On 21st May, IMRG, the association for e-retail in the UK organised their biggest annual Connect Event. More than 300 retailers attended to hear about the latest best practices on the theme of Personalisation and the Customer journey. The introduction from Paul McClelland (title) highlighted the increasing importance of providing a customised, unique experience to each online customer. Keynote presentation from Paul Hornby, Head of eCommerce at Shop Direct emphasised how a customer-centric business strategy can revolutionise the customer experience.
The personalisation of the customer journey is at the heart of real-time online customer service which is why iAdvize, provider of click to chat, click to call and click to video was at the event. Our presentation with Frédéric Descours, General Manager of the Air France European Sales and Service Centre highlighted the importance of personalising the customer journey thanks to intelligent behavioural targeting. This strategic technology enables companies to interact with online visitors who will most benefit from that real-time support.
Air France have used click to chat to improve customer satisfaction and drive online sales. After implementing live chat on the airfrance.fr website, they deployed the solution across Europe in July 2013. The European Sales and Service Centre in London is where the real-time contacts from 8 European countries are handled. Frédéric Descours gave insight into why they deployed click to chat, what their objectives were and what kind of questions the Air France agents receive via this real-time communication channel. He also presented the targeting rules they have implemented to make sure they provide support to those who most need it. Here are the key results they shared:
• 35% increase in the average order value for online visitors who received click to chat support
• 1st contact resolution rate of 82,5% since the launch of the project.
• 90% satisfaction rate for visitors having been supported via click to chat