The broad principles of proactive live engagement are simple. The merchant tracks the customer journey through an e-commerce website and (by deploying analytics software) identifies points at which the consumer is exhibiting signs of frustration or confusion. These are the points at which your customer needs help, which is most frequently delivered via an invitation to chat in real time to an agent.
So far so good but there are some complicating factors. Live engagement (in particular via chat) is a hugely cost-effective means to interact directly with the customer, providing advice and assistance when required. But it does require the allocation of resources in the form of chat agents and their salaries have to be paid. As such it’s hugely important that chat invitations are targeted carefully to ensure the best possible use of your agents’ time and, ultimately, the optimal return on investment.
In practice that often means prioritising particular customers. For instance, you may wish to focus on high spenders with a view to upsell and cross sell opportunities. Equally you might be aiming to reduce shopping cart abandonment on goods above a certain value by identifying customers who are serious about buying but also likely to have momentary doubts and go elsewhere. Each merchant will have its own priorities and targets. Continue reading