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 OUR TAKE -
Chatting Up Chat
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It's safe to say the discussion of 'social' outpaces every other discussion of CRM and CEM these days. And I don't see that changing anytime soon. At the same time, it's important to position 'social' as something in addition to all the other ways customers interact rather than as a replacement. Multi-channel is here to stay.
Is chat mature? "Chat is a mature channel among early adopters," says Rob LoCascio, CEO of LivePerson a provider of chat solutions for the customer experience. Many of the 8,000+ organizations that use LivePerson, see usage based on seats, transactions, and traffic up 20 -25 percent in the last year. Utilization of chat by just one to two percent of all site visitors, means chat has "just scratched the surface."
And the benefits of a chat customer experience are growing. Consider continuity of conversation. As organizations evolve from a cost/transaction mindset to the broader idea of authentic customer engagement, chat technologies are reaching into new areas. I have three thoughts for you.
First, chat engines are capable of introducing an online conversation based on browsing behavior. So organizations can deliver the personal touch at just the right moment. Second, the behavioral targeting engines originally developed for chat can be leveraged to deliver content (coupons, call-to-action, additional info, etc.) in addition to chat. Third, chat transcripts can be a gold mine for determining how to best improve the customer experience and/or conversion rates.
Is it time to chat up chat for your customer experience strategy? What's your take?
. . . . . Gary Lemke, Chief Customer Advocate
This is not an endorsement of any particular solution provider, products, or services. CRMAdvocate did not receive any compensation for this column.
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Lasting Impressions:
A little thought and a little kindness are often worth more than a great deal of money.
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John Ruskin
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 Required Reading - CRM News and Articles
Social Media Success Is About Purpose (Not Technology)
In the real estate world, there is a saying: "The three considerations that most impact value are location, location, and location." In the world of social media, they are purpose, purpose, and purpose. Nothing impacts the success of a social media effort more than the choice of its purpose. Because purpose becomes the cause around which people will rally and be inspired to act, it is also the source of social media's business value. What is a good purpose for social media? Would you recognize one if you saw it? And if you could identify a good purpose, would you be able to mobilize a community around it and derive business value from it? . . . more >>
5 Ways Social Media Can Drive Revenue
There’s no doubt that social media has been a disruptive force on B2B marketing. Yet, many marketers struggle with how to use social media to go beyond awareness, to actually drive revenue. I’m here to tell you it’s not magic. In fact, by attaching social media marketing to the 5 Revenue Performance Indicators high-performing companies have adopted, you can drive actual results. Here are five ways social media marketing can be used to drive revenue. 1. Extending Your Reach . . . more >>
Aetna Members Get Ann-swers
Aetna provides healthcare, dental, pharmacy, behavioral health, group life and disability insurance, employee benefits, and healthcare management services to 36.5 million people—many of whom now enjoy expanded service from Ann, the company’s virtual online assistant. As more consumers go online for health information, Ann is proving to be a welcome guide throughout the secure members’ section of Aetna’s corporate Web site. She logs about 20,000 chat sessions daily, and in June, she took part in her 2 millionth interaction. When Aetna introduced Ann last year, her capabilities were limited. Initially, she helped with Web site registrations and log-ins, delivering forgotten passwords and user IDs to confounded site visitors. . . . more >>
When to Remain Transactional and Why
Anthony Iannarino has spent a lot of time thinking about, writing about, speaking about, and working on how to move from a transactional, low value-creating salesperson to a business acumen-possessing, level four value-creating strategic partner. He has done so with good reason, too: these disruptive times we live in require nothing less if you are to succeed in business-to-business sales. But it’s important that you know where and when to invest the effort in crossing the bridge from transactional into something more. Some accounts are never going to be more than transactional, and they should be treated as such. . . . more >>
Social Media -- 4 Trends to Watch in 2012
Beverly Macy is on a mission to help Fortune 500 companies answer the question, "What is social media and how can it help our company?" Senior executives and managers can not make decisions or allocate budget to something they know very little about. You are at a competitive disadvantage if you do not embrace the power of social media and understand how it applies to the enterprise. Your competitors are already there. Your incoming digital native workforce is there. In fact, 2012 is the year companies will move from social media to social business. . . . more >>
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