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Are customers getting harder to please?

30th Jan 2018
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It has been noted within the live chat software industry that customer satisfaction has taken a slight tumble despite response rates increasing. Not so long ago consumers could expect to wait in phone queues or days for an email response before getting their enquiry answered. Today, customers can instantly be connected to a representative via live chat to have their questions answered quickly, yet they are still not fully satisfied with the service.

So how can organisations improve their service via chat whilst maintaining a fast pace?

Firstly, save your operators time having to identify the consumer by asking qualifying questions on the pre-chat form, this can include their email address, reference/customer account number or postcode etc. This information can be presented to the representative as soon as the chat session begins, allowing the operator to optimise the time that the visitor is typing their enquiry to look up their records.

Whilst the visitor is typing the representative can see what is being said in real time. This allows operators to gain an understanding of what the enquiry regards, as it can help to see the visitor’s thought-process. If they keep editing what they are going to send, they may have already typed what the representative needs to know but haven’t fully expressed the information in their completed message.

In this digital age, consumers can start a chat at their own convenience. This can be at home, during a lunch break or whilst travelling, they are not at risk of being overheard therefore won’t have to wait until they are in private or have to time when to contact the company due to fears of high volumes of enquiries. Representatives can handle more than one enquiry at a time, helping to meet the demand of the workload. On average, once fully trained, operators can handle three chats comfortably. However this can fluctuate depending on the complexity of the chat or speed of the typist.

Representatives can use predefined-replies, also known as canned messages, to speed up their response rate, by selecting an answer from a library of pre-agreed responses. The reply can be edited before being sent to the visitor to ensure it answers their enquiry fully. If the answer if readily available on the website, advanced live chat software can automatically navigate the visitor’s browser to a page the operator chooses, encouraging self-help by signposting them to the correct area of interest. Alternatively, if the information is available in document form this can be sent to the visitor in chat via file transfer.

This type of functionality can help serve a consumer quickly, however representatives need to ensure their service meets or exceeds expectations as well. Managers can analyse reports to monitor operators’ KPIs and can drill into individual chats to identify areas in product or service knowledge that needs improvement and can offer representatives more training or the information they need.

If a representative is fully trained, has the right knowledge, responds quickly to visitor enquiries, ensuring all questions are fully answered and confirms the visitor is completely happy before a chat session ends, there should be no reason why the consumer is not pleased with the level of service they received.

Are your customers getting harder to please? How does your company monitor their level of satisfaction?

Author Bio: Gemma Baker is the Marketing Executive for UK live chat software provider, Click4Assistance, with a range of digital knowledge within PPC advertising, SEO practices, email campaigns and social media.

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