Like most companies, you have probably invested a significant amount of time and money in developing and maintaining your website. The challenge most companies face is getting customers to initially use the site and then continue to leverage it as their first point of contact with your company for subsequent visits. In many cases when customers don’t see visiting your website as the most effective use of their time, this can lead to more costly phone calls or prolonged email threads which don’t always provide the best customer experience.
Here are three key reasons why you may want to consider real-time customer support such as live Chat on your website:
1. Chat allows the customer to stay in the digital media which they have already chosen.
Your visitors have opted to leverage your website to find information, place an order or get assistance. Allowing them to remain there and get live help instead of having to switch channels (send an email or pick up the phone), reinforces their decision for future interactions. This helps create channel stickiness which can lead to reduced support costs as customers who have positive experiences on your website are more likely to go there first for questions in the future.
2. Real-time Chat support can also help reduce the support cost associated with contacts driven by your website.
Many sites offer customer service options such as email, a web form or an 800 number for a customer to reach them for assistance. The only downside is these options have a few shortcomings. While the cost of a single email is fairly economical, email is often a difficult method to use when trying to quickly get to the root of a problem. The follow up messages required to resolve most issues make email a pricey option to solve a single problem.
Voice on the other hand can be much more effective than email, but when compared to Chat the limitations of being able to handle only one phone call at a time makes it a less efficient channel. Chat enables reps to handle multiple concurrent interactions. This can allow companies to handle the same number of inquiries with fewer agents as the Chat reps can handle more contacts within a standard work day.
3. Chat as a means of support on your site also allows you to measure the impact of those interactions as part of your current web analytics.
Today, companies track all sorts of actions on their site from completed orders to updating things like contact information. If a visitor attempts to do those things but has difficulty and has to call, you generally don’t know if they went to the website first. If you have a solution on your site where your customers can get immediate assistance, your agents can walk the customers through those interactions. This not only helps your customer find an answer quickly to her question but allows you to measure the goal as well. Over time you can also analyze where your Chats are occurring on your site and what the contact drivers are in order to understand if there are opportunities for making your site easier to use at specific points.
I hope this information was helpful and gave you additional insights into Chat. I have had the privilege of working in Online Customer Engagement for over 12 years. If you have any questions about Chat, please don’t hesitate to drop me a line!