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Knoah enables a multinational web-based travel portal to achieve high ROI through proactive chat based online sales solution

The Problem:

The client recognized that a number of visitors came to their travel website and browsed through travel related services and products, but were often confused about what they wanted to buy. While some customers did contact the call center and seek assistance with their purchase or product queries, other customers would simply leave, many times
with orders in the online shopping cart.

The client was focused on increasing sales while enhancing the customer experience and building loyalty through high customer satisfaction. Delivering this required prompt engagement with the customer during the purchase process, rather than before or after it, Knoah proposed a three month pilot project that would engage and convert visitors on the website into customers.

The Solution:

Since the client already had a call center that was providing phone support for customers seeking assistance, Knoah focused on providing interactive, online engagement to increase purchases from online visitors. Knoah recommended using a proactive chat solution to help monitor customer behavior and target customers who were prospective buyers, but were likely to leave the website without making a purchase unless engaged online. The solution would also enable customer tracking from the time the visitor came to the website, helping the client understand if interactions with the customers could increase the number of conversions or not. These "hot leads" were identified by rules that Knoah wrote to target certain behaviors. For example, specific rules were written that triggered after a customer visited seven pages (was the customer looking for something specific and couldn’t find it?), or triggered after a customer spent more than 90 seconds on the shopping cart page (did the customer have questions about the items chosen?). In all cases, the goal was to offer targeted assistance via chat before the customer opted to leave the site.

As the program matured, the rules were slightly modified with the intention of increasing revenue and specifically demonstrating the value that chat-assisted sales had by comparing results between targeted customers that chatted and targeted customers that opted not to chat.

In getting the program off the ground, the client provided domain-specific training to ensure the agents had a strong understanding of the clients’ products and services as well as the processes and procedures to be followed consistent with the client’s brand. Knoah provided agents that had extensive experience using chat as the vehicle to communicate with customers in a sales context. This is a unique skill set that is different from that of phone agents. Along with good typing skills, the agent must also be excellent at multi-tasking as concurrent chat communications is a key value proposition of the channel. The Knoah agents also were trained to be excellent salespeople utilizing a 4 step sales program that Knoah provided as part of the introductory curriculum. Simulations were part of the training to prepare agents for the fast-paced, concurrent chatting conditions they would be expected to thrive in.

After going live, various reports were generated and analyzed to gain a strong understanding of the operations on a hourly, daily and weekly basis. Reports included chat volumes, concurrent chat times, handle times, pipeline and conversion/revenue. End-customer surveys were assessed for customer satisfaction scores, and Knoah’s QA team reviewed each agent’s transactions to ensure they conformed to the expectations set by the client.

Results:

After partnering with Knoah Solutions to enhance its customer base and achieve high sales, our client was able to:

  • Garner a high ROI of more than 200 percent
  • Attain high customer satisfaction on post contact surveys of over 94%

More importantly, the client was able to experience an ‘incremental lift’ in sales. Knoah Solutions successfully demonstrated that proactive assistance provided before a purchase was made translates into a greater number of sales made and higher cart value for those sales as compared to sales made just through self-service.

Conclusion:

For companies that want a strong online sales presence, chat is a requirement for maximizing sales potential. That said, the chat offer has to be done in a targeted fashion to only reach out to customers that need support rather than just offering support to everyone. Knoah’s online engagement solution is tightly integrated into the client’s web environment and uses sophisticated rules to determine the "appropriate" customers with whom the agents should chat with. For those that we were able to assist, we were able to increase their overall purchase by providing effective salesmanship and product knowledge that go beyond the online offer. All of this resulted into a very high degree of online engagement for prospective customers and high ROI for our client.

 
Client
A global Internet media company and trusted publisher of travel, entertainment and local deals offering travel related products and services on its US website
 
Industry Vertical
Travel
 
Knoah’s Service Offering/Channel
A proactive, online chat facility that targets prospective buyers and offers knowledgeable, “on-the-spot” sales assistance creating a unique and highly effective online buying experience. Our solution has resulted in increased conversions over pure self service engagement and higher Average Order Value, turning “lookers” into “bookers” and “browsers” into “buyers”
 
Solution Delivered
Online engagement, Proactive Chat Solutions, Effective Salesmanship, Online Sales with high ROI
 


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    CCW

    17th Annual Call Center Week 2016
    (Conference + Expo)
    June 27 - July 01, 2016
    The Mirage, Las Vegas, Nevada

    • The Evolution Of Chat: A Case Study

      Abstract:Knoah & our Consumer Electronics client will share its journey in developing its chat channel from a several person exploratory pilot to handling over 2.5 million chats per year today.
      This presentation will discuss a variety of methods our client uses to promote and deliver a cost effective and high CSAT service and support capability with Chat. Knoah Solutions, will share its best practices in managing the chat agent population.