October 01 2007

Analytics compares web and call centre channels

Ecommerce call centre specialist GoResponse has launched a web-based reporting system providing real-time information and the ability to compare the sales results of the call handling channel against web-based sales.

LiveStream allows historical information to be compared as well as real-time data so that marketers can understand how different campaigns and promotions are affecting results.

Mark Kirby, Managing Director of GoResponse said: "Many e-retailers are waking up to the fact that restricting sales ordering to just the web channel is throttling the sales opportunities that their online store can provide. Although there is a multitude of research that shows all the reasons for cart abandonment - with lack of multi-channel contact being a major one, many e-retailers avoid considering the telephone as a complimentary channel for sales activity - normally concerned about costs and loss of control. Cost is generally a misnomer as average order values are comparatively 25% higher via the telephone. This is due to confidence in purchasing higher ticket items, but also the enhanced capabilities that telephone contact offers for up selling and cross selling. With the launch of LiveStream, we can now provide a real-time 'cure' for the concerns over loss of control - with the ability to see monthly, weekly and daily call stats numerically and graphically, breakdowns of call types and real time average order value calculator. Think of it as Google Analytics for the telephone sales order line."

Emma Herrod