Using live chat to reach out to customers while they’re still shopping is saving so many orders that the live chat system is paying for itself, Macys.com president Kent Anderson tells InternetRetailer.com. "Customers like it and we’re very pleased with it," he says. "The number of orders we’re saving is paying for the service."
Macys.com, the online unit of Federated Department Stores Inc.’s Macy’s chain, uses live chat software from LivePerson Inc. The system has worked so well in communicating with shoppers to help them decide on purchases, Anderson says, that Macys.com is considering an expansion of its role as a customer-serving tool.
"We’re looking to take it to the next step," he says, adding that he figures live chat could be effective in playing a more dynamic role in responding to particular customer needs. "We think we can develop business rules that would invoke live chat given certain clickstream data, such as when a customer is having trouble in the checkout process," he says.
Anderson adds that live chat has also been effective for Macys.com in a post-sale customer service environment.
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