Ross Haskell

When considering live chat, many online retailers think the technology is for sales or service — but not both. Savvy e-retailers realize that these days, no clear point of distinction exists. You can't have one without the other.

If you ask the average online retailer what they think of proactively inviting website visitors to engage in a live chat, chances are they’d say it’s “too intrusive” or “annoying to the shopper.” A recent survey of more than 1,000 regular, U.S.-based internet shoppers begs to differ.

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