Stores Magazine - January 2007 - (Page 106)

Warning : session_start : The session id contains invalid characters, valid characters are only a-z, A-Z and 0-9 in /mnt/data/ on line 9 Warning : session_start : Cannot send session cache limiter - headers already sent output started at /mnt/data/ in /mnt/data/ on line 9 Warning : Cannot modify header information - headers already sent by output started at /mnt/data/ in /mnt/data/ on line 10 ONLINE CUSTOMER SERVICE Clixme offers a new twist on e-commerce customer service Click to Call Back But down at the bottom, in a little blue box with a red jangling phone icon, is the concept that made Feingold the company’s “stinkin’ genius.” It’s a Clixme Click-2Call button, which allows a customer to enter a phone number and receive a call from the storage/organizational product vendor within minutes — if not seconds. “We’re absolutely delighted with it,” says Feingold, practically giddy with the success. “We don’t know why it works, but it does.” On the surface, he admits, it makes no sense: What would compel a person to use the service when they could simply pick up their own phone and dial direct? And yet, from the very first day the button appeared on last year, the line dedicated to Clixme has been ringing. And better yet, the sales on that line tend to average twice what they do through other avenues. “At first, it was a concept I couldn’t buy into, because I couldn’t see why someone would use it,” Feingold says. “But if there’s one thing I learned long ago, it’s to test, test and always test.” And since VOIP5000 doesn’t charge a n y set-up or maintenance fees for Clixme — it’s a pay-per-call service — Feingold considered it a safe bet. The pay-per-call idea has brought Clixme more than 400 clients in less than 106 S TO R E S / JANUARY 2 0 0 7 T BY FIONA SOLTES he “contact us” page of Stan Feingold’s website offers numerous options for a would-be customer. There’s a toll-free number, a fax line, an e-mail address, and the physical location of Store Smart in Rochester, N.Y. a year. Unlike competitors that might charge thousands of dollars to license their software for such a service, Clixme has broadened the market by appealing to companies both big and small. The cost is 25 cents for the first connection minute and 15 cents per minute after that — anywhere in the world. The Clixme icon can simply be cutand-pasted onto a website or into an email. Boxes can even be set up for different departments at no extra cost. “Some of our competitors have absolutely ridiculous usage fees,” says chief technical officer Alex Goulis. “And for a lot of companies, unless they had very deep pockets, the opportunity just wasn’t there.” As a company that develops voice-over-Internet-protocol a p p l i c a t i o n s and services, VOIP5000 had already been using the technology for customized and private installations. It decided to widen its nets last spring, and the results, according to Goulis, have been “explosive.” The biggest benefit for the potential customer is that the service eliminates the possibility of receiving a busy signal or being placed on hold. Once the number is typed into the box, a note appears on the screen indicating that the call has been placed and that the phone should ring “soon.” Clixme contacts the website’s operator within seconds to let them know about the call. “How long it takes the owner to pick up the phone — that’s what determines how fast the connection occurs,” Goulis says. Voicemail callback Clixme allows companies to provide three contact numbers: In a worst-case scenario — no-one is available to answer the phone — the potential customer receives a callback with a customized voicemail saying that the call W W W. S TO R E S . O R G Warning : Unknown : The session id contains invalid characters, valid characters are only a-z, A-Z and 0-9 in Unknown on line 0 Warning : Unknown : Failed to write session data files . Please verify that the current setting of session.save_path is correct /var/lib/php/session in Unknown on line 0 http://WWW.STORES.ORG

Table of Contents for the Digital Edition of Stores Magazine - January 2007

Executive Editor's Page
President's Page
NRF News
Retail People
Store Construction
Cover Story: Pay by Numbers
Workforce Management
Human Resources
Human Resources
Warehouse Management
IT Infrastructure
Online Customer Service
Online Retail
Merchandise Planning
Loeb Retail Letter
ARTS Update
Point of View
Advertising Index
Company Index
Retail Figures
Retail Industry Calendar

Stores Magazine - January 2007