Understand the value of customer service for an increased conversion rate

According to Forrester Consulting research: [tweetthis display_mode=”box” remove_twitter_handles=”true”]74% of enterprises see greatest buyer dropout in the pre-purchase stages where customer service is least involved[/tweetthis]

What does that tell us? That it is extremely important for companies to understand the factors that drive customer behaviour on all channels.

We at bmetric believe in the true value of customer service. It is time for companies to reimagine the way they view customer service and implement an intelligent engagement strategy on their website.

So what if I told you that the following strategy enables you to increase conversions by at least 10%, while also building consumer trust?


We at bmetric give you the tools to answer these 3 questions, in order to guide the customer journey:

intelligent customer engagement

This intelligent customer engagement flow enables your website to:

  • Detect the right visitors
  • Engage these visitors with the right message, on the right channel, at the right time

The goal is not to get just any click. Our objective is to promote sales oriented behaviour. You need to get into the mindset of your consumer to capture their attention. This is why first it is super important to understand micro-moments before jumping into explaining our strategy.

Micro-moments is a term that Google came up with to explain situations that lead people to reflexively turn to a web enabled device. These are the moments that shape purchase decisions for consumers. Google has divided these moments into 4 categories:

Source: Think with Google

It is crucial to understand how customer behaviour has changed with the ability to purchase almost anything online. Consumers now have access to As you can see from the micro-moments, situations need to be dealt with in real-time. Neglecting to engage with a visitor at the right time is an opportunity missed.


This brings us to our 1st question:

1.Should I engage a visitor?

Whether or not you should even engage a visitor depends very much on which consumer mode (micro-moment) a certain visitor is in. It is important to gauge the likelihood of either creating more value by engaging a user, or preventing an abandonment. We think overall there are two primary reasons to engage:

  • When an up-sell or cross-sale is possible.
  • When you can secure a conversion that might otherwise have been lost.

The exception is when the visitor is already on a journey where purchase or business goal will be achieved. It can in that case be very important for you to not interfere with the user.


2. Which channel is the best to secure a conversion?

If a visitor is not ready to make a purchase, your first priority is to help them reach a decision. On the other hand, if a visitor is already comparing products, you should encourage immediate action.

It is crucial to engage customers on all channels. But it’s even more important to select the right channel for the right situation. This engagement could be anything from an offer of phone support, to an email permission request or an online promotion. It all depends on where the individual visitor is at in the customer journey.


3. What offer will make the visitor act?

It is important to engage visitors with the right messaging. This allows you to speak to the particular situation and needs of that visitor. If they are researching the advantages of your product, but still not converting, an offer of help might be the best choice. If they are about to leave their cart, it might be the right time to reiterate your most important value proposal.


bmetric platformHere at bmetric, we have the technology and fully managed service to help you guide the customer journey.  We help you make the right decisions so that you can intelligently engage website visitors where they are at in the buying process.  

Everything we do is based on data. Our conversion platform combines 3 data driven modules to help build an intelligent customer engagement:

1. Audience analyser – gathers all visitor data, which allows us to create specific persona segments.

2. Trigger engine – uses these unique segments to trigger a tailored message to initiate customer engagement.

3. Engagement centre – every visitor’s needs are different. Our engagement centre knows exactly what kind of personalised messages to trigger.


“Like most webshops, we face the challenge of closing our sales online. Due to the complexity of our product, we want to embrace those customers who are not yet ready or who are in doubt about their purchase. At the same time, we do not want to disturb the customers who are ready to buy online.

Based on bmetric’s advanced behavior tool, we solved this problem. We have implemented different messages depending on the stage the visitor is at in their purchase decision.This has, among other things, resulted in more qualified leads and increased sales.

We are very pleased to work with bmetric. They are very committed to solve any problem you may have.”

Sharawoot Poomongkolchai

Online Campaign Coordinator, Boxer TV

If you would like advice on how best to intelligently engage visitors, please contact us. We at bmetric would love to tell you more about how we engage the right visitor, at the right time, with the right message.

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One thought on “Understand the value of customer service for an increased conversion rate

  1. It is nice to know that there are programs that you can use to make sure you know who your audience is. This will make it useful to gather data. My cousin might like knowing this as she continues her education on such matters.

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