LivePerson eyes UK VARs for web chat success

Vendor claims retail- and public sector- focused resellers can cash in on its digital chat product

Web chat vendor LivePerson is turning its once direct-only business towards the channel as it looks to recruit UK and EMEA VARs.

The New York-headquartered firm claims to be the market leader in web-chat products, which the likes of customers Sky, BT and RBS use on their websites to instantly interact with customers. Its product allows customers browsing an organisation's website to instant message a member of sales or support staff without having to pick up the phone or email.

The firm was established 20 years ago and since then has operated a mainly direct sales model, but it claims the recent digital boom means now is the perfect time to turn to the channel for growth.

"There is a real inflection point in the marketplace at the moment and [web chat] is becoming a lot more mainstream," said David Wise, director of EMEA channel sales.

"Customers can go online and buy, but when they need help, they don't want to sit in a telephone queue for 10 hours, they want to get through to [companies] on their mobile."

Currently, about 80 per cent of the NASDAQ-listed firm's business is done direct, but it hopes to take a "more balanced approach" soon. Wise admitted that the firm has considered its move away from its direct roots very carefully to avoid any conflict between the two units.

"It is a critical question – if you don't address it when all your work goes to a messy soup of a bun fight," said Wise. "I've worked in the channel a long time and I have seen that happen. A year ago we harmonised [direct and channel] so direct get rewarded alongside the channel. It's a nice model where everyone wins."

Wise said that retail, telco and finance have been big markets for his firm, but said resellers operating in the public sector can also cash in with its product. Wise pointed to a recent contract win between long-standing partner Sabio and Leeds Council which he claimed could be a benchmark for other resellers.

"What they are doing there is giving citizens a more immediate service," he said.

"Citizens were using the website as a yellow pages for who to call, but the council has saved money and made efficiencies by engaging digitally. They can increase engagement with the same number of staff."