Live Chat: A Worthy Addition to Your Digital Customer Service Strategy
August 8, 2019
If you’re concerned with customer experience, then you’re probably concerned with supporting your customers across the channels convenient to them. And if you want to provide top-notch customer experience across those channels, you’ve probably explored or embraced live chat.
We define live chat as 1 to 1 private messaging through a website. It is typically session-based, and is a great way for digital customer service or call center agents to help multiple customers at a time. Furthermore, customers love live chat, and that love’s growing. Millennials prefer text messaging to telephone conversations, with 52% saying they’d rather text than talk. Live chat capitalizes on this preference.
But live chat can be a double-edged sword. While it enables your agents to help multiple customers simultaneously and efficiently, helping too many customers at once can overwhelm your agents. So what are the advantages to implementing live chat into your digital customer service strategy?
1. Live chat helps you prepare for the future of customer service communications
An investment in live chat is a way to prepare for channels that will define the future of customer experience.
Earlier this year, Mark Zuckerberg asserted that “the future of communication will increasingly shift to private, encrypted services,” and away from the public world of social media. Zuckerberg’s prediction is backed up by industry trends. According to Business Insider Intelligence, messaging apps overtook social media networks for active monthly users in early 2015. That number continues to grow, and helps explain why, in 2018, Facebook, Twitter, and WhatsApp released APIs to connect with their messenger programs. When consumers connect with your company’s agents through Facebook or Twitter they are able to get an experience similar to live chat.
Fortunately, live chat and messenger apps are twins: not identical, but very alike. If your agents have already incorporated customer service through messengers apps, the transition to and addition of live chat to your digital customer service strategy will be seamless as customers communicate increasingly over private channels.
2. Live chat with Clarabridge Engage allows you to embrace both synchronous and asynchronous messaging for greater efficiency
An omni-channel strategy is incomplete if it’s limited to one kind of conversation. If you want to meet customers in all the ways they communicate, you’ll have to embrace not just multiple channels, but also multiple styles of communication: synchronous and asynchronous.
Embracing both synchronous and asynchronous communication completes your omni-channel approach. Synchronous methods of communication, like telephone conversations, make customers happy because they provide immediate access to agents, and put customers at ease. Asynchronous means of communication, like email, can also benefit customers who don’t have the time to wait around. To shirk either is to have an incomplete omni-channel strategy. For instance, the immediacy of synchronous communication is great if your customer has a pressing problem. If your customer has a less urgent question, though, they may want to chat an agent while doing several other things. For that sort of exchange, an asynchronous means of communication is more appropriate.
Deployed correctly, live chat can be perfect for either approach. If a customer needs immediate attention, live chat puts their concerns in front of a customer representative right away. At the same time, customers can also reach out to an agent on chat while multi-tasking, and receive answers they return to at their convenience.
If you want to learn more about how live chat with Clarabridge Engage supercharges your omni-channel digital customer service strategy, download our infosheet “How to Engage Across Digital Channels in One Platform”