Live Chat Increases Sales at National City
This year’s Forrester Financial Services Forum for Marketing and Strategy Professionals was focused on how to deliver great customer experience. It covered best practices, cross channel strategies but also many sessions were covering online experience especially through the use of software tools. One such session I found pretty interesting was from National City. I liked it because National City clearly made the effort to measure the return on investment of the Online Chat tool they implemented. Their goal was to increase customer engagement which ultimately would increase revenue.
First, some interesting data from Forrester: 54% of the people who abandon an online application i.e. for brokerage accounts, home equity loans, mortgage accounts, and personal loans intended to complete the process. If you’re able to engage them before, then you might prevent them from abandoning the application. And according to Forrester research, human intervention has proven to help prevent abandonment by “intenders.“
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