in Live Chat for Customer Engagement

Customers love live chat, according to the latest poll from “the Voice of the Customer specialist” eDigitalResearch.

Why is that? Well, think about it this way.

As customer service channels go, the phone is great for those who want a person to answer their question, or help them resolve a issue, directly. The problem is, you never know how long the call is going to take, and besides, some customers really don’t want to pick up the phone.

Then there’s email or contact forms. These channels do feel more private, allowing phone-shy customers to maintain a comfortable distance – however, they also require a wait. Who knows when that customer service rep is going to write back?

Live chat combines the benefits of both, with neither of the downsides.
  1. Clicking a button is easier than picking up the phone
  2. Chat feels more anonymous, more private
  3. There’s no wait: it’s a real-time interaction
  4. You get a direct reply to a specific question
  5. You’re interacting with a human… not a robot

The Customer Service Benchmark results from eDigitalResearch seem to agree, showing that “once again, consumers are most satisfied with their live chat customer service experiences,” which suggests that “satisfaction and customer effort go hand in hand when it comes to contacting companies” (source).

A few highlights from the results:
  • 26% of the 2,000 consumers surveyed said they used live chat in the last year
  • 73% of these said they were satisfied to extremely satisfied with the experience
  • Live chat is used widely among consumers between the ages of 21 and 35
  • 30% of consumers surveyed said they expect company websites to offer live chat
  • Digital touch points (chat, email, social) are more popular than phone or snail mail

The conclusion?

Derek Eccleston from eDigitalResearch puts it this way:

The easier a company makes it for a customer to contact them, the more satisfied they are likely to be.

And when ranking customer/company touch points for low effort, live chat definitely holds the lead.

Thinking about adding chat to your customer service channels? Check out Netop Live Guide.