When your company’s mantra is “fanatical support” you have a lot to live up to. Rackspace Hosting succeeds in meeting this ideal by providing one of the best B2B live chat implementations regardless of vertical. Unlike most chat implementations, it is clear that Rackspace understands that chat is a sales channel and treats it as such.
The first indication that Rackspace has it right occurs soon after you hit the http://www.rackspace.com/ site. Where must companies simply include a “click to chat” link, Rackspace quickly initiates a proactive chat with the customer. Instead of a proactive pop-up that offers the chat experience, Rackspace offers a proactive agent chat immediately to the prospect. Within 5 seconds a new visitor is welcomed with an inviting message that focuses the prospect on a distinct product offering. The speed and aggressive nature of the proactive invite stands in stark contrast to many large chat implementations reviewed for this study.
The majority of chat implementations studied limited the use of proactive invites. Instead, traditional B2B chat efforts choose an approach that focuses on key elements of site visitor behavior. Specifically, most chat strategies require a prospect to spend several minutes in a static state before a proactive invite is launched. Most also require certain pre-determined triggers to be hit such as errors within online applications or point of sale transactions.
A close examination of Rackspace’s chat strategy compared to other B2B chat implementations demonstrates that it has a clear lead in developing this channel. Rackspace has developed a reputation of pushing the envelope when it comes to testing aggressive chat strategies. Currently, Rackspace is using LivePerson’s “Timpani” application, which provides significant flexibility in designing a proactive chat invite. According to Liverperson, “Rackspace is really pushing the bounds of what we thought what would be acceptable to site visitors.” Liveperson is not recommending such an aggressive chat strategy to clients but is watching the LivePerson implementation closely.
After careful analysis, it is clear the B2B context allows and demands a more aggressive chat strategy. It is based on the recognition that what really matters is sorting out the real decision makers from all the other site visitors. Rackspace has demonstrated that a prospect researching managed hosting solutions is looking at multiple vendors and is interested in getting information quickly. By proactively welcoming the prospect to the web site, Rackspace has the opportunity to take a prospect needs assessment and market to them accordingly. High value prospects are quickly brought into a multi-channel sales environment, as a follow-up conversation is scheduled with a Rackspace sales representative. In fact, most Rackspace sales representatives pre-empt the scheduled call with an introductory call where the prospect is asked if there are any specific issues where more detailed information is required before the scheduled call.
Rackspace lives and breathes the following customer service ethic: Responsiveness, Ownership, Resourcefulness, Expertise, and Transparency. The immediacy of the chat experience combined with the ease with which Rackspace shares prospect information among the project teams creates a potent sales force that has resulted in higher website sales conversion. Rackspace recognizes that potential customers are assessing each interaction with Rackspace to determine their potential as an effective partner. From the point of first customer contact Rackspace has clearly developed a best-in-class sales and support CRM effort.
Rackspace Best-In-Class Highlights:
- Project team model achieves the goals outlined in the Rackspace “fanatical” support ethic. The team model also allows Rackspace to price their product at a premium vs. other hosting solutions. Many customers interviewed expressed the benefit of having a team backing them up. A feature they were willing to pay a premium to receive. "With serious implementations you are not going to get yourself fired by using Rackspace," Rackspace client.
- Muli-channel marketing effort focused on generating leads through web advertising and Google Adwords. Search engine marketing efforts promote live chat.
Rackspace has proven live web chat improves web site sales conversion rates. The sales pipeline saw a dramatic increase in lead volume after live chat was launched. Live web chat has become a proven B2B sales channel at Rackspace.
- “Fanatical” Support has created a marketing buzz and a loyal customer base.
- Rackspace is investing in programs that will help facilitate a community of “fanatical rackers.” Hosting educational events at San Antonio headquarters allows customers to become further vested in Rackspace. Rackspace is exploring ways to extend the “fanatical” team model via virtual office. Connecting project team members with enhanced VOIP and web-based sales force automation applications. Further building customer loyalty while maintaining pricing premium.
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