Live chat has a great deal to offer an organization. With it you can increase online sales conversions and customer service productivity as well as improve your relationship with your site visitors and customers. But to reap these benefits – to squeeze every last drop of value out of your investment in live chat – you must implement and manage live chat properly.
Live chat and dieting.
Unfortunately many are led to believe that to use live chat effectively all you need to do is paste some code on a webpage. But to get the most from live chat you need to be more strategic.
Now, I don’t want you to think that implementing live chat is like implementing SAP – it’s nowhere close. Instead, implementing live chat is more akin to dieting. When you diet you do the following:
- Determine a goal (I want to lose 10 lbs)
- Establish a process and indicators that you will use to measure your progress towards your goal (every morning you get on a scale and weight yourself to see if your weight changes)
- Use data to understand if your approach is working and from this data, identify and implement adjustments to your approach that will help you to move closer to your goals (if my weight increases I will exercise more and eat less carbohydrates)
Basically, to get the most out of live chat you need to manage your performance. Sounds like common sense right? But if you’re reading this and you use live chat – do you manage your live chat performance? Does your live chat software provide you with real-time reports that arm you with the information you need to implement changes and continuously improve?
If you’re reading this and you don’t use live chat but want to, do you have any idea what goals for your organization’s use of live chat are most appropriate? Do you know what processes and performance indicators you should employ? Do you think you will know how to look at performance data periodically to determine what adjustments are most likely to improve your use of live chat?
The best person to help you with this is your live chat vendor. If the extent of your live chat vendor’s expertise and willingness to support you begins and ends with “take this code and paste it on your webpage” then you’ve made a mistake.
Squeezing the most out of live chat requires that you actively manage your live chat performance, that you have access to the right performance data and that you engage with a live chat vendor that is passionate and committed to ensuring that you use live chat effectively.
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