6 fail-proof steps for a successful live chat implementation
The need for successful live chat implementation
Imagine you could generate leads, engage with customers, and offer assistance all in one place. Well, implementing a live chat solution to your website could make this a reality. In fact, 79% of consumers actually favour live chat support as it allows for almost instant responses. It enables you to unify every customer-facing communicative process and expands a support channel to a go-to marketing and sales channel, all while keeping your costs low and bringing in a steady stream of revenue in the long-term.
However, for your live chat channel to succeed, you’ll need to implement it seamlessly. A well-implemented live chat can do wonders for your business but, there is no one-size-fits-all approach to implementation. It primarily depends on the needs of your business, its customers, and its agents.
So, are you ready to integrate live chat to your website?
The three stakeholders of live chat success
The success of your live chat depends on your plan of execution. Think about who benefits the most from live chat implementation – that would be your customers, followed by those who use your live chat tool the most – your agents. Finally – your business, which will reap the benefits of chat implementation. For your live chat channel to succeed, all three stakeholders must benefit from using live chat.
Implementation steps for guaranteed live chat success.
1. Design a versatile chatbox
Your live chat potential is as good as your online chatbox or chat widget. It is the face of your business and the single point of contact to your team. So, design a chat widget that encourages conversation. To build the best chat widget for you, there are three points to keep in mind.
- Customer Expectation: This widget is meant to serve as a single point of contact to your customers, so make sure it meets their needs. Analyze the most common queries raised by visitors and create information flows that help customers find answers with the least amount of effort. This can include options to reach out to specific teams directly, a self-service handle, even chatbots that step in for agents.
- Industry Standards: The user experience you offer needs to be in line with, or exceed, what your competitors are offering. The impression you create via live chat will go a long way with visitors, so you want to stand out by going above and beyond the average experience.
- Brand and Tone: Your live chat widget is a window into your business. A good widget should capture the tone and personality of your brand to attract your target audience and encourage them to engage via chat.
2. Build processes for all customer-facing teams
Your sales, marketing, and customer service teams are most likely to interact via chat with your customers. Build processes that work for them. There are two steps to this process:
- Step 1 – Configuring live chat: Calculate the number of agents who will work on each team based on the number of tickets and chat initiations. Connect your live chat to essential integrations such as your ticket management system and your CRM to ensure that messages reach the right team and all conversations are addressed and handled efficiently.
- Step 2 – Configure integrations and tools: Set-up integrations to platforms that you use to improve productivity and efficiency. For example: Add payment platforms to live chat to speed up sales, or, live translation to offer multi-lingual support.
This process requires careful consideration, it can’t be done overnight. Find out from your teams what would help them to resolve queries faster. Work with them to build a live chat tool that works for them.
3. Train your agents, reps
Set your agents up for success by teaching them how to use the live chat tool effectively. Customer messaging platforms for live chat come with a plethora of features that enable agents to work stress-free. This could range from automatic agent assignments to prioritized conversations that reduce agent-fatigue. Paying attention to agent experience will also drastically bring down customer wait times and increase the resolution rate.
4. Set up your bots
If you are a fast-growing team consider integrating chatbots. Bots are essential for scaling teams that are receiving large volumes of chats that need to be attended by a lean team. Chatbots can be trained within minutes to handle interactions, initiate conversations, and trigger activity-based messages. Identify your repetitive processes and automate them using bots. Bots can conduct small talk, answer intent-based queries, and recognize moments to transfer to an agent. It’ll keep your agents out of hassle and increase your resolution rates instantly.
5. Create a messaging plan aimed to convert visitors
Live chat can be a useful tool for your marketing and sales teams. They can use chat messaging to build relationships over time and encourage visitors to make a purchase, upgrade their existing plans, or recommend products and services. But, not every business can sell via live chat the same way, you’ll have to understand the messaging needs of your industry.
Your business may fall into one of these two live chat categories. You can customize your messaging based on the category your business falls under:
- Low-velocity – High touch customers: Here the customers take time to make decisions on their purchase and will require frequent communication before a sale is conducted. Industries like real estate, software, and automobiles fall under this category.
Tip: Using event-based messages to trigger conversations on pages where the customer is likely to gather information can greatly induce purchase. For example, if you see customers spending time on the page of a certain car model, trigger a pop-up message on an on-going offer for that car.
- High-velocity vs. Low-touch customers: Here the customer’s frequent purchases but don’t reach out unless they require personalized assistance. Industries such as e-commerce and food deliveries fall under this category.
Tip: Setting up priority inboxes will help you address pressing questions which can help maintain customer satisfaction. For example, You can set up your inbox to show messages that have been waiting for the longest.
6. Lay out your key performance indicators
To make sure your live chat is yielding results, measure the right KPIs. Conduct a Customer Satisfaction or CSAT survey once the live chat is deployed, as well as every time a major change is made to your chat channel. If you’re integrating chatbots, measure the resolution rate in scheduled intervals. You can track your team’s performance and identify opportunities to improve the quality of your live chat based on the customer experience you provide.
Some metrics that you should track are:
- Average Response Time (ART)
- Net Promoter Score (NPS)
- Chat to conversion rate
- Customer Satisfaction (CSAT)
Perils of a poorly implemented live chat
Like any channel, live chat also gets better with time. The more you try and test what works for your customers, agents, and the business, the better the conversations get. While the success of live chat can be seen within weeks, you’ll have to keep an eye out for some indicators such as:
- Increased wait times
- Missed sale opportunities
- Increased support costs
- Higher customer churn
If you notice a spike in any of these metrics, you’ll have to reconfigure parts of your live chat implementation.
Final thoughts on implementation
A well-implemented live chat channel can serve as a flywheel for growth. Once you set the process in place, all the stakeholders will communicate seamlessly and you’ll see a growth in your business. With Freshdesk Messaging, you can get started with live chat within minutes. Try it out for free!
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