How to apply a quality monitoring-led approach to create great webchat customer experiences

1. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2015
dos and don’ts for successful
web chat engagement.
10

2. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2015
1 Personalise the experience
“While scripted responses are an important part of a web
chat strategy, it’s important that chat agents don’t appear
to the customer as robotic, static and fake.
Before using a pre-scripted response, the agent needs
to consider if it really conveys a genuine interest in the
customer’s needs.
An initial acknowledgment could be scripted, then the
experience quickly personalised there after.”
Each customer is unique; therefore ensure they feel it.

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2 Don’t be afraid to switch channel
“Chat is best used for specific, short and punchy
conversations. It is important for an agent to stop and
consider whether they should enter into a chat for the
specific enquiry.
Identify early on if the query is too complex, and whether
an alternative channel may be more beneficial for the
customer, and then give them that option”
Skilled, trained agents must match requirements with best channel.

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3 Listen and be empathetic
“A key skill for web chat agents is to be able to bring
automated and scripted responses to life, adding
personality and making customers feel their specific
needs are being met.
Often it’s the most simple and personal elements that
are the most valuable”
I’m sorry to
hear that
It’s really great to
hear that
Small phrases can really help the written word to connect with the customer.

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4 Does the customer understand the next steps?
“Signposting is critical for web chat interactions, agents
should make sure that customers have everything they
need to progress their interaction further should they
need to, empowering the tools needed to continue their
journey.
Remember, the focus should never be on chat handling
time, but on ensuring the customer has the information
they need or because the agent has recognised the
need to switch channel”
What’s important is that chat ends when the customer is satisfied.

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5 Ensure agents have appropriate writing skills
“Phone training and tone of voice is an essential
requirement for contact centre agents, and the same
focus on channel-specific skills must apply for chat
agents.
An awareness of the importance of the written word,
what is being said and how it comes across is vital”
Be aware that customers will put their own interpretation on what is written.

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6 Don’t forget to focus
“Given the facility to handle multiple web chats in
parallel, it’s all too easy for agents to over multi-task,
particularly as customers aren’t so obviously present as
they are during a voice interaction.
If agents are not focused they may forget what is being
discussed and not respond as effectively”
Agents must give each web chat 100% of their attention.

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7 Double check & don’t overlook SPAG!
“Live chat agents should stop, pause and reread before
responding.
This helps to ensure the response directly addresses the
requirement and doesn’t ask the customer to repeat
information they’ve already given. It is also a further
chance to customise scripted response and double
check the accuracy of the response”
Customers expect a professional response. Spelling, punctuation
and grammar must be right….so check, and check again!

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8 Balancing agent & customer needs
“Agents must be able to recognise why customers
choose web chat and adjust responses accordingly.
Customers choosing to chat online don’t usually expect
a lengthy exchange and agents must therefore keep
things specific whilst ensuring they capture the details
needed to assist and satisfy the customer”
Direct clear responses back to the customer, resolving queries in an
efficient & effective manner.

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9 Get the invitation right
“Think carefully about the chat invitation, particularly if
you’re hoping that chat will deflect demand from other
channels.
A proactive pop up “how can I help you” message is a bit
like marmite – loved or hated and can often be seen as
intrusive. It’s likely you’ll need to experiment to find the
right formula”
Experiment with invitation wording, design and placement
to increase acceptance.

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10 Don’t let process get in the way
“Technology alone can’t deliver effective chat
engagements. Don’t let process get in the way of the
positive and valuable interactions that occur between
people, which is what really delivers the value.
The quality of agent performance is absolutely critical to
give customers a high quality interaction which leaves
them with the impression that the company they are
dealing with really cares.”
Ask your agents to engage with chat as customers to help their understanding
of the channel – it will help them to deliver exceptional customer experiences.