In today’s world of instant messaging, customers don’t like to wait. Businesses are looking for solutions that help them provide instant service. Live chat is one such solution to which many are turning. According to Gartner, by 2018, over 80% of companies will offer some form of live chat on their website or on mobile devices.
In a survey done by emarketer.com, 63% of customers said they were more likely to return to a website that offers live chat. In fact, according to a study by Forrester, “44% of online consumers say that having questions answered by a live person while in the middle of an online purchase is one of the most important features a Website can offer.”
The benefits of implementing a live chat can be many. In addition to increasing customer satisfaction , it has also been proven to bolster sales.
So how does one go about implementing it? Here are some of the key points you need to keep in mind.
Develop a Strategy
Does your product or service call for a live chat? Does your web traffic justify the need for one? Live chat works especially well in situations where customer queries are less repetitive and routine in nature. When you start out, you need to have a clear roadmap of what you are trying to achieve by installing a live chat. While doing so, don’t forget to consider the roadblocks you are likely to face. For one, do you have the resources to sustain it?
Assign a Dedicated Group
One dedicated group or an individual (if you’re starting up) should be responsible for your online chat channel. Too many people from different departments calling the shots can be disruptive. Depending on the goal you are trying to achieve (whether it is conversion or tech support), you need to delegate responsibility to a team that has the relevant expertise.
Choose the Right Platform
Once you have decided to implement live chat, you need to choose the software that is right for you. The chat interface should be user-friendly. It should provide you with all the analytics you need. If it has a free trial period, opt for it to see if the software really works for you. Does it easily integrate with your website and CRM?
Stand Out with Your Design
Ensure that the live chat design is appealing and goes hand-in-hand with the design and color of your website. The welcome message at the beginning of the chat should not look generic. For honest responses from customers, you can try personalizing your invitations. Avoid chats that open in the middle of the screen and interrupt what the customer is doing.
Quantify Impact
Put some metrics in place so that you can measure your improvement against the same. If you do not set a target, you won’t be able to examine the effectiveness of your campaign. Find a way to constantly gauge customer satisfaction and optimize results. The team concerned also needs to track every single campaign, monitor its effectiveness and make necessary changes to achieve optimum lead generation. Giving the customers a chance to provide immediate feedback is a great idea!
Train Consistently
The agents driving the chat should have in-depth knowledge of all your products and services, for which they may need to undergo regular training. It is also important for them to have constant access to a resource center to fall back on, in case they face any problems. They should ideally keep the line of communication open with the rest of the team, so that they can share FAQs with each other to improve the overall experience for customers.
