Online customer service provider LivePerson Inc. has added a new feature to its service lineup that displays to call center agents what keyword a customer used to find their web site. Called Live Keyword, the tool increases the value of traffic delivered by search engines by giving agents information they can use to reach out to such leads proactively via live chat, says Live Person CEO Rob LoCascio.
The tool alerts agents going into a live chat session as to what the customer is looking for, giving them the opportunity to learn more about the product and provide more personalized service even to first-time site visitors.
A customer typing in a keyword to search for an item on Google, for example, would receive a list of results showing where the item could be purchased online. When the shopper chooses to visit a Live Keyword-enabled site listed in those results, the shopper can click to engage in live chat, or depending on the site operator’s preference, agents can proactively engage the shopper in a live chat discussion about the item the shopper is searching for. In either case, the agent already knows what the shopper is after because the agent has seen in advance the keyword that delivered the shopper to the site.
That gives the agent the opportunity to guide the shopper or make special offers – such as directing the shopper who entered the site on the keyword “backpack,” for example, to backpacks being offered by the site operator at a special discount that day.
“The ability to communicate with customers in real time increases lead and revenue generation and improves customer service,” says LoCascio.
After a few weeks of use at Alfi.com, the web site of cutlery manufacturer and distributor ALFI International, Live Keyword has already helped increase conversion rates and refined keyword choices at the site, the company says. “We were able to achieve a higher ROI on our pay-per-click search engine spending,” says Alfi.com e-commerce director Graeme Davidson.
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