The number of live customer service chats at Salt Lake City-based Sundance Catalog’s web site increased 65% in the past year to 241 chats during the last week in June compared to 146 during the same week last year, the company says.
SundanceCatalog.com follows the chat service with a survey that asks customers how they liked the service. Response has been strongly positive, Russell Wigren, Internet customer service manager, tells Internet Retailer.
The heaviest chat volumes occur right after a catalog mailing, when chats increase to 50 or 60 per day. Sundance mails six regular catalogs a year and four jewelry catalogs.
“Live chat is getting more popular and it will likely become standard on web sites," says Sharon Ward, vice president of enterprise applications and head of the CRM group at the Framingham, MA-based Hurwitz Group consulting firm. "And live chat customer service can help retailers give that personal touch that consumers want and retailers are hoping to provide without the expense of the real personal touch."
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