“[Online chat] is a powerful way we can demonstrate our commitment to customer engagement and satisfaction. The results have been very positive—an increase in sales conversions and fewer product returns.”
VMware, a California-based software company, is a global leader in cloud infrastructure and business mobility. They have more than 500,000 customers, including every Fortune 100 company listed. VMware is known for their specialized IT architecture—moving virtualization, automation and networking and storage resources to the data center and cloud. With its creation of a single, hybrid cloud, any application can be accessed from any device at any time.
VMware was founded in 1998. Within 10 years, the company had won more than 200 awards and became the fourth largest software company in the world. From 2013-2014, VMware experienced continued success when it was ranked number 3 on the Forbes list of World’s Most Innovative Companies and partnered with Google to provide desktop as a service on Chromebooks.
Like all savvy online merchants, VMware knows the importance of site optimization and had already implemented A/B testing and exit intent with the MarketForce team to improve shopper experience and store performance. VMware offers a complex product portfolio and wanted to make sure customers were selecting the right product for their needs. This often requires a dialogue, and adding online chat to their store was a logical decision to help remove purchasing barriers and increase customer satisfaction.
In addition to phone, email, self-service and video customer support channels, live chat is one of the best ways to get instant communication with a company. It is the leading method for online customer support and yields the highest satisfaction rates among customers.
Happier more engaged customers lead to increased sales conversions and reduced overall customer service costs. As customer service teams use live chat, they often see an overall decrease in the service costs to support online customers. The initial set-up and implementation of a live chat tool is fast and simple to integrate into your online store. Plus, online chat offers a new way to track ROI—offering a tool to identify and engage with online chat users to get a true analysis of performance.
VMware saw significant success with the chat functionality with a ROI of around 5:1. With the success they had with the chat functionality on the US store, VMware has engaged Digital River to implement this functionality on their UK and Ireland sites and are currently in discussions to enable chat for their corporate www.vmware.com site.
Michael Butler, Director of Ecommerce for VMware commented,“Online chat has proven to be an effective tool to help our customers select the right product for their needs and get live customer support to help make a purchasing decision. It is a powerful way we can demonstrate our commitment to customer engagement and satisfaction. The results have been very positive—an increase in sales conversions and fewer product returns.”
“[Online chat] is a powerful way we can demonstrate our commitment to customer engagement and satisfaction. The results have been very positive—an increase in sales conversions and fewer product returns.”Michael ButlerDirector, Global EcommerceVMware