CompUSA’s Online Success Story
“They’ve provided us a lot of information when it comes to enhancing our site,” Hurlebaus said. “We’ve made very successful modifications and changes that were the result of [Coremetrics analysis].”
This type of deep analysis allows a retailer to decide whether a certain technology is having enough financial benefit to justify the cost of investing in it. In fact, CompUSA rolled out LIVEchat once before, a couple years ago, and the results weren’t nearly as positive. That’s when the company turned it off and asked itself why it wasn’t working. It turns out that, while the technology was solid, CompUSA hadn’t invested in the personnel needed to staff the LIVEchat requests timely and efficiently. They also discovered they were accepting chat requests from people who weren’t really qualified to make a purchase. In other words, there’s a lot of lonely people out there.
After training a dedicated, qualified staff for LIVEchat and being more selective about where the LIVEchat button appears, CompUSA was ready to relaunch it and it’s been successful ever since.