Ever since Web-based accounting service Intacct.com added live chat to their site, they've found it's more popular with visitors than their toll-free phone number. Carol Manning, VP Marketing says, "They can use the old-fashioned telephone if they want to, but absolutely more people use our live help button on the site than call us." Manning ascribes this proclivity to choose live chat over phone to both ease-of-use and marketplace psychographics.

Manning says, "It's just really easy to click on that icon. The characteristic mentality these accountants have is not generally expressive. So, working through a keyboard may be more comfortable for them. And we're all about making it more comfortable!" Inacct.com uses ASP LivePerson to power their customer service chat, and their own in-house customer service staff to man it from 6am-6pm PST. Manning's top advice for other marketers considering adding live chat to their site, "Be sure to let customer service know anytime you're dropping a promotion so they know they'll have significant increase in activity."