Have you ever decided to step up from capturing photos on your smartphone to a dedicated DSLR camera? I bet the model you want comes with all the features you need, but also a bunch more that you don’t understand.
For small teams, live chat is a similar proposition. Is the investment of time and effort going to work in our favor? Won’t customers be too demanding? Isn’t live chat for big teams in major organizations?
If you run a small team, you may worry that adding live chat leads customers to ask for more help than you can deliver. Help with purchasing; help with returns; a host of specialized requests – it’s natural to have some reservations. Adding a new channel to your business is meant to create value, not stress. So let’s consider the fundamental question, why use live chat?
4 cast-iron reasons to use live chat
- Live chat lets you provide delightful support
- Live chat helps you drive sales
- Live chat helps you have better conversations
- Live chat plays to your small team’s strengths
1. Live chat lets you provide delightful support
The thought of introducing live chat as a customer support offering can evoke fear for many small businesses. It’s easy to see why because good experiences on live chat are hard to come by: 47% of customers haven’t had a positive live chat experience in the last month.
Our live chat statistics research shows customers’ biggest frustrations include:
- Support is offline despite displaying as available
- Disconnections during live chat
- Agents taking too long to respond
These frustrations shouldn’t be taken lightly. Every customer wants to feel like they’re more than a ticket number waiting in line. With live chat, that becomes an achievable goal …you just need to apply some common sense principles.
Whatever platform you use, your app has to mirror customer experience with any other live chat conversation. To do that, your live chat needs:
- A support inbox that has all conversations in one place
- Proactive live chat
- Personal and contextual information
With Journeys and Conversations in Kayako, every interaction your customer has with your business becomes part of your support process. Site visits, purchases, shipping history, plus events from your own product, app, or service. So there’s no need to ask additional questions – the information your team needs to respond quickly and personally is right at their fingertips.
Let’s look at a typical customer service problem using Kayako’s Journeys and Conversations. Here, a customer can’t work out why her attempt to purchase a new coffee machine hasn’t worked, but thanks to Kayako, the agent can see the problem at first glance:
A simple message asking Taylor to try the last three numbers on the back of her card, and her purchase is done. We can see how customer context doesn’t just help the agent solve Taylor’s issue without friction, it offers up the added opportunity to make Taylor’s day with a loyalty reward. It’s the type of CX we all want for our customers.
With all relevant customer journey context gathered in one place, your team can start natural conversations that provide your customers with really useful information when they need it most. Especially if you target customers browsing help pages and FAQs.
No more frustration; just lots of impressed customers.
2. Live chat helps you drive more sales
Most websites provide customers with a relatively passive sales environment. Customers come to your site and then go as they please. And without intervention, they regularly do leave.
Live chat presents an opportunity for websites to interact with customers in a targeted, meaningful way. A good live chat tool is the equivalent of having a sales clerk in your brick and mortar store. It’s a customer-centric channel that shows you’re willing to help when asked. Or if you’d like to push for sales you can setup proactive engagement to message live chat.
Targeting customers is really easy in 2018.
You can see how Kayako completely transforms the quality of interaction that you’re able to deliver to customers, all based precisely on their behavior.
Putting customers in contact with your staff quickly and conveniently like this can have impressive results. According to ecommerce live chat statistics:
Of these high-spending consumers, 63% of people who spend between $250-500 a month online are the most likely to both buy from, and be loyal to, companies who offer live chat.
According to Forrester’s data, 83% of shoppers report needing help at some point during their buying process and 55% of shoppers are likely to abandon their online purchase if they cannot find a quick answer to their question.
Customers who use live chat prior to making a purchase spend on average 10% more per order. In some cases, they spend much more. Intuit.com was able to increase average order value by 43% after implementing a live chat widget on their checkout page and increased sales by 211% by using live chat on their product comparison page. That’s quite a bump!
It’s a simple formula. Proactive intervention = sales growth.
3. Live chat helps you have better conversations
We’re slowly coming to the realization that customer conversations need to blend the best of email, live chat, and social media to achieve the nuance required in customer communications. We’re moving away from the idea that tickets are the only way to support customers.
Unlike one-dimensional traditional support tickets, live chat conversations can be rich and multi-dimensional – just like your customers. By having live chats with your customers, you can deliver a truly personalized customer experience, and you can continue to deliver this kind of personal touch as you grow.
Building a low-friction customer experience has benefits beyond making everyone’s lives easier. By treating your customer like an individual, not just a support ticket, you’re also increasing the probability of your customers returning and recommending you.
If we’re able to look beyond the support ticket and see the customer as the individual they are, your team can really move the needle on customer loyalty and make a lasting impact.
Kayako’s Journeys and Conversation helps both the customer and the support team get exactly what they want:
- The Customer Journey gives the customer what she wants. Their needs are met on the first attempt: personal support with minimal back-and-forth. This will make them more loyal – The Effortless Experience, by CEB Insights, found that the less effort for customers to get support also correlated with an improvement in loyalty.
- The Customer Journey gives the support team what they want. And for the support team, this looks great on your insights and performance metrics: your conversation resolution time just went down, and you’ve created another satisfied customer.
4. Live chat plays to a small team’s strengths
Have you heard of the LEGO experiment?
University professors ran experiments building LEGO structures and two teams comprised of either 2 or 4 people. On average, the team of 2 finished the task 20 minutes faster. It’s known as the Ringelmann effect: large teams may have more capacity, but small teams work harder, faster and better.
Live chat lets your small team really shine.
One of the best things about small teams is the lack of red tape. Small teams are more agile. You can leverage this flexibility to infuse every customer interaction with personality. You aren’t tied down to rigid operating procedures or complex tiers of escalation, so you’re better able to employ common sense and empathy common in order to transform customer experience.
So, why not empower your support team?
Give agents the authority to make decisions, and autonomy to take action quickly. Small teams all over the world are learning how proactive live chat can help grow revenue, improve customer service and inspire brand loyalty by engaging visitors more intelligently with relevant, personal, timely messages.
Maybe now is the right time for your business to start reaping all the benefits live chat can offer?