| m-link"> | | | | Firstly they could have picked up the phone and been |
| Having an online business can mean those who own | | | | held in a queue for some length of time before an |
| them are somewhat removed from their customer | | | | operator finally got round to serving them. If they |
| base. They can provide email addresses and online | | | | didn’t like that option they would have had to |
| contact forms to enable their customers to get in | | | | email the website and wait for a reply before |
| touch with queries and so on, as well as a phone | | | | considering whether or not to go ahead with their |
| number. But while online contact forms are often | | | | purchase. |
| useful, they don’t provide a two way form of | | | | But thanks to instant messaging the world of internet |
| communication. What is required is a real time form | | | | marketing has become even more efficient. |
| of communication — and while the phone does | | | | Let’s say that same customer arrives on that |
| provide this, it isn’t the best way of achieving | | | | same website and has the same queries. But |
| it. This is where instant messaging comes in. The | | | | instead of scrabbling around trying to find an email |
| key phrase to remember with instant messaging of | | | | address, or hanging on the phone for ages, they |
| any kind is that it occurs in real time. Having an online | | | | notice there is a live help facility on the site. |
| business can mean those who own them are | | | | So they click on that and a box comes up on their |
| somewhat removed from their customer base. | | | | computer screen. And within minutes they are |
| They can provide email addresses and online contact | | | | having a real time conversation with an employee of |
| forms to enable their customers to get in touch with | | | | that company, which gives them all the answers they |
| queries and so on, as well as a phone number. | | | | need. And the great thing is that even if they are |
| But while online contact forms are often useful, they | | | | kept waiting for a couple of minutes, it isn’t |
| don’t provide a two way form of | | | | costing them anything — and they can carry |
| communication. What is required is a real time form | | | | on with other tasks at the same time. |
| of communication — and while the phone does | | | | This has clear benefits for the business as well as the |
| provide this, it isn’t the best way of achieving | | | | customer though. It is a great way of keeping a line |
| it. | | | | of communication open to use, and it also cuts down |
| This is where instant messaging comes in. The key | | | | on the number of calls and emails they need to wade |
| phrase to remember with instant messaging of any | | | | through. Recent times have seen more and more |
| kind is that it occurs in real time. If you trawl the | | | | of these instant messaging facilities popping up on |
| web nowadays, it shouldn’t take you too long | | | | websites of all kinds. There is no reason to suppose |
| to find at least one website which has incorporated | | | | this won’t continue into the future as well. |
| messaging into its design. | | | | Some businesses are also using the technology to |
| How does it work? Perhaps not surprisingly, it has | | | | keep in touch within the business itself. With bigger |
| distinct benefits for both customer and business | | | | businesses — those that deal in offline as well |
| owner. Let’s suppose the customer arrives | | | | as online marketing for example — being able |
| on the website and has one or two questions about | | | | to contact colleagues in this way can save even |
| a specific product that need answering. Before | | | | more time. |
| instant messaging came along in this context, they | | | | It’s clear to see how instant messaging is so |
| would have had several other choices. | | | | beneficial to everyone who uses it. |