Businesses look for ways to offer proactive customer service on multiple channels. Many organizations recognize traditional online materials don’t have to be static marketing tools. Business 2 Community suggested one of best practices for business websites is to engage viewers through interactive functions like live chat.
As companies rush to include chat features to online platforms, they sometimes make basic performance mistakes. Here are five web chat problems customer care centers should avoid:
1. Bombarding consumers
Live chat should be convenient. It’s common practice to have a chat window pop up as soon as a user opens a website. Businesses need to test performance, though, to see where the window appears and how.
A Web design contributor for Forbes magazine said many companies make their websites too busy or too flashy. A business may spend a lot of time and resources creating a perfect display for online audiences and then just throw on a chat box without considering if it conflicts with design or blocks other information.
2. Inconsistent responses
Another problem with pop-up displays is technology may provide speedy service, but employees are slow to respond. Consumers may open a website, receive an automated greeting, respond and then wait for care agents to notice visitors’ interaction with the chat window features.
Software systems can provide online channel monitoring tools but chat features won’t deliver optimal service if employees aren’t just as reactive as the technology. Web chat communication tools need to alert care agents as soon as consumers engage with chat options and provide care centers with visibility of which agents are available.
“The greeting phrase must speak to a consumer’s needs and be on brand.”
3. Canned greetings
Companies often program chat boxes with automated greetings. There’s nothing wrong with this. It ensures consumers can see service options instantly. The greeting phrase, however, must speak to a consumer’s needs and be on brand.
Greetings can be automatic, but they shouldn’t sound canned. Each business must be aware of consumer preferences and offer introductory phrases that represents a company’s unique service. Consumer care centers should try a few options and track which ones receive the best responses.
4. Unprepared employees
Website visitors can see basic product descriptions, prices and shipping information. Communications offered by employees engaging with consumers in real-time through co-browsing should offer insight into the business and customer service options that go beyond the usual business website information.
Knowing common problems is helpful. Care agents should have best practices for guiding visitors to the information and resolutions they need. Customer relationship management technology should display proven strategies and explain common problems audiences communicated in the past.
5. Not learning anything
To provide employees with the data they need for co-browsing success, businesses should record the details about co-browsing interactions. Practical Ecommerce said companies can use real-time online interactions to learn about common website pain points and customer concerns that may inform overall business practices.
In any interaction, care agents may prioritize addressing consumer issues and put data collection on the back burner. Managers can help care agents learn from their engagements and capture details for the organization by making information tracking easy. Care centers should seek out software solutions for better data practices.
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