Web analytics firm, LivePerson, expects more top digital brands to invest in digital engagement tools this year.
APAC VP and general manager, Dustin Dean, foresees companies differentiating their brand not just through their products, but also through "innovative and meaningful service".
This will be in response to the rise of the "digital customer" and their growing appetite for instant gratification.
"Customer expectations are already higher than ever, with 62 per cent of Australian online shoppers expecting access to online help within five minutes," Dean said.
The result comes the way of a survey by LivePerson of more than 1000 consumers across Australia, which also uncovered 54 per cent of local shoppers would give up immediately or only try once when seeking help before an online purchase. One step ahead
Dean said the results of the survey point to providing customers with a "human connection" exactly in the moment of need at various touch-points during the buying cycle.
"Knowing exactly when an online customer needs help is key, so that brands can proactively engage a customer before they abandon their purchase, or worse, leave your site entirely," he said.
Over the coming months, Dean foresees businesses taking advantage of and leveraging behavioural analytics to read the movements of online consumers.
In the process, they will gain a "more intelligent and meaningful" way to engage with their target market.
"By utilising intuitive, Cloud based software, companies will be able to pinpoint when shoppers will expect assistance at key stages in the buying cycle, and offer an immediate, contextual and personalised experience," Dean said.
Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.