View
570
Download
3
Category
Preview:
Citation preview
Revolutionizing Consumer Engagement
in the Digital World
© 2015 TouchCommerce. All rights reserved. | 2
TouchCommerce Overview
The innovative leader in omni-channel engagement solutions
• Award-winning Technology Platform and Mobile Solution
with an emphasis on data, self service and automation
• Focused on Global F1000 eCommerce companies
• Real-time customer targeting engine leverages big data
to target and engage customers in a personalized digital
assistance experience on desktops, tablets and smart
phones across channels
• Operating in 16 countries across North America, EMEA,
and Japan
Consumer
Web
Social
TV
Store
Trusted by Market-Leading Brands
© 2015 TouchCommerce. All rights reserved. | 3
Telecom &
Media
Financial
Services
Retail &
Direct
Response
Technology
& Other
Industry
Awards
Live Chat User Experience Influences Conversion
© 2015 TouchCommerce. All rights reserved. | 4
TouchCommerce conducted research
leveraging data from our Global 2,000
client base. The analysis showed
patterns that provide actionable insights
for the e-commerce industry.
© 2015 TouchCommerce. All rights reserved. | 5
Live Chat Window Design and Placement
Significantly Impacts Conversion Results
6
Branded chat windows delivered +15% more chat ordersChat window position test results in 38% more conversionsAnchored button is the champ but 2 buttons outperform 1Button placement test shows bottom right as the winnerPersistent chat experience produces 27% more conversions
Data: TouchPortal, January – June, 2013
1.8%
1.5%
1.6%
1.5%
1.5%
2.0% 2.1%
1.7%
1.5%exposure
conversion rate
no logo
Variation A:
Button Fixed
Variation B:
Anchored ButtonVariation C:
Both Buttons
Original Button
Click Rate: 1.0%
Button Exposure Conv Rate: 0.12%
Anchored Button
Click Rate: 1.8%
Button Exposure Conv Rate: 0.19%
Both Buttons
Click Rate: 1.9%
Button Exposure Conv Rate: 0.21%
Click Rate:1.1%
Button Exposure
Conv: 0.31%
Click Rate:0.3%
Button Exposure
Conv: 0.05%
Click Rate:0.5%
Button Exposure
Conv: 0.23%
Click Rate:1.4%
Button Exposure
Conv: 0.46%
↑12
%
↑27%
↓7.1%
Persistent chat experience produces 27% more conversions with 7% better handle time and 2X survey take rate than the industry standard secondary browser
Testing Agent Names: “Susan” & “Lisa” Outperform Male Names
© 2015 TouchCommerce. All rights reserved. | 7
Susan 72.7%
Interaction Rate
74.1%Michael
Chris
Jason
72.2%
74.1%
74.5%
Reactive C2C
Lisa
Susan 9.4%
11.1%Michael
Chris
Jason
9.5%
9.4%
9.5%
Proactive
Lisa
Window Exposure Conversion Rate
1.0%
1.7%
1.4%
1.3%
1.4%
0.5%
0.5%
0.3%
0.4%
0.7%
45% lift in
Exposure
Conversion
Click to Chat (Marketing Section)Winner: SusanConversion Rate Lift v. 2nd Highest: 17.2%Confidence Level: 59.8%
Shorter Auto Opener: 21% Higher Conversion Rate
© 2015 TouchCommerce. All rights reserved. | 8
Alex: Thank you for visiting xx. What
questions can I answer for you
today?
Alex: Just let me know if I can be of
any help.
Alex: “Hi, I’m a live xx chat
specialist. Would you like any
help today”?
21% ↑ in the
Window
Exposure
Conversion
Rate!
Original Auto-Opener Test Auto-Opener
Hypothesis: Shorter Auto-Opener with informal greeting shows this is live chat
Conclusion: New auto-opener outperformed existing one by 21%, Interaction rate is up 24%
Confidence Level: 98.9%
© 2015 TouchCommerce. All rights reserved. | 9
Automated Tools Can Dramatically Boost
Efficiency Before & During Chat Session
Filtering, Routing & Info Collection Tools
© 2015 TouchCommerce. All rights reserved. | 10
• Pre-chat surveys: 7%
reduction in handle time
• Elegant design: 95%
engagement rates
• Routing guides save agents
15-50% of out of scope
chats
• Filtering guides increase
conversions by 10%+
Agent Pushed Tools
© 2015 TouchCommerce. All rights reserved. | 11
• Agent-specific offers improve
conversion rates by up to 100%
• Agent-pushed product
recommendations boost add-on
rates by 50%
• Videos can produce 5X higher
conversion rates
• Agent efficiency is improved
through automated enablement
tools
Agent Pushed Tools
© 2015 TouchCommerce. All rights reserved. | 12
• Exit offers produce up to 40% of
program revenues
• Standalone offers produce 5-6%
engagement rates
• Offers can drive 16% higher
conversion rates than chat
• Videos can produce 5X higher
conversion rates
• Targeted content provides quick
alerts to users (ex: shipping, etc.)
© 2015 TouchCommerce. All rights reserved. | 13
Mobile Growth: Mobile First Strategy
Produces Results
It is not about human vs. digital
Source: Time; BBB of San Diego.
Mobile Fun Facts
© 2015 TouchCommerce. All rights reserved. | 15
22%
9% 10%
CHAT % of SITE ORDERS
Standard Tablet Smartphone
92%
3%5%
CHAT ORDER MIX
Standard
Tablet
Smartphone
83% of TouchCommerce clients’ programs
have mobile devices enabled
For every 10 site visitors, 1 are from tablet and 2.5 are from smartphone
Mobile devices represent 36% of client site traffic
Mobile devices represent 27% of client site orders
Mobile engagement contributes to 10% of mobile site orders for
TouchCommerceclients
Client site tablet conversion rates average 32% lower than desktop
Client site tablet conversion rates average 45% lower than desktop
Users 18% less likely to engage chat on tablet & 36% less likely on smartphone
Source: Device Type Report- Nov 2014-July 2015
Sample Analysis: High Level Device Type Contribution
© 2015 TouchCommerce. All rights reserved. | 16
97%94% 94% 91%
86% 82% 81% 78% 74% 69% 68% 65% 62%57% 57% 55% 55%
3% 6% 6% 9%14% 18% 17% 16% 20% 23% 23% 25% 28% 32% 32% 33% 34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q22010
Q32010
Q42010
Q12011
Q22011
Q32011
Q42011
Q12012
Q22012
Q32012
Q42012
Q12013
Q22013
Q32013
Q42013
Q12014
Q22014
PHONE
11X Growth
Since 2010
TABLET
DESKTOP
Share of Website Traffic by Device
*Source: Client Web Analytics
Research Into Screen Orientation
© 2015 TouchCommerce. All rights reserved. | 17
Where to Place Button – Edge or Corner Tab?
© 2015 TouchCommerce. All rights reserved. | 18
Touchcommerce.com
TouchCommerce
9% more conversions from
4% more engagementsQuestions
?
Live chat
Tooltips to Double C2C Rate
© 2015 TouchCommerce. All rights reserved. | 19
Not sure which of our services are best for you? Click here to find out.
x
Use of tooltips doubled click rates and
increased click to chat sales by 80%
• Tooltip reminder that Chat is
available after they have missed a
Proactive Chat invitation
Animated Chat Button
© 2015 TouchCommerce. All rights reserved. | 20
BESTBRANDS
You may also like…
Chat now
Enhanced Smartphone Chat Window Improved Performance
© 2015 TouchCommerce. All rights reserved. | 21
2x Chat Orders!
164% more conversions from
50% more engagements
Tap Responses to Increase Ease on Mobile
© 2015 TouchCommerce. All rights reserved. | 22
• 92% user response rate
• 59% of respondents used Tap
Responses instead of typing in
text response
• Usage of Tap Responses
decreased user response time by
71% (21 sec vs. 1 min 11 sec)
Jessica: Hi, I’m a TouchCommerce
Solutions Specialist. How can I be of
assistance?
You: Hi, I would like to know a little bit
about the different solutions you offer?
You: Customer support
Jessica: Sure, what is it that you are
trying to improve?
Tap an option or type a response:
Customer
support
Mobile
engagementSales
Study Shows Smartphone Users More Willing to Engage Guide
© 2015 TouchCommerce. All rights reserved. | 23
Smartphone users 5X more likely to
engage guide than chat to assist in
their early stage navigation of the site
BESTBRANDS
Apple iPhone 6S ($299)
Great camera. The iSight camera
just might be the best camera ever on
a phone.
Video recording in amazing 1080p
HD. Shoot stunning 1080p HD video
everywhere you go.
BESTBRANDS
You may also like…
Need help finding the right phone?
Take Advantage of Mobile Growth By…
© 2015 TouchCommerce. All rights reserved. | 24
Considering the following for your site:
• Understand that tablet is more similar to desktop than smartphone
• Consider how users use mobile devices (tap vs. click, landscape
vs. portrait, reach)
• Leverage VOC analytics to increase visibility to key mobile
usability issues
• Test multiple button designs and placements – particularly proactive tooltips
• Test multiple chat window design and experiences
• Make chat engagements easier – toggle to site, tap responses, faster agent responses,
voice to text promotion
• Use alternative products on mobile – product selection guides are a hit
T-Mobile Service ChatRick Chandler, Customer Experience
26
T-Mobile Confidential
Service Chat - Why?• Internet, SMS, Social Engagement, Instant Messaging (IM) and “The Smartphone”.
• These innovations have created a generation of consumers that interact through Text/IM and there is a naturally growing demand for self service and service chat.
• We are a technology rich company that specializes in mobile communications. We are up to speed with human communication trends because we have to be!
• T-Mobile agents (Sales & Care) interacted 1,432,495 times in Q1 & Q2 2015. There is Demand for Chat!!!
• 91% of service chat visitors who interacted with us were either “satisfied” or “extremely satisfied” with their personal experience. It is an easy channel to improve CSAT.
• Ongoing innovation and trends continue to push toward Self Help Concepts (refer to George's slides 17 and 24,Mobile Chat, Auto Authentication)
27
• Resolution– Our chat agents are a Team of Experts!
• Experience– You will never be transferred; ever!
• Time– You can connect with us however and whenever you want!
The Service Chat Experience
28
T-Mobile Confidential
How We are Partnering on that Experience• Chat allows companies to do a lot of critical testing on your site to pave the way for
Self Service initiatives.
• Setting SL Expectations with our Customers in Real Time (screenshot from myTmo.com)
• Offering Service Chat 24x7
• Strategic Placement of the Service Chat Icon (screenshot from myTmo.com)
• Co-Browse SOS
• Teaching Customers how to self serve
• Other
29
How Does Chat Transcript Analysis Help?
34%
19%
11% 11%
6% 5% 5% 4%2% 2%
How can I change the primary account holder?
Can I unlock my phone?
Can you provide me details on your plans?
How can I
return my
exchanged
device?
Need the status of my Trouble-Ticket.
Why hasn’t my account been updated
yet?
I’m having issues with my device!
Can you guide
me through the
order process?
Can you explain my bill ?
I want to activate my phone.
Our customers want to Self Serve!
30
What our Customers Think
• DRAFT – Need QA Analytics/Quotes From Customer Surveys
George Skaff
CMO
TouchCommerce
@gskaff_tc
/gskaff
Rick Chandler
Customer Experience M&P
T-Mobile USA
Rick.Chandler@TMobile
Recommended