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GETTING MOBILE ENGAGEMENT RIGHT:MEASUREMENT TOOLS & BEST PRACTICES

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Agenda

• Introduction to the e-tailing group

• Are merchants mobile-minded?

• Research highlights – the 4 touchpoints

• Calculating your own mobile-minded readiness

• Mobile engagement must-dos & tips for improvement

• Q & A

Lauren FreedmanPresident, the e-tailing group

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20 years e-commerce consulting Author, It’s Just Shopping 50+ years traditional retail and catalog

experience Fortune 500 client projects ranging from

strategic planning, merchandising, marketing, to technology development and messaging

Projects spanning retail landscape with global coverage

Proprietary research studies on mystery shopping, merchandising, mobile and consumer behavior

The Voice of Cross-Channel MerchandisingStraight talk from “in-the-trenches” online merchandising experts

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I. ARE MERCHANTS MOBILE-MINDED?

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The State of Mobile

Usage is Growing 55% of time spent online in June, 2014 occurred on mobile devicescomScore; 20141

•56% of U.S. Internet users use both desktops and mobile devices to access digital content online1

There’s a Shift in Device Usage•Mobile is accounting for an increasing percentage (10.5% in 2013) of ecommerce spending and is growing at significantly faster rates (23%) 1

•In 2014, 124.8 million U.S. consumers will shop on a smartphone representing 63.5% of digital shoppers 2

•Tablets will outpace smartphone growth • In 2014 $38.02 billion in sales on tablets compared to $18.49 billion

on smartphones (this already exceeds a 2-to-1 ratio) 2

• By 2018, 72.6% of m-commerce will take place on tablets, totaling $96.31 billion2

Shopping is Accelerating •U.S. retail mobile commerce sales will soar from $42.13 billion in 2013 (16% of total web sales) to $132.69 billion in 2018 (27% of web sales) 3

1 comScore 2 eMarketer 3 Forrester (all 2014)

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“Now” is the Mantra of the Connected Consumer

I’m not getting the attention I deserve

so I’m going to send a tweet and expect a

response…NOW

I prefer email to get product information so I’m willing to wait

but want to do it….NOW

There’s nothing like live chat to solve a problem…NOW

I’m on my way home from work and could stop at the store if is knew they had what I

needed so I’ll give them a quick call…

NOW

I always have my phone so it’s my preferred way to

interact with retailers….NOW

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Research Goal

Explore 2 Sides to Mobile-Mindedness Coin• Customer: Customer engagement via mobile device where

customer needs are resolved in a timely fashion suitable to their device and touch-point of choice.

• Retail: The degree, to which an organization has implemented a coordinated set of people, processes, and technology specifically aimed at addressing the service needs of mobile consumers across distinct communication channel touch-points.

Provide insight into mobile engagement to assess how “mobile-minded” today’s retailers really are across all available touchpoints

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Research Methodology

• Access merchant’s mobile site using either an Android or iOS phone (all chats on iOS)

• Contact via suggested channel (email, phone, Twitter, live chat)

• Ask a single question across all touchpoints which prompts a product recommendation from the retailer

• Note quantitative aspects of the experience (time to respond, button location, hold time, etc.)

• Record any positive or negative experiences to provide color commentary about the experience (ineffective for mobile device, CSR goes extra mile from a service standpoint, etc.)

• Calculate a mobile-minded score by touchpoint (contact visibility, resolution, response time, response quality)

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The Mobile 50

Abt FlexShopper QVC

Amazon Foot Locker Saks

American Eagle Outfitters Forever 21 Sears

AutoZone FTD Sephora

Barnes & Noble Gaiam Staples

Best Buy Gap Sullivan University*

Blue Nile Harry & David Sundance

Build.com HSN Target

Chico's J.Crew The Home Depot

Coach Macy's The North Face

Crate and Barrel NAPA The Vitamin Shoppe

Crutchfield Newegg Toys “R” Us

DICK’S Sporting Goods Nordstrom ULTA Beauty

DSW Office Depot Urban Outfitters

eBags Petco US-Mattress

Estee Lauder LionsDeal Victoria’s Secret

Filson* Lowe’s Walmart

Williams-Sonoma

* Live Chat Only

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4 Touchpoints & Insights

# Retailers Based on 50 Retailers 

Mobile-Minded Score1-3 where 3=best

Key Issues

Live Chat 25 experiences 11 phone/apps14 tablets

2.12 Mobile-centricity

Email 39 82% 2.07 Long response times

Twitter 49 98% 1.93 Non-responders Call Center 47 94% 1.70 Long resolution

times due to holds

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A Phone Call Provides the Quickest Path to Resolution

Average Time Resolution Home Page Visibility Score

(out of .5)

Call Center 6 minutes* 81% (47 calls) .36

Live Chat 8 minutes* 88% (25 chats) .36

Twitter 5 hours: 9 minutes 80% (30 tweets) .29

Email 25 hours: 23 minutes 82% (38 responses) .36

*Rounded to nearest minute

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II. RESEARCH HIGHLIGHTS – THE 4 TOUCHPOINTS

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A. EMAIL

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Email: What Makes a Mobile-Minded Experience

• Providing an email form with a required subject to direct inquiry to appropriate department

• 2 or less clicks to email contact info• Timely response on first request within 24 hours• Question is answered comprehensively with alternative products

recommended• A personalized response and tone that establishes a relationship

with the customer • Links/attachments for product recommendations are mobile-enabled• Add to cart and/or save cart functionality provided within the context

of the email • Articles/guides supporting product usage are a value add• Remember, it never hurts to ask for the order

Mobile-Minded Score: 2.07/3.00

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Direct Inquiries to Appropriate Departments Facilitate Finding the Right Answer

Email Contact % Penetration 41 retailers with email access

Contact Via Email 82%For Product Questions 95%*Contact Us Form 68%*Contact Via Email Address 34%*

Email Inquiry Department/Subject Required 56%*# Clicks to Email Contact Information 2.10*  39 sites allow product inquiriesConfirmation Received On Mobile Device 56%*Confirmation Received Via Email 36%*Never Answered Question 3%*

*subset of M50

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Let Shoppers Know Your Turnaround Time

  % Penetration38 sites answered emails

Answer Email Question Correctly/Issue Resolved 82%*Automated Response 13%*Human Response 87%*Email Personalized in Salutation 95%*Product Link Provided in Email Response 68%* Product Link Mobile Optimized 77%*Response on 1st Email 85%*2nd email Required to Resolve Issue 15%*

# of Hours Between Auto Email Response or Personalized Response (Minutes)-1st email

13 hours 49 minutes*

# of Hours Between Auto Email Response or Personalized Response (Minutes)-2nd email

101 hours 41 minutes.*

Average Response Time for all Emails 25 hours and 23 minutes*

*subset of M50

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Gap: Providing Choices with “Branding”

From: Gap.com Customer Service <custserv@gap.com>Date: Tue, Aug 5, 2014 at 4:40 PMSubject: RE: Question <<#3606804-9887541#>>To: renakers80@gmail.com

Dear Renee,Thank you for your interest in Gap and our awesome jean selection! My name is Brandy, and I am happy to help today. After looking around on our site, I found a few pairs you might like, depending on your style!

Our Curvy Skinny Indigo Jeans (item #929042) come in a nice dark wash, which is great for work or a night on the town. They are a mid-rise and curvy through the hip and thigh to sculpt your shape.We also have our Super Stretch Legging Jeans (item #495984) are black with a nice stretchy denim for that active position. They are also a mid-rise with that trendy skinny fit.Finally, our Destructed Sexy Boyfriend Jeans (item #960153) come in a great  Medium dark blue with fading and whiskering.  The holes and subtle distressed accents are unique and vary jean to jean. They are a low rise jean with a relaxed fit. You can view any of these jeans by entering the 6 digit item number on our website or clicking the link provided in the title of each pair. If you would like further assistance with placing an order please contact us at the number below.

Thank you again for contacting us! We look forward to shopping with you again soon.If we may be of further assistance, please contact us at custserv@gap.com or by calling 1-800-GAP-STYLE (1-800-427-7895).Sincerely, BrandyGap Inc Customer ServiceYour feedback is important to us.We invite you to take a few minutes to fill out our Gap Email Customer Satisfaction Survey by following the link below:https://gap.ehosts.net:443/CIMSurvey/default.aspx?SurveyID=11&InstanceID=1750645&KeyName=MessageID&KeyID=10567943

Can you recommend a pair of women's jeans I can wear to work? 

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Petco: Going the Extra Mile with Product & Category Content

From: customerrelations@petco.com [mailto:customerrelations@petco.com] Sent: Tuesday, August 5, 2014 2:28 PMTo: Renata AkersSubject: Your Petco Inquiry # 5037163

 

Dear Renata,

I hope you had a nice weekend. I researched on our website and found the Four Paws Keep Off! Outdoor Dog & Cat Repellent that will suit to your need.

Four Paws Keep Off! will help Keep dogs and cats away from trees, shrubs, garbage cans/bags and other forbidden areas and will also reduce the frequency of defecation and urination by dogs on lawns and flower gardens. To view and order the item, please click here.

On the other hand, I found a great article online that can help shed some light on why your beloved pet is behaving this way. I hope this helps. Please click here.

If we can be of further assistance, please feel free to reply to this email or call us directly at 1-877-738-6742.

Petco values your insights, so please tell us how we are doing on our customer service survey.

Have a great day!

Sincerely,

Charo Z.Customer Relations CoordinatorHealthier Pets. Happier People. Better World.

What product would you recommend to keep my dog out of my garden?

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Crate and Barrel: Product Knowledge Extraordinaire

Can the vitamin 750 blender also substitute as a juicer? I have limited space and was trying to avoid buying a blender and juicer if possible

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Crutchfield: Shopping Cart Created for Easy Checkout

I'm confused with so many portable gps options. Can you suggest a reliable model under $300 for travel in the US

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Build: Offering to Place the Order Doesn’t Hurt

Recommendation for garbage disposal with a 3/4 HP & 120 volts

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B. CALL CENTER

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Call Center: Methodology

• Locate merchant’s phone number or “call button” on site commenting on visibility

• Use mobile phone to contact merchant• If agent doesn’t identify you are on a mobile device

– Casually mention within conversation you are currently in your car, multi-tasking for efficiency

-OR– If agent directs you to website, mention you don’t currently have

access to the web as you’re in the car driving• Note mobile-mindedness (are they prepared/able to email the

information or save it to a cart and email the cart)

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Call Center: What Makes a Mobile-Minded Experience

• Home page visibility• Acknowledge mobile call (welcome to Footlocker Mobile)• Clickable phone number• No hold time or call quickly picked up (within 1 minute)• Adeptness at handling the conversation • Awareness on the part of the CSR that customer is mobile tailoring

experience accordingly with appropriate follow up (links to product sent, cart saved and sent, etc.)

• Call me now button can be a time-saver• Mention of other channels where information can be accessed

during hold times

Mobile-Minded Score: 1.70/3.00

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Initial Contact Must Be Efficient

Call Center Contact % Penetration

800 #/Toll Free Customer Service 47 RetailersPhone Number /Call Button Visible on Home Page 57%*Clickable Phone Number 94%*Accessibility Of 800# (1-3; 3= Very Accessible) 2.46*Call Center Hours 57%*Agent Identifies You Are On Mobile Device 0%*After Letting IVR Know You’re on Mobile Device, Customization Occurred

28%*

Sku # 53%* Emailed Link 23%* Emailed Cart 8%* Provided Store RTI 8%* Suggested Downloading Retailer’s App 8%*Quality/Length of Initial Phone Message (1-3; 3= Best)

2.84*

Hold Time after Initial Menu to Reach Appropriate Agent

49%*

None 51%* Under 1 Minute 26%* 1-2 Minutes 11%* 2.01-5 Minutes 8%* Over 5 Minutes 4%* IVR Mentions Other Channels To Visit/On Hold 22%* Promotional Deals Mentioned During Hold Time 9%*

*subset of M50

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Call Experience Should Be Brand-Centric, Supply Choices, and Accommodate Mobile

% Penetration47 Retailers

CSR Stated Name 87%*CSR Attitude (1-3; 3= Friendly) 2.72*CSR Efficiency (1-3; 3= Very Efficient) 2.69*Ask/Call By Name 34%*CSR Product Knowledge (1-3; 3= Knowledgeable) 2.64*Product Recommendation Link/ SKU/Save Cart Emailed by CSR 9%* Product Link/Saved Cart Mobile Optimized 50%*Did They Try To Close The Sale? 4%*Length of Call in Minutes 6 minutes 11

seconds*Referral To Another Party/Channel To Get Further Information (Email/ Store)

28%*

*subset of M50

Message on hold was well branded (Did you know H&D has a 75 year reputation for farm to table freshness). Rhonda was helpful and suggested a few cakes that would work. -Harry & David

Connie answered "welcome to Footlocker mobile." Took awhile to look through assortment. Provided some recommendations based on top sellers and also suggested I visit a store to see how different brands fit and the sizing of toe boxes. -Footlocker

Excellent experience. Mac was friendly and knew his product. I mentioned I couldn’t look online because I was in the car trying to do a few things at once. He said don't worry about it, he can add the items to a cart and e-mail it to me, which is what he did. -Build

I was asked if I'd ordered with them before then I was transferred to the CSR - she gave me a list of items and also asked if I needed a cardigan or shoes; then asked if I was at a computer, when I said no she offered to email me. -J.Crew

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C. TWITTER

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Twitter: What Makes a Mobile-Minded Experience

• Ability to tweet from multiple locations (mobile site, desktop, search via Twitter)

• Twitter visibility on retailer’s mobile and desktop home page • CSR asks quick qualifying questions to support finding the right

product if necessary • Quick response (under 3 hours) • Be as clear and concise as possible using 140 characters while still

making sure to provide a suitable response (2 tweets is fine)• Connection to personal shopper where appropriate• Link to product recommendation that is mobile optimized• Link to tools/guides that can aid the purchase

Mobile-Minded Score: 1.93/3.00

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Accessibility to Twitter Across Channels Ideal

Twitter % Penetration

Twitter Access 49 retailers with Twitter access

Retailer’s Mobile Home Page 55%* Desktop 39%* Direct Twitter Access 6%*# Retailers Who Respond to Tweets 61%* Responded on 1st Tweet 49%* Responded on 2nd Tweet 24%*Total Time (Hours/ Minutes) to Receive Initial Tweet from Merchant 5 hours 9 mins. *# of Total Tweets in Conversation 1.70 *Tweet Response Personalized to Shopper 20% *CSR responds with Twitter Handle Only 77%*CSR responds with Twitter Handle + (name) 23%*Answer Quality (1-3 where 3=best) 2.27*Issue Resolved 80%*Referral To Another Party/Channel To Get Further Information (Email, 800#)

63%*

Product Recommendation Link/ SKU/Save Cart Tweeted by CSR 80%* Product Link/Saved Cart Mobile Optimized 92%*

*subset of M50

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Ask Qualifying Questions

Budget or brand

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Link to Personal Shoppers

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Specific Recommendations with Links Ideal

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Tools Are a Value-Add for Shoppers

Lookbook Denim Fit Guide

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D. LIVE CHAT

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Live Chat: Methodology

• Merchants who had live chat on their mcommerce site were further evaluated to see if they also possessed live chat via an app or on a tablet

• Merchant’s customer service was contacted via all channels available, using an iOS device (iPhone, iPad)

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Live Chat: What Makes a Mobile-Minded Experience

• Customer wait time after sign on is minimal– If wait time, message to chatter to give a sense of timing

• Chat is available weekdays and weekends• Pre-chat information directs chat to department and allows for comments

field • Chat is easy to read on the device (mobile-friendly)• CSR is quick to find the product with a focus on “my” inquiry rather than

multi-tasking• Chat is completed in less than 10 minutes unless chatter has follow-up

questions that extend chat time • Chat window can be minimized particularly on smartphones

Mobile-Minded Score: 2.12/3.00

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Brand the Experience

Beautiful interface including picture of the rep and her # years of experience -perfectly on brand. recommended products in chat window which was very helpful. -Estee Lauder

I liked how the interface seemed to be a window within a window where select store, select vehicle and find product was on the left side. Sent links to all products; Nice store reserve option or could buy in store right within the email. –Napa Online

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Pre-Chat Readies CSRs

% Penetration

Click-To-Chat In Working Order 100%Day Of Week Chatted: Weekday 56%Day of Week Chatted: Weekend 44%Live Chat Hours Stated 44% Weekday 100%* Saturday 82%* Sunday 64%*Chat Unavailable Form 27%* Time To Respond To Email Form 3 hours 42 min*Prechat Information  Prechat Information Requested 88% Optional 0%* Phone 9%* Name 100%* Email 91%* Direct Inquiry Location 50%*Open-Ended Comments Field 92%

*subset of M50

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Location, Location, Location and Device-Centric Rendering Optimal

Location Combined Penetration 

Smartphone /App

Tablet

Navigation 56% 36% 71%

Customer Service/ Contact Us Page 40% 55% 29%Cart 16% 9% 21%Product Page 16% 9% 21%Category Page 8% 0% 14%Chat Button   Floating 12% 9% 14% Static 88% 91% 86%

Chat was a nice overlay. Liked that window could be minimized and blinked when CSR had responded. -Sullivan.edu

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Time and Experience Must Be Tailored to Mobile

Chat Queue  Combined Penetration

Smartphone/App

Tablet

Horizontal Scrolling or Resizing Required to See Chat Conversation

12% 27% 0%

Time For Agent To Answer   Immediate 64% Under 1 Minute 18% 1-2 Minutes 14% Over 5 Minutes 4% Chat Experience   Average Time To Chat (Minutes) 8.25 mins. Chat On Mobile 86%* 78%* 92%* Chat Redirected To E-Commerce Site For Chat 14%* 22%* 8%* Overlay Experience 12%* 25%* 8%* Pop Out To New Window 88%* 75%* 92%* Chat Window Can Be Minimized 4% 0% 7% Informs User That Message Is Waiting 100%* N/A 100%* Chat Legible On Device 92% 82% 100% Errors Encountered (Not Supported By Browser, Input Area Too Small

12%

*subset of M50

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Response Legibility and Expertise Should be Conveyed

The Answer Combined Penetration

Did They Answer The Question? 88% Chat Manned By A Real Person 100% Alternative Product Suggestions Received 76% CSR Attitude (1-5; 1= Aggressive) 3.12 Likelihood To Buy (1-5; 5= Very Likely) 3.48 CSR Tried To Close The Sale 4% Purchase Encouragement (1-5; 5= Completely Encouraged Purchase) 2.57* Overall Mobile Minded Score (3.0 scale) 2.12Post Chat Information  Post Chat Survey 24%Chat Company   Live Person 8% Bold Chat 56% Oracle 4% Other 12% Unknown 20%

Referral To Another Party/Channel To Get Further Information (Email, 800#) 8%

*subset of M50

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Connect the Channels for Customer Convenience

The Answer Combined Penetration

Did They Answer The Question? 88% Chat Manned By A Real Person 100% Alternative Product Suggestions Received 76% CSR Attitude (1-5; 1= Aggressive) 3.12 Likelihood To Buy (1-5; 5= Very Likely) 3.48 CSR Tried To Close The Sale 4% Purchase Encouragement (1-5; 5= Completely Encouraged Purchase)

2.57*

Overall Mobile Minded Score (3.0 scale) 2.12Post Chat Information  Post Chat Survey 24%Referral To Another Party/Channel To Get Further Information (Email, 800#)

8%

CSR sent me links to TV's, told me both were on sale. Gave me his direct # to call when I was ready to place the order. -Abt

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III. CALCULATING YOUR OWN MOBILE READINESS

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Calculator: Email

  POINTS YOUR SCORE

AVERAGE

1. VISIBILITY: Where is the email link located? .50   .36 Found on home page +.50     Found in customer service +.25     If redirected to ecommerce site - .50    2. EASE OF ASKING QUESTION: What type of contact us form is provided?

.50   .31

A contact us form that allows you to direct your question to a specific department or select a subject

+.50    

A contact us form with no ability to direct your question to a specific department or select a subject

+.25    

3. RESOLUTION: Did the retailer resolve your issue satisfactorily? 1.00   .85 Issue resolved including link/sku or creation of shopping cart +1.00     Issue resolved but no link/sku or shopping cart is created + .50     Link provided was not mobile optimized - .25    4. RESPONSE TIME: How long did it take to receive your email? 1.00   25 hours 23

minutes Under 4 hours +1.00     4 hours-8 hours 59 minutes +.75     9 hours-15 hours 59 minutes +.50     16-24 hours +.25    TOTAL      

Locate link to email customer service and note location (# steps; difficulty to find)Ask a question which prompts a product recommendation within the response from the retailer

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Calculator: Call Center

  POINTS YOUR SCORE

AVERAGE

1. VISIBILITY: Where is the phone number located? .50   .36 Visible and clickable on the home page +.50     Visible on home page, but not clickable +.25     Visible on contact us/customer service page +.25    2. HOLD TIME: How long did it take after the initial menu to reach appropriate agent?

.50   .40

Under 1 minute +.50     1-2 minutes +.25     Over 5 minute wait on hold -.50    3. RESOLUTION: Did the retailer resolve your issue satisfactorily? 1.25   .71 Issue resolved +.75     Product recommendation link/sku/save cart emailed +.50     Link provided was not mobile optimized -.25    4. RESPONSE TIME: How long did the total call take from the time of hearing the initial menu to ending the call?

.75   .23Average:

6 minutes 11 seconds Under 2 minutes +.75     2.01-4 minutes +.50     4.01-5 minutes +.25     Call was over 10 minutes -.50    TOTAL      

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Calculator: Twitter

  POINTS YOUR SCORE

AVERAGE

1. VISIBILITY: Where does the retailer enable Twitter access? .50   .29 Found on mobile home page +.50     Found on mobile contact us page +.25    2. RESOLUTION: Did the retailer resolve your issue satisfactorily?   1.00   .78

Issue resolved including link/creation of shopping cart/sku +1.00     Issue resolved not including link/creation of shopping cart/sku +.50     Link provided was not mobile optimized -.25    3. # Tweets: Was the retailer able to answer the question in 1 tweet

or 2 where the 2nd tweet immediately followed the first? .50   .33

Answers in 1 tweet or if additional tweets needed due to 140 character limitation

.50    

4. RESPONSE TIME: How long did it take from the time the tweet was sent?

1.00   .53Average:

5 hours 9 minutes Under 20 minutes +1.0     20.01 minutes-1 hour +.75     1 hour 1 minute-2 hours +.50     2 hours 1 minute-3 hours +.25    TOTAL      

Locate merchant’s Twitter link noting Twitter contact visibility. If unavailable on mobile, use another channel (desktop, Twitter search)

Use mobile phone to contact merchant via Twitter

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Calculator: Live Chat

  POINTS YOUR SCORE

AVERAGE

1. VISIBIILTY: Where is the live chat located? .50   .36 Found in universal navigation +.50     Found in shopping cart, customer service, product or category page +.25    2. LIVE CHAT HOURS: Are available chat hours listed? .25   .11 Live chat hours noted via mcommerce +.25    3. RESOLUTION: Did the retailer resolve your issue satisfactorily?

.75   .66

Issue resolved +.75    4. RECOMMENDATION LINK .25     Product recommendation link/sku or saved cart emailed +.25   .16 If clicking on product link ends/disables chat -.25    5. RESPONSE TIME: How long did the total chat take from the

time you initially engaged with live chat to the time you signed out of the chat or retailer disabled. Note: (includes any wait time for agent, hold times when agent researched information, etc.)

.75   .46Average: 8 minutes 15 seconds

Under 5 minutes +.75     5-10 minutes +.50     Over 10 minutes +.25    6. LIKELIHOOD TO BUY: How likely are you to buy based on the

chat experience? Score on a 1-5 basis per the scale below .50   .37

5=Very Likely +.50     4=Somewhat Likely +.50     3=Might Buy +.25     2=Not Very Likely +.00     1=Would Not Buy +.00    TOTAL      

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IV. MOBILE ENGAGEMENT MUST-DOS & TIPS FOR IMPROVEMENT

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General Mobile Engagement Must-Do’s

Information and Access• List hours of availability• Make contact points readily available on mobile device (ideally home page)• Ensure experience renders properly by device

The Customer Experience• Respond in a timely fashion given the nature of the contact (i.e. Twitter demands a quicker response than email)• Extend brand voice throughout mobile experiences • Listen well • Know the product and answer question comprehensively and correctly with alternative products recommended on

first contact • Move beyond popular products and focus on more specific needs• Solve the problem at hand rather than passing the buck to another rep or channel (often due to lack of product

knowledge)• Follow-up on any promises (will send an email with link to recommended product, etc.)

Going the Extra Mile• Never hurts to include a promotion• Always go the extra mile (include link to recommendations, create a saved cart)• Ask for the order

Connecting the Channels• Suggest all of the brand’s available channels to connect in all your communication • Where possible, connect to store availability and inventory • Suggest best device or tool (i.e. HSN suggested app when calling in)• Be cognizant of the channel in which the customer is connecting and suggest a solution or refer them to another

channel that can better address their needs (i.e. contact our 1800# for additional information)

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Engagement Starts with Accessible Customer Information

Dedicated Customer Service Area: 88% M50Sufficient Customer Service Information: 2.57/3.00 where 3 is sufficient

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Providing Available Hours is Preferred (24x7 Ideal)

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Integrate Customer Support at Critical Junctures

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Direct Shoppers to the Experts

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Ask for Feedback

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Improving Your Score

1. Set realistic goals you hope to achieve with your scores and work internally to get the requisite support.

2. Dedicate resources to improving each touchpoint and ensure that internal teams are up-to-speed with current mobile engagement best practices.

3. Keep a running prioritization list of tactics that will enhance those experiences and reprioritize as the year evolves and industry trends shift.

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Q&A

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Thank You!

Lauren FreedmanPresident, the e-tailing group

773-975-7280lf@e-tailing.com