All customers are not the same and they are certainly not of equal value, in terms of the amount they‘re willing to spend and the likelihood of them making a purchase on your site. But then again all customers deserve the best possible experience whenever they interact with your brand online.
So how do you square that particular circle? Do you allocate the same resources and attention to low spenders as you do to higher value customers or do you work just a little bit harder to secure the business of those who are going to spend more?
Traditionally the answer to that question has been dictated by the web’s status as a self-service medium. Customers arrive, look around and either buy a product or else leave empty handed. In that respect, the experience – and the interaction with the brand – is more or less the same for everyone. Yes, you can to some extent tailor the experience by personalising the landing page but this has little or no impact on the resources you allocate to each customer.
The service game changer
But once you introduce an element of service to your site – for example by deploying live chat – the game changes. Chat is a hugely cost-effective means of serving customers by offering help and advice in real time when they are online and browsing your site.
However, cost-effective is not the same as cost-free. In order to serve customers through live chat you’ll have allocated resources in the form of a trained agent who can ‘talk your customers through’ their product decisions. Continue reading