Recently, a survey conducted by the Harris Poll found that poor customer service costs Americans $108 billion a year. An example of the poor customer service leading to this whopping cost is one we all know too well. You know, the one where you are placed on hold and forced to listen to some lame music – or better – when you have to endure listing to a recording try to sell you something you don’t care about.
Recently, a survey conducted by the Harris Poll found that poor customer service costs Americans $108 billion a year.
An example of the poor customer service leading to this whopping cost is one we all know too well. You know, the one where you are placed on hold and forced to listen to some lame music – or better – when you have to endure listing to a recording try to sell you something you don’t care about.
The survey revealed that Americans reported wasting more than 30 hours per year waiting for a customer service response. Although we all sort of know this and have discussed these issues before seeing these numbers makes it hit home just a little harder.
From the survey results we also learned that one-third have cancelled their service with the vendor due to poor service and that what bothers customers the most is waiting on hold for help. Remember, the ability for a customer to move to a competitor is becoming easier. In most cases it can be done with a couple of clicks of a button.
Interestingly enough, a customer service benchmark report recently conducted by eDigital Research found that business live chat is the most satisfying modality for customer engagement. In fact, 73% of those included in the study reported that they were satisfied or very satisfied with their live chat experience.
This all makes total sense. We live in an on-demand world and online patience is waning. We want what we want and we want it NOW! Implementing a live chat application on your website is the perfect way to address the customer service concerns highlighted by the Harris Poll and give your customer what they want – when they want it.
So, although live chat software has been around for many years, maybe now we are beginning to see the rise of the online communication king. All hail live chat!
Oh, one thing, if you think you can just put a live chat button on your website and you’re good to go – you are making a big mistake. For tips on how to properly train a live chat agent check out this short video and accompanying PDF.
Tracking customer service interactions is critical for improving and training your team. Forsmall to medium-sized business, though, working with those recorded calls is a labor-intensive (and/or cost intensive) operation.
“This call may be recorded for quality and training purposes.”
– Customer Service Lines Everywhere
Tracking customer service interactions is critical for improving and training your team. Forsmall to medium-sized business, though, working with those recorded calls is a labor-intensive (and/or cost intensive) operation. Live chat provides an alternative solution, allowing for customer interactions to be recorded in a format that’s much easier to run analytics on.
The next step is to be able to have a direct understanding on how your customer service interactions are driving buying behaviors. With the emerging connectivity between live chat provider software and Google Analytics, this type of information is available now.
A Robust Analytics Engine for Live Chat
Google Analytics is the premier tool for measuring site visitor interactions through your website. By setting up custom event tracking, for example, you can monitor the difference in your sales conversion ratio between people who read your blog and those who don’t. This sort of data provides crucial insights into the best methods for improving your web site and visitor flow.
Now that same robust engine is available for tracking the effectiveness of your live chat interactions. Live chat software providers that offer Google Analytics integration (likeVelaro) allow you to trigger live chats as a custom event. This integration means you can:
- Directly measure the impact of your live chats in a buyer’s journey through your website
- Determine how and when people access live chat during their visit
- Measure the effectiveness of individual live chat agents by determining the conversion rate for customers who engage with each agent
This functionality allows for an unprecedented view into the impact of live chat and even gives you the insights you need to improve your website and customer service team.
The Future of Live Chat Analytics
Of course, custom event tracking for engaging in a live chat is just the tip of the iceberg when it comes to live chat integration with Google Analytics. The future of live chat insights could create an unprecedented amount of understanding that can lead directly to improved customer experiences (both in a chat and out of one). Here are some of our visions for the future of live chat analytics:
- Chat Transcript Keywords as Custom Events – By allowing specific conversation topics and keywords to trigger as a custom event, brands will be able to understand which topics lead to a better conversion rate and which questions customers find most critical to making a final decision.
- Sentiment and Success Tracking – When the sentiment and “success” of a live chat can be integrated as a measureable event in analytics, brands will have the insight they need to fully measure the impact of a specific live chat, and that live chat agent, on a customer’s purchasing behavior.
Because the integration capabilities of Google Analytics are new and growing, the near future will see a wealth of new features and abilities. These types of insights will be critical for improving the customer experience on your website. Using live chat is the first step, understanding the impact it has is the key to the following steps.
To find out more about Google Analytics integration with live chat tools, contact our team today.