Including a click to chat feature on your website empowers your site visitors to “tag out” your website and “tag in” your customer service team, self-selecting when they need you to provide immediate assistance and information beyond what your current website content covers.
(What do I mean by “website content”? Website content is basically any information or media you provide on your website, most often descriptive text but it can come in visual and audio formats as well).
The Hardy Boyz (see image) are probably not the best model to aspire to from a business perspective, but what they did well you can do well, too.
Except fighting on ladders – live chat probably can’t help you do that well.
Why Click to Chat Works
As mentioned above, click to chat puts your customers in charge of when they want help – this makes things easy and convenient for both them and for you (namely for your customer service team). But it goes beyond that.
Click to chat is great for business for four other important reasons:
1) Customer Experience
It drives positive customer experience by providing the memorable satisfaction of an immediate response to a one-click request for assistance
It improves efficiency by saving your team time from engaging with customers who are not ready for it (read more about unsolicited engagement below)
3) Channel Optimization
It provides you valuable information about what types of questions and concerns are likely best addressed through live chat rather than through content on your website, and vice versa
4) Website Optimization
It also provides you valuable information about what information is unclear or hard to find on your website, as customers will usually note over the course of their live chat conversation that they tried to find/understand the answer they were looking for on your website but could not
You can improve both conversion rates and customer experience by using this information gathered through click to chat activity to revise the content on your website and to revise the pre-made messages your live chat agents have at their fingertips.
Click to chat (in and of itself) is NOT great for two reasons:
1) Unsolicited engagement can be a good thing
Sometimes site visitors need the nudge of a proactive chat, and would view that as helpful rather than disruptive, even if they didn’t think they needed or wanted to engage your customer service team initially
2) Poor execution
If you do not optimize the design and placement of your click to chat button, live chat will almost certainly go underutilized as it will be unnoticed or unappealing, and customers will leave your website frustrated that they were not able to get the answers they were looking for
This does not mean that click to chat is a bad idea – only that there are additional considerations you’ll want to account for when implementing live chat software with click to chat functionality.
Getting Back to the Live Chat Tag Team
Having followed through on the click to chat, one of your customer service agents will then either provide your site visitor with the answers they need immediately or will direct the visitor to a relevant page where the site visitor can find the information they came to your website in search of.
Your customer service agent can even launch the page for the visitor directly, if that’s more convenient than giving directions for how to get to the relevant page and/or providing a link to the page.
At this point, your agent sits on the other side of the “ropes”, lets the customer engage the website for a bit, and waits to get tagged back in. Best practice for customer service agents here is to actively prompt the customer once or twice to determine whether the assistance provided was sufficient and whether or not the customer has further questions (tagging the agent back in).
A Final Note About Click to Chat as Live Chat Tag Team
This article is intended as a tongue-in-cheek look at how utilizing click to chat on your website creates a flexible second channel for communication and engagement with your customers and potential customers. Your site visitor and/or your customer service agent can swap between these channels, as suits the visitor’s needs, without ever fully leaving either channel.
Click to chat makes it easier for the customer by providing resources (website) and a guide to those resources (live chat). Click to chat makes it easier for the customer service agent by providing external tools they can use and direct the customer to (website), rather than bearing the full burden of supplying all of the information themselves.
There’s a lot more value you can derive from the joint efforts of website content and live chat.
For instance, Velaro Live Chat provides your customer service agents with visibility into what pages your site visitor views while engaged in a live chat session. Though the visitor is choosing to engage your website rather than your customer service agent, your agent is not oblivious to what it is your potential customer is looking for and can use that information to re-engage them with the best approach.
Click here to tag one of our own customer service agents in and inquire about what else Velaro Live Chat can do for your business by teaming up with your website.
Images taken from Wikimedia Commons