Implementing web chat? Seven Ways to Improve Effectiveness - Part 3

31st Oct, 2014
Read time: 2 minutes

In the second part of this series we discussed seven ways to support agents to provide more effective web chat responses which you can view here.

As an organisation you will want to maximise the effectiveness of any technology deployment to increase the opportunity for customer satisfaction and improved contact centre productivity. As you consider implementing web chat in your organisation it may be useful to match your plans with these best practice suggestions.

Below are seven tips for improved results from your implementation:

1. Routing the chat to the correct agent – Plan the routing as carefully as you do with voice based routing to ensure that the agent answering has the highest chance of success and the customer has a greater possibility of gaining results.

2. Reducing the amount required on your online form – Avoid burdening the customer with forms too early; a simple capture of name and email is usually sufficient.

3. Prioritise pages and route effectively – Assess every web page and rank them in order of priority for web chat. For example, a customer on a payment page may need quicker support than someone browsing product details. Route chats with appropriately ranked priorities.

4. Improve your website – Use the chat feedback to make improvements to omissions or errors on your website. Do this initially once a week to review the common questions and use FAQs to improve your website. Synchronise with your web team and add the required content and address concerns raised.

5. Provide a seamless social experience on the channels that you currently support - Add live chat buttons and links on your newsletter and at the base of emails to social media such as Facebook, Twitter, LinkedIn, Google+.

6. Collect feedback from your customer - Provide a post chat survey button within the chat widget. You can also actively email all chat customers and request a survey response.

7. Be secure with data - Web chat travels over HTTPS so is technically secure, however due to storage and access to the records post chat, sensitive information should be kept out of web chat. Don't let visitors type in details such as their credit card information, as this might be held in the chat log and emailed back to the visitor. Consider appropriate good practice for your organisation to reduce risks of personal information appearing within the chat transcript.

Proactive Chat – extra note of caution

Proactive chat is the feature that pops up into the web page. Research by Gartner supports the use of Proactive chat to assist customer purchases when they are hovering on the check-out page, or to add help when customers are spending longer than average on the FAQ page.

Be aware that proactive chat may be intrusive. Approach the offer carefully and remember that customers may need time to reflect. Analyse average time on page statistics and then offer chat after an appropriate delay before the average time ends so you can engage and answer.

We hope you have found these tips useful. Be sure to see our common errors in web chat deployment and other multichannel best practice articles.

For more industry best practice, tips and research reports, be sure to follow our updates on Twitter, LinkedIn and Google+.

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