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BizReport : Ecommerce archives : November 14, 2013

How to identify customers that will impact revenue

Each day more people log on to the Internet to research products and brands, and in some cases to engage with those brands. But, how can a brand know which customers will help them increase their revenue numbers?

by Kristina Knight

During the holiday season when brands are experiencing large volumes of traffic, it's impossible to provide every single visitor personalized assistance, nor does every visitor need this level of engagement. It's important to know who among your visitors will benefit most from engagement--those that need a bit of extra help in order to complete their purchase or upgrade an order.

"Oftentimes, the customers that need this level of engagement have a higher impact on your ROI and brand reputation. LivePerson data shows that by engaging just 5% of these high-impact customers, you can see a 20% lift in sales conversions on your website," said Anurag Wadehra, LivePerson's CMO.

To help determine who a brand's "high impact" customers are, intelligence - data - is critical.

"You need to be able to process and analyze data in real-time at the visitor level, and once you do, you need to know how to engage the "high-impact" customer," said Wadehra. "These customers want assistance in real-time - if they have to wait for service, they will take their business to a competitor. They also want relevant, personalized support from a human being, so they can get the exact information they need to quickly go on with their shopping."

Live digital engagement tools, such as live chat, video chat, or click-to-call services can provide the experience these holiday shoppers are looking for, says Wadehra.

Image via Shutterstock

Tags: customer identification, customer service, ecommerce tips, ecommerce trends, LivePerson

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