Proactive chat is a neat cross-channel strategy: get site visitors to talk to someone pre-app by offering the chat option.
This was a Charles Schwab thing. Online-only companies are always good examples for best practices: if their practices suck it has a direct impact.
I could see us doing this. And I see a natural credit union alignment, since, strategically, I see driving personal one-to-one interaction from the website as both an excellent sales driver and credit union differentiator.
It does make me wonder. To what extent do FIs with online and b+m channels rely, even subconsciously, on the b+m channel to compensate for poor online experience. More specifically, to what extent to we compensate this way? B+m and call centres are a convenient escape hatch for bad online service. Partly this is because we think that we offer online service to branch clients, and not the reverse.
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