As more shoppers use the web to research prices before buying a product, US retailers are offering live help tools in an effort to improve customer service online and spur sales. The thought is that by adopting live help – a category that includes tools to enable customers to chat online or to call a salesperson directly – shoppers will buy more because any concerns they have about buying a product online will be addressed.
Currently, around 27.8 percent of the country’s retailers provide services where customers can click a link on the website to start a chat session, according to a survey by US research firm Forrester. But that number is expected to grow. By the end of this year, 26.5 percent more retailers will add click-to-chat capabilities on their websites, the research firm said.