Chat were best channels to communicate with their customers

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Reference no: EM131192749

Would you buy an engagement ring from a website? Apparently, many customers, mostly men, do. Houston-based Whiteflash, crowned “Lord of the Online Rings” by Kiplinger’s magazine, uses its website to sell engagement rings ranging in price to five figures without a face-to-face encounter. Whiteflash founder and chief executive Debi Wexler says that many of the company’s customers are from Malaysia, Hong Kong, and Singapore. “A lot of them don’t feel comfortable speaking on the phone, but they are very comfortable with technology.” The site also attracts servicemen stationed overseas as well as stateside customers headed for the altar. Customers may zoom in on various diamond and ring choices before consulting with computer specialists in live chat sessions. Three to five chat sessions are usually required before a sale is completed.25 Your Task. Discuss some of the factors involved in audience analysis and channel selection that helped Whiteflash decide that e-mail and chat were the best channels to communicate with their customers.

Reference no: EM131192749

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