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One of the most impressive improvements in E-Commerce in recent years involves chat. Whether it’s passive chat’s ability to communicate exactly where the shopper is and where they have been or active chat’s sense of when a customer is about to abandon a cart or is otherwise is need of help, the recent improvements have been powerful. But it’s been difficult to quantify the ROI of such chat functions, mostly because it’s impossible to know reliably what the customer would have likely done had a chat session not happened. Forrester Research this week this to quantify the slippery ROI arguments for interactive chat and made an eloquent case for chat investment. Read more. |