During this workshop, Stephen Brennan, Contact Centre Support Services Manager at House of Fraser talked about how they have deployed live chat, why they chose this communication channel for their online customer engagement strategy and what results they have achieved so far. François Hotte, Customer Engagement Specialist at iAdvize highlighted how the chat engagement strategy has been optimised in order to generate maximum impact in terms of customer satisfaction and online sales.

2. How House of Fraser have transformed
web chat into a key pillar of their
real-time customer engagement strategy.

4. THE CONVERSATIONAL COMMERCE PLATFORM

5. THE UBIQUITY CHALLENGE
Your customers are EVERYWHERE, they expect you
to answer at ANY TIME, in REAL-TIME.

6. WE ADD A HUMAN TOUCH ONLINE
Hi! I‘m about to buy a chainsaw
but I have a few questions.
Can you help?
MARC - Brand advocate
Sure! Are you looking for a professional
saw or is it for your own garden?

7. 500+ CUSTOMERS 40+ COUNTRIES
ENERGY
TOTAL (FR)
Entega GmbH
Gas Natural (ES)
RWE (DE)
SERVICES
Pole Emploi
La Poste
DGFIP
UWV
CARS
Citroen
Renault
Toyota
Fiat
BMW
INSURANCE
Amaguiz
Direct Assurance
Groupama
Europ Assistance
MAIF
Asstel
Smile.direct
Malakoff Mederic
AXA
Maaf
Mutuelle Générale
TELECOM
Bouygues Telecom
SRR (SFR)
Canal+
Sosh - Orange
RETAIL
Fnac
Cdiscount
Florajet
Monoprix
House of Fraser
Newlook
Ukais
Darty
Redoute
GrosBill
Electrodepot
Worten
Charlotte Olympia
Devanlay
3 Suisses
Matches Fashion
LUXURY
Louis Vuitton
Christian Dior
Christofle
Chanel
Boucheron
Bottega Veneta
Christian Louboutin
Lacoste
TRAVEL
TUI DE
Air France
VSC
Marmara
Pierre et Vacances
Air Austral
Corsair
Thomas Cook
Thalys
FINANCE
Banque Populaire
Crédit Mutuel
Boursorama Banque
Monabanq
Fortuneo
Beobank
Cofidis
Cofinoga
Sofinco
Cetelem
VIVUS
AXA Banque
Groupama Banque
Natixis
Banque Degroof
6 YEARS . 170+ TALENTS . 10+ NATIONALITIES . 9 CORE VALUES . 100+% GROWTH/Y . 5TH GPTW . FAST 50

8. INTERVIEW WITH
STEPHEN BRENNAN
Contact Centre Support Services Manager

9. WHAT ROLE DOES THE
WEBSITE PLAY IN THE
HOUSE OF FRASER
BUSINESS?

10. 20%
OF GLOBAL SALES
ARE ONLINE

11. WHY WAS THE
CHAT CHANNEL
IMPLEMENTED?

12. Reduce
volume
of emails
Improve
customer
satisfaction
Increase
online
sales

13. HOW HAS CHAT BEEN
IMPLEMENTED TO
ACHIEVE THIS?

14. Deploy chat on
Customer Support
pages
Customer Support Pages
50%
OF CHAT
CONTACTS

15. CARE
Visitor : Hello
Agent : Hello, you're chatting with Rochelle. How can I help you?
Visitor : My order was sent to my work address by mistake I am tracking it and it
says courier received do you know what that means please
Agent : It means it has been handed to the courier for delivery.
Visitor : phew thanks I thought someone had received it.
As I phoned them and no one has signed for the package yet
Agent : It'll be marked as delivered once it's been signed for.
Was there anything else I can help with at the moment?
Visitor : Thanks
The visitor has closed the chat window.
Agent : It appears as though you've closed the chat. If you do require any
assistance, we're available on webchat until midnight this evening.
Have a nice day!
The agent has closed the chat window.
> VISITOR EXPRESSES SATISFACTION THROUGH THE SURVEY

16. Deploy chat on
Customer Support
pages
Checkout funnel & shopping cart
50%
OF CHAT
CONTACTS

17. SALES
Visitor : Hi. I am about to place an order and am ordering two sizes for
choice. I was wondering whether returns are free?
Agent : Hi there, you're through to Kizzy. Yes, we include a freepost
returns label with your order.
Visitor : That is great. Many thanks
The visitor has closed the chat window.
>VISITOR CONVERTED AND EXPRESSES SATISFACTION

18. WHAT ABOUT THE
HUMAN RESOURCES
DEDICATED TO
CHAT?

19. 8chats /
hour / agent
30secs
1st response
time
14
chat agents

20. WHAT RESULTS
HAVE YOU
ACHIEVED SO FAR?

21. 29%
CONVERSION RATE

22. +20%
AVERAGE BASKET
VALUE

23. 88%
CUSTOMER
SATISFACTION
RATE

24. 20%
OF OVERALL
CONTACTS ARE
CHAT CONTACTS

25. 30%
OF OVERALL
CONTACTS WILL BE
CHAT CONTACTS
BY END OF 2016

26. WHAT
NEXT?

27. François Hotte,
Engagement Specialist at
OPTIMISING
THE ENGAGEMENT
STRATEGY

28. 0
10 000
20 000
30 000
40 000
JanuaryFebruary
M
arch
April
M
ay
June
July
AugustSeptem
berO
ctoberN
ovem
berD
ecem
berJanuaryFebruary
M
arch
April
M
ay
June
July
AugustSeptem
berO
ctobreN
ovem
breD
écem
bre
DonnéesconfidentiellesetréservéesexclusivementàGrosBill
3 new buttons:
+ sales checkout
+Contact us page
+ Email deterrent
CONTACT EVOLUTION & FORECAST
Perimeter extended:
+ Orders & Return
+content
+customer care
Fixed button only
Average 2015
Nb of
chats
New Revenue Strategy
+ Product pages
+ Category pages
2015 2016
Progressive channel shift
+ Staffing optimisation
New messaging channel
Chat on Mobile
Black Friday +
Christmas

29. x3
Response rate
(new rules)
MEASURE SERVICE
RELEVANCE
INCREASE
BASKET VALUE
+8%
Average Basket
Value
ENSURE CONVERSATION
QUALITY
+4pts
Satisfaction rate
-30s
Chat Closing
time
MONITOR
RESPONSIVENESS
STRATEGY
Objectives to reach within the next 3 months

30. INCREMENT VS CONVERSION
Customer Journey
Enga
Customer
order confirmed
CONVERSION RATEINCREMENT RATE
HIGH INCREMENTAL VALUE, LOW CONVERSION RATE HIGH CONVERSION RATE, LOW INCREMENTAL VALUE
Landing
just arrived on
the website
Discovery
discovering website,
have not yet seen any
product pages
Looking
looking for products,
but have not opened a
basket
Shopping
have a basket,
finalizing their shop
Buying
checkout funnel

31. GRAPHIC
DESIGN

32. CONTACT RATE:
0,6 to 1,2 %
An overlay button lies on top of the
page scroll (always visible in the bottom
right hand corner of the browser) with a
visual, a title, a catchphrase and a
call-to-action button.
ENGAGEMENT
METHOD
Overlay button

33. CONTACT RATE:
2 to 5 %
In escalation of the overlay button,
the proactive chatbox helps catch the
visitor’s attention. It is displayed with
an automatic message that looks like
it has been sent by an agent. It has to
be used carefully to avoid being too
intrusive but is really powerful after a
long time spent on the page.
ENGAGEMENT
METHOD
Proactive Message

34. The new strategy will be run on
half of the chat audience to test
its efficiency. Also, thanks to
multi-variate testing we will run
two different designs, one with
an avatar, one without.
ENGAGEMENT
METHOD
Multivariate testing
vs.
C D

35. ENGAGEMENT METHOD
Multivariate testing
Eligible visitors
Whole website visitors
C
D
A
B
Eligible Visitor
(rule triggered)
Agent available
+
A
B
New
strategy
Results for each
targeting rule
Dispatch
Old strategy
C
D
RANDOM ATTRIBUTION TO A/B SAMPLES
CONDITION

36. ENGAGEMENT METHOD
Mobile

37. TARGETING
STRATEGY

38. Each page view
Each product list page view
Each search result page view
Each product page page view
Each basket page view
Each checkout page view
VISITOR SCORING IMPACT
+40pts
+1pt
+5pts
+10pts
+15pts
+15pts
SCORING STRATEGY
Engagement scoring

39. SCORING STRATEGY
Visitor’s Journey
Enga
Customer
order confirmed
Landing
just arrived on
the website
Discovery
discovering website,
have not yet seen any
product pages
Looking
looking for products,
but have not opened a
basket
Shopping
have a basket,
finalizing their shop
Buying
checkout funnel

40. SCORING STRATEGY
Visitor’s Journey
Enga
Customer
order confirmed
Landing
just arrived on
the website
Discovery
discovering website,
have not yet seen any
product pages
Looking
looking for products,
but have not opened a
basket
Shopping
have a basket,
finalizing their shop
Buying
checkout funnel
X X
201 75 100

41. TARGETING STRATEGY
Product Pages
INV
Chat Call Video Community chat
Page(s):
Any product page
Criteria:
Product value = £90 or more
Customer scoring >19
To limit volumes, we apply a filter to display the overlay button and message
to visitors with products worth more than £90. This will increase overall
average basket value and enable agents to focus on added value chats.
FIX OVL
35s
MSG
1min
*ATS : Average Time Spent

42. TARGETING STRATEGY
Product Pages (with initiated basket)
INV
Page(s) :
Any product page
Criteria:
Product value = £90 or more
Customer scoring >74 + has
a product in his basket
Same principle as the previous rule, we’ll trigger the button earlier to visitors
who are still searching for a product despite already having a product in their
basket. This will maximize up-sell opportunities.
FIX OVL
30s
MSG
50s
*ATS : Average Time Spent
Chat Call Video Community chat

43. STAFFING

44. Generate an adapted
volume of qualified chats
(=material)
Targeting
Create a great customer
experience that optimises
results
Best Practices
Set the right conditions
to use your resources
wisely
Staffing
Communicate the right
information with the right
tone, at the right time.
Right tone
2nd link in the chain, optimised staffing is an essential
lever to generating the best ROI possible!
4 ESSENTIAL KEYS
TO OPTIMISING ROI

45. 0
750
1 500
2 250
3 000
8h00 9h00 10h00 11h00 12h00 13h00 14h00 15h00 16h00 17h00 18h00 19h00 20h00 21h00 22h00 23h00
Contacts Missed Opportunities
For ideal staffing, X extra
agents are required on the
11-1pm time slot and X
between 7-10pm. It would
allow us to handle XX
additional chats per week.
Our objective:
Drastically reduce missed
opportunities to generate
more T/O
+X agents
+X agents
HOW TO OPTIMISE PRESENTATION

46. 1. TO REDUCE CONTACT FORM
SUBMISSIONS & EMAILS
2. ORDER CONFIRMATION
MESSENGER
Find out about Messenger for Business

47. Thank you

48. Follow us on Twitter :-)
@iAdvize_uk