Whitepaper

The Effectiveness of Live Chat Technology

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Description This white paper contains results of a third annual survey, conducted in 2011, where 1,005 frequent online shoppers were queried about live chat technology with forward and additional analysis provided by Lauren Freedman, President of the e-tailing group. Her role was to validate the entire approach of this research by contributing third-party expertise in both instrument design and data analysis. The goal of the survey was to answer these questions:
  • Does live chat technology influence purchase intent?
  • How effective (or annoying) is one particular live chat feature – proactive invitations?
  • What kind of best practices can be gleaned and introduced from understanding the shopper’s perspective about the technology?
This year’s research also aimed to:
  • Specifically identify what percentage of the online shopping population prefers live chat to any other communication method, why and when they prefer it, and - if the population is big enough - to understand its demographic/psychographic profile
  • To further understand shoppers’ reactions and attitudes to proactive chat in an attempt to elicit implementation best practices for the technology
  • To re-investigate a discovery made in 2010 – the significant gap in attitudes about, and the likelihood to initiate a live chat session between chatters and non-chatters.
  • To discover, from the shoppers perspective, what makes a chat session successful.
  • To understand the behavioral and attitudinal differences with regard to live chat between American shoppers and shoppers from the United Kingdom
Table of Contents
  1. INTRODUCTION TO THE 2011 EDITION
  2. CONCLUSIONS
  3. METHODOLOGY
    1. The e-tailing group Effect
    2. Sample and Survey Instrument
  4. DETAILED ANALYSIS
    1. Demographics & Internet Shopping Habits
      1. The Preferred Live Chat Group
    2. Live Chat Technology
      1. Why is Live Chat Preferred?
      2. Situational Live Chat Preference
      3. The Live Chat Preference Gap
    3. Proactive Chat
    4. Non-Chatters and Chatters
      1. Non-Chatters
      2. Chatters
    5. Live Chat in the United Kingdom (UK)
  5. RECOMMENDATIONS AND NEXT STEPS

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