Published on July 6, 2015
1. Customer Happiness
A study by Forrester concluded that 44% of online consumers rate live chat as one of the most important features a website can offer. Why? Think about it. The other day I used an online delivery service for dinner, but noticed that I was charged twice for my meal. Knowing I needed to get in touch to figure this out, I logged into their website to see how I could reach them. Email, phone, live chat – the decision is pretty easy. I knew that I didn’t want to wait hours for a response so I quickly click the chat box. Time is quite literally my money.
Customers want solutions now. According to eDigital’s Customer Service Benchmark report, live chat has the highest customer satisfaction levels, at 73%, compared with 61% for email and 44% for phone.
Summary: be where your customers are.
2. Cost Efficiency
Customer Service teams can benefit from chat because they can now tackle multiple live conversations at once. Why does this matter? With phones and email, you can really only concentrate on one ticket or call at a time. Chat, however, gives an agent the opportunity to take it to the next step.
Help.com’s manager dashboard allows supervisors to set chat limits for each agent on their team. What does that mean? Let’s say Stephanie is a pro and has been with the company for years and can really handle multiple chats at once. But John is new and needs time to adjust to the fast-paced world of live chat.
The supervisor can limit his interactions to one at a time to make sure he’s making the best use of his and the customer’s time. Even further, by having this ability and insight into how the team handles multiple chats, the supervisor can structure the the team and hire accordingly.
First Contact Resolution
Live chat can also help customer service teams increase their first contact resolution rates (FCR). It’s simple- customers want their problems solved the first time they call or contact you. The more times a customer contacts a company, the more money (and time) the company spends to resolve the issue.
According to a study by Accenture, 82% of customers that switched to a competitor did so because the company didn’t resolve the problem during their first contact.
Help.com Chat allows a customer to choose departments before sending their chat. For example, if a customer has a question about a password reset, they can choose “support”, rather than sales. In doing so, their chat will be routed to the right person to ensure faster resolution.
3. Better Data
For most platforms, and certainly for Help.com Chat, every conversation with a customer is logged. That insight gives you a unique look into customer and employee behavior that you wouldn’t get with more traditional verticals like phone.
Analytics give you a look at how your team and product is functioning, as well as customer habits.
A look at your team
A look at the customer
Help.com Chat also has a built in survey feature that allows you to further track customer satisfaction post-chat. Fully customizable, it allows each company to track what they want. Would you recommend us to a friend?
4. Increased Sales
Customers who take the time to engage with you on live chat are more likely to move forward with the purchase. Why? They’re actively engaged already. In 2012 Virgin Atlantic Airways installed live chat to help encourage online shoppers to engage with agents directly instead of waiting on an email response. They saw conversion rates as high as 23%.
“Customers who chat convert at nearly 3.5 times the rate of those who don’t.”
John Giddings, GM of Virgin Atlantic Contact Centers, source
Virgin has also found that order values for consumers who use live chat are 15% higher than for consumers who do not use the tool.
Like Virgin Atlantic Airways, many companies find value in proactive chat because it presents an opportunity to save a potentially fleeing customer. Let’s say that you’re ordering clothes from an ecommerce website and have hit a roadblock during checkout. Because the company has proactive chat, and likely realizes that you’ve been stalled for some time, they reach out and offer to help. Now you’ve figured out how to work the system, and you have a new shirt.
5. Customer Retention
One of the main goals of any business is to increase customer satisfaction and customer retention. Satisfied and loyal customers are worth up to 10 times as much as their initial purchase. So you want them to stick around. How can live chat help with that?
Live chat is also a great tool to help decrease churn rate. Customers want answers now, so be present. Often the defining factor that pushes a customer away from a sale to a competitor is the wait.