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RugSale.com Finds Innovative Use for Live Help to Drive Customer Service

September 26, 2008
Companies throughout the world have found that competitive intensities within their respective markets are increasing, forcing them to re-evaluate strategies to more effectively capture more of the consumer dollar and stand out from the pack.
 
RugSale.com, an online area rugs retailer, found that it needed a way to better connect with customers and as a result, implemented a substantial variation of the standard Live Help.
 
"We wished we could work more closely with our customers rather than simply answering questions in a chat box," said Charlie Kaoud CEO of RugSale, in a Friday statement.
 
"We wanted to be able to walk through the store with them, look at what they like and then show them other options the way we would in our brick and mortar showrooms."

To create an interface that allows the customer and their Live Help Personal Shopper to look at products together, as well as chat about them, RugSale turned to social media software company, DecisionStep, Inc.

As a result of this collaborative solution, RugSale staff can get an idea of what the customer is looking for and then show them other options. The staff believes that this gives Live Help more of a personal feel – much like working with a Personal Shopper.

When a customer selects the Live Help link , they are offered three windows to select from, as well as the standard Live Help Chat window. The three windows display the area rug that the customer is considering, the product the RugSale associate is looking at and a shared window they can drag and drop rugs to save them.

This process allows the customer to browse through the store along with the associate and discuss how the different area rugs will fit in which their space and their décor.

"ECommerce websites may beat brick and mortar stores on price but we have always lagged behind in customer service," said Paul Nangle, RugSale’s Director of Marketing, in Friday’s statement. "We know we need to replicate the human interaction traditional stores provide if we are going to continue to grow in a slowing economy."

Kaoud reiterates this point: "When people are worried about money they need more reassurance that they are making the right choice. In this economy you need great customer service."

It is true that great customer service is necessary in order for a company to achieve differentiation in the market. And, while RugSale.com has deployed an innovative solution that is sure to drive sales and create loyal customers, one can’t help but wonder, how does the customer convey that they are, “Just looking”?
 
INTERNET TELEPHONY Conference & EXPO West 2008 — the biggest and most comprehensive IP communications event of the year — concluded Thursday in Los Angeles, California. Thousands of attendees flocked to the event for three valuable days of exhibits, conferences and networking opportunities. Mark your calendar now for ITEXPO East 2009, February 2-4, 2009, in sunny Miami, Florida.
 
Read archived editions of Show Daily eNewsletters from ITEXPO (News - Alert) West 2008 here. See you in February!

Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan's articles, please visit her columnist page.

Edited by Stefania Viscusi
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