CX: Serve Proactive Content Via Chat
Today’s e-commerce experiences need to be served on a digital platter, from fast sites and free shipping to personalization and proactive service.
For the latter, many retailers turn to live chat as a way to “greet” or engage customers who are new to the site, are spending a certain amount of time on a particular page or are about to leave. The more popular approach is to simply have live chat available for customers to use as they wish, which seems less intrusive to many but could leave money on the table.
Moxie, a provider of customer engagement software, finds that engaged customers (those who engage with a chat either on their own accord or through proactive service) convert 28 percent higher than non-engaged customers (who don’t chat). Further, customers who chat with a brand versus on the phone, convert at a three percent higher rate.
Live chat experiences, however, are not all created equal. For starters, not all company representatives chatting with customers online are able to carry out the tasks that people came to the site to complete – causing user frustration that they have to leave the medium they are on to email or, gasp, call or visit in-store. Adding to that frustration is when the company cannot recognize the experience the person has already had or is anticipating having. Moxie brings together self-service, chat and email so that (1) the customer’s info is carried with them throughout their experience as is the Moxie bell (which can be "rung" at any time for help), (2) companies are able to recognize certain customer behaviors or characteristics to proactively serve the most appropriate content and suggestions while anticipating needs and (3) agents can co-browse to help customers during any points of friction.
Moxie VP of Marketing and Sales Tara Sporrer provides a few examples to Website Magazine about how all this looks in the real world. For instance, if a coupon code fails a customer during check out, the person likely doesn’t want to talk to someone about it, they just want a code that works. Using Moxie, retailers can set a rule that automatically fires off a new code to customers using invalid promo codes (because they’ve expired or do not apply toward that purchase), so they don’t leave the site looking for a new promotion likely to never return.
Another example of anticipating customers’ needs through chat is recognizing where a person is when they visit the site and on which device they are using. The person checking flight changes on their smartphone at the airport is not going to want promotion codes for their next flight whereas a person booking travel on their desktop and indicating they are flying with multiple passengers may want kid-friendly hotel suggestions (see image). Understanding the context of the visit can improve the experience; the alternative is frustration and loss of relationships or sales.
Moxie’s digital engagement tools are designed to eliminate friction for the customer, most importantly, but also its enterprise users (typically very large business-to-consumer companies). Brands can tweak the rules talked about above through a business admin dashboard (the Engagement Mapper) with no IT involvement. From there, users are able to measure the impact in Moxie’s Analytics Suite – understanding how effective the engagement strategy is, make tweaks and iterate.
With customer experience becoming a focal point in many organizations (thanks to the pressure put on them thanks to intuitive experiences provided by Uber or even subscription services like Stitch Fix), brands would be wise to identify their main points of friction and explore ways to eliminate them. Increasingly, that can be done through proactive service that recognizes customers across channels and delivers content tailored to them that anticipates their needs.