4 Tips For Gaining Key Insights From Your Customer Service Chat

lightbulbWe all know live chat can be amazing for answering consumer questions, making sales, and helping potential customers find what they’re looking for.

However, one of the most overlooked aspects of live chat lies in the data that can be collected from chats, and the insights that can be gained from it.

Let’s take a look at four crucial tips for gaining key insights from your customer service chat.

Create a post chat survey

Post chat surveys will allow you ask specific questions regarding your online business. From questions pointed at determining the effectiveness of your staff, to questions regarding the ease of navigation throughout your website, collecting responses to prominent questions will give you the insights you need to better serve your online customers.

Ask specific questions

When your team are chatting with customers and web visitors via your customer service chat, have a list of specific questions to ask. Not only will these keep things uniform among different chat operators, but will allow you to collect data that is comparable. Once you have enough data from these questions, you may find out that a great portion of your visitors are having the same issue, or feel a certain way about a specifc feature or product.

Make note of recurring questions/concerns

Many times, consumers see things about your business that you generally cannot. Day in and day out you spend more time than anyone “in the weeds” of your business. However, from a customer, or a new visitors standpoint, certain things may not appear as obvious. For instance, you may know exactly how to navigate to specific portion of your site, yet for someone new it may be difficult to find. By making note of concerns like these, a simple navigation tweak could have a great effect on your conversion rate.

 

Use proactive survey questionnaires

Proactive survey questionnaires are in general not as detailed as post chat surveys, but can be just as insightful. The simplest version of this obviously would be “Are you finding what you are looking for?” but could involve questions about your customer themselves. Things such as age range, gender or job title can give you more insight into who your audience really is, and can help cater your content and offerings to match.

Why Website Customer Service Chat Is Better Than Traditional Customer Service Options

Raise your hand if you like to listen to the music that organizations play when you call customer support and you are told to “please hold for the next available agent.” Raise your hand if you enjoy getting lost in a maze of automated phone options that all seem to lead to a dead-end. I think it’s safe to say that no one reading this is raising his or her hand. No one enjoys calling customer service.

Raise your hand if you like to listen to the music that organizations play when you call customer support and you are told to “please hold for the next available agent.”  Raise your hand if you enjoy getting lost in a maze of automated phone options that all seem to lead to a dead-end.  I think it’s safe to say that no one reading this is raising his or her hand.  No one enjoys calling customer service.

Time flies and we’re already half way thru 2013.  Yes, 2013!  We’re well out of the 1990’s.  Today the world is a different place.  We all spend a large portion of our lives on the Internet, texting, and using social media.  We’re all acclimated to using various forms of communication and we use them regularly.  In fact, I think many of us are more comfortable texting or emailing than making a phone call.

When you couple the fact that calling customer support is widely viewed as an unpalatable customer experience with the fact that we are all comfortable with texting, social media, and emailing – it becomes glaringly obvious that the traditional customer service communication option – the phone – is no longer preferred or optimal.  Isn’t it time that we moved on?

Here’s why website customer service chat is better than the traditional customer service communication option (phone):

  • Live chat is a more pleasing and convenient experience for your customers and it allows them immediate access to a real person – not a maze of automated phone options that just piss you off.
  • Customer wait time for a support agent via live chat is substantially shorter since customer support agents are more productive when using live chat.  With live chat a single support agent can handle 3-4 support chats simultaneously as opposed to just handling a single phone call at a time.
  • Live chat can be triggered by certain events, or the actions of a website visitor, to proactively address potential customer issues.  This is a great way to wow your potential and existing customers.  Imagine how gratifying it would be for you to have an issue addressed before it becomes an issue?
  • Live chat is a highly effective mechanism for enhancing your brand and cultivating a customer base that is enthusiastic about your company and your products and is willing to spread the word about how great you are.  So, if you use the Net Promoter Score to measure your relationship with your clients then using live chat should be helpful in boosting your Net Promoter Score.

 

To succeed we need to please our customers.  Our customer referrals and references are our best form of marketing communication.  Key to enhancing our client relationships is the way in which we treat our clients when they need help.  Live chat is a no-brainer to improving customer support productivity and improving the perception you occupy in the mind of your clients.