The many benefits of chat have made it the fastest-growing customer support channel, encouraging brands to move forward in developing an effective blended chat strategy to capture the attention of online customers. The substantial benefits of blending automated chat with assisted chat provide a major opportunity for brands to deliver personalized support to web site visitors while realizing significant savings by deflecting live interactions with robust self-service solutions. Importantly, to deliver a connected customer service experience, brands must fully integrate customers’ web experiences into overall customer service operations.
Teckst 2019 Customer Service Planning GuideTeckstco
More than half of consumers (54%) say that the customer experience at most companies needs improvement. And one in three consumers will walk away from a brand they love after a single bad experience. Learn how you can use two-way messaging to meet customers on their favorite channels, providing personalized service while increasing agent efficiency and decreasing costs.
A presentation on
How Live Chat can improve your business?
Live Chat is Convenient for Customers?
Live Chat Cuts Down on Expenses?
Live Chat Increases Sales?
Live Chat Gives You An Edge of Your Competition?
Increase the number of pre-qualified leads with Conversational MarketingWhisbi
Find out what are the current consumer trends in the automotive industry and how you can offer your online customers an interactive research experience with the help of Conversational Marketing.
The slides will also show how Hyundai implemented a Conversational Marketing platform and engaged with 1 million web visitors online.
Providing exceptional customer service is an essential part of every eCommerce business. It can be used as a marketing strategy, customer retention technique, as well as a way to raise awareness for your brand.
The Customer Experience: The Holly Grail of Competitive AdvantageDan Polito
Providing a great customer experience has emerged as the holy grail of competitive advantage, as traditional sources such as price or product differentiation become less sustainable. In an age of accelerated information flows, traditional sources of differentiation such as price and product differentiation erode rapidly, leaving customer service as the last sustainable source of competitive advantage. This challenges customer-facing departments to step up their game.
Teckst 2019 Customer Service Planning GuideTeckstco
More than half of consumers (54%) say that the customer experience at most companies needs improvement. And one in three consumers will walk away from a brand they love after a single bad experience. Learn how you can use two-way messaging to meet customers on their favorite channels, providing personalized service while increasing agent efficiency and decreasing costs.
A presentation on
How Live Chat can improve your business?
Live Chat is Convenient for Customers?
Live Chat Cuts Down on Expenses?
Live Chat Increases Sales?
Live Chat Gives You An Edge of Your Competition?
Increase the number of pre-qualified leads with Conversational MarketingWhisbi
Find out what are the current consumer trends in the automotive industry and how you can offer your online customers an interactive research experience with the help of Conversational Marketing.
The slides will also show how Hyundai implemented a Conversational Marketing platform and engaged with 1 million web visitors online.
Providing exceptional customer service is an essential part of every eCommerce business. It can be used as a marketing strategy, customer retention technique, as well as a way to raise awareness for your brand.
The Customer Experience: The Holly Grail of Competitive AdvantageDan Polito
Providing a great customer experience has emerged as the holy grail of competitive advantage, as traditional sources such as price or product differentiation become less sustainable. In an age of accelerated information flows, traditional sources of differentiation such as price and product differentiation erode rapidly, leaving customer service as the last sustainable source of competitive advantage. This challenges customer-facing departments to step up their game.
Top 5 customer experience trends for 2016Daniela Puzzo
What trends will impact customer experience success for your business in the coming year? In this one hour webinar you’ll hear from Shai Berger, CEO of Fonolo, as he talks about the Top 5 Customer Experience Trends for 2016.
Aligning Value with Key Capabilities to Drive Retail SuccessCognizant
Cognizant commissioned study conducted by Forrester Consulting of 4600 shoppers globally. Its findings uncover a significant disconnect between what shoppers value and the experiences retailers provide.
Telecom operators require to proactively engage customers. The Telecom Loyalty Programs allow the service providers to run high-quality and advanced loyalty programs of different scales that validate their sales and marketing strategies with to retain existing customers & acquire new ones.
Read more: http://www.mahindracomviva.com/products/customer-value-management/mobilytix-suite/mobilytix-loyalty-management-solution.htm
The presentation outlines the 7 stage cycle of Internet Marketing and then discuss the Online Marketing Mix in detail.
Taking it further a special introduction to centaur, the hybrid consumer, the presentation then discuss the two major methods of consumer segmentation in the digital age and examines the changing dynamics of Consumer behaviour in the digital world.
The closing is done with the Customer Relationship Management and e-CRM.
Customer experience (sometimes referred to as CX) is the product of an interaction between an organization and a customer over the duration of their relationship.
A good customer experience means that the individual’s experience during all points of contact matches the individual’s expectations.
Enhancement Of Customer Digital Engagement On Online Platform PowerPoint Pres...SlideTeam
Customer retention on digital platform is the need of hour. The goal of the firm is to improve digital engagement by enhancing customer experience. The firm wants to boost up its customer loyalty, acquisition and retention by engaging customer on digital platforms and devices. This template is useful for the top level management in enhancing digital capability of the firm by increasing customer engagement on different digital platforms. A survey will be conducted which will assess overall customer experience on digital platform in terms of how effective is firms digital marketing campaign, whether the firm has effective onboarding process, etc. Being a digital firm, it is necessary to look for aspects that help firm in engaging customers digitally as it is found from several statistics that highly engaged customers will purchase frequently which ultimately leads to increased customer lifetime value. Active engagement of customers can be achieved through digital storytelling in the form of advertisement on various digital channels. Email marketing campaign is also an effective way of engaging with customers by sending customized messages at right moment. Tracking customer engagement across various digital channels will help firm in targeting the potential customers. As a digitally active firm, it is necessary to be in sync with future requirements by keeping track of the future trends that are prevailing in the industry. https://bit.ly/33Ur6Bb
Top 5 customer experience trends for 2016Daniela Puzzo
What trends will impact customer experience success for your business in the coming year? In this one hour webinar you’ll hear from Shai Berger, CEO of Fonolo, as he talks about the Top 5 Customer Experience Trends for 2016.
Aligning Value with Key Capabilities to Drive Retail SuccessCognizant
Cognizant commissioned study conducted by Forrester Consulting of 4600 shoppers globally. Its findings uncover a significant disconnect between what shoppers value and the experiences retailers provide.
Telecom operators require to proactively engage customers. The Telecom Loyalty Programs allow the service providers to run high-quality and advanced loyalty programs of different scales that validate their sales and marketing strategies with to retain existing customers & acquire new ones.
Read more: http://www.mahindracomviva.com/products/customer-value-management/mobilytix-suite/mobilytix-loyalty-management-solution.htm
The presentation outlines the 7 stage cycle of Internet Marketing and then discuss the Online Marketing Mix in detail.
Taking it further a special introduction to centaur, the hybrid consumer, the presentation then discuss the two major methods of consumer segmentation in the digital age and examines the changing dynamics of Consumer behaviour in the digital world.
The closing is done with the Customer Relationship Management and e-CRM.
Customer experience (sometimes referred to as CX) is the product of an interaction between an organization and a customer over the duration of their relationship.
A good customer experience means that the individual’s experience during all points of contact matches the individual’s expectations.
Enhancement Of Customer Digital Engagement On Online Platform PowerPoint Pres...SlideTeam
Customer retention on digital platform is the need of hour. The goal of the firm is to improve digital engagement by enhancing customer experience. The firm wants to boost up its customer loyalty, acquisition and retention by engaging customer on digital platforms and devices. This template is useful for the top level management in enhancing digital capability of the firm by increasing customer engagement on different digital platforms. A survey will be conducted which will assess overall customer experience on digital platform in terms of how effective is firms digital marketing campaign, whether the firm has effective onboarding process, etc. Being a digital firm, it is necessary to look for aspects that help firm in engaging customers digitally as it is found from several statistics that highly engaged customers will purchase frequently which ultimately leads to increased customer lifetime value. Active engagement of customers can be achieved through digital storytelling in the form of advertisement on various digital channels. Email marketing campaign is also an effective way of engaging with customers by sending customized messages at right moment. Tracking customer engagement across various digital channels will help firm in targeting the potential customers. As a digitally active firm, it is necessary to be in sync with future requirements by keeping track of the future trends that are prevailing in the industry. https://bit.ly/33Ur6Bb
Customer engagement portal an up to-date guideCRMJetty
Learn about the customer engagement portal and the tips to choose the right one. Go through the feature list and implement all the strategies for business success.
This becomes a crucial step in building a first-party database, as cookies are now being discontinued. You can use this information to calibrate brand communication, deliver targeted messages, and improve their experiences based on their preference.
Moreover, the machine learning abilities help you learn about your customers more as they interact and help build accurate buyers’ personas.
Considering the human factor
While implementing your chatbot, you must consider the human factor. Having a poorly configured chatbot can be detrimental to your strategy.
Further, customers become quite uncomfortable sharing their personal information with a robot, and you must inform them that they are conversing with a chatbot before delivering the solutions.
The solution to this dilemma is to build a chatbot according to your brand personality. It should act according to your brand’s values and maintain a human-like conversation.
You should consider their interests, needs, and preferences based on the customer data. Here, you should visualize and outline the actual process of having a conversation with the customer as a human.
You should also determine the conversation’s vocabulary, warning signs, and local slang and act appropriately.
The impact of humanizing your conversation has a far-reaching effect. It helps you deliver an engaging discussion and improve customer satisfaction as they grow comfortable using the chatbots.
Round the clock customer support
As consumer expectations grow, delivering high-quality customer support becomes necessary. A faster response system that answers customer queries around the clock can provide a seamless customer experience.
You can improve the chatbot performance by “teaching” the machine learning algorithms to take care of the primary issues of customers. Then, as customers receive immediate assistance, the experience improves.
Improving sales with Chatbots
Chatbots can be a valuable medium to reduce frictions in the customers’ purchase journey. As chatbots are capable of developing user personas from the first interaction itself, they can identify the customer pain points and bottlenecks quite effectively.
Consequently, they can offer them help, support, and relevant information to make the process more convenient. The chatbots can also be leveraged to develop a predictive path for the customers based on their previous activities or online behavior, increasing the buying intent.
As chatbots better understand the user persona, they can deliver an opportunity to convert the customers faster.
Eliminating the human-error factor
Chatbots are primarily used to deal with the most redundant tasks. These tasks were often prone to human errors due to manual interactions and data collection.
Eventually, these resulted in customer dissatisfaction due to the slow and erroneous response systems. Chatbots help reduces customer discontent and improves brand satisfaction by making the process error-free and smooth.
Moreover, the
As the notion of Web-enabled self-service matures, organizations must be sensitive to customer expectations for relevant information and problem resolution across channels in order to optimize costs and deliver a consistent user experience.
WebRTC (Web Real-Time Communications) is a relatively new technology that provides Web browsers and applications with secure real-time communications capabilities.
It is being hailed as the single biggest disruptor to real-time communications since Voice over Internet Protocol (VoIP), the ability to make telephone calls over the Internet.
This white paper explores how WebRTC-based real-time communications on your Web properties can assist you improve your online customer service and thereby customer experience, customer loyalty and ultimately your bottom line.
It provides a non-technical overview of WebRTC and practical examples of how one can use WebRTC-based real-time communications across numerous industries to improve customer service.
Value added customer service is an important tactic for SMBs to acquire and retain potential customers, increase brand awareness and so on. Here are five ways build effective customer service solution to your business in order to increase brand presence at global level.
Every Customer Conversation is a Moment of Truth for BanksPegasystems
Every customer conversation is a moment of truth. The way in which you conduct this conversation will alter the customer's relationship with your bank. It will create a lasting impression—either good or bad—that either increases customer loyalty or drives the customer to defect.
For most banks, there are a core set of customer interactions that occur frequently or which represent high-value engagements. Rather than managing moments of truth as isolated, channel-dependent incidents, Intelligent Conversation Management treats each moment as part of an interconnected conversation. The result transforms your relationship with your customers by leveraging an understanding of past engagements and real-time information to predict future interactions.
User Journey for the Digital Customer ExperienceHCL Technologies
Digitalization has impacted the user journeys which were relatively linear until now. With the amount of digitalization adoption through mobility social and analytics and cloud, companies have managed to alter not only the buying patterns for the customers, but also the user journeys. User journeys have been impacted in 4 ways. One, the customer service has moved beyond the company. Customers access resources present online to troubleshoot their problems. Peer to Peer service networks are accelerating the customer service moving beyond the company. Customers today are able to pay for what they use by selecting specific services enabled by companies. Companies are also able to target customer segments better with information about their wants.
[Series] Critical Channels of Choice - Part 1: CX Now…CX How? Explore the StackPrecisely
As a CX and marketing professional, you are responsible for communicating and
engaging with your prospects and clients in their moment of need. We’d like to
introduce you to our powerful portfolio of digital solutions designed for CX and
marketing professionals.
View this on-demand webinar to explore the key channels where your customers
want to engage with you – and how as a customer-obsessed organization, you can
embrace new market opportunities and exceed their expectations.
A PRACTICAL APPROACH TO CUSTOMER CENTRIC INTERACTIONSayodahunsi
The digital environment has dramatically changed the way customers expect and demand to engage with brands. It’s a change or die situation for businesses that need to transform quickly to integrate online and offline activities to serve customers 24x7 service in their channels of choice. At the same time, businesses need to balance their own needs for revenue uplift and cost containment within this new digital model. This session provides insight into the current customer service landscape, showcases best practices for customer engagement and provides real-life examples and results from transformative, customer-centric strategies.
How E-Commerce Companies Can Use Marketing Automation To Improve Customer Ret...WebEngage
The eCommerce marketing world is heading towards creating engaging and personalized communication for their customers. The marketing industry expert, Shane Barker, sees marketing automation as a primary way to do so. He emphasizes on:
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4. Social Media & Chatbots
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Want to know more about these 6 best practices of eCommerce marketing automation? Read the detailed blog: https://webengage.com/blog/ecommerce-marketing-automation-to-improve-customer-retention/
Why Your Best Salesperson May Be a Customer Support RepCognizant
Using rich data, powerful analytics and integrated toolsets, support organizations in the communications and technology industry can achieve a real-time understanding of customer challenges, enabling them to convert troubleshooting exercises into rewarding experiences and convert customers into brand ambassadors.
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Communication Initiatives: Chat Enhancements Optimize Customers’ Web Experience
1. Communication Initiatives Commissioned by Avaya
Chat Enhancements Optimize
Customers’ Web Experience
Brands Realize Significant Benefits When Providing
Automated Web Chat Support for Online Customers
Executive Summary
Chat, an effective interactive web conversation tool, has dramatically improved functionality with the
introduction of automated chat conversations. Automated chat creates a cost-effective method to
assist customers, resulting in reduced support costs and improved response times. Chat handles many
repetitive transactions speedily in a rich media session and can escalate customers’ inquiries to a
telephone conversation for completing complex transactions or receiving more intimate sales support.
Automated chat further enhances chat sessions and provides a self-service option for brands supporting
online customers. Customers experience a seamless interaction when requesting assisted support, as all
customer data from the web site flows to the agent, leaving no need to repeat information. The many
benefits of chat have made it the fastest-growing customer support channel, encouraging brands to
move forward in developing an effective blended chat strategy to capture the attention of online
customers. The substantial benefits of blending automated chat with assisted chat provide a major
opportunity for brands to deliver personalized support to web site visitors while realizing significant
savings by deflecting live interactions with robust self-service solutions. Importantly, to deliver a
connected customer service experience, brands must fully integrate customers’ web experiences into
overall customer service operations.
2. Communication Initiatives. All rights reserved. Page 1
Chat Enables Interactive Conversations for Online Customers
Many customers’ initial explorations of a brand’s product or services occur on the brand’s web site. This
is the time for brands to ensure that online visitors receive the support they need and to provide a
positive web experience. Chat conversations provide the following benefits:
Improve customer confidence. Accurate responses to questions
enhance customers’ experience and result in a favorable view of the brand
by the customer.
Engage customers more fully. Customers often surf the web looking
for product information and services. Interactive sessions keep potential
buyers involved, leading to higher sales and customer satisfaction.
Provide faster response times. Automated web chat provides
information directly to customers and deflects traffic from assisted support.
This reduces traffic flow and decreases handling times for those customers
who seek assisted support.
Simplify customer experience. The transfer of an automated chat
session to a live chat agent or phone conversation minimizes customer effort
and contributes to the Customer’s Lifetime Value. It makes it easy for
customers to receive quality support and results in a positive customer
experience.
Chat Offers a Blended Experience to Fully Engage Customers
Many options are available that enable brands to provide chat conversations. With the use of simple
business rules, brands can determine whether they wish to begin with a live agent session or an
automated session. The sequence often depends on the type of information requested and the
importance of managing customers’ web experiences. For example, a customer may look for basic
company information and proactively receive an automated response based on a high confidence factor
of the answer’s accuracy. Or customers may be offered live chat sessions and then be sent to
automated chat to complete the transaction. As with all customer encounters, it is important to support
flexible options that best accommodate each customer’s situation.
38% of today’s customers use
chat to communicate with
organizations.
68% would like access to web
chat while on the Internet.
Source: The Autonomous Customer
2013 Survey
3. Communication Initiatives. All rights reserved. Page 2
Figure 1 Chat Provides Both Assisted and Automated Support
Rich Media Enhance Chat Sessions
Today’s customers are more demanding and expect more from a company than timely support and
good service. They want brands to recognize them, understand their needs, and simplify their
experience. The practice of forcing customers to toggle through several channels and repeat
information at each step is no longer acceptable. Digital natives are
more sophisticated in their web usage and are not content with static
content—they expect an interactive engagement that delivers a
multimedia experience on their smartphones. Chat supports a rich
media experience in the following ways:
Enables high levels of interactivity. This may include services,
such as streaming video or dynamic content, that are adjustable to a
specific customer’s situation and support two-way conversations.
Seamlessly blends automated web interactions with live chat
assistance. This is a major benefit for providing a simplified customer
experience and facilitates support for sales and service activities. Chat
sessions can also escalate to live voice conversations and enable
simultaneous online chat with telephone support.
Supports proactive outreach. Customers appreciate timely
receipt of information, which personalizes their experience. Outbound
chat reaches out to customers and invites them into conversations.
85% of consumers shop around
for the best price.
62% prefer to shop online to
avoid sales representatives.
Only 17% say organizations make
it easy to switch between
channels.
67% say much of the personalized
offers they have received were
irrelevant.
Source: The Autonomous Customer
Survey 2013
4. Communication Initiatives. All rights reserved. Page 3
Enriches sales content. In today’s multimedia world, customers respond more favorably to
dynamic content that describes a product or service, which ultimately will drive up sales and
revenues, such as increased conversion rates and shopping cart size.
Chat Makes Contact at Time of Customers’ Greatest Interest
Chat offers many opportunities to turn online shoppers into buyers. Many customers start the search
for products and services by going online and browsing content of web sites for brands of interest to
them. Chat captures shoppers’ attention at the time when they are most interested in buying, engages
them, and provides them with an immediate source of information to assist their decision making.
Many brands that lack chat may find that their customers abandon their web sites before receiving
relevant information regarding the products of interest or special sales offers. Importantly, customers
appreciate timely invitations to join online conversations. Automated chat improves sales opportunities
in the following ways:
Provides fast and accurate responses. Customers want information or their problems solved
when they contact a brand. Many shy away from self-service because they find it difficult to
receive the information they need; instead they will place a call to an agent. Content delivered
as self-service must have a high confidence factor for accuracy before it is sent to customers.
Turns browsers into buyers. In a competitive world, it is important to engage customers when
they are most interested in buying a product or service. At the time when customers’ online
activities indicate buying signals, extend an invitation to engage in a chat session, which often
indicates a brand’s commitment to delivering excellent service.
Enables customers to consider products without listening to sales pitches. Many customers
will turn away from uninvited sales pitches, preferring to gather information independently.
Online chat is less intrusive than a direct telephone conversation.
Supports a continuous path to agent. This represents a best
practice and enables a customer to escalate to live support without being
required to submit information repetitively.
Uses analytics to determine correct content. Customers do not like
to sort through offers and information that are not personalized to their
interests. Analytical tools ensure the brand that it is delivering content that
is directed at a customer’s specific interests and is not considered
extraneous.
Brands Gain Sound Business Benefits with Self-
Service Chat Options
Brands strive to deliver a consistent and connected customer experience
across all channels. To do this, they need to support a fully integrated
platform that anticipates customers’ needs, engages customers in
conversations, and minimizes the need for disruptive channel switching.
This goal requires brands to offer consistent support to customers on the
69% of customers complain
when asked to repeat
account information on the
same phone call.
82% of consumers will buy
more from companies that
make it easy for them to do
business.
Source: The Autonomous Customer
2013 Survey.
5. Communication Initiatives. All rights reserved. Page 4
channel of their choice and self-service solutions that leverage and integrate existing applications. Self-
service channels need the same access to customer data as live support agents. Brands that empower
customers to receive content and complete their interactions within self-service channels achieve the
following business benefits:
Reduced operational costs. Automated chat can lower agents’ work time by providing quick
responses to routine inquiries and enabling them to shorten live sessions by accessing
information already provided in the automated chat session.
Increased revenues. Chat provides an opportunity for brands introduce new products and
services and increases customers’ knowledge of specific items. It can also extend offers for
purchasing multiples or provide additional discounts for products.
Faster responses to customers. With the delivery of accurate content from the knowledge
base, customers get answers quickly without needing to wait for live assistance.
Increased direct web purchases. When brands make it easy for customers to do business over
the web, it encourages more shoppers to the web as a primary shopping channel.
Shoppers discouraged from abandoning the web site before making a purchase. Proactive
chat positively engages prospective customers, which increases the probability of their making a
purchase while online.
Figure 2 Major Business Benefits from Automated Chat
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Channel Cost Comparisons Indicate Value of Chat
It is important to note that the market consists of many different types of service organizations and
average costs are based on the types of services provided, the complexity of interactions, and the skill
sets required to support customers. Brands need to determine their actual costs for providing services
and then create analyses based on their data. Nevertheless, the human factor is the major cost for most
operations, and alternative options that deflect time from assisted services will lower costs. According
to the following chart, live assisted calls are the most expensive based on agents’ average talk times. E-
mail response also uses live agents but costs are reduced, with e-mail management systems that
autopopulate a portion of the response, resulting in agents spending less time per response. Live chat
involves agents’ time, but costs are lower if agents handle multiple chat sessions simultaneously. The
live chat estimate below assumes that agents handle two to three simultaneous sessions. When chat
sessions are partially automated, agents spend less time with customers, and cost per transaction
continues to decline. The lowest cost is full automation, assuming that the customer completes the
interaction without further chat or assistance from other channels. The cost model assumes fully
burdened costs.
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Figure 3 Cost per Contact Comparison
Blended Chat Options: Identify Ideal Transactions for Automated Chat
Customers do not always need live assistance and often prefer to complete interactions independently.
Consider any repetitive activities that offer assistance and information that may not be conveniently
available without guidance. This may include providing general company information such as store
hours or location information. Technical support questions may be answered on short descriptive
videos such as where to locate specific product codes required for repair. Enrollments are also
convenient to complete with automated chat support. Unlike legacy self-service options, such as
interactive voice response (IVR) systems that force callers to go through menus, automated chat takes
customers directly to the appropriate content and provides information quickly with interactive
multimedia. When implementing an automated chat solution, consider the following steps:
Determine transactions that are best suited for automated support. These include simple
inquiries and highly repetitive requests or questions.
Use click stream analysis to identify buying behaviors or need for assistance. Avoid overactive
offers for chat when online customers do not indicate signs of needing assistance.
Apply routing rules to send customers to correct agents. Once customers request to engage in
a live chat session, determine the best-suited agents to handle the interactions.
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Staff appropriately for live assistance. Chat support needs to be available immediately. Plan
for sufficient staff members to be available to take over the automated session when the
automated agent can no longer deliver responses with an acceptable degree of accuracy.
Plan for Successful Automated Chat with Analytics and Knowledge Base
Online self-service must deliver an engaging customer experience, and this requires that brands support
their chat application with a fully integrated knowledge base that provides content with a high
confidence factor for correctness. Additionally, customers should not have to sort through multiple
responses when receiving information. If the confidence factor of the automated response is low, then
customers immediately should be directed to live assistance. A manager needs to be assigned to
maintain the knowledge base to ensure that its content is constantly refreshed and properly managed.
Careful planning ensures that the launch of automated chat is successful.
Analytics provides information to customers and alerts management of changes or problems early on.
Analytics can also spot problems of usage and enable corrections to be made before the issues impact
overall operations. Data provided from analytical applications need to be reviewed frequently to
determine the effectiveness of the chat sessions. Additionally, customer feedback from surveys
provides essential insight into the manageability and accuracy of chat sessions.
Call to Action: Fully Integrate Chat into Service Operations
Deploying chat is not a stand-alone application but part of a fully integrated customer support strategy.
Customer engagement requires brands to deliver a complete customer solution across all channels. This
includes the evaluation of the entire spectrum of customer touchpoints and the delivery of a connected
customer experience. Excellent service is responsive and solves customers’ problems quickly. To
develop an integrated chat strategy, consider the following best practices:
Start with defined objectives and goals. Gain consensus on tools needed to deliver next-
generation customer support across rapidly expanding web channels.
Promote use of automated chat sessions with existing customers. As automated chat rolls out,
encourage customers to use the service, and promote it on the company’s web site. Determine
whether the chat application is user friendly and inviting for customers.
Ensure high levels of accuracy on automated response. This is a critical step. If the automated
response tool is not delivering highly accurate responses, then customers will not use it and will
default to higher-cost options. High confidence in an accurate response requires consistent
monitoring and review.
Establish routing rules for agent escalation. This is an extension of the same rules used for
handling incoming calls. However, customer support agents are usually trained in handling
telephone conversations and require additional training to better engage customers over the
web.
Personalize interactions for a more intimate response. Customize responses to deliver
information that is relevant to individual customers and avoid overloading customers with
product information and offers that are not of interest to them.
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Continue to update database as new information is received. The data that forms the base of
information for the automated chat agent needs to be kept up to dated continually. Make sure
customer information on databases is shared among response teams in order for responses to
be consistent across channels.
Monitor and measure results. Automated chat is often rolled out in stages, and it is useful to
build on experiences with earlier implementations to continually improve performance and
customer acceptance.
Upgrade knowledge base to better support automated response. Knowledge base
management is an essential component of successful chat sessions and needs to be continually
administered and updated.
Use customer feedback and surveys to tune application. Look for honest feedback and
adoption rates to measure how effective chat delivers an engaging customer experience.
Track percentage of successful automated completions. Although live support brings many
benefits, it is important to measure the number of customers who were able to successfully
complete their interactions with self-service support as a means to determine brand savings for
automation.
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Analyst Bio: Elizabeth Herrell
Elizabeth Herrell is the founder and president of Communication Initiatives and a VP and principal analyst with Constellation
Research. As a recognized industry leading analyst with eleven years of experience at Forrester Research as vice president and
principal analyst, she has delivered multiple consulting projects to companies and provides expert advice on business
communication solutions and contact center transformation. Elizabeth has published more than 500 reports on industry
trends, vendor assessments, best practices, and technology insight and is often a featured speaker for business conferences
and client engagements. She is frequently quoted in major news journals and trade publications.