Redefine routing with Message Channels

Customers prefer live chat because of the fast response time. Why sit around and wait on an IVR call or for an email response when you can get immediate replies with chat support? When you have an online business, you are going to get a variety of requests from your customers. What could make or break your business depends on how well you manage issues that your customers face on a daily basis. The most annoying experience you can give your customers is being forwarded from one agent to another.

Routing in live chat shouldn’t be a roulette. Automated routing is cardinal to provide a true omnichannel support experience. If your chat support is traditional and siloed, it’ll lead to a disconnect in communication, frustrate your customers, and deteriorate their loyalty with your business. In the best case, you end up with an unhappy customer. In the worst case, you lose the customer.

With customers reaching out with diverse queries, it can be a daunting task for your support team to keep track of all the conversations, deliver quality support service, as well as grow your business. Therefore, it is vital to have a support system that can provide organized channels to keep track of every query that comes in and connect your customers to the right person who will be best suited to resolve their issues. This way, you don’t have to worry about losing customers in the shuffle.

To do this, you need an efficient chat support system that provides an omnichannel customer support experience with intelligent auto-routing setup, which you can pre-configure based on your requirements.

Declutter your workflow

One of the key differentiators of a good customer service is the ability to direct customers to the right person who can help. As a business, you will have different products and different kinds of requests from customers. Based on the type of requests, you may have support agents with different skill levels to handle them.

For example, you can get pre-sale queries as well as post-sale support requests from existing users looking for help in setting up your product. You can probably also get issues where the product has some technical glitch, such as a software bug. Being able to direct customers to the right team or agent is extremely crucial. Your sales team might be the most equipped to handle pre-sales queries. On the other hand, a technical issue in the product might require an expert to understand the problem correctly. For all these various scenarios, your customer support system should have a certain workflow in place to direct customers to the right expert.

At a smaller scale, manually assigning chats to a support agent based on the level of the query might be feasible for you. However, when the number of customers and teams increase, this becomes more complicated and time-consuming. Automating chat assignment will give a great boost to your customer support. As a consequence, you can enjoy optimized workflow management, faster resolution time, and better customer satisfaction.

This is where Message Channels feature can help your business. You can categorize conversations into topic-based channels. By creating separate channels for different teams in your organization, you can streamline different types of customer queries.

For example, if you are a SaaS business, you can have separate message channels for Sales, Support, Product Demo or Feedback and create Groups (another Freshchat feature) for your different teams and map the groups to the corresponding message channels. When a customer initiates a chat within a channel, it’ll automatically get routed to the respective team and anyone from the team can pick up the conversation and start responding.

Do more than just organizing and routing queries

With Message Channels, you can do so much more than just connecting the customers with the right expert.

You can customize welcome messages to set the right context or expectation with your customers. Or when you have an issue like upcoming server downtime or maintenance work, you can create a new channel and craft the right message on the fly to update customers in real-time.

For example, let us assume there is some issue with your Marketing API. You can create a message that says, “We are currently facing slow performance on our Marketing API and will be fixing this within the next 4 hours with a DB migration. If you still have issues post 2:30PM GMT, do reach us right here”

You can even have a different set of Message Channels for different landing pages of your website. Or have different Message Channels for customers from different geographies or on different subscription plans.

When you are a global business, it is important to communicate effectively with your customers, in the language that they speak. You can make an impression on your customers with Multilingual Message Channels. Having a multilingual support system on your website will help engage more people globally and market your products and services to them. It will make them feel at home with your brand.

Organize your support with Message Channels

Customer support can seem daunting at times, but with the right software, you don’t have to worry about juggling conversations and dropping the ball on your customers. You can also skip the dull task of manually routing support requests among your team and trying to figure out the right person to get your customers connected to.

Customers invariably expect a quick resolution to their issues and nothing helps more than an omnichannel support system that can connect them with the right experts and reduce their wait time. With an efficient workflow like Message Channels, you can achieve speed and accuracy in your responses, which are the most important aspects of a good support team.


Cover illustration by Karthikeyan Ganesh