It’s no secret that live chat is a powerful tool.
Online customers have expressed their preference for live chat in many different surveys – and their reasoning is clear:
Customers prefer live chat because they are already online, and they don’t have to pick up a phone and wait in a phone queue.
The movement away from face-to-face and voice-to-voice communication is a well-established trend. “As a result, the number of contact centers adding live chat to their communication mix is on the rise,” said Jeff Mason of Business2Community.
But what can live chat do for you? And how can you leverage it in the most effective way?
Making the Difference in Customer Service
Online chat is “a powerful service channel” specifically tuned to improve efficiency in call centers and help desks.
For example, when Scandinavian Airlines adopted live chat, they saw “more than a 100% increase in the amount of traffic they are able to handle in their contact centers” thanks to “intelligent and adaptable routing, the ability to handle multiple contacts, and comprehensive reporting” (source).
Live chat has “proven itself as a highly effective platform to deliver customer support in real time,” said Alex William at Ground Report. It’s also transformed the sales department.
Creating a Measurable Impact in Sales
Conversion is all about communication and live chat software provides the optimal environment for such an initiative.
Studies have shown that as much as 77% of those shopping online want to connect with a real, live human being before they buy. More importantly, over half of those surveyed said it was the lack of human contact that caused them not to purchase (source).
When live chat is effectively deployed, however, it can “increase online sales, reduce shopping cart abandonment and boost average order size.”
So How to Make it Work?
“Purchasing live chat software is the easy part,” said Mason. “Once you have the software, the real work comes in making sure that you can get the most out of your live chat investment.”
One of the most essential elements involved is an effective way to measure performance. You have to be able to learn “what is, and isn’t working, and make ongoing adjustments,” both in staff training and in technical processes, to “optimize your effectiveness,” Mason said.
In fact, in Mason’s opinion, “there is nothing more important than the reporting functionality that your live chat software provides.”
But that’s just the tip of the iceberg. To understand what it takes to implement live chat in your customer service and sales departments successfully, read the white paper.