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November 18, 2010

Online retailer introduces new chat app for customers

50% purchase conversion rate among shoppers following a chat with service agent

By CBR Staff Writer

Online lingerie and intimates retailer has introduced a new customer support channel that allows customers to engage real time with service agents as they shop on the retailer’s website.

The new chat application, RightNow CX from RNOW has resulted in a 50% purchase conversion rate among shoppers who chatted with an agent at the checkout stage and then went on to make an immediate purchase.

The chat channel, part of the RightNow Web Experience suite, is available on every product page and at the basket stage allowing customers to ask questions integral to their purchase, the online retailer informed.

Launched on the website in May 2010, chat sessions with agents now field a wide range of questions, from stock enquiries and difficulties entering a discount code through to finding the right bottoms to match a tankini.

Chat also provides a communication option for those customers who are shy or attempting to make a purchase which they don’t wish to discuss openly over the phone. customer service manager Sarah Arnold said RightNow Chat is an extremely exciting facility, in particular it reduces basket abandonment rate and is less frustrating for customers who have stopped, for whatever reason, at the point of purchase.

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The RightNow powered customer support page, organises answers according to popularity and also helps the online retailer to view knowledge gaps if there is a rise in questions on a particular topic not already covered by the support page.

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