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Live Chat: BoldChat Improves The North Face's Customer Service

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June 15, 2012

Live Chat: BoldChat Improves The North Face's Customer Service

By Devin Lavery, TMCnet Contributor

Since July 2010, outdoor outfitter The North Face has been using BoldChat Premier to improve customer service on their website, and according to a case study, the livechatsolution has produced only positive results. 

Designed primarily for use by businesses, Premier is BoldChat's most complete package and is priced to deliver ROI in an accelerated timeframe. The chat option is available during The North Face's business hours under their 'contact us' page, or on any other page featuring a specific item.

Customer service at the North Face initially sought a live chat solution for their website in order to enhance the experience of their visitors, and considered the many options available during a meticulous testing phase. BoldChat eventually emerged the victor. 

The most important factor in the final decision was related to the fact that The North Face runs a business subject to seasonal demands, and BoldChat offered highly flexible licensing. The number of chat operators increases at certain times of the year, particularly during the holiday season. In periods of high demand, there are employees responsible only for chatting with customers, whereas during off-peak times, phone operators chat in addition to their normal duties. 

Overall, phone conversations with customers were more direct. People calling The North Face often knew what they wanted to purchase already. Chat conversations were more about the customer looking for information on a product. Over the holiday season, there were over 17,000 chat conversations. Chats during this period were also found to be 40 percent longer than average. Interaction with customers via chat was found to be much more important in closingsales at that time than talking on the phone.

Mike Blaine, director of customer service at The North Face, said, "BoldChat is enabling us to provide more detailed information consumers need in a very concise and customized manner." 

BoldChat was also chosen due to the fact that it can be operated entirely by employees of The North Face with no outside help required, and the fact that their interface was very easy for customer service representatives to use. 

Live chat allows for customers to ask more complicated questions, and receive the best answers from customer service. Staff is trained to be extremely familiar with The North Face's products, so that in turn they can provide customers with the most helpful answer possible. Plans to add pro-active chat, which would increase chat volume by as much as 15 percent, are in the works.

Edited by Amanda Ciccatelli

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