SOURCE: eStara

January 30, 2008 09:00 ET

Red Lion Hotels Enhances Web Site With eStara Click to Chat

Hotel Chain Supplements Existing Click to Call Offering to Give Customers Multiple Customer Service Contact Points

RESTON, VA--(Marketwire - January 30, 2008) - eStara, the leading provider of proactive conversion solutions for enhancing online sales and support initiatives, today announced that Red Lion Hotels Corporation will integrate eStara Click to Chat in its Web sites. Red Lion currently utilizes eStara Click to Call and post-call surveys, and is adding live chat functionality to enhance customer service options to drive customer loyalty and online sales.

Because travel customers often reach a point in the online booking process where they need assistance, Red Lion sees the combination of voice and chat as a way to increase revenue by offering customers even more options to connect with live assistance.

"By rolling out eStara Click to Chat tools, Red Lion is fortifying its customer service operations while also empowering Internet customers to connect with a Red Lion customer service representative through their preferred channel, voice or chat," said Julie Silbar, Director of Call Center Operations for Red Lion Hotels. "We hope to build upon the success we have had using eStara Click to Call technology and provide Web browsers with an even more satisfying customer experience that will continue to drive our online revenues."

By extending customer contact options, the company allows its customers to engage the company's highly-trained customer service agents via the channel of their choice. While customer service by phone continues to be consumers' preferred contact channel, online chat solutions are gaining momentum as a sales tool. According to Harris Interactive's "Online Retail Report," 48 percent of consumers said they would prefer to chat live online with a service agent when they have a question or need help during an online shopping experience.

"In leveraging both Click to Call and Click to Chat, Red Lion is offering superior service and support to its customers across multiple channels, allowing customers to connect with the company using their preferred method of contact, and generate more sales," said Nancy Liberman, Senior Director of Marketing, eStara. "Built on the success of its Click to Call deployment where the company saw a reduction in Web site abandonment of more than 13 percent, Red Lion hopes to increase sales and further mitigate any issues prospective customers may have by offering them live chat as well."

About Red Lion Hotels Corporation

Red Lion Hotels Corporation is a hospitality and leisure company primarily engaged in the ownership, operation and franchising of midscale and upscale, full service hotels under its Red Lion® brand. As of September 30, 2007 the RLH hotel network was comprised of 52 hotels located in eight states and one Canadian province, with 9,078 rooms and 467,529 square feet of meeting space. The company also owns and operates an entertainment and event ticket distribution business. For more information, please visit the company's website at

About eStara

eStara is a leading provider of proactive conversion solutions for enhancing online sales. The world's most recognized brands -- including Continental Airlines, Chrysler, Dell Financial Services, and -- leverage eStara's OnDemand services to engage customers with the right form of contact at the right time to increase revenue, reduce website abandonment and improve customer satisfaction. eStara is a wholly owned subsidiary of ATG (Art Technology Group, Inc.) (NASDAQ: ARTG). For more information, visit

This press release contains forward-looking statements for purposes of the safe harbor provisions under The Private Securities Litigation Reform Act of 1995. Further details on these risks are set forth in ATG's filings with the Securities and Exchange Commission. These filings are available free of charge on a website maintained by the SEC at Additional risk factors related to the subject matter of this press release include: the possibility that eStara's product and service deployments will not be successful, on time or significantly enhance the user's Internet experience; the need to adapt to rapid changes so products and services do not become obsolete; the possibility of errors in eStara's software products and services; the possibility that eStara's offerings will not enhance its customers' online sales or otherwise provide the expected benefits to its customers; and the possibility that eStara's product strategy may change in the future. eStara and ATG undertake no obligation to update any of the forward-looking statements after the date of this press release.

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