Why You Should Integrate Your CRM With Live Chat

Authored by Kayla Brehm

Published on July 27, 2015

Live chat is a powerful tool. Period. It’s been widely studied and proven to enhance both sales and customer service capabilities because it’s a direct line between a company and its customers.

How can you rank among the successful studies? Take advantage of all live chat has to offer and integrate with your CRM (customer relationship management).

Before Help.com launched, we spoke with hundreds of customer service and sales leaders to better understand what they really wanted in a live chat software. What was the one feature that they couldn’t live without? Why was it so important? We weren’t surprised to find out that CRM integration was at the top of everyone’s list.

Here’s why.


Efficient workflow

Picture this scenario. You accept an incoming chat and soon learn that it’s a potential customer who wants to learn more about your software. Following your typical cadence for prospects, you want to capture your conversation and details about this lead by entering everything into your CRM. You open up your CRM and perhaps a text editor to copy and paste your conversation.

That’s three windows.

  1. Live Chat
  2. CRM
  3. Text editor

Let’s revisit the above scenario. You accept an incoming chat and know that they’re interested in your software. Because you have integrated your live chat software with your CRM, you just click the button and continue chatting, knowing that your conversation is logged for later review.

By integrating your live chat software with your CRM, you’re able to eliminate the distractions and upload all relevant data into your CRM by clicking one button.


Leads, leads, leads

Help.com’s proactive chat feature allows sales teams to pre-qualify leads before they’ve even had a conversation. How? By following a visitor’s behavior on your website, and assigning chat triggers to certain patterns, teams are able to gauge a visitor’s interest in the product and overall intention.

Visitor 1 behavior:

Home page → Features Page → Pricing Page → Chat

Visitor 2 behavior:

Home page → Company page → Jobs Page → Chat

Looking at the page history of both visitors, it’s obvious that visitor 1 is more likely to be a potential customer. Proactive chat allows companies to set these types of patterns and proactively reach out to a customer after they’ve followed each step. What can proactive chat do for you?

In a study on proactive chat, Forrester reported that 55% of U.S. online adults are likely to abandon their online shopping carts if they can’t find a quick answer to their questions. Reduce cart and website abandonment and turn those visitors into leads.

The more leads that get saved, the fewer that get lost. Bonus: our Salesforce integration has recently been updated to allow users to automatically send updates to salesforce after each conversation. Think of all the time saved!


Chat history

Reviewing previous conversations with a customer or lead is beneficial for any rep. Let’s say that your current chat with a customer reveals that they received a defective product. If the customer is already in your CRM, you’re able to see how often they purchase or get in touch with your team. Having that background can help you access how to handle each situation to the best of your ability and provide the best customer experience.

Similarly, if a sales rep has an upcoming demo, but is just getting up to speed on the customer and the company’s history with them, they can read through all previous interactions to catch up.


It’s fast

Let’s face it – we live in a microwave society. No longer are customers satisfied by sending in an email request and waiting hours, or even days, for the response. Customers want answers to their problems right when they have them – not later.

Chat integrations with CRM’s like Zendesk allow customer service reps to handle customer inquiries and create tickets faster. Can’t solve a customer’s problem in one chat and need to open a ticket to get some help?

There’s a button for that.

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