GETTING MOBILE ENGAGEMENT RIGHT:
MEASUREMENT TOOLS & BEST PRACTICES
the e-tailing group
Agenda
• Introduction to the e-tailing group
• Are merchants mobile-minded?
• Research highlights – the 4 touchpoints
• Calculating your own mobile-minded
readiness
Lauren Freedman
President, the e-tailing group
• Mobile engagement must-dos & tips for
improvement
• Q&A
the e-tailing group
The Voice of Cross-Channel Merchandising
Straight talk from “in-the-trenches” online merchandising experts






20 years e-commerce consulting
Author, It’s Just Shopping
50+ years traditional retail and catalog
experience
Fortune 500 client projects ranging from
strategic planning, merchandising, marketing,
to technology development and messaging
Projects spanning retail landscape with
global coverage
Proprietary research studies on mystery
shopping, merchandising, mobile and
consumer behavior
the e-tailing group
I. ARE MERCHANTS MOBILEMINDED?
the e-tailing group
The State of Mobile
Usage is Growing
55% of time spent online in June, 2014 occurred on mobile devices
comScore; 20141
•56% of U.S. Internet users use both desktops and mobile devices to
access digital content online1
There’s a Shift in Device Usage
•Mobile is accounting for an increasing percentage (10.5% in 2013) of
ecommerce spending and is growing at significantly faster rates (23%) 1
•In 2014, 124.8 million U.S. consumers will shop on a smartphone
representing 63.5% of digital shoppers 2
•Tablets will outpace smartphone growth
•In 2014 $38.02 billion in sales on tablets compared to $18.49 billion
on smartphones (this already exceeds a 2-to-1 ratio) 2
•By 2018, 72.6% of m-commerce will take place on tablets, totaling
$96.31 billion2
Shopping is Accelerating
•U.S. retail mobile commerce sales will soar from $42.13 billion in 2013
(16% of total web sales) to $132.69 billion in 2018 (27% of web sales) 3
1
the e-tailing group
comScore
2
eMarketer
3
Forrester (all 2014)
“Now” is the Mantra of the Connected Consumer
I’m not getting the
attention I deserve
so I’m going to send
a tweet and expect a
response…NOW
I prefer email to get
product information
so I’m willing to wait
but want to do
it….NOW
the e-tailing group
There’s nothing like live
chat to solve a
problem…NOW
I’m on my way home
from work and could
stop at the store if is
knew they had what I
needed so I’ll give
them a quick
call…NOW
I always have my
phone so it’s my
preferred way to
interact with
retailers….NOW
Research Goal
Provide insight into mobile engagement to assess how
“mobile-minded” today’s retailers really are across all
available touchpoints
Explore 2 Sides to Mobile-Mindedness Coin
• Customer: Customer engagement via mobile device where
customer needs are resolved in a timely fashion suitable to their
device and touch-point of choice.
• Retail: The degree, to which an organization has implemented a
coordinated set of people, processes, and technology specifically
aimed at addressing the service needs of mobile consumers across
distinct communication channel touch-points.
the e-tailing group
Research Methodology
•
•
•
•
•
•
the e-tailing group
Access merchant’s mobile site using either an Android
or iOS phone (all chats on iOS)
Contact via suggested channel (email, phone, Twitter,
live chat)
Ask a single question across all touchpoints which
prompts a product recommendation from the retailer
Note quantitative aspects of the experience (time to
respond, button location, hold time, etc.)
Record any positive or negative experiences to provide
color commentary about the experience (ineffective for
mobile device, CSR goes extra mile from a service
standpoint, etc.)
Calculate a mobile-minded score by touchpoint (contact
visibility, resolution, response time, response quality)
The Mobile 50
Abt
Amazon
FlexShopper
Foot Locker
American Eagle Outfitters
Forever 21
AutoZone
Sephora
Barnes & Noble
FTD
Gaiam
Best Buy
Gap
Sullivan University*
Blue Nile
Harry & David
HSN
Sundance
Target
J.Crew
The Home Depot
Coach
Macy's
The North Face
Crate and Barrel
NAPA
The Vitamin Shoppe
Crutchfield
Toys “R” Us
DICK’S Sporting Goods
Newegg
Nordstrom
DSW
Office Depot
ULTA Beauty
Urban Outfitters
eBags
Petco
US-Mattress
Estee Lauder
Filson*
LionsDeal
Lowe’s
Victoria’s Secret
Build.com
Chico's
QVC
Saks
Sears
Staples
Walmart
Williams-Sonoma
* Live Chat Only
the e-tailing group
4 Touchpoints & Insights
# Retailers
Live Chat
Email
Twitter
Call Center
Based on 50
Retailers
25 experiences 11 phone/apps
14 tablets
39
82%
49
47
the e-tailing group
98%
94%
Mobile-Minded Score
1-3 where 3=best
Key Issues
2.12
Mobile-centricity
2.07
Long response
times
Non-responders
Long resolution
times due to holds
1.93
1.70
A Phone Call Provides the Quickest Path to Resolution
Average Time
Resolution
Home Page
Visibility Score
(out of .5)
Call Center
6 minutes*
81% (47 calls)
.36
Live Chat
8 minutes*
88% (25 chats)
.36
Twitter
5 hours: 9 minutes
80% (30 tweets)
.29
Email
25 hours: 23 minutes
82% (38 responses)
.36
*Rounded to nearest minute
the e-tailing group
II. RESEARCH HIGHLIGHTS –
THE 4 TOUCHPOINTS
the e-tailing group
A. EMAIL
the e-tailing group
Email: What Makes a Mobile-Minded Experience
Mobile-Minded Score: 2.07/3.00
• Providing an email form with a required subject to direct inquiry to
appropriate department
• 2 or less clicks to email contact info
• Timely response on first request within 24 hours
• Question is answered comprehensively with alternative products
recommended
• A personalized response and tone that establishes a relationship
with the customer
• Links/attachments for product recommendations are mobile-enabled
• Add to cart and/or save cart functionality provided within the context
of the email
• Articles/guides supporting product usage are a value add
• Remember, it never hurts to ask for the order
the e-tailing group
Direct Inquiries to Appropriate Departments Facilitate
Finding the Right Answer
Email Contact
% Penetration
41 retailers with email access
Contact Via Email
82%
For Product Questions
95%*
Contact Us Form
68%*
Contact Via Email Address
34%*
Email Inquiry Department/Subject Required
56%*
# Clicks to Email Contact Information
2.10*
39 sites allow product inquiries
Confirmation Received On Mobile Device
56%*
Confirmation Received Via Email
36%*
Never Answered Question
3%*
*subset of M50
the e-tailing group
Let Shoppers Know Your Turnaround Time
Answer Email Question Correctly/Issue Resolved
Automated Response
Human Response
Email Personalized in Salutation
Product Link Provided in Email Response
Product Link Mobile Optimized
Response on 1st Email
2nd email Required to Resolve Issue
# of Hours Between Auto Email Response or Personalized
Response (Minutes)-1st email
# of Hours Between Auto Email Response or Personalized
Response (Minutes)-2nd email
Average Response Time for all Emails
% Penetration
38 sites answered emails
82%*
13%*
87%*
95%*
68%*
77%*
85%*
15%*
13 hours 49 minutes*
101 hours 41 minutes.*
25 hours and 23 minutes*
*subset of M50
the e-tailing group
Gap: Providing Choices with “Branding”
Can you recommend a pair of women's jeans I can wear to work?
From: Gap.com Customer Service <custserv@gap.com>
Date: Tue, Aug 5, 2014 at 4:40 PM
Subject: RE: Question <<#3606804-9887541#>>
To: renakers80@gmail.com
Dear Renee,
Thank you for your interest in Gap and our awesome jean selection! My name is Brandy, and I am happy to help today. After looking around on our site, I
found a few pairs you might like, depending on your style!
Our Curvy Skinny Indigo Jeans (item #929042) come in a nice dark wash, which is great for work or a night on the town. They are a mid-rise and curvy
through the hip and thigh to sculpt your shape.
We also have our Super Stretch Legging Jeans (item #495984) are black with a nice stretchy denim for that active position. They are also a mid-rise with
that trendy skinny fit.
Finally, our Destructed Sexy Boyfriend Jeans (item #960153) come in a great Medium dark blue with fading and whiskering. The holes and subtle
distressed accents are unique and vary jean to jean. They are a low rise jean with a relaxed fit.
You can view any of these jeans by entering the 6 digit item number on our website or clicking the link provided in the title of each pair. If you would like
further assistance with placing an order please contact us at the number below.
Thank you again for contacting us! We look forward to shopping with you again soon.
If we may be of further assistance, please contact us at custserv@gap.com or by calling 1-800-GAP-STYLE (1-800-427-7895).
Sincerely,
Brandy
Gap Inc Customer Service
Your feedback is important to us.
We invite you to take a few minutes to fill out our Gap Email Customer Satisfaction Survey by following the link below:
https://gap.ehosts.net:443/CIMSurvey/default.aspx?SurveyID=11&InstanceID=1750645&KeyName=MessageID&KeyID=10567943
the e-tailing group
Petco: Going the Extra Mile with Product & Category Content
What product would you recommend to keep my dog out of my garden?
From: customerrelations@petco.com [mailto:customerrelations@petco.com]
Sent: Tuesday, August 5, 2014 2:28 PM
To: Renata Akers
Subject: Your Petco Inquiry # 5037163
Dear Renata,
I hope you had a nice weekend. I researched on our website and found the Four Paws Keep Off! Outdoor Dog & Cat
Repellent that will suit to your need.
Four Paws Keep Off! will help Keep dogs and cats away from trees, shrubs, garbage cans/bags and other forbidden areas
and will also reduce the frequency of defecation and urination by dogs on lawns and flower gardens. To view and order the
item, please click here.
On the other hand, I found a great article online that can help shed some light on why your beloved pet is behaving this way. I
hope this helps. Please click here.
If we can be of further assistance, please feel free to reply to this email or call us directly at 1-877-738-6742.
Petco values your insights, so please tell us how we are doing on our customer service survey.
Have a great day!
Sincerely,
Charo Z.
Customer Relations Coordinator
Healthier Pets. Happier People. Better World.
the e-tailing group
Crate and Barrel: Product Knowledge Extraordinaire
Can the vitamin 750 blender also substitute as a juicer? I have limited space
and was trying to avoid buying a blender and juicer if possible
the e-tailing group
Crutchfield: Shopping Cart Created for Easy Checkout
I'm confused with so many portable gps options. Can you suggest a reliable
model under $300 for travel in the US
the e-tailing group
Build: Offering to Place the Order Doesn’t Hurt
Recommendation for garbage disposal with a 3/4 HP & 120 volts
the e-tailing group
B. CALL CENTER
the e-tailing group
Call Center: Methodology
• Locate merchant’s phone number or “call button” on site
commenting on visibility
• Use mobile phone to contact merchant
• If agent doesn’t identify you are on a mobile device
– Casually mention within conversation you are currently in your
car, multi-tasking for efficiency
-OR
– If agent directs you to website, mention you don’t currently have
access to the web as you’re in the car driving
• Note mobile-mindedness (are they prepared/able to email the
information or save it to a cart and email the cart)
the e-tailing group
Call Center: What Makes a Mobile-Minded Experience
Mobile-Minded Score: 1.70/3.00
•
•
•
•
•
•
Home page visibility
Acknowledge mobile call (welcome to Footlocker Mobile)
Clickable phone number
No hold time or call quickly picked up (within 1 minute)
Adeptness at handling the conversation
Awareness on the part of the CSR that customer is mobile tailoring
experience accordingly with appropriate follow up (links to product
sent, cart saved and sent, etc.)
• Call me now button can be a time-saver
• Mention of other channels where information can be accessed
during hold times
the e-tailing group
Initial Contact Must Be Efficient
Call Center Contact
800 #/Toll Free Customer Service
Phone Number /Call Button Visible on Home Page
Clickable Phone Number
Accessibility Of 800# (1-3; 3= Very Accessible)
Call Center Hours
Agent Identifies You Are On Mobile Device
After Letting IVR Know You’re on Mobile Device,
Customization Occurred
Sku #
Emailed Link
Emailed Cart
Provided Store RTI
Suggested Downloading Retailer’s App
Quality/Length of Initial Phone Message (1-3; 3=
Best)
Hold Time after Initial Menu to Reach Appropriate
Agent
None
Under 1 Minute
1-2 Minutes
2.01-5 Minutes
Over 5 Minutes
IVR Mentions Other Channels To Visit/On Hold
Promotional Deals Mentioned During Hold Time
% Penetration
47 Retailers
57%*
94%*
2.46*
57%*
0%*
28%*
53%*
23%*
8%*
8%*
8%*
2.84*
49%*
51%*
26%*
11%*
8%*
4%*
22%*
9%*
*subset of M50
the e-tailing group
Call Experience Should Be Brand-Centric, Supply
Choices, and Accommodate Mobile
Message on hold was well branded (Did you
know H&D has a 75 year reputation for farm
to table freshness). Rhonda was helpful and
suggested a few cakes that would work.
-Harry & David
Connie answered "welcome to Footlocker mobile."
Took awhile to look through assortment. Provided
some recommendations based on top sellers and also
suggested I visit a store to see how different brands
fit and the sizing of toe boxes.
-Footlocker
CSR Stated Name
CSR Attitude (1-3; 3= Friendly)
CSR Efficiency (1-3; 3= Very Efficient)
Ask/Call By Name
CSR Product Knowledge (1-3; 3= Knowledgeable)
Product Recommendation Link/ SKU/Save Cart Emailed by CSR
Product Link/Saved Cart Mobile Optimized
Did They Try To Close The Sale?
Length of Call in Minutes
Referral To Another Party/Channel To Get Further Information
(Email/ Store)
% Penetration
47 Retailers
87%*
2.72*
2.69*
34%*
2.64*
9%*
50%*
4%*
6 minutes 11
seconds*
28%*
*subset of M50
Excellent experience. Mac was friendly and knew his
product. I mentioned I couldn’t look online because I
was in the car trying to do a few things at once. He said
don't worry about it, he can add the items to a cart and
e-mail it to me, which is what he did. -Build
the e-tailing group
I was asked if I'd ordered with them before then I
was transferred to the CSR - she gave me a list of
items and also asked if I needed a cardigan or
shoes; then asked if I was at a computer, when I
said no she offered to email me.
-J.Crew
C. TWITTER
the e-tailing group
Twitter: What Makes a Mobile-Minded Experience
Mobile-Minded Score: 1.93/3.00
• Ability to tweet from multiple locations (mobile site, desktop, search
via Twitter)
• Twitter visibility on retailer’s mobile and desktop home page
• CSR asks quick qualifying questions to support finding the right
product if necessary
• Quick response (under 3 hours)
• Be as clear and concise as possible using 140 characters while still
making sure to provide a suitable response (2 tweets is fine)
• Connection to personal shopper where appropriate
• Link to product recommendation that is mobile optimized
• Link to tools/guides that can aid the purchase
the e-tailing group
Accessibility to Twitter Across Channels Ideal
Twitter
Twitter Access
% Penetration
49 retailers with Twitter
access
Retailer’s Mobile Home Page
55%*
Desktop
39%*
Direct Twitter Access
6%*
# Retailers Who Respond to Tweets
61%*
Responded on 1st Tweet
49%*
nd
Responded on 2 Tweet
24%*
Total Time (Hours/ Minutes) to Receive Initial Tweet from Merchant
5 hours 9 mins. *
# of Total Tweets in Conversation
1.70 *
Tweet Response Personalized to Shopper
20% *
CSR responds with Twitter Handle Only
77%*
CSR responds with Twitter Handle + (name)
23%*
Answer Quality (1-3 where 3=best)
2.27*
Issue Resolved
80%*
Referral To Another Party/Channel To Get Further Information
63%*
(Email, 800#)
Product Recommendation Link/ SKU/Save Cart Tweeted by CSR
80%*
Product Link/Saved Cart Mobile Optimized
92%*
*subset of M50
the e-tailing group
Ask Qualifying Questions
Budget or brand
the e-tailing group
Link to Personal Shoppers
the e-tailing group
Specific Recommendations with Links Ideal
the e-tailing group
Tools Are a Value-Add for Shoppers
Lookbook
the e-tailing group
Denim Fit Guide
D. LIVE CHAT
the e-tailing group
Live Chat: Methodology
• Merchants who had live chat on their mcommerce site
were further evaluated to see if they also possessed live
chat via an app or on a tablet
• Merchant’s customer service was contacted via all
channels available, using an iOS device (iPhone, iPad)
the e-tailing group
Live Chat: What Makes a Mobile-Minded Experience
Mobile-Minded Score: 2.12/3.00
• Customer wait time after sign on is minimal
– If wait time, message to chatter to give a sense of timing
• Chat is available weekdays and weekends
• Pre-chat information directs chat to department and allows for comments
field
• Chat is easy to read on the device (mobile-friendly)
• CSR is quick to find the product with a focus on “my” inquiry rather than
multi-tasking
• Chat is completed in less than 10 minutes unless chatter has follow-up
questions that extend chat time
• Chat window can be minimized particularly on smartphones
the e-tailing group
Brand the Experience
I liked how the interface seemed to be a window
within a window where select store, select vehicle
and find product was on the left side. Sent links to
all products; Nice store reserve option or could buy
in store right within the email.
–Napa Online
the e-tailing group
Beautiful interface including picture of the rep and
her # years of experience -perfectly on brand.
recommended products in chat window which was
very helpful.
-Estee Lauder
Pre-Chat Readies CSRs
% Penetration
Click-To-Chat In Working Order
Day Of Week Chatted: Weekday
Day of Week Chatted: Weekend
Live Chat Hours Stated
Weekday
Saturday
Sunday
Chat Unavailable Form
Time To Respond To Email Form
Prechat Information
Prechat Information Requested
Optional
Phone
Name
Email
Direct Inquiry Location
Open-Ended Comments Field
the e-tailing group
100%
56%
44%
44%
100%*
82%*
64%*
27%*
3 hours 42 min*
88%
0%*
9%*
100%*
91%*
50%*
92%
*subset of M50
Location, Location, Location and Device-Centric Rendering Optimal
Location
Navigation
Customer Service/ Contact Us Page
Cart
Product Page
Category Page
Chat Button
Floating
Static
Chat was a nice overlay. Liked that window could
be minimized and blinked when CSR had
responded. -Sullivan.edu
the e-tailing group
Combined
Penetration
56%
Smartphone
/App
36%
Tablet
40%
16%
16%
8%
55%
9%
9%
0%
29%
21%
21%
14%
12%
88%
9%
91%
14%
86%
71%
Time and Experience Must Be Tailored to Mobile
Chat Queue
Horizontal Scrolling or Resizing Required to See
Chat Conversation
Time For Agent To Answer
Immediate
Under 1 Minute
1-2 Minutes
Over 5 Minutes
Chat Experience
Average Time To Chat (Minutes)
Chat On Mobile
Chat Redirected To E-Commerce Site For Chat
Overlay Experience
Pop Out To New Window
Chat Window Can Be Minimized
Informs User That Message Is Waiting
Chat Legible On Device
Errors Encountered (Not Supported By Browser,
Input Area Too Small
Combined
Penetration
12%
Smartphone Tablet
/App
27%
0%
64%
18%
14%
4%
8.25 mins.
86%*
14%*
12%*
88%*
4%
100%*
92%
12%
78%*
22%*
25%*
75%*
0%
N/A
82%
92%*
8%*
8%*
92%*
7%
100%*
100%
*subset of M50
the e-tailing group
Response Legibility and Expertise Should be Conveyed
The Answer
Combined
Penetration
88%
100%
76%
3.12
3.48
4%
2.57*
2.12
Did They Answer The Question?
Chat Manned By A Real Person
Alternative Product Suggestions Received
CSR Attitude (1-5; 1= Aggressive)
Likelihood To Buy (1-5; 5= Very Likely)
CSR Tried To Close The Sale
Purchase Encouragement (1-5; 5= Completely Encouraged Purchase)
Overall Mobile Minded Score (3.0 scale)
Post Chat Information
Post Chat Survey
Chat Company
Live Person
Bold Chat
Oracle
Other
Unknown
24%
8%
56%
4%
12%
20%
Referral To Another Party/Channel To Get Further Information (Email, 800#)
8%
*subset of M50
the e-tailing group
Connect the Channels for Customer Convenience
The Answer
Did They Answer The Question?
Chat Manned By A Real Person
Alternative Product Suggestions Received
CSR Attitude (1-5; 1= Aggressive)
Likelihood To Buy (1-5; 5= Very Likely)
CSR Tried To Close The Sale
Purchase Encouragement (1-5; 5= Completely Encouraged
Purchase)
Overall Mobile Minded Score (3.0 scale)
Post Chat Information
Post Chat Survey
Referral To Another Party/Channel To Get Further Information
(Email, 800#)
Combined
Penetration
88%
100%
76%
3.12
3.48
4%
2.57*
2.12
24%
8%
CSR sent me links to TV's, told me both were on
sale. Gave me his direct # to call when I was ready
to place the order. -Abt
the e-tailing group
III. CALCULATING YOUR OWN
MOBILE READINESS
the e-tailing group
Calculator: Email
Locate link to email customer service and note location (# steps; difficulty to find)
Ask a question which prompts a product recommendation within the response from the retailer
POINTS
1. VISIBILITY: Where is the email link located?
Found on home page
Found in customer service
If redirected to ecommerce site
2. EASE OF ASKING QUESTION: What type of contact us form is
provided?
A contact us form that allows you to direct your question to a specific
department or select a subject
A contact us form with no ability to direct your question to a specific
department or select a subject
3. RESOLUTION: Did the retailer resolve your issue satisfactorily?
Issue resolved including link/sku or creation of shopping cart
Issue resolved but no link/sku or shopping cart is created
Link provided was not mobile optimized
4. RESPONSE TIME: How long did it take to receive your email?
Under 4 hours
4 hours-8 hours 59 minutes
9 hours-15 hours 59 minutes
16-24 hours
TOTAL
the e-tailing group
.50
+.50
+.25
- .50
.50
YOUR
SCORE
AVERAGE
.36
.31
+.50
+.25
1.00
+1.00
+ .50
- .25
1.00
+1.00
+.75
+.50
+.25
.85
25 hours 23
minutes
Calculator: Call Center
POINTS
1. VISIBILITY: Where is the phone number located?
Visible and clickable on the home page
Visible on home page, but not clickable
Visible on contact us/customer service page
2. HOLD TIME: How long did it take after the initial menu to reach
appropriate agent?
Under 1 minute
1-2 minutes
Over 5 minute wait on hold
3. RESOLUTION: Did the retailer resolve your issue satisfactorily?
Issue resolved
Product recommendation link/sku/save cart emailed
Link provided was not mobile optimized
4. RESPONSE TIME: How long did the total call take from the time of
hearing the initial menu to ending the call?
.50
+.50
+.25
+.25
.50
Under 2 minutes
2.01-4 minutes
4.01-5 minutes
Call was over 10 minutes
TOTAL
+.75
+.50
+.25
-.50
the e-tailing group
+.50
+.25
-.50
1.25
+.75
+.50
-.25
.75
YOUR
SCORE
AVERAGE
.36
.40
.71
.23
Average:
6 minutes 11 seconds
Calculator: Twitter
Locate merchant’s Twitter link noting Twitter contact visibility.
If unavailable on mobile, use another channel (desktop, Twitter search)
Use mobile phone to contact merchant via Twitter
POINTS
1. VISIBILITY: Where does the retailer enable Twitter access?
Found on mobile home page
Found on mobile contact us page
2. RESOLUTION: Did the retailer resolve your issue satisfactorily?
Issue resolved including link/creation of shopping cart/sku
Issue resolved not including link/creation of shopping cart/sku
Link provided was not mobile optimized
3. # Tweets: Was the retailer able to answer the question in 1 tweet
or 2 where the 2nd tweet immediately followed the first?
Answers in 1 tweet or if additional tweets needed due to 140 character
limitation
4. RESPONSE TIME: How long did it take from the time the tweet
was sent?
.50
+.50
+.25
1.00
+1.00
+.50
-.25
.50
Under 20 minutes
20.01 minutes-1 hour
1 hour 1 minute-2 hours
2 hours 1 minute-3 hours
TOTAL
+1.0
+.75
+.50
+.25
the e-tailing group
YOUR
SCORE
AVERAGE
.29
.78
.33
.50
1.00
.53
Average:
5 hours 9 minutes
Calculator: Live Chat
POINTS
1. VISIBIILTY: Where is the live chat located?
Found in universal navigation
Found in shopping cart, customer service, product or category page
2. LIVE CHAT HOURS: Are available chat hours listed?
Live chat hours noted via mcommerce
3. RESOLUTION: Did the retailer resolve your issue
satisfactorily?
Issue resolved
4. RECOMMENDATION LINK
Product recommendation link/sku or saved cart emailed
If clicking on product link ends/disables chat
5. RESPONSE TIME: How long did the total chat take from the
time you initially engaged with live chat to the time you signed
out of the chat or retailer disabled. Note: (includes any wait
time for agent, hold times when agent researched information,
etc.)
Under 5 minutes
5-10 minutes
Over 10 minutes
6. LIKELIHOOD TO BUY: How likely are you to buy based on the
chat experience? Score on a 1-5 basis per the scale below
5=Very Likely
4=Somewhat Likely
3=Might Buy
2=Not Very Likely
1=Would Not Buy
TOTAL
the e-tailing group
.50
+.50
+.25
.25
+.25
.75
+.75
.25
+.25
-.25
.75
+.75
+.50
+.25
.50
+.50
+.50
+.25
+.00
+.00
YOUR
SCORE
AVERAGE
.36
.11
.66
.16
.46
Average: 8 minutes 15 seconds
.37
IV. MOBILE ENGAGEMENT MUST-DOS
& TIPS FOR IMPROVEMENT
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General Mobile Engagement Must-Do’s
Information and Access
•
List hours of availability
•
Make contact points readily available on mobile device (ideally home page)
•
Ensure experience renders properly by device
The Customer Experience
•
Respond in a timely fashion given the nature of the contact (i.e. Twitter demands a quicker response than
email)
•
Extend brand voice throughout mobile experiences
•
Listen well
•
Know the product and answer question comprehensively and correctly with alternative products
recommended on first contact
•
Move beyond popular products and focus on more specific needs
•
Solve the problem at hand rather than passing the buck to another rep or channel (often due to lack of
product knowledge)
•
Follow-up on any promises (will send an email with link to recommended product, etc.)
Going the Extra Mile
•
Never hurts to include a promotion
•
Always go the extra mile (include link to recommendations, create a saved cart)
•
Ask for the order
Connecting the Channels
•
Suggest all of the brand’s available channels to connect in all your communication
•
Where possible, connect to store availability and inventory
•
Suggest best device or tool (i.e. HSN suggested app when calling in)
•
Be cognizant of the channel in which the customer is connecting and suggest a solution or refer them to
another channel that can better address their needs (i.e. contact our 1800# for additional information)
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Engagement Starts with Accessible Customer Information
Dedicated Customer Service Area: 88% M50
Sufficient Customer Service Information: 2.57/3.00 where 3 is sufficient
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Providing Available Hours is Preferred (24x7 Ideal)
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Integrate Customer Support at Critical Junctures
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Direct Shoppers to the Experts
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Ask for Feedback
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Improving Your Score
1. Set realistic goals you hope to achieve with
your scores and work internally to get the
requisite support.
2. Dedicate resources to improving each
touchpoint and ensure that internal teams are
up-to-speed with current mobile engagement
best practices.
3. Keep a running prioritization list of tactics that
will enhance those experiences and reprioritize
as the year evolves and industry trends shift.
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Q&A
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Thank You!
Lauren Freedman
President, the e-tailing group
773-975-7280
lf@e-tailing.com
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