Making a strategic decision around customer-facing contact channels channels can be challenging. There’s very rarely a clear understanding between what would work, and what wouldn’t, for your business until you’ve actually launched a channel and seen the results. It’s all too easy to become clouded by grey areas.
However some decisions are easier than others. When you invest in a new contact channel, the decision about when you display it on your website should be clear: instead of letting it sit statically on a page, it should be proactively reaching out to the visitors who need it the most.
Static v Proactive – there’s no debate
Our work with leading Dutch energy provider Essent puts an end to any question about whether static, or proactive, contact channels perform best.
When we started working with Essent, our primary focus was on increasing sales and decreasing abandonment through the call-back channel. In order to prove that call-back would work best when activated proactively, we pitted it against a similar static dialogue in a split test. The results showed that, while the static channel was cannibalizing sales, the proactive dialogue was attracting and converting more high-value leads.
61% of the sales leads generated by the proactive call-back dialogue converted
Essent’s proactive call-back dialogue was powered by Now Interact’s unique Predictive Intelligence technology. Predictive Intelligence uses machine-learning algorithms that learn from the behavioral data to ensure that the right contact channels are served to the right visitors, at the right time.
For more details about how thinking more proactively has helped Essent, take a look at the case study.
Why your company should focus on proactive channels
It’s possible to increase sales and accelerate digitalization simply by being more focused with decisions about who each contact channel should be served to, and when. By only offering your channels to the people that actually need them, you’re not just giving customers the help that they need; you’re increasing profitability.
There shouldn’t be a grey area when implementing new strategies regarding how you’re going to present your contact channels: proactive is the only option.
Download the case study to find out more about our work with Essent.