FAB.COM

Jordan GouldDRTL 4070

Test the implementation of a live chat feature into Fab’s customer support options, which currently only include email and telephone.

What do I want to do? Well…

If customers prefer to use live chat versus email or telephone.

If there are other things users would like to have available when it comes to the site’s customer service.

What would be the most effective placement for a live chat option.

What a user expects from a live chat option.

What should we learn?

Existing customers◦ Important that existing customers feel

comfortable using the new feature. Can identify existing customers attitudes towards the new feature.

Potential customers◦ Potential customers are more likely to use

support, because they are not as familiar with the website, so they will also be an important part of the study.

What kind of users do we want?

Mostly female, less than 18, income between $0-$50k, African American, Asian, and Hispanic.

Users cont’d…

Is it easy for the customer to find and use the live chat?◦ Success = Yes it is!

When a customer is presented with a problem, will the user choose to use live chat before email or telephone?◦ Success = Yes they will!

Does the customer feel as if their problem is resolved more efficiently with live chat compared to email or telephone?◦ Success = Yes they do!

How might this feature influence brand loyalty?◦ Success = Positively!

Scenarios and Success

Conversion rate◦ If our customers have an instant and easy way to

resolve their problems, then they are more likely to continue using the site and ultimately make purchases. If customers can’t resolve their problems in a timely manner, they leave!

Increase return visitors◦ Live chat should offer a faster way to resolve

customer issues, therefore enhancing the customer’s experience, creating positive attitudes towards the website, and increasing chance of a return visit.

What metrics do we want to change?