The Bad Chat Effect

In The Effectiveness of Live Chat 2010 research report, Bold Software asked more than 1,000 internet shoppers about their live chat experiences. Of the 539 respondents who’d participated in a live chat before, I was surprised to find that 123 of them disagreed that their most recent chat experience positively influenced their impression of the retailer. How could live chat leave a bad impression? More importantly, can live chat be damaging to a retailer’s reputation?