mobile live chat: powering sales & service...
TRANSCRIPT
Mobile Live Chat: Powering Sales & Service For Today's Consumer
Sponsored by
DON DAVIS(MODERATOR)Editor-in-Chief
LAUREN FREEDMANPresident
ROSS HASKELLDirector of ProductsBoldChat by LogMeIn
More U.S. consumers are using smartphones
U.S. smartphone users and % of mobile phone users
Source: eMarketer Inc. (April 2014)
And more are using tabletsNumber of tablet users in the U.S. , in millions
156
162.7
167.8
172.6
2015 2016 2017 2018
Source: eMarketer
More consumers visit retail sites only via mobile devices
How shoppers visit 10 leading retail web sites
Source: comScore
And open email on mobile
40%
45%
15%
Percentage of email opens by device
Desktop Mobile phone Tablet
50%37%
12%
Percentage of clicks from email by device
Desktop Mobile phone Tablets
Source: Experian, Quarterly benchmark report Q3 2014 ; data for multichannel retailers
Mobile accounts for most of the time consumers spend on retail sites
Time spent by device
40%
60%
Desktop Mobile
Dollars spent by device
87%
13%
Sales
Desktop Mobile
Source: comScore, 2015 US Digital Future in Focus
More mobile holiday shopping
$7.2 $8.3 $10.7
$56.8$63.1
$72.1
Q4 2012 Q4 2013 Q4 2014
Desktop vs. mobile purchasing, Q4
Mobile Desktop
+29.0%
+14.3%
Source: comScore
Top barriers to mobile purchasing• Don’t feel secure entering payment information on a mobile device
• Cannot see product detail
• Navigating between screens is difficult or slow
• Can’t easily comparison shop
• To difficult to enter name, address, payment data
• Connection speeds too slow to shop easily
• Cannot easily access coupons or discounts
Source: comScore, 2015 US Digital Future in Focus
Mobile Live Chat: Powering Sales & Service For Today's Consumer
Sponsored by
DON DAVIS(MODERATOR)
Editor-in-Chief
LAUREN FREEDMANPresident
ROSS HASKELLDirector of Products
BoldChat by LogMeIn
9© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Agenda
What is Mobile Engagement?
The Mobile Consumer
About the Research
Findings (growth, $$, IoT, device type, satisfaction)
A Guide To Respectful Mobile Engagement
10© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
What is Mobile Engagement?
Today’s definition of mobile engagement: • Reactive• “Customers contact us and we do our
best.”
Ideal definition:• Proactive• Mobile engagement is an operational
practice • Includes an intentioned set of actions,
processes, people, and technology
The Mobile Consumer
12© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
The Phone is Indispensable
12
US adults spent an average of 43 hours and 31 minutes per month connecting with mobile content 1
91% say their mobile phone is just as important as their car (91%) and deodorant (91%), and significantly more important than television (76%) and coffee (60%) 2
With two thirds of U.S. smartphone users checking their phones within 15 minutes of rising and going to bed, the shopper’s attachment to their devices can’t be overstated 3
1. Nielsen; 2014 2. Bank of American Trends in Consumer Mobility Report; 2014 3. Toluna; 2014
13© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Mobile Devices are Multi-Purpose Tools
Source: UPS Pulse of the Online Shopper; 2015
14© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Effective Mobile Engagement Research
Details• 2nd year we’ve conducted it• Over 5,000 consumers surveyed• Third-party panel
About the Sample• Global: US, Canada, UK, France, Italy, Spain, Germany, Chile, Columbia,
Mexico, Australia/New Zealand• All over 21• Had to own a mobile device (>80% incidence)
15© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Why do Shoppers Engage Via Mobile?• It’s faster
• They can multi-task
• They can quickly get an answer to a question
• They can get educated about products
• They can gain the necessary confidence to make a purchase NOW
• There is a human element that is appealing to shoppers
16© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Customers Seek Service All the Time
29% of shoppers are more likely to shop with a retailer that offers live chat on weekend
40% of shoppers are more likely to shop with a retailer who offers weekend customer service by phone
44% of shoppers are satisfied with the ability to find a retailer’s live chat to ask a question
UPS Pulse of the Online Shopper Survey; 2015
Effective Mobile EngagementFinding #1
Mobile Engagement
Grew by up to 47%
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Finding #1: Growth
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Finding #1: Growth (cont…)
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Finding #1: Growth (cont…)
21© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Social Changes up the Dynamics
15% of shoppers have purchased products from a social media site
At least 30% will unlike/unfollow a retailer on social media when dissatisfied with the purchase
38% will do nothing but won’t purchase again when dissatisfied with purchase
UPS Pulse of the Online Shopper Survey; 2015
Finding #2
Mobile Engagement is Worth Billions
23© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Retailers Reap Benefits of Mobile
M-commerce already makes up 13% of total digital commerce dollars 1
Mobile search ads will be $12.85 billion in 2015, representing over 50% of the search market 2
In-store mobile payments in the U.S. are expected to grow from $3.7B in 2014 to $10B in 2014 3
1. ComScore; 2014; 2. eMarketer; 2014 ; 3. Nielsen; 2014
24© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
New technology adoption alters mobile’s role By 2017, two-thirds of all customer
service interactions will no longer require the support of a human intermediary (in 2014, comparatively, this was 55%) 1
By 2018, 5% of customer service cases will be initiated by Internet-connected devices 2
78% of organizations say mobile customer service is valuable to them (up significantly from 31% in 2013), and 67% are now doing something about it (compared to 59% in 2013) 3
1. Gartner Research, Why You Need to Rethink Your Customer Self-Service Strategy
2. Gartner Predicts 2015: Weak Mobile Customer Service Is Harming Customer Engagement
3. Thinkjar; 2014
25© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Mobile Engagement = $Billions$
We asked respondents in Effective Mobile Engagement to tell us how much they spend annually on their mobile devices.• $0 | $1 – $500 | $500- $1,000 | $1,000-$1,500 | $1,500 + • 84% spend something
Mobile Math:• If you take the entire sample’s responses at both ends of the ranges above
(for those not saying “$0”), the total dollars transacted per year is between• $1,425,200 and $3,357,827• Just for this universe of 5,000 consumers
26© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Finding #2: Mobile Engagement = $Billions$ (cont…)
We also asked respondents to think about their last mobile purchase.
We inquired if they contacted the retailer, with their device, before making the purchase.
24% said that they did.
Apply the same 24% “Mobile Engagement
Factor” to the entirety of mCommerce and it very
easily reaches the billions of dollars in
potential.
28© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Mobile Engagement = $Billions$ (cont…)
For those who said they had a preceding mobile engagement before buying, we asked what channel they used.
Finding #3:
The Internet of Things is
Driving Mobile Engagement
30© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Finding #3: IoT and Mobile Engagement
31© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Finding #3: IoT and Mobile Engagement (cont…)
32© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Finding #3: IoT and Mobile Engagement (cont…)
We looked at everything:
Gender, age, income, education, preferred device type, shopping frequency…
But nothing was a better predictor than owning an IoT device.
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Nothing – nothing – is a better predictor for being a frequent mobile engager than
participation in the Internet of Things.
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Finding #3: IoT and Mobile Engagement (cont…)
35© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Finding #3: IoT and Mobile Engagement (cont…)
Device Type Matters
37© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Mobile Research and Buying=Satisfaction 41% of shoppers used smartphone to research an
online purchase and 30% made a purchase
1 in 3 purchases are made on smartphones among those who own both devices
22% expect to do more shopping on smartphone vs. 14% last year/24% expect to do more shopping via tablet vs. 20% last year
24% used a retailer’s mobile app on their smartphone or tablet weekly
45% used a mobile app to check store inventory
Satisfaction for smartphone (65%) and tablet (74%) both exceed physical store satisfaction (62%)
37
Source: UPS Pulse of the Online Shopper; 2015
38© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Finding #4: Device Type Matters
We asked respondents to tell us if they:
• “primarily use their tablet”
• “primarily use their phone”
• “use both equally”
39© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Finding #4: Device Type Matters (cont…)
Finding #5:
Mobile Engagement Satisfaction
Levels Remain Low
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Finding #5: Mobile Engagement Satisfaction
42© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
A Guide To Respectful Mobile Engagement
Be available as customers prefer to depend on reliable companies (ideally 24x7). If not, then publish hours. You must have weekend hours.
Empower your associates providing them with the right tools to best service the customer.
Listen well and be responsive to the needs of every customer.
Use the customer’s native language wherever possible.
Be quick to answer and even quicker to solve the issue at hand.
Be concise in your answers as speed is of the essence in mobile engagement.
Think “agile” and make adjustments and accommodations throughout the course of the conversation.
Lend an empathetic ear where a pleasant, friendly demeanor goes a long way.
Attempt to resolve every communication on the initial encounter only escalating concerns when absolutely necessary.
Personalize the experience tailoring the communication accordingly.
43© 2015, LogMeIn, Inc. | CONFIDENTIAL – FOR INTERNAL USE ONLY
Is Your Brand Mobile Ready?
Benchmark Your Mobile Engagement
e-tailing group/Bold Chat Mobile Minded Index
CONTACT
Lauren [email protected]
Ross [email protected]
Q & A