This is part three of our series in which we discuss the findings of a recent and comprehensive research report on mobile engagement. In the last post we looked at how mobile impacts proactive chat and here we conclude our exploration of the mobilized live chat channel.
In live chat deployments of size, we know that optimization of the operation is a multi-faceted task involving constant monitoring, measurement, training and testing. Over the years, providers like us and practitioners like our thousands of customers have come to understand the key success drivers of a live chat session. The Effective Mobile Engagement study sought to understand what happens to these factors, if anything, when you contemplate the chat session occurring in a mobile environment.
The entire survey universe was queried about the importance of certain factors in determining a live chat session’s success, and then we asked if any of those factors become more or less important if the chat is mobile.
We see that being mobile makes almost nothing less important, with the possible exception of agent grammatical correctness. All the remaining factors become more important for about half the respondent pool, and in an inconsistent way; meaning that the most important factors, sans-mobile, don’t necessarily line up in the same order when the respondents considered live chat engagements with mobile. The message is that to please customers chatting with you from mobile devices, you have to do things differently than with your customers chatting from their computers.
For example, notice that agent speed, brevity and chat window accessibility get more important for mobile engagers, in that order. These findings have technology implications which any business thinking about mobile live chat should strongly consider. For example, chat window rendering, user-controlled minimization and message waiting alerts are just some of the ways to address the increased importance of chat window accessibility when chatting from mobile devices.
And while technology considerations are one lesson from these findings, they are certainly not the only takeaway, nor the most significant. What these results show, en masse, is that the operational aspects of mobile engagement, from the very perspective of those that businesses would want to engage, are different then when engaging someone when they are not on a mobile device. And, not only is it different, it’s harder.
As you may be aware, a major vulnerability has been discovered for OpenSSL, the popular encryption software that powers 2/3 of the web. Some LogMeIn services and products rely on OpenSSL, including BoldChat.
We take the security of our customer data very seriously and at this time have no evidence of any compromise. Upon learning about the vulnerability, our team took immediate action, and we’ve since successfully updated BoldChat to address the issue.
Our security team continues to perform a rigorous diagnostic investigation to ensure the protection of our users.
This is part two of our series in which we explore the findings of a recent and comprehensive research report on mobile engagement. In this post we explore the impact mobile has on one particular engagement channel – proactive live chat.
In two different places in our survey, we challenged respondents to consider live chat, irrespective of device, and then we threw the mobile curve-ball – asking them to consider the question again, but precisely within the mobile context. In each case, mobile was a game changer. 73% of respondents, for example, indicated across the board receptivity to being proactively invited to chat. We then asked the question again, inquiring if receiving an invite on a mobile device would change their reaction. 41% of the universe said their reaction wouldn’t change. What this means is that for the majority of the population, (59%), the use of their mobile device changed their reaction to being proactively invited.
For a quarter of the population, being mobile improves their perception – they become more appreciative – while for about a third of the sample it would make them more annoyed. This finding is interesting, but for proactive chat practitioners, it raises additional questions. The Effective Mobile Engagement report was too long to include a drill-down analysis of this proactive mobile phenomenon, but we can provide some additional details here.
If you look at those who said that proactive invitations on a mobile device would make them more annoyed (the 34%), the frequency of their mobile device usage is slightly less than the population at large.
They are less likely to use their device to frequently contact companies (either for support or ecommerce scenarios).
In general (mobile or not), they are less likely to have engaged in live chat and much more likely to be annoyed with proactive invitations anyway – they are 47% receptive compared to the 73% rate of the entire population.
This last point may lead one to believe that mobile doesn’t really change much; it’s the people who are already annoyed that get more annoyed when mobile. But that is not entirely true. If you look at two different groups – those that were receptive before the mobile context, but then became annoyed, and the inverse – those that were not initially receptive but became so, these taken together represent 17% of the entire population.
What’s really shocking is this: there is no contest between these groups – of the 17%, 16 percentage points of it come from the first group – those that get more annoyed.
Proactive chat is an optimization science which many practitioners have honed for over a decade. What these findings imply is that the proliferation of mobile has changed what we think we know about engagement, especially proactive engagement. The need to do it right is amplified in a mobile world.\
We recently completed the most comprehensive piece of research ever done on the subject of effective mobile engagement. Nearly 6,000 respondents across ten countries were surveyed, and the results are both informative and, from an operations standpoint, transformative. The respondents were mobile device users who had at least, at one time or another used the device to engage with a company for support, eCommerce, or both. The percentage of those qualifying for the survey was very high – over 80%. The Effective Mobile Engagement report can be downloaded here, but below is a summary of the five findings. In future posts, we will explore some of these in more depth.
#1: Mobile Engagement is Flourishing
The state of mobile engagement is very healthy with about 50% of the worldwide population engaging companies at least sometimes using their mobile device and approximately 20% of people engaging often or all the time while mobile.
#2: No Mobile Engagement Strategy is Complete without Text-Based Channels like Chat
Live chat is more frequently used on mobile devices than we hypothesized. In the US, for example, 57% percent of the US population say they frequently engage in chats from their mobile devices.
#3: Mobile Changes Everything
For engagements generally, and for specific engagement channels like live chat, the introduction of mobile changes what constitutes success or satisfaction. Also, the relative order of success/satisfaction determinants also changes when looked at through the mobile filter. In short, mobile engagement has operational considerations distinct from non-mobile engagement.
#4: High Frequency Shoppers and Technical Support Seekers Suggest Unique Considerations
People who often use their mobile device to seek technical support and those who use it regularly for shopping are more likely to use more mobile channels, and their mobile expectations are higher than the population at large.
#5: Support and Sales are Different
Mobile engagement is used for both support and sales scenarios, but there are important differences which can be instructive from an operational standpoint. Engagements happen in different places, at different times, and through different channels given the nature of the contact
We’re excited to share that top posts from the BoldBlog have been featured in the first issue of the quarterly eBook, LogMeIn Insider. This issue focuses on customer engagement strategies and the latest and greatest in the world of live chat. Click here to read the full post on the LogMeIn Blog and to get your copy!
With 50% of mobile phone users reporting mobile as their primary internet source, it’s vital to customize and change the way you’re supporting your website traffic. Mobile users expect communication to be tailored to their device with several quick contact options available.
Going mobile isn’t just a benefit – it’s a necessity. That’s why we’re excited to announce that the latest launch of BoldChat (v7.7) includes powerful mobile features that will help businesses to superlatively engage their mobilized customer base.
Layered Chat Window – Navigating between windows on a mobile device is an inconvenience that can now be avoided.BoldChat v7.7 offers a layered window that is exceptionally suited for the mobile environment. The most seamless and customizable mobile chat experience available, layered chat uses a superimposed window over the mobile content so visitors can browse and chat simultaneously. The visitor can use touch-based gestures, such as taping and swiping, to control the chat. In keeping with BoldChat’s philosophy to empower our customers, administrators will have complete control over the window’s aesthetics.
At-a-Glance Mobile Identifier – Chat agents need to know if they are chatting with a mobile visitor so that they can modify the speed and length of their response. BoldChat 7.7 introduces a simple, yet powerful mobility indicator that is front-and-center for the chat agent.
Enterprise-Grade Features – BoldChat 7.7 also includes several other new features – all aimed at helping larger sized clients to more effectively manage their live chat operation.
Data Retention/Data Deletion – BoldChat provides administrators with an intuitive interface to manage the storage and purging of chat data resident in the LogMeIn infrastructure.
Automatic Distribution/Multiple Assignment Algorithms – The way customers assign work can vary and new changes to our Automatic Distribution Engine introduce the capability to assign work based on different logic. Customers can choose to deliver work in a round-robin, least-busy, or most-busy methodology and can use different assignment algorithms inside the same account – round-robin for sales departments and least-busy for support operations, for example.
I recently joined Lauren Freedman, President of the e-tailing group, and Jon Abt, BoldChat customer and Co-President of Abt Electronics to host a webinar entitled, “Tips, Tricks and Secrets to Live Chat Success.” The three of us discussed live chat’s increasingly essential role in the customer experience, and shared expert insights into how companies can most effectively and successfully leverage the tool.
Click here for some questions we didn’t get to address during the webinar.
Join us on March 11th at 2:00 PM ET, for a webinar titled Tips, Tricks and Secrets to Live Chat Success.
This webinar will discuss how live chat is becoming the customer go-to for online shopping as companies increasingly look to differentiate themselves by providing superior customer experience and tips to using it effectively. Speakers include Lauren Freedman, President of the e-tailing group, our customer Jon Abt, President of Abt Electronics and LogMeIn’s own Ross Haskell, Senior Director of Products, BoldChat.
Please click here to register. We hope you will join us!
Mobile engagement is not advertising. While the issuance of mobile ads is a discipline in and of itself, it is distinct from the concept of mobile engagement. Mobile engagement is about communication or the facilitation of conversations between a business and a customer either in real-time or asynchronously, through a variety of connection channels.
The widespread adoption of both smartphones and tablets, coupled with their constant connection to social media outlets, has shifted the customer/business balance of power squarely to the consumer. Because of this phenomenon, “mobile engagement” today, looks much different than it should. One of our hopes, over time, is to empower businesses to better understand mobile engagement so that they might embrace it, optimize it, and build competitive advantage from its superlative execution.
Today’s definition, decidedly reactive from a business perspective, might read something like this:
Mobile engagement is when a customer chooses to connect with a business, either due to convenience or circumstance, in order to seek support for an issue or to assist them in researching and transacting business with the firm in question.
The definition we hope that businesses will adopt sounds more like this:
Mobile engagement is an operational practice which includes an organized and intentioned set of actions, processes, people, and technology aimed at being ready to efficiently and superlatively handle customers who engage from mobile devices and the ability to purposefully and proactively engage mobile customers in order to assist them whenever, wherever, and however they want to be helped.
In order to achieve the second definition, companies must understand why mobile engagement happens, with whom, what drives engagement satisfaction, and when to engage proactively. We recently fielded a comprehensive primary research effort to discover just these things. In some upcoming posts, we’ll talk about the research and its findings. Stay tuned.
Smartphones and tablets have changed everything: the way we communicate, the way we meet, the way we get around, the way we shop and more. Mobile users have easy access to information, unlimited options, and the ability to publicly and instantaneously express praise or dissatisfaction. It’s no surprise that mobile devices are changing the way consumers purchase online and in stores. It’s important to recognize, however, that mCommerce is one aspect of a larger commerce landscape.
Click here for an infographic that illustrates this new mobile reality.