Tagged 'communication channels'

Supporting eCommerce with Effective Communication

Posted by Jason Elkins on October 30th, 2012 at 2:59 am

On the EWA blog we’ve recently been talking about eCommerce websites and the role contact centres can play in supporting website activities and delivering better customer experiences. The growth of eCommerce has revolutionised the way in which businesses compete, instead of being reliant upon the shop front, even the smallest businesses now have the opportunity to compete with big brands as long as their prices are attractive. Despite this, it’s not all about price.
With Forrester Research predicting online retail sales to be worth $250 billion by 2014 it is undeniable that the internet is a hugely significant marketplace. But with many shoppers reporting problems when visiting retail websites, and 97% of shoppers reporting they have abandoned baskets in the past, the challenges for e-tailers is to minimise abandonment, maximise conversions whilst ensuring positive customer experiences.
This can be achieved using methods such as:

Live assistance to help customers through the purchasing process using either web chat or social media platforms. This can help to reduce abandonment and help improve the customer experience.
Cart recovery techniques that chase up abandoned baskets using contact details to encourage the customer to return and complete the purchase. This could vary from an SMS or email enquiry into... Read more

Twitter Organized for Business

Posted by Michael Leis on February 18th, 2009 at 12:00 am

 Valeria Maltoni recently wrote an excellent article about how companies can approach Twitter. This paragraph of Valeria’s really caught my attention:

    However, once people sign up as representatives of an organization, especially if that company does not have a clear idea of what they are trying to accomplish, people tend not to participate actively. One of the reasons might be that Twitter does not scale well in commercial terms before your stream becomes a string of commerce.

This makes me think that the expectation for companies to participate actively at the corporate level is unreasonable.
Corporate Twitter accounts do have a place in the discourse, but how active or conversational can that channel be? Does anyone want to have a conversation with a company any more or less than they want to have a conversation with your automated phone system?
When corporate Twitter accounts try to engage people conversationally, or follow folks, it always seems to come off as disingenuous or weird. In terms of audience communication, corporate Twitter accounts that are casual and conversational will only effectively communicate with tech-savvy people who will take the leap of faith that there’s a person operating the account. As Alan Wolk says, Your Brand is... Read more

What is the ROI of Your Phone?

Posted by Michael Leis on November 5th, 2008 at 12:00 am

Much of my time is spent working through social media strategies and channels. Inevitably, the conversation turns to ROI, as though there is a magic number no one has claimed, but everyone wants to know. These three letters have stood for everything from "Help me make a quantifiable case," to "I'll believe social media is effective when you can show exactly how the money comes back."
And then, as I was writing one such ROI case I looked at the phone on my desk, wondering what the ROI of our phone system was. Our phones are built specifically for conversation. They convey the subtle shades of emotional context that make communications effective. Phones connect the enterprise and help our relationships with customers. 
But I rarely use the phone on my desk at all. Maybe a small handful of times each week, there is some cause to engage this 34-key device. But does it justify the expense? Is it even reasonable to ask that?
Should Social Media fall under operations?
So it's easy to come to consensus that the Phone is a necessary communications channel. Why isn't the phone system a part of the marketing or user experience group? If operations is responsible for the phone system, why aren't... Read more