
  • launching two-way communication to offer assistance in real time

One of the greatest examples of Sense and Response technology available today is Live Chat. When a website senses hesitation or confusion from the customer it signals the launch of a chat window to gently offer assistance or collect feedback from the user.  This provides customers with a communication channel that does not disrupt the user session and also creates a new dimension to the relationship with the brand.

The benefits of this sense and response approach are clear.  According to a Forrester report entitled “Capitalizing on Live Video Chat” in one case study eCommerce site reported multiple business benefits from its live video chat deployment, including:
  • average time on site that was 491% higher for video 
  • chat user conversion increase of 662%
  • average order value increase of 32% 

In our continued drive towards better online experiences for our customers, these types of exciting advancements towards proactively anticipating customer service needs must be infused into overall strategy.

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