Live Web Chat Matters: A Business Case for Small Businesses

In the “2017 State of Workspace and Communications Services” report TIRO Communications jointly published with Davinci Virtual at the beginning of the year, we noted that technology has disrupted how customers want to communicate with businesses. It does not matter if the business is a global enterprise or a small business; Customers have the same expectations in terms of engagement—in terms of both sales and service. They want to anywhere, anytime, and on any device. They also want multiple engagement options. Offering them a phone number to call isn’t enough.

When it comes to customers on your website, simply offering them static content no longer is sufficient. They expect to have personalized experiences served up to them; product recommendations and content based on their identity and browsing behavior. They also expect to have multiple engagement options—live web chat, email, phone, text, online knowledgebase, and social media.

Forcing customers to look for “Contact Us” details or only offering them limited engagement options can be frustrating—or even detrimental. Traditional engagement channels no longer suffice. Email engagement forces them to wait extended periods of time for a response. Further, lacking live engagement, email often does not answer their questions or resolve their problems. And while phone offers customers live engagement, it also assumes they are in a location where they can conduct a phone conversation, in addition to forcing them into long wait queues. The latter can prove detrimental very quickly. Many customers are unwilling to wait for their calls to be answered and elect to take their business elsewhere. Forty percent hang up after 60 seconds, with 34 percent never calling back again.

Digital transformation removes the engagement gap between small businesses and much larger counterparts. Chatbots, live receptionists, live web chat, and other engagement technologies allow small businesses to build their own communications channels or to outsource them to third parties like Davinci Live Receptionist, Davinci Auto Receptionist, and Davinci Live Web Chat services, quickly and easily. 

Visitor engagement on your website is no longer an option. Fifty-five percent of visitors spend less than 15 seconds on a website. For those that need assistance, one-third prefer to use live web chat. For organizations that deploy live web chat the following recommendations will help ensure success.

  1. Integrated Channels.

    One of the most often-cited frustrations of customers when it comes to sales and service interactions with businesses is the lack of end-to-end workflows across each engagement channel. Why is this important? Sixty percent of customers use more than one engagement channel. With over half of enterprise contact centers unable to provide end-to-end workflow interactions, this offers small businesses a unique competitive opportunity. By either engaging a third-provider with integrated workflows or acquiring integrated technological solutions, small businesses can close the gap with enterprise competitors or even race past those lacking such capabilities.

 

  1. Proactive Engagement.

    Customers do not always seek out live web chat when visiting your website. However, by offering live web chat to customers based on their identity (viz., high-value customers) and online behavior, businesses can increase lead generation, lower bounce rates, and drive sales.

 

  1. Expert Chat Agents.

    When customers do engage with you on live web chat, they expect to chat with sales or customer service agents who have an in-depth understanding of products and services in question. If you manage live web chat in-house, you need to ensure your agents are fully trained on the live web chat solution and your products and services. In the case that you outsource live web chat, you need to confirm that their agents are trained on your products and services and they have the right workflows in place to ensure that customers move seamlessly between engagement channels.

 

  1. CRM Integration.

    Integration of live web chat with your CRM system allows you to activate new leads and log details on chat interactions with prospects and customers in real time. This means that account managers and live web chat agents have prior engagement details at their fingertips for their next engagement with the prospect or customer.

Patrick Spencer

Patrick Spencer (Ph.D.) is the President and Founder of TIRO Communications that helps companies develop, build, and manage content, customer, advocacy, and demand-gen programs. Included in its offerings is TIRO Cognition Insights, a data analytics tool that enables B2C and B2B businesses to pinpoint what their customers and competitors’ customers are saying and to identify corresponding actionable product, services, competitive, sales, and marketing intelligence.

LinkedIn Profile: LinkedIn
Website: www.tirocommunications.com

Be Sociable, Share!
Patrick Spencer

Patrick Spencer

Patrick Spencer (Ph.D.) is the President and Founder of TIRO Communications that helps companies develop, build, and manage content, customer, advocacy, and demand-gen programs. Included in its offerings is TIRO Cognition Insights, a data analytics tool that enables B2C and B2B businesses to pinpoint what their customers and competitors’ customers are saying and to identify corresponding actionable product, services, competitive, sales, and marketing intelligence. LinkedIn Profile: LinkedIn Website: www.tirocommunications.com

Leave a Reply