Ford of Europe Live Chat Backgr ckgroun und Approac proach - - PowerPoint PPT Presentation

Ford rd of Europ rope e - Live ve Chat

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Ford of Europe – Live Chat

• Backgr

ckgroun und

• Approac

proach

• Lesson

ssons lear arnt

• Next

xt step eps

Background - Digital Breakthrough

BREAKTHROUGH TODAY

Digital must be fully integrated with aligned CRM operating requirements

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Interact and Engage: Customer Care Channels

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Traditional channels: Telephone, Letters, eMails – volume of customer interactions are not declining New/ Non-traditional channels: FB, Twitter, Live Chat – volume of customer interactions are increasing

Approach

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Initial Approach – Pilots & Mustang UCL Final

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DEU FoB FRA ESP

2014 Highlights - YTD

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FRA DEU ESP FoB LAUNCHED SEPT 2013 LAUNCHED MAY 2014 LAUNCHED MAY 2014 LAUNCHED DEC 2014

Universe: 4x major markets Reactive Chat Average Delivery: 180x chats per day

FoE CRC's - Live Chat Overview

2014 Highlights - Customer Opinion

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DEU FoB FRA ESP

FoE CRC's - Live Chat Overview

2014 Highlights – Developing the service

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*FoB DEC 2014

Important questions: Do we miss opportunities to engage? How long are our customers waiting before we chat? For how long are we interacting with our customers?

FoE CRC's - Live Chat Overview

2014 Highlights – Developing the service

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*FoB DEC 2014 *DEU FEB 2015

FoE CRC's - Live Chat Overview

2014 Live Chat - Lessons learnt

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Pilots very useful – to test and build best practice Match the channel availability to the available resource

FoE CRC's - Live Chat Overview

2014 Live Chat - Lessons learnt

Advisors are available = Button is displayed Advisors are all busy = Button not on display

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Requesting too much customer information upfront is a barrier to customer experience and engagement

Title, Name, eMail address – there is a fundamental need to make the experience easy on the customer – you want them to engage with the Live Chat team. Keep it simple! Establish

• rapport. Build from there.

FoE CRC's - Live Chat Overview

2014 Live Chat - Lessons learnt

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Leave a message functionality is not conducive to the inherent promise of a Live Chat Channel

Customers don’t want to wait! They click on the button and they believe, expect and want their question answered right there and then!

FoE CRC's - Live Chat Overview

2014 Live Chat - Lessons learnt

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Capacity Utilisation is the key, and an often complex program component – matching resources to your web traffic.

Ensuring that the advisors are there when the customers are! It is of little use having advisors available when your customers are not there, or having no advisors to handle chats when the customers want to! *We have developed our own model.

FoE CRC's - Live Chat Overview

2014 Live Chat - Lessons learnt

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Training is paramount – if additional pages are added to the channel, the advisors must be trained in advance!

The expectation is that the advisors are more knowledgeable and have more insight than that provided online.

FoE CRC's - Live Chat Overview

2014 Live Chat - Lessons learnt

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Next steps

Do more! re! Do it even n better! tter! Take ke it to the e next t level! vel!

2015 – The Challenge

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Next steps - Live Chat Release 5.0

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Thank you