George Scaff: Revolutionizing Consumer Engagement in the Digital World - Seattle Interactive 2015

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

Print

Email

TV

Store

Trusted by Market-Leading Brands


Telecom &

Media

Financial

Services

Retail &

Direct

Response

Technology

& Other

Industry

Awards

Live Chat User Experience Influences Conversion


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.


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%


Both Buttons

Click Rate: 1.9%


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


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


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%


Automated Tools Can Dramatically Boost

Efficiency Before & During Chat Session

Filtering, Routing & Info Collection Tools


• 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


• 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


• 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.)


Mobile Growth: Mobile First Strategy

Produces Results

It is not about human vs. digital

Source: Time; BBB of San Diego.

Mobile Fun Facts


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


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


Where to Place Button – Edge or Corner Tab?


Touchcommerce.com

TouchCommerce

9% more conversions from

4% more engagementsQuestions

?

Live chat

Tooltips to Double C2C Rate


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


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Chat now

Enhanced Smartphone Chat Window Improved Performance


2x Chat Orders!

164% more conversions from

50% more engagements

Tap Responses to Increase Ease on Mobile


• 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


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…


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