Effective Mobile Engagement (part 2 of 5): Mobile Changes Everything You Know about Proactive Chat
Written By: Ross Haskell | Date: Tue, 08 Apr 2014
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.\
(Image source: Peter Hearn)
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