CUSTOMER SUCCESS. United Way of Greater Atlanta Connecting People in Need with Community Resources

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1 CUSTOMER SUCCESS United Way of Greater Atlanta Connecting People in Need with Community Resources 2014

2 Company profile United Way of Greater Atlanta is one of the largest United Way agencies in the United States, with more than $100 million in annual revenue. It invests in more than 200 charitable programs in its 13-county territory. Business results Customer Satisfaction United Way of Greater Atlanta wanted to expand on the tremendous success of its 211 telephone referral program, which connects community members with a wide variety of social services. In 2012, the agency launched a revamped website with several new options for engaging with agents: , text message, and live chat powered by LivePerson. The new e-services emphasis increased the total number of contacts by 25 percent. And visitors are overwhelmingly positive about the live chat channel, with satisfaction rates for waiting time, agent performance, and issue resolution all above 95 percent. Few charitable organizations enjoy the brand value of the United Way, and one big reason for that longstanding success is strong leadership at its local chapters. A great example is the Greater Atlanta chapter, one of the nation s largest and one long known for its innovative approach to service delivery. One innovation that started in Atlanta is the 211 phone service. Our First Call program was a phone service that connected people with a wide variety of services, explains Monica Hammond, the outreach and marketing manager for United Way of Greater Atlanta. Our CEO wanted that information to be even more accessible, so we approached the Georgia Public Service Commission to get the number 211 assigned as a 24-hour helpline. It has become a great way to connect the community. Now, many regions across the U.S. have 211 lines. 25K 99% resolution rate with first live chat conversation 96% satisfaction with live chat response time 100% found the live chat agent to be helpful We saw a 76 percent increase in volume from the first month to the second; it was amazing how quickly people took to it. E-services benefits 238% increase in total engagement, from 299,000 to 713,000 annually, since launch of live chat and other e-services Connection with a new generation of donors who prefer to give digitally 2014 LivePerson, Inc. 2

3 The Challenges Create digital connections with those seeking help, as well as potential donors and volunteers Provide a comfortable channel when asking for help is uncomfortable We have begun to reach people who would never call us by phone, but feel more comfortable communicating with digital channels. The Solution Engagement Model: Live chat and content targeting to connect with community members who need help or want to volunteer or donate Key Capabilities: LiveEngage platform with proactive chat, content targeting, and enrichment analytics Extending the phone channel s success By the time Hammond joined United Way eight years ago, the 211 program was a huge success, but the phone remained the only way to access the service. Our website had a lot of information, but it was really targeted more at social services case managers than the general public, she recalls. And the only options for contacting us were by phone and postal mail. By 2010, United Way of Greater Atlanta realized that it could build on the success of the 211 program and extend its benefits to a larger population by revamping its website and adding online engagement options. The agency underwent 18 months of strategic planning, fundraising, and development work before launching its new online portal in April We revamped all of the content on our website to make it easier for the public to find information, and we transformed our call center into a full-service contact center, Hammond remembers. We added access to services by , text message, and live chat. For live chat, United Way of Greater Atlanta selected LivePerson s LiveEngage platform, which the team found easy to use, reliable, and scalable. The fact that it is based in the cloud was a real benefit, as we did not want to maintain a solution onsite, Hammond notes. And we were very impressed with how intuitive the platform was. We now have a new generation of donors that prefers to communicate digitally. Monica Hammond, Outreach and Marketing Manager, United Way of Greater Atlanta Getting up and running The agency deployed LiveEngage concurrently with the other new channels and the refreshed website. We were ready to go including agent training a week and a half after we first logged into the platform, Hammond reports. It was a really easy deployment. The team felt that it was important to have highly skilled agents on the live chat channel. All of our phone agents are extremely talented and well versed in connecting people with resources, Hammond asserts. However, we had some aboveand-beyond achievers that had a great average handling time, connected emotionally with callers, and did a thorough job of providing resources. So we chose these individuals in order to add the most value to the chat process. The agency s database manager conducted training for the live chat agents who were chosen. She was instrumental to our success, Hammond says gratefully. She used a training module provided by LivePerson, which she customized to reflect our branding and practices. Once an agent was chatting with visitors, she would gradually increase the number of concurrent chats he or she could conduct from one to four. We even have one agent who handles five live chats at a time; I don t know how she does it LivePerson, Inc. 3

4 Optimizing the visitor experience A Click-to-Chat button is always available to website visitors, In addition, United Way of Greater Atlanta uses LiveEngage s content regardless of what page they are on. In addition, United Way of Greater targeting tools to send timely information to people browsing the Atlanta extends proactive chat invitations to visitors who visit certain website. If your behavior shows that you re looking for certain things, pages or use certain keywords. When the names of programs like we have pop-ups that direct the visitor to the right place, she says. Project Overcoat, Shoe Box, or Toys for Tots are used, then a live chat And visitors to our homepage sometimes see messages about one invitation floats across the screen, Hammond explains. Proactive chat of our featured initiatives usually a seasonal project like Project invitations are also extended to anyone who is on the website for 40 Overcoat in the fall. seconds or longer. Building an effective operation United Way of Greater Atlanta started with four agents staffing the canned responses is used at the end of almost every conversation. Live Engage platform during local business hours. We had to quickly We always ask, Is there anything else that we can do to help you? increase that number due to demand, Hammond recalls. Agents also occasionally use the push page feature of LiveEngage to We saw a 76 percent increase in volume from the first month to send direct URL links to different pages of United Way websites. You the second; it was amazing how quickly people took to it. can t easily do that over the phone, Hammond observes. Getting The agency now has 13 trained chatters who take turns staffing six people to the right page on the website is one of the most timeconsuming parts of phone service. concurrent agent positions. A few agents chat full time, but most of them multitask with phone calls, texts, and . Agents have access The LiveEngage platform s enrichment analytics capabilities also bring to a variety of tools within the LivePerson platform that helps them value for the larger organization. It s great that we can pull a variety provide the best experience. A few that the United Way team utilize of reports from the platform, Hammond says. For example, we know include the browsing history of visitors on the website and a library that our number one live chat request is for electric bill payment of canned answers to frequently asked questions. assistance, number two is for assistance with rent, and number The canned answers have been created gradually over time. We have three is for food. The same holds true for our phone channel. different programs at different times of the year, so building the library This information helps us make long-term decisions from a has been a year-round process, Hammond relates. But one of our resource allocation perspective. Measuring results Live chat volume leveled off after initial spike two years ago, but it remains robust. Agents now participate in an average of 900 to 1,100 live chat conversations per month. We get closer to 1,200 chats during the back to school and holiday months, Hammond reports. Exit surveys sent through the LiveEngage platform show that live chat participants are overwhelmingly happy with the experience. In April 2014, for example, 96 percent were satisfied with the response time of live chat, 99 percent got the information they needed on the first visit, and 100 percent found the agent to be helpful, Hammond reports. We have achieved numbers in this range every month for the past year. Traffic for the other channels, including the original 211-phone service, also increased after the launch of the new website and e-services emphasis. We were averaging 299,000 contacts per year previously, but we had more than 560,000 contacts through all channels in the first year of e-services, Hammond relates. And that number increased to 713,000 in Fiscal Year , which is astounding. We have begun to reach people who would never call us by phone, but feel more comfortable communicating with digital channels LivePerson, Inc. 4

5 Our future success will be determined by the unique ways we are reaching out to our community. A nationwide impact Atlanta s e-services emphasis is well known in the larger United Way integrate LivePerson s mobile Click-to-Chat tool into its 211 mobile community, and a number of other chapters are now replicating the apps. So far, the apps allow users to search the database and connect success achieved by the Atlanta team. As digital engagement spreads with the phone number, but it would be great to add live chat to the nationwide, we have begun to see a side benefit, Hammond notes. It experience, Hammond says. turns out that live chat is a great way to connect with donors. People Such expansion of digital engagement options is becoming a part of wanting to give time, money, or goods have always called the 211 the agency s identity. We will never stop with the 211 calls, Hammond number, but we now have a new generation of donors that prefers emphasizes. But we have changed the tagline on our 211 logo to Call, to communicate digitally. Click, Connect. That is a major. We are becoming a digital engagement As these digital service delivery ideas spread, the team at United resource, and our future success will be determined by the unique Way of Greater Atlanta is evaluating the next steps for their own ways we are reaching out to our community. groundbreaking program. One initiative under consideration is to About LivePerson LivePerson, Inc. (NASDAQ: LPSN) offers a cloud-based platform that enables businesses to proactively connect in real-time with their customers via chat, voice, and content delivery at the right time, through the right channel, including websites, social media, and mobile devices. This intelligent engagement is driven by real-time behavioral analytics, producing connections based on a true understanding of business objectives and customer needs. LivePerson is headquartered in New York City with offices in San Francisco, Atlanta, Tel Aviv, London, Amsterdam, and Melbourne. Contact LivePerson, Inc. T: Tenth Ave F: th Floor New York, NY To watch the customer video, visit Follow the conversation on Twitter: #LiveEngage 2014 LivePerson, Inc. 5

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