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2014 CUSTOMER SUCCESS PAC Web Hosting Ltd. Engaging with Customers and Prospects to Deliver the Answers They Need

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Page 1: CUSTOMER SUCCESS PAC Web Hosting Ltd. - LivePerson Web Hosting Ltd_d3.pdfCUSTOMER SUCCESS PAC Web Hosting Ltd. Moving from live chat to digital engagement Almost from the beginning,

2014

CUSTOMER SUCCESS

PAC Web Hosting Ltd.Engaging with Customers and Prospects to Deliver the Answers They Need

Page 2: CUSTOMER SUCCESS PAC Web Hosting Ltd. - LivePerson Web Hosting Ltd_d3.pdfCUSTOMER SUCCESS PAC Web Hosting Ltd. Moving from live chat to digital engagement Almost from the beginning,

© 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

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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

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© 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.

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© 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