Customers expect a personalized, brand-appropriate experience, even when using online chat. Ideal online chat conversations need to flow with the appropriate use of scripted versus free form responses.
When it comes to shopping, the Web offers convenience, choice and information. As a result, consumers continue to move more of their shopping online, or make in-store purchase decisions that are “Web-influenced” first. Online retail sales in the U.S. are forecast to grow to $250 billion by 2014. This growth presents a tremendous opportunity for companies with a Web presence to grow their customer base and provide top-notch customer service and sales within the online environment itself.
It’s not surprising that online chat is gaining more attention as a growing customer service delivery method — especially with evidence of significantly increased sales ROI as well as some of the highest customer satisfaction (CSAT) scores over phone or in-store purchases. What is surprising, however, is that a number of leading online companies do not offer chat, especially chat for sales, despite growing consumer preference for it. And when chat is offered, the overall customer experience can be improved.
This slideshow highlights TELUS International’s best practices for online sales chat, derived from industry research commissioned through SPOT Consulting, an independent consulting firm.
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