Ford of Europe - Live Chat

Ford of Europe
- Live Chat
Ford of Europe – Live Chat
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Background
Approach
Lessons learnt
Next steps
20/03/2015
FoE CRC's
- Live Chat Overview
- Digital Breakthrough
BREAKTHROUGH
TODAY
Background
Digital must be fully integrated with aligned
CRM operating requirements
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20/03/2015
FoE CRC's - Live Chat Overview
Interact and Engage:
Customer Care Channels
Traditional channels:
Telephone, Letters, eMails – volume of
customer interactions are not
declining
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20/03/2015
FoE CRC's
New/ Non-traditional channels:
FB, Twitter, Live Chat – volume of
customer interactions are increasing
- Live Chat Overview
Approach
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20/03/2015
FoE CRC's
- Live Chat Overview
Initial Approach – Pilots & Mustang
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FRA
FoB
DEU
ESP
20/03/2015
FoE CRC's
- Live Chat Overview
UCL Final
2014 Highlights - YTD
FRA
LAUNCHED SEPT
2013
DEU
ESP
LAUNCHED MAY
2014
LAUNCHED MAY
2014
FoB
LAUNCHED DEC
2014
Universe: 4x major markets
Reactive Chat Average Delivery: 180x chats per day
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20/03/2015
FoE CRC's
- Live Chat Overview
2014 Highlights - Customer Opinion
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20/03/2015
FRA
DEU
ESP
FoB
FoE CRC's
- Live Chat Overview
2014 Highlights – Developing the service
*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?
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20/03/2015
FoE CRC's
- Live Chat Overview
2014 Highlights – Developing the service
*FoB DEC 2014
*DEU
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FEB 2015
20/03/2015
FoE CRC's
- Live Chat Overview
2014 Live Chat - Lessons learnt
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20/03/2015
FoE CRC's
- Live Chat Overview
2014 Live Chat - Lessons learnt
Pilots very useful – to test and build best practice
Match the channel availability to the available resource
Advisors are
available = Button is
displayed
Advisors are all
busy = Button not on
display
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20/03/2015
FoE CRC's
- Live Chat Overview
2014 Live Chat - Lessons learnt
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.
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20/03/2015
FoE CRC's
- Live Chat Overview
2014 Live Chat - Lessons learnt
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!
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20/03/2015
FoE CRC's
- Live Chat Overview
2014 Live Chat - Lessons learnt
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.
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20/03/2015
FoE CRC's
- Live Chat Overview
2014 Live Chat - Lessons learnt
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.
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20/03/2015
FoE CRC's
- Live Chat Overview
Next steps
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20/03/2015
FoE CRC's
- Live Chat Overview
2015 – The Challenge
Do more!
Do it even better!
Take it to the next
level!
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20/03/2015
FoE CRC's - Live Chat Overview
Next steps - Live Chat Release 5.0
Thank
you
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20/03/2015
FoE CRC's
- Live Chat Overview