By Jake Novick, Senior Research Associate, StellaService
One of the mantras we preach here at StellaService is that retailers should view their customer care centers as more than just a black hole for costs. Not only can they be the center of “wow” experiences for customers, a la Lululemon, but also they are the front line contact for many shoppers who are just a few clicks away from making purchases online. Some retailers are taking advantage of this face time with customers by encouraging their agents to offer to complete a transaction for the shopper. Whether it be providing them with a direct phone number to call and complete the sale, or offering a free trial for a “VIP” program.
We began collecting this metric, called “Offered to Complete Transaction” (“OCT”), across all three customer support channels (Phone, Email and Live Chat) in February 2014. We define this as any suggestion made by a CSR that would lead to the transaction of money.
For the past four …