"Our Take" - Click-To-Call

(Past Editions by: Date, Title, Topic)

 
About "Our Take" 
"Our Take" is a collection of daily vignettes covering a wide range of CRM topics. It's an attempt to add our own spin to the world of CRM. We will use the column to share our perspectives, opinions, epiphanies, web nuggets, or quite frankly anything that moves us. Get ready to expect the unexpected. And, don't be shy about sharing your thoughts.
 
 
3/27/06 - Click-To-Call
Most of us are familiar with the chat, email or call features offered on many web sites. Now a new feature is starting to appear called click-to-call where a web visitor can enter their phone number and have an agent call them either "right now" or some time in the future.
 
The promise of click-to-call is worth investigating. First, customers might be less likely to get bounced from one agent to another if routing is based on the web experience, specifically the visited pages. As internet based phone services become more prevalent (Vonage, Skype, etc.), the ability to talk without using the cell phone or land line becomes more appealing as well.
 
Click-to-chat works when the customer is willingness to share a phone number. That might not be a big issue if someone is in the middle of a purchase. However, the "just looking" visitor might be less likely to use the click-to-call service. Companies starting to implement this capability include Amazon, Sears ("personal kitchen advisor"), Esurance ("speak to an agent" feature) and Continental (problems when completing a purchase"). Check them out and let me know what you think.
 
Gary Lemke, Publisher
(Share your thoughts)
 
3/28/06 - Click-To-Call - Part 2
Yesterday, I wrote about a newer customer service capability bridging two channels - the web and the phone. Called click-to-chat, this functionality allows a web visitor to opt into a phone conversation when he or she needs help beyond what the web experience provides. Upon activating click-to-chat, the customer receives a phone call from the company rather than merely a phone number to call providing a more seamless experience.
 
One reader responded with her click-to-chat experience. She said, "I used a click-to-call feature on the Lands End site when I was considering ordering a shirt. I was amazed when my phone rang a minute later and a customer service representative was able to immediately answer my questions. I was extremely pleased with the interaction."
 
She continued with the following suggestion, "I think this same type of functionality would be extremely beneficial for customers using a software support web site. This would be a great way to reward customers who are trying to help themselves." What a great idea - reward self-service by moving those that try to the front of the queue. Also, what a great way to know what type of questions you web site cannot answer.
 
Gary Lemke, Publisher
(Share your thoughts)
 
4/3/06 - Click-To-Call - Continued
Last week, I wrote about a newer customer service capability bridging two channels - the web and the phone. Called click-to-chat, this functionality allows a web visitor to opt into a phone conversation when he or she needs help beyond what the web experience provides. Upon activating click-to-chat, the customer receives a phone call from the company rather than merely a phone number to call providing a more seamless experience.
 
One reader responded saying, "We're using such technology on our site but we feel most people, either don't get it, or would rather not be bugged by such technology. Our engaging text chat gets a lot of use; the click-to-chat feature does not.
 
Very valid point. It is the same observation for the first instances of the automatic teller machine (ATM) that is now so common. But what once seemed foreign and awkward is now the standard in banking and beyond. The ATM is expected and often preferred. But it took time and customer education to create a 'tipping point.' Is there a tipping point for click-to-chat?
 
Gary Lemke, Publisher
(Share your thoughts)
 
4/4/06 - Click-To-Call - One Last Point
Many readers have weighed in on their opinions and experiences with "click-to-chat," a new web feature that allows customers to receive a phone call from the company simply by clicking a button on the web page.
 
One reader wrote, "I used the click-to-call feature for a large CRM firm and didn't receive a call back at all. My confidence level in them dropped significantly from that one missed call. I would never think of implementing this functionality until I was absolutely positive I had the staffing model tweaked to allow a call back within minutes."
 
I hope that goes without saying. If you are going to do something, do it right. Otherwise, don't do it. No reason to go on stage if you don't know your lines. It's better to hide until you have your act together. And with something new like this, expect the unexpected. You just never know how customers are going to react.
 
Gary Lemke, Publisher
(Share your thoughts)