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2014
CUSTOMER SUCCESS
PAC Web Hosting Ltd.Engaging with Customers and Prospects to Deliver the Answers They Need
© 2014 LivePerson, Inc. 2
CUSTOMER SUCCESS PAC Web Hosting Ltd.
PAC Web Hosting Ltd. needed to replace its rudimentary live chat solution due to technical problems it was causing on the company’s website. The company deployed
the new version of the LiveEngage platform three months ago, utilizing Click to Chat, proactive chat, and
content targeting for sales, customer service, and technical support. Impressive early results include a 40
percent upsurge in overall conversions since the switch, a 300 percent increase in traffic to the special
offers page, and a 400 percent uptick in the use of promotional codes from that page.
British Internet entrepreneur Paul Nesbitt has used a number of Web hosting companies over the years, but
as recently as 2007, he had never found one that provided the level of service that he was looking for. “There
was a lot of very poor Web hosting in the U.K.,” he recalls. “Some of it was downright slow or didn’t work
properly. Help was often unavailable outside business hours, so if something happened at 2:00 a.m.
on Saturday morning, a customer had to wait until Monday morning at 9:00 to get assistance.”
This state of affairs was unacceptable to Nesbitt. “For me, this needed to change,” he says. “So I took the
opportunity to enter the market and really provide a service again—rather than a commodity.” Nesbitt and
a partner founded PAC Web Hosting Ltd. in 2007, with an explicit commitment to listen to customers’ needs
and opinions. “We routinely ask not only ‘How are we doing?’ but also ‘What can we do to make it even
better for you?’” he relates.
This market responded positively to this business model, and after seven years the company has grown into
one of Britain’s leading hosting and domain name providers, supporting businesses and individuals from its
state-of-the-art data center in Manchester. “We are very proud of our 98 percent customer retention rate,”
Nesbitt says. “It indicates that we are doing something right.”
Company Profile
PAC Web Hosting Ltd. is a
leading provider of Web
hosting and domain name
services for customers in the
United Kingdom. Based in
Manchester, the company
serves individuals and
businesses of all sizes.
Business results
40% increase in
overall conversions
upon switching to
LivePerson
300% increase in
traffic to special offers
page due to content
targeting promotion
400% increase in
use of promotional
codes from special
offers page
436% increase in
order value during
one typical live chat
conversation
25K
25K
25K
25K
© 2014 LivePerson, Inc. 3
CUSTOMER SUCCESS PAC Web Hosting Ltd.
Moving from live chat to digital engagementAlmost from the beginning, PAC Web Hosting
offered a live chat channel for sales, customer
service, and technical support. The underlying
technology was rudimentary and was a part of a
customer service application that the company did
not otherwise use. And after a few years, it started
causing some technical problems. “Our business
page started to stutter and customers were seeing
noticeable delays,” Nesbitt recalls. “After researching
the problem, we realized the live chat program was
behind the slowdown.”
With a temporary fix in place, Nesbitt began
looking at a variety of websites to see which live
chat solutions were in use. He noted that many
sites were using LivePerson, so he went to that
company’s website. “I quickly saw that LivePerson
was much more than a live chat solution,” he
remembers. “I realized that it could greatly
expand our potential to engage with customers.”
Nesbitt was also impressed with a special
promotion that appeared on his screen while he
was exploring LivePerson’s website. “It happened
to have a World Cup theme, but what I really liked
was the optics of how it popped up and caught my
attention,” he relates. “I realized I could do the same
thing with my own website visitors.”
Trying a new solutionNesbitt activated the latest version of the
LiveEngage platform in June 2014. He was surprised
how easy it was to deploy the cloud-based platform.
“Everything was available at the click of a mouse,
from technical documentation to training modules
to campaign creation tips,” he relates. “It took me
about 10 minutes to create logins for my agents
and set things up. I had a couple questions as I
set up my campaigns, but LivePerson’s Technical
Support team answered those inquiries quickly
via live chat.”
Nesbitt deployed Click-to-Chat buttons on PAC
Web Hosting’s public website as well as its secure
customer portal. He also wrote several simple
targeting rules to trigger both proactive chat
invitations and content targeting campaigns based
on user behavior. “So far, these campaigns have
been sales-oriented, but we plan to create some
informational campaigns and proactive chat for
customer service as well,” he notes.
As an example, one campaign triggers a pop-up
when visitors start looking at product pages for
the company’s Web hosting products. “It says,
‘Looking for Web hosting? Click here to see a
list of special offers,’” Nesbitt reports. “It is by far
the most successful way we have found to get
people to look at our special offers page,”
Nesbitt reports.
I saw that LivePerson was more than a live chat solution. It could greatly expand our potential to
engage with customers. – Paul Nesbitt, Director, PAC Web Hosting Ltd.
The Challenges • Replace rudimentary
live chat solution
that was causing
website slowdowns
• Engage with customers
in a personal way to
increase sales
• Move from a live
chat channel to a
comprehensive digital
engagement strategy
The Solution Engagement Model :
Live chat and content
targeting for sales,
customer service,
and tech support
Key Capabilities :
LiveEngage 2.0 platform
with proactive chat,
content targeting, and
enrichment analytics
4
CUSTOMER SUCCESS PAC Web Hosting Ltd.
© 2014 LivePerson, Inc.
Customer-focused operationsPAC Web Hosting has always used a unique model for fielding sales
and support inquiries, including the live chat channel. “All incoming
inquiries are managed by our technical team,” Nesbitt explains.
“They’re multi-skilled and can handle inquiries about sales, billing,
account issues, and technical support. Rather than saying, ‘Thanks
for your inquiry; someone will get back to you,’ they are empowered
to get the job done for the customer.”
The technical team currently has nine members, and they are tasked
with 24×7 coverage of the phone, email, and live chat channels.
“Several people are typically on duty during the workday, and one
or two at night and over weekends,” Nesbitt describes. “The fact that
LivePerson charges according to usage rather than concurrent agent
positions makes it economical to staff the channel at different levels
at different times.”
Agents found the new LiveEngage platform to be very user friendly.
“I didn’t have to do any formal training or require them to watch one
of the modules,” Nesbitt remembers. “I just gave them logins and let
them learn by exploring the platform.”
Members of the technical team found it much easier to provide
excellent service with LiveEngage than with their prior live chat
solution. “They can see visitors’ approximate location, how they
accessed our site, and their browsing history at a glance,” Nesbitt
explains. “This often gives them really good context on what the
inquiry is going to be about, and enables them to provide faster,
more accurate service.”
A stellar customer experienceAnother element that supports PAC Web Hosting’s customer-
centric model is the look and feel of the live chat as well as the
content targeting experience. “Visually, it is much cleaner and more
professional than with our old application,” Nesbitt relates. “I’m
especially pleased with the way that our content boxes and
proactive chat invitations float onto the screen.”
One reason for that professional look is the custom text and graphics
that PAC Web Hosting uses with the LiveEngage platform. “We wanted
to get our branding out there, so we substituted our logo and other
brand-consistent materials for the default graphics,” Nesbitt explains.
In the near future, he is also planning to add personalized photos
of each agent to be used on the live chat engagement window and
proactive chat invitations.
Leveraging the power of engagement dataIn addition to the look and feel, Nesbitt knows that LivePerson’s robust
enrichment analytics features will help him improve the customer
experience over time. He is currently using live chat traffic reports
to ensure proper staffing at different hours. He is also planning to
integrate data with LivePerson with PAC Web Hosting’s in-house CRM
system and WHMCS ticketing application so that he can measure
conversion rates, time to resolution, and other metrics for live chat
versus other channels.
Nesbitt also reviews transcripts of the live chat conversations
themselves, which is invaluable for agent coaching and also for
planning future offerings. “Reading the chats has actually given
me several ideas for future promotions we could offer,” he notes.
I didn’t have to do any formal training. I just let them learn by exploring the platform.
– Paul Nesbitt, Director, PAC Web Hosting Ltd.
5
CUSTOMER SUCCESS PAC Web Hosting Ltd.
© 2014 LivePerson, Inc.
Astounding early resultsAfter three months of using LivePerson, PAC Web Hosting is already
seeing very impressive results. “Although we cannot yet tie specific
sales to live chat conversations, I can say that we have had an
40 percent upsurge in overall conversions since we switched to
LiveEngage,” Nesbitt reports. “It was the only new initiative we had in
place at the time, so I think the vast majority of this increase can be
attributed to LivePerson.”
Content targeting is one specific feature of LivePerson that has
certainly driven revenue. “Since we deployed the campaign to drive
awareness of our special offers page, we have had a 300 percent
increase in traffic to the page and a 400 percent increase in the use
of the promotional codes,” Nesbitt relates. “Links to the special offers
page are prominent on the website, but when a personalized pop-up
appears, it really drives traffic to the page.”
And while Nesbitt does not yet have the infrastructure in place to
measure average order values for live chat versus other channels, he
knows that the personal connection helps in that regard. “In one live
chat conversation, our agent explained the benefit of cloud hosting to
the customer’s requirements and converted that order from £54.99 to
£240 annually—a 436 percent increase,” he says.
A bright futureNow that the LiveEngage platform has proven itself as a potent sales
tool, Nesbitt plans to broaden the scope of the service. “I want to
run more content targeting campaigns for both sales and customer
service and extend proactive chat invitations to visitors whose
behavior indicates a need for customer service,” he says. And to make
service even more efficient, Nesbitt plans to work with the agent team
to write pre-defined answers to commonly asked questions for both
sales and customer service.
Another near-term interest is LivePerson’s mobile Click-to-Chat tool.
“We want to provide the same level of service for mobile users that
we have for desktops,” Nesbitt says. “With a live chat experience that
fits the device as an overlay to our responsive site, customers will truly
be able to get the answers they need when they need them. It’s very
consistent with our customer-centric business model.”
Overall, Nesbitt is very glad that he browsed the LivePerson website
and saw its World Cup promotion. “It really gave me a visual concept
of what I could do with a comprehensive digital engagement strategy,”
he observes. “Moving beyond live chat as a commodity has really
helped me grow the business.”
About LivePersonLivePerson, Inc. (NASDAQ: LPSN) offers a cloud-based platform that enables businesses to proactively connect in real-time with their customers via chat, voice, and content delivery at the right time, through the right channel, including websites, social media, and mobile devices. This “intelligent engagement” is driven by real-time behavioral analytics, producing connections based on a true understanding of business objectives and customer needs. LivePerson is headquartered in New York City with offices in San Francisco, Atlanta, Tel Aviv, London, Amsterdam, and Melbourne.
Contact
LivePerson, Inc. T: 212.991.1794
475 Tenth Ave F: 212.609.4233
5th Floor [email protected]
New York, NY 10018 www.liveperson.com
Follow the conversation on Twitter: #LiveEngage