How CMOs Can Boost Social Media ROI with Live Chat

Advanced customer experience programs use social media and live chat integration to deliver proactive service—and improve ROI in the process. Learn how.

Advanced customer experience programs use social media and live chat integration to deliver proactive service—and improve ROI in the process.

A recent survey of CMOs showed that, while big money is spent on social media, only 11.5% of companies are able to show the quantitative effects of social media on their bottom line.
Increase social media ROI with live chat

Companies with the most advanced social programs are not simply sharing and commenting; the early-adopters of profitable social media programs leverage third party tools and technologies to implement, execute, and track sophisticated strategies.

While tools like deep linking in Twitter’s Direct Messaging claim to “connect the dots” for companies measuring touch points along the customer journey, these mainstream solutions likely won’t elevate companies into the top 11.5%. Enterprises that want to leverage social media for ROI require a robust tool—one that can track person-to-person interactions through the entire customer journey and provide a valuable feedback loop to agents and CMOs alike.

Here’s how:

Quick and Qualified Answers

By leveraging enterprise-level social-to-live chat integration, CMOs can reduce the time their marketing teams spend wondering what to do with what are really customer service inquiries. And customers receive a more consistent experience. Plugging in live chat during the research, decision, and finally onboarding phases of the customer journey means lower online attrition and improved conversion rates at every stage. Trained customer service agents have instant access to previous chat records, social profile information, CRM details and more, making it easier for them to handle inquiries swiftly and efficiently, providing the customer with the answers needed before there’s time to consider another vendor.

Hands-on Hyper Care for Customer Experience

Sometimes there’s no a quick answer to an inquiry, and public comments aren’t the best platform for figuring out tough customer service issues. When prospects and customers encounter confusion, they’ll look for a clear, direct answer. Followers will likely get frustrated with excessive alerts, and marketing team members might spin their wheels looking for information that’s not readily available to them. This is where live chat comes in to reduce friction and wait times. Integrating enterprise live chat into social media keeps response times low, satisfaction rates high, service reps informed, and marketing teams marketing, ultimately returning more dollars and cents to the bottom line.

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Quantifying the Value of Social Media – and Customer Service

Most marketers struggle to connect social media engagement to prospect and customer actions making it nearly impossible to directly tie a dollar amount to social media success. Live chat tools like Velaro capture at least some of this as customers with concerns or questions pass into the live chat platform where exceptional tracking and chat-to-shopping cart integrations tie individual events to data.

We already know that social media users are willing to spend 21% more on companies that deliver excellent customer service, and integrating live chat is the first step to harnessing the power of social buyers. By converting inquiries on social media to live chat sessions—and tracking the success rates—companies can both prove and boost the value of the social media platform when it comes to delivering an exceptional customer experience and driving revenue.

With enterprise live chat, CMOs can create a more efficient and effective social media and customer service experience. Learn more about generating lift with Velaro’s social media integrations.

3 Proactive Customer Service Results that will Delight Your Customers

A shift is happening in the customer service industry: reactive strategies are being replaced with proactive customer service programs.

A customer service agent speaking on the phone

When 87% of adults surveyed report that they want and expect companies to proactively reach out, waiting for customers to contact you leads to missed opportunity after missed opportunity to delight your client base.

Tools like proactive customer chat allow companies to initiate support at known pain points in the customer lifecycle. And with a partner like Velaro, organizations are retaining more customers than their competitors.

REDUCE CALL CENTER VOLUME

Proactive customer service strategies, by their nature, reduce inbound call center volume. Targeting known customer pain points is the key here. For example, 57% of inbound call center calls are attributed to a customer’s inability to locate the information they need. After basic customer service automation is in place, more sophisticated “next level” proactive tools allow companies to easily outpace the competition. Proactive chat, for example, allows service reps to monitor site traffic in real time, send a customized chat to site visitors, and prevent abandons or head off call center inquiries before they even take place. This translates into faster service for customers and a more efficient customer service team for your business.

INCREASE CONVERSION RATES

Best-in-class proactive customer chat also allows companies to automate chat initiation when certain behaviors are triggered. For example, if a customer searches for a key phrase such as “how to place an order”, a chat invitation is automatically deployed, keeping customers engaged even when experiencing confusion. Or allowing an agent to assist in getting them to order completion quicker and with fewer steps or missteps. This shortens the buying cycle, and more importantly, it reduces the number of customers abandoning your site. Proactive chat tools also allow companies to target visitors based on behavior types–such as buying behavior, or site exit behavior–to reduce churn and increase conversion rates.

IMPROVE RETENTION & REVENUE

Saving company employees time and reducing customer confusion both yield quantifiable returns for businesses. Forrester Research named proactive customer service as one of the top trends in 2015 due in large part the operational benefits of such strategies. Proactive live chat has been shown to produce a 105% ROI by improving retention rates and revenue numbers. Additionally, arming agents with a way to have an intentional, ongoing impact on the bottom line is a great way to make everyone feel good about the work they do—and a happy team is that much better at delivering a positive customer service experience.

Learn how the most trusted live chat solution can help you get proactive with your customer service.

3 Ways Healthcare Leaders Can Protect ePHI

Lost or stolen laptops, hackers, identity theft, malfunctioning computers. If your organization handles electronic protected health information (ePHI), these are just a few of the risk factors that could impact the security of your operations.

In fact, the HIPAA Security Rule requires organizations that qualify as covered entities to establish security measures that reduce risks to a reasonable or appropriate level.Hands-TypingWhile this can mean different things to different organizations, there are three common – and effective – strategies healthcare leaders employ to safeguard patient privacy.

1. Conduct a security assessment.

Under the Health Insurance Portability and Accountability Act (HIPAA) Security Rule, all health care providers, health plans or health care clearinghouses that meet the criteria of a “covered entity” are required to conduct a periodic risk analysis to examine all the ePHI their organization creates, receives, maintains or transmits. It’s important to conduct a risk assessment at least once a year, as changes in IT infrastructure, organizational hierarchies and staff turnover can all introduce new vulnerabilities. Going through this process will help your company take stock of where ePHI is being stored and how it is being shared between providers, payers and patients. Once the flow of information has been outlined, it will be easier to identify risks that would result in compromised confidentiality, inappropriate alteration or deletion of ePHI or the chance that ePHI might not be available when you need it. Not sure how to get started? The Department of Human & Health Services now offers a tool to assist in security risk assessment.

2. Encrypt your data and use secure platforms.

Although not explicitly required by HIPAA, data and email encryption is an industry standard for protecting ePHI. By using enterprise-grade 256-bit SSL encryption on your live chat and other electronic communication platforms, your organization can mitigate unauthorized access to information, both when it is stored and when it is transmitted. And because encrypted ePHI cannot be read or used without a decryption key, per HIPAA’s Breach Notification Rule, encrypted ePHI that is stolen, lost, or unintentionally sent to the wrong recipient is not considered a “breach.” This removes the requirement to provide notifications to: (1) affected patients; (2) the Secretary of HHS (i.e., the federal government); and/or (3) prominent local/state media outlets. It also eliminates the resulting fines, investigations, lawsuits and/or negative media attention that could occur as a result of an actual data breach.

 

What does enterprise-level live chat security look like? Download the white paper and find out.

3. Cultivate a culture that respects patient privacy.

Not all tactics to protect ePHI can be managed by software. A critical component of protecting patient privacy is creating a culture in which ePHI is respected and data security is seen as an organizational responsibility. For starters, establish a privacy policy to not accept patient information over unsecured web or email channels. Although this can’t totally prevent your patients from sending protected information to you, it does communicate to both employees and patients that this is not a desired form of ePHI transmission.

 

Get the top 5 live chat agent training tips to get you started on building the right kind of culture.

 

Beyond this, dedicate the time and resources needed to educate your employees on patient privacy laws and guidelines. This includes situational training and visual workplace cues, such as screensaver reminders, posters or hotlines. Uninformed employees are one of your biggest sources of risk, and, as such, require constant consideration.

Learn more about how Velaro serves customers in the healthcare sector.

Integrating Your Live Chat and CRM Platforms to Strengthen the Customer Service–Sales Relationship

Empower both your customer service agents and your salespeople with a real-time channel of customer intel that keeps both parties in
the know.Hands-Laptop 2

It’s hard to remember the days when customer service calls were made anonymously. Today, there is an expectation that customer service interactions, especially live chat interactions, will be efficiently executed, thanks to behind-the-scenes data streams providing agents with the details needed to swiftly and appropriately serve their customers.

Critical to those data streams is the reliability of their source. By integrating an enterprise-level CRM like Microsoft Dynamics with your live chat platform, you can establish a single source of truth for your organization, bridging the gap between support and sales and delivering a consistent, personalized experience for your customers.

Customizing the Conversation

The increasing popularity of live chat has led to heightened expectations for speed of service. Today’s customers have little patience for the delays of record retrieval, or worse, repeating information your customer service team should already know.

By integrating Microsoft Dynamics with your live chat platform, you enable your agents to pull valuable customer insights from your company’s CRM without ever leaving the live chat window. With a 360-degree view of the customer, including purchase history, service records, past interactions, location and contact information, the agent can instantaneously tailor their conversation, getting the customer the answers they need as quickly as possible.

Perfecting the Pitch

Live chat transcripts often capture unique insights into customer challenges and weak spots in a product or service portfolio. These insights can help salespeople optimize their pitch to a potential customer through the use of add-on options, custom sales packages and other innovative solutions tailored to the customer’s specific needs.

Again, live chat and CRM integration can make a big difference here, allowing agents to append live chat transcripts, metadata and survey results to Microsoft Dynamics records with a single click. This ultimately provides salespeople with accurate, up-to-the-minute intel on leads and customers while minimizing the burden on customer service staff and preventing duplicate data from creeping into the system.

Tracking New Opportunities

Many customers’ first engagement with sales will be asking a question about product features, service capabilities or quote requests via live chat. Capturing these initial interactions in Microsoft Dynamics is a critical first step for effective lead nurturing. After requesting their name and email, prospects’ information can be loaded into the CRM and primed for use in multi-channel marketing campaigns that are relevant to interests conveyed during the conversation.

Whether you’re coming from sales or customer service, having access to customer history, live chat transcripts, recent purchases and account information provides a comprehensive knowledge base to improve interactions with potential and existing customers alike.

Maximize your investment in Microsoft Dynamics by integrating your CRM with live chat software built for the enterprise. Request a demo and see just what Velaro can do for you.