Company News • 15.01.2016

Effectively analyzing online consumer behavior

No timidness in e-commerce - 3 strategies for proactive customer service

Digital Engagement Expert Andreas Hertwig from LivePerson explains the...
Digital Engagement Expert Andreas Hertwig from LivePerson explains the importance of proactive customer retention measures.
Source: LivePerson

Rows and rows of long white shelves. Small labels describe the advantages of the individual products. Red colors in between stand out and call attention to reductions. The customer is right in the middle of it all.

The customer slowly makes his way through the shopping maze in search of an item. He is overwhelmed and unable to cope with the variety, turns around and quickly makes his way back to the exit. In this case, a good customer service representative would immediately step in and offer the customer assistance before he is actually aware how and where he exactly needs help.

The customer service representative is proactive. Not only does the same kind of service lead to success in brick-and-mortar businesses but also in the online world. Yet many companies lack proactive customer retention measures. Andreas Hertwig, Director of Sales at LivePerson, Inc. reveals the three most important proactive customer retention measures.

Analyzing customer behavior

What distinguishes a good customer service representative in the store? He or she analyzes the body language and facial expressions of customers. In doing so, she is able to recognize exactly when the customer wants the attention of a consultant. ''The online equivalent of this is to observe and analyze the usage behavior of the customer in the online store,'' explains Hertwig. How long did the customer stay on a specific product page for example? Does the customer hesitate during the payment process? Frequently customers are very reluctant to actually ask for help both in online and offline cases. Many primarily shy away from clicking a button, writing an email or actually calling the hotline to be put on hold if worst comes to worst. Proactive customer service in the online store recognizes that now a chat window should be opened for instance to instantly offer the customer help. ''It supports the customer before he/she actually needs this help,'' Hertwig points out.

Recognizing the right moment

It’s essential in proactive customer service to recognize the right moment to provide the respective assistance. When the customer enters a store for example and is immediately besieged by several service representatives, he is put off. Good service gives the customer room to take her time and look around. However, it may also be too late to approach the customer if she is overwhelmed and frustrated and already on her way to the exit. ''There is only a small window of opportunity to be proactive – both offline and online,'' confirms Andreas Hertwig. A customer wants to purchase a new rug for example. The customer is on two product pages at the same time – on a page that offers kilim rugs and on a page that features hand-knotted rugs. A proactive online store would now automatically offer the customer product details or a side-by-side comparison of both rugs with the help of a pop-up window for a better comparison. The U.S. home improvement retailer Home Depot, a current customer of LivePerson, also pursues this approach. Thanks to an applicable software, the store is able to proactively approach customers who have a tough time making a decision. A chat window opens, for example, to talk with the customer and offers a secondary link.

Utilizing social media data

Social networks provide an incredibly large amount of user data and customer information. Some customers are connected with the company via the social networks. The pages reveal the interests and habits of customers. A savvy online retailer can take advantage of this. ''Proactive support does not just mean to encourage the customer to purchase a product but also to respond to the customer and his/her basic preferences”, says Hertwig. A customer already bought a power drill for instance. She reviewed it on the retailer’s network. If the online store offers a new power drill in its product line, it can recommend the product to this specific customer during her next visit on the web page or even offer a sales discount. It is up to customer service to utilize this information and thereby proactively retain the customer for the company.

Author: Andreas Hertwig, LivePerson

related articles:

popular articles:

Thumbnail-Photo: The global state of autonomous stores
18.12.2023   #Tech in Retail #self-checkout systems

The global state of autonomous stores

The stores are located in various retail segments such as food retail, fashion, electronics, convenience stores and fast food.

In a highly competitive global retail landscape, autonomous stores are an emerging force that addresses changing consumer behaviors, reduces operational costs, improves profitability, and powers revenue growth strategies. Advancements in autonomous ...

Thumbnail-Photo: Unified Commerce Platform in focus
24.10.2023   #omnichannel #software developement

Unified Commerce Platform in focus

Handover at REMIRA: Dirk Bingler supersedes Stephan Unser as CEO

REMIRA is setting the course for future development of the company: On November 1, Dirk Bingler (48) will become the new CEO of the supply chain and omnichannel software expert headquartered in Dortmund. The previous CEO Stephan Unser (62) moves to ...

Thumbnail-Photo: New German vending partner for ITL
30.11.2023   #Tech in Retail #cash management

New German vending partner for ITL

Innovative Technology (ITL) have recently announced Bernd Boddart as their latest trading partner

Bernd Boddart will be supplying their cash validation and biometric age verification solutions to the German vending market. Bernd Boddart, based in Mönchengladbach, Germany, have 30 years of experience in the field of coffee machines, table ...

Thumbnail-Photo: EuroCIS 2024: Go beyond today!
16.10.2023   #retail #Tech in Retail

EuroCIS 2024: Go beyond today!

27 to 29 February 2024 will see the Who’s Who of Europe’s retail technology sector meet in Düsseldorf

Go beyond today! EuroCIS at the end of February will once again show solutions and products for the retail of the future @Messe DüsseldorfIn late February, numerous companies will again exhibit solutions and products for retailers to shape and ...

Thumbnail-Photo: First of its kind accessible checkout unveild by Woolworths, creating...
03.01.2024   #Tech in Retail #cashpoints

First of its kind accessible checkout unveild by Woolworths, creating new employment opportunities

Breaking Barriers in Retail: Woolworths' New Checkout Design for Wheelchair Users

In what is believed to be a world first, Woolworths has unveiled an accessible checkout, designed specifically for team members living with a physical disability, including people who use wheelchairs and other mobility aids such as walkers.The first ...

Thumbnail-Photo: Tesco to introduce new scan-free technology on self-service tills at...
03.01.2024   #brick and mortar retail #Tech in Retail

Tesco to introduce new scan-free technology on self-service tills at GetGo store

Seamless Shopping Revolution: Tesco Tests Scan-Free Technology in London

Tesco is trialling an exciting new technology innovation that means customers don’t need to scan their items ...

Thumbnail-Photo: Payment as a success factor: more than just paying...
15.01.2024   #Tech in Retail #payment systems

Payment as a success factor: more than just paying

Flashback to 1994: databases and ERP systems, first commercial websites, mobile phones with colour displays, CD-ROMs, Java as a programming language ...

Thumbnail-Photo: EuroCIS 2024 - technology special
11.12.2023   #online trading #e-commerce

EuroCIS 2024 - technology special

The latest technology solutions and trends for you and the retail sector

At EuroCIS 2022 from February 27 to 29, 2024, the Leading Trade Fair for Retail Technology, we will be looking at all the important and current topics relating to technology in retail: AI and Machine Learning, Payment, Connected Retail, Seamless Store and Smart Energy Management and many more.

Thumbnail-Photo: Out of Stock in Retail and innovative solutions to avoid them...
07.11.2023   #brick and mortar retail #customer satisfaction

Out of Stock in Retail and innovative solutions to avoid them

Due to various events, the availability of goods in retail will be increasingly restricted from 2022, with the result that customers cannot find in food retail the products they wish to buy, because those products are sold out, are temporarily ...

Thumbnail-Photo: Nedap teams with Foot Locker to extend RFID project...
05.10.2023   #omnichannel #software applications

Nedap teams with Foot Locker to extend RFID project

Foot Locker successfully matches supply and demand in newly opened stores in Eastern Europe using RFID technology

Nedap the global leader in RFID solutions, announces that multi-brand sports fashion and apparel retailer Foot Locker has successfully extended Nedap iD Cloud to its new, Eastern European stores. The objective is to offer the best possible ...

Supplier

Innovative Technology Ltd.
Innovative Technology Ltd.
Innovative Business Park
OL1 4EQ Oldham
Zebra Technologies Germany GmbH
Zebra Technologies Germany GmbH
Ernst-Dietrich-Platz 2
40882 Ratingen
Captana GmbH
Captana GmbH
Bundesstraße 16
77955 Ettenheim
REMIRA Group GmbH
REMIRA Group GmbH
Phoenixplatz 2
44263 Dortmund
VusionGroup SA
VusionGroup SA
55 place Nelson Mandela
90000 Nanterre