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How House of Fraser have transformed web chat into a key pillar of their
real-time customer engagement strategy.
THE UBIQUITY CHALLENGE
Your customers are EVERYWHERE, they expect you to answer at ANY TIME, in REAL-TIME.
WE ADD A HUMAN TOUCH ONLINE
Hi! I‘m about to buy a chainsaw but I have a few questions. Can you help?
MARC - Brand advocate Sure! Are you looking for a professional saw or is it for your own garden?
500+ CUSTOMERS 40+ COUNTRIES
ENERGY TOTAL (FR) Entega GmbH Gas Natural (ES) RWE (DE)
SERV ICES Pole Emploi La Poste DGFIP UWV
CARS Citroen Renault Toyota Fiat BMW
INSURANCE
Amaguiz Direct Assurance Groupama Europ Assistance MAIF Asstel Smile.direct Malakoff Mederic AXA Maaf Mutuelle Générale
TELECOM Bouygues Telecom SRR (SFR) Canal+ Sosh - Orange
RETA IL Fnac Cdiscount Florajet
Monoprix House of Fraser Newlook Ukais Darty Redoute GrosBill Electrodepot Worten Charlotte Olympia Devanlay 3 Suisses Matches Fashion
LUXURY Louis Vuitton Christian Dior Christofle Chanel Boucheron
Bottega Veneta Christian Louboutin Lacoste
TRAVEL TUI DE Air France VSC Marmara Pierre et Vacances Air Austral Corsair Thomas Cook Thalys
F INANCE Banque Populaire Crédit Mutuel Boursorama Banque Monabanq Fortuneo Beobank Cofidis Cofinoga
Sofinco Cetelem VIVUS AXA Banque Groupama Banque Natixis Banque Degroof
6 YEARS . 170+ TALENTS . 10+ NATIONALITIES . 9 CORE VALUES . 100+% GROWTH/Y . 5TH GPTW . FAST 50
INTERVIEW WITH STEPHEN BRENNAN
Contact Centre Support Services Manager
WHAT ROLE DOES THE WEBSITE PLAY IN THE
HOUSE OF FRASER BUSINESS?
Reduce volume
of emails
Improve customer
satisfaction
Increase online sales
HOW HAS CHAT BEEN IMPLEMENTED TO
ACHIEVE THIS?
Deploy chat on Customer Support
pages
Customer Support Pages
50% OF CHAT
CONTACTS
CARE Visitor : Hello Agent : Hello, you're chatting with Rochelle. How can I help you? Visitor : My order was sent to my work address by mistake I am tracking it and it says courier received do you know what that means please Agent : It means it has been handed to the courier for delivery. Visitor : phew thanks I thought someone had received it. As I phoned them and no one has signed for the package yet Agent : It'll be marked as delivered once it's been signed for. Was there anything else I can help with at the moment? Visitor : Thanks The visitor has closed the chat window.
Agent : It appears as though you've closed the chat. If you do require any assistance, we're available on webchat until midnight this evening. Have a nice day! The agent has closed the chat window.
> VISITOR EXPRESSES SATISFACTION THROUGH THE SURVEY
Deploy chat on Customer Support
pagesCheckout funnel & shopping cart
50% OF CHAT
CONTACTS
SALES Visitor : Hi. I am about to place an order and am ordering two sizes for
choice. I was wondering whether returns are free? Agent : Hi there, you're through to Kizzy. Yes, we include a freepost returns label with your order. Visitor : That is great. Many thanks The visitor has closed the chat window.
>VISITOR CONVERTED AND EXPRESSES SATISFACTION
WHAT ABOUT THE HUMAN RESOURCES
DEDICATED TO CHAT?
8 chats / hour / agent
30 secs 1st response
time
14 chat agents
20%OF OVERALL CONTACTS ARE CHAT CONTACTS
30%OF OVERALL CONTACTS WILL BE CHAT CONTACTS BY END OF 2016
François Hotte, Engagement Specialist at
OPTIMISING THE ENGAGEMENT STRATEGY
0
10 000
20 000
30 000
40 000
Janu
ary
Febru
ary
Marc
hApril
May
June Ju
ly
Augus
t
Septe
mber
October
November
Decem
ber
Janu
ary
Febru
ary
Marc
hApril
May
June Ju
ly
Augus
t
Septe
mber
Octobre
Novembre
Décem
bre Don
nées
conf
iden
tielle
s et r
éser
vées
exclu
sivem
ent à
Gro
sBill
3 new buttons: + sales checkout+Contact us page + Email deterrent
CONTACT EVOLUTION & FORECAST
Perimeter extended: + Orders & Return +content +customer care
Fixed button only
Average 2015
Nb of chats
New Revenue Strategy + Product pages + Category pages
2015 2016
Progressive channel shift + Staffing optimisation
New messaging channel
Chat on Mobile
Black Friday + Christmas
x3 Response rate
(new rules)
MEASURE SERVICE RELEVANCE
INCREASE BASKET VALUE
+8% Average Basket
Value
ENSURE CONVERSATION QUALITY
+4pts
Satisfaction rate
-30s Chat Closing
time
MONITOR RESPONSIVENESS
STRATEGY Objectives to reach within the next 3 months
INCREMENT VS CONVERSION Customer Journey
Enga
Customer order confirmed
CONVERSION RATEINCREMENT RATE
HIGH INCREMENTAL VALUE, LOW CONVERSION RATE HIGH CONVERSION RATE, LOW INCREMENTAL VALUE
Landing just arrived on
the website
Discovery discovering website,
have not yet seen any product pages
Looking looking for products,
but have not opened a basket
Shopping have a basket,
finalizing their shop
Buying checkout funnel
CONTACT RATE:
0,6 to 1,2 % An overlay button lies on top of the page scroll (always visible in the bottom right hand corner of the browser) with a visual, a title, a catchphrase and a call-to-action button.
ENGAGEMENT METHOD Overlay button
CONTACT RATE:
2 to 5 % In escalation of the overlay button, the proactive chatbox helps catch the visitor’s attention. It is displayed with an automatic message that looks like it has been sent by an agent. It has to be used carefully to avoid being too intrusive but is really powerful after a long time spent on the page.
ENGAGEMENT METHOD Proactive Message
The new strategy will be run on half of the chat audience to test its efficiency. Also, thanks to multi-variate testing we will run two different designs, one with an avatar, one without.
ENGAGEMENT METHOD Multivariate testing
vs.
C D
ENGAGEMENT METHOD Multivariate testing
Eligible visitors
Whole website visitors
C
D
A
BEligible Visitor (rule triggered)
Agent available
+
A
BNew strategy
Results for each targeting rule
Dispatch
Old strategy
CD
RANDOM ATTRIBUTION TO A/B SAMPLES
CONDITION
Each page view
Each product list page view
Each search result page view
Each product page page view
Each basket page view
Each checkout page view
VISITOR SCORING IMPACT
+40pts
+1pt
+5pts
+10pts
+15pts
+15pts
SCORING STRATEGY Engagement scoring
SCORING STRATEGY Visitor’s Journey
Enga
Customer order confirmed
Landing just arrived on
the website
Discovery discovering website,
have not yet seen any product pages
Looking looking for products,
but have not opened a basket
Shopping have a basket,
finalizing their shop
Buying checkout funnel
SCORING STRATEGY Visitor’s Journey
Enga
Customer order confirmed
Landing just arrived on
the website
Discovery discovering website,
have not yet seen any product pages
Looking looking for products,
but have not opened a basket
Shopping have a basket,
finalizing their shop
Buying checkout funnel
X X201 75 100
TARGETING STRATEGY Product Pages
INV
Chat Call Video Community chat
Page(s): Any product page
Criteria: Product value = £90 or more
Customer scoring >19
To limit volumes, we apply a filter to display the overlay button and message
to visitors with products worth more than £90. This will increase overall
average basket value and enable agents to focus on added value chats.
FIX OVL
35s
MSG
1min
*ATS : Average Time Spent
TARGETING STRATEGY Product Pages (with initiated basket)
INV
Page(s) : Any product page
Criteria: Product value = £90 or more
Customer scoring >74 + has
a product in his basket
Same principle as the previous rule, we’ll trigger the button earlier to visitors
who are still searching for a product despite already having a product in their
basket. This will maximize up-sell opportunities.
FIX OVL
30s
MSG
50s
*ATS : Average Time Spent
Chat Call Video Community chat
Generate an adapted volume of qualified chats
(=material)
Targeting
Create a great customer experience that optimises
results
Best Practices
Set the right conditions to use your resources
wisely
Staffing
Communicate the right information with the right
tone, at the right time.
Right tone
2nd link in the chain, optimised staffing is an essential lever to generating the best ROI possible!
4 ESSENTIAL KEYS TO OPTIMISING ROI
0
750
1 500
2 250
3 000
8h00 9h00 10h00 11h00 12h00 13h00 14h00 15h00 16h00 17h00 18h00 19h00 20h00 21h00 22h00 23h00
Contacts Missed Opportunities
For ideal staffing, X extra agents are required on the 11-1pm time slot and X
between 7-10pm. It would allow us to handle XX
additional chats per week.
Our objective: Drastically reduce missed opportunities to generate
more T/O
+X agents
+X agents
HOW TO OPTIMISE PRESENTATION
1. TO REDUCE CONTACT FORM SUBMISSIONS & EMAILS
2. ORDER CONFIRMATION
MESSENGER
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