Online Customer Service Technology Options

Forrester has put together a simple matrix to help ecommerce professionals decide what channels you should provide as outlined below.

All these technologies can be implemented on the Magento platform as well as the higher cost ECP’s. Another technology that is garnering a lot of momentum is video chat to help increase conversions on high ticket or complex items. We are implementing this for two clients that will be live this spring. Looking forward to its affect on conversion as well AOV.

Characteristics of Customer Service Interactions Based on Complexity and Corresponding Technologies

Low complexity
• Low value
• High volume
• Repeatable
• Single-source answer

o Self-service
o FAQ’s
o Site search
o Virtual Agent

Medium complexity
• Medium value
• Circumstance related
• Multiple sources required to answer

o Virtual agent
o Email
o Click-to-call
o Reactive or proactive chat
o Community Forums

High complexity
• High value
• Complex issues
• Multiple sources required to answer
• Significant customer info required
• High-value customer segment
• High technical complexity

o Click-to-call
o Reactive or proactive chat
o Co-Browse
o Telephone