Live chat software: dispelling the myths: Common misconceptions about digital customer engagement
08/11/2016 Parker Software
Over half of young people would rather communicate on digital platforms than hold a conversation face-to-face -۠even where their friends are concerned. However, digital communication, such as live chat software, is not just for millennials and it certainly doesn't replace the existing and traditional forms of customer service for ecommerce. Here, Howard Williams (pictured), marketing director at digital engagement specialist Parker Software, dispels some common myths and misconceptions about live chat software.#1 Live chat replaces the call centre
Solving a customer's problem over the telephone can be a great experience for them -۠not to mention a fantastic way to build rapport and brand loyalty. However, regardless of the size of your contact centre, it is only possible for each representative to deal with one query at a time.
Without a doubt, there will always be some interactions that are best handled over the phone, but many simple queries can be resolved with the use of live chat software - leaving call centre agents free to deal with more serious or complex issues. Live chat software is a great way to gauge whether a customer really needs to speak to a person via phone and allows you to connect them with the right person faster, meaning they spend less time on hold or navigating pre-recorded phone directories.
Because the conversation is entirely text-based, rather than a recorded phone call, you also have an archive of data from each interaction. Customer service managers can use this data to analyse keywords, query types, repeated visits, dropout rates and sentiments, providing a clearer picture of your customer journeys and informing decisions about targeted marketing or sales campaigns.
#2 Live chat is only for millennials
While there are countless studies that confirm that younger generations prefer to use live chat software over picking up the phone, there is no denying the growing popularity of live chat across older demographics too. The immediacy and convenience of live chat applications are obvious, not to mention the fact that it can replicate the experience you get in store. We all know a baby boomer or member of generation X that has lost their temper trying to find the information they want on a website. Live chat acts as the store assistant they're used to and helps them find what they need.
As older demographics become increasingly accustomed to new forms of technology, any fears surrounding the use of live chat software are also likely to diminish. In fact, 30 percent of online buyers have grown to expect to see some form of online communication channel on ecommerce websites, and this figure is expected to increase.
#3 You can't sell with live chat
Live chat might have been originally designed as a helpdesk tool, but this doesn't mean the application cannot be used to support sales. In fact, live chat has proven to be a valuable tool to stop shopping basket abandonment. Naturally, if your live chat channel appears at the right time during a web visit, the potential customer is much more likely to follow through with the sale.
Intelligent live chat platforms will make additional purchase suggestions to customers, increasing the potential of up-selling. For example, if a customer has a battery operated toy in their shopping basket and is about to click-through and make the purchase, a live chat representative can suggest those much-needed batteries to accompany the gift - generating extra revenue for the website and helping your customers to avoid the wrath of a disappointed child on Christmas morning.
Digital communication is not just a tool for the younger generation. In fact, according to a report by Forrester Research, 44 percent of online consumers said that having questions answered in the middle of an online purchase is one of the most important and valuable features of an ecommerce website. What's more, as consumers from all demographics become more accustomed to digital tools, the number of customers expecting live chat support is only going to grow.
For more information, please contact:
Roxanne Abercrombie or Howard Williams
Victoria Business Park
Prospect Way
Knypersley
Stoke on Trent
ST8 7PL
Tel: +44 (0) 1782 822577
Email: roxanne.abercrombie@parkersoftware.com or howard.williams@parkersoftware.com
Web: www.parkersoftware.com/
Print this articleShare article:
Process and Control Today are not responsible for the content of submitted or externally produced articles and images. Click here to email us about any errors or omissions contained within this article.