Situation

Consumer sites have had Click to Chat functionality for years, but this feature is just coming onto the scene for large enterprise/B2B sites. Buyer’s Journey Research showed that key buyer personas – the IT Decision Maker – preferred electronic communication when reaching out to a company. Emails were already operationally in place so executive leadership gave Digital Marketing the green light for a Click-to-Chat pilot across 12 products. I took the reins to lead the design and launch of this needed touch point in the buyer’s journey.

Actions

IT had the platform and technology in place, but we needed a very friendly user experience that showed the face behind the chat, illuminated the pre-sales team’s expertise, and ultimately led to sales accepted opportunities. To achieve these goals, I took the following steps:

  • Reviewed competitor and consumer Click to Chat and analyzed the experience to find what worked and what didn’t to inform strategy
  • Reviewed and analyzed customer journey research for click to chat and buyer’s journey best practices
  • Created a strategy document that illustrated the ideal user experience
  • Defined the key metrics that would show CA how Click-to-Chat qualified leads and led to sales-accepted opportunities
  • Managed the analytics agency, data intelligence, and IT to complete all necessary attribution steps across measurement systems
  • Led the UX design, business analyst, and visual designer in defining the user experience for Click to Chat
  • Kick-started the operational process for a team of six customer service reps to use existing scripts to address questions received through chat
  • Engaged with IT and the production team to launch the product across 12 products on Salesforce/Live Agent platform with correct attribution fields in place

Results

Six months later, the results were in for Click to Chat:

  • The Click to Chat program has yielded a total of 1,900 leads and over 75 sales accepted opportunities in 6 months
  • A 7-fold increase in conversion rates for net new leads to sales accepted opportunities from non-chat ones
  • A decrease of 62 days in sales cycle time