The Business Case for Interactive Help: Online Chat and Click to Call Should Be A Part of Any eBusiness Strategy
Interactive help — which includes online chat and click-to-call — has come of age. That’s a good thing, considering tomorrow’s financial services shoppers will increasingly be found online. Financial firms contemplating their long-term eBusiness strategy need to consider the role of interactive help. Firms like E*TRADE Mortgage and Dell Financial Services have found such technologies to be an integral part of meeting their Web sales goals. 

How to Master Online Merchandising: Drive Sales And Wow Customers 
While the self-service nature of the Web was supposed make customer service and the costs associated with it obsolete, the opposite has proven itself to be true. In fact, stellar eCommerce customer service is often essential in goading customers along the purchase cycle by addressing real-time questions, hesitations, and concerns — yet very few tools beyond FAQs have hit the mainstream. Tools that go beyond well-trained customer service representatives — like live chat, click-to-callback functionality, avatars to explain complex products, and comprehensive, dynamically generated knowledge bases — are more robust than static FAQ or help pages but are missing from most eCommerce sites.