A good number of studies, articles, and publications have pointed to the benefits of live chat on e-commerce sites. For one, this system of customer service provides a business an edge over its competition. A study has revealed that businesses, in spite already knowing the good real-time chats provides, still do not offer it. This opens up a lot of room for one or two businesses to pioneer in the field. For example, leaders in the retail business do not employ chat systems, which could allow smaller players to lead and be among the first in the provision of this system, which may in turn let them carve a customer service niche. Moreover, recorded chats can reveal to a company particular “pain points” of their customers. These chat sessions with customers are a gold mine of information for companies that are looking for ways to improve on their service, as they get information on the common concerns that catch the ire of their website visitors.
But with the benefits of these chat systems revealed, it should be noted that it cannot provide those benefits properly if the business does not know how to properly utilize it. With poor execution, the potential of this system cannot be fully realized. Thus, along with realizing what is good about it, business should also know how to make the most out of this software. Here are a few points to consider:
A team to manage and actually man this system should be properly trained
Live chat systems can also prove to be useless if the representatives chatting with the customers have weak knowledge about the company’s products, inventory, and navigation of the site. In an ideal setting, chat representatives should know the e-commerce website inside out with eyes closed and should be prepared to answer the most common customer queries. These representatives should also know real-time events like how much of a product is left in the company’s inventory or if there are system issues on the website. Constant updates and follow-up training sessions, along with FAQs and cheat sheets would improve their performance and enable them to be quick about answering customers’ concerns.
Awareness of shopping reaps benefits
This is especially true for products or services that have an international appeal. For example, an online shop that sells Formula 1 memorabilia may have a more international audience compared to an online shop that sells NBA or NASCAR gear. With this knowledge, the owner of the online shop should be aware of where his or her shoppers are coming from, primarily to forecast how many people should be ready on the live chat system to answer customer queries. In the example mentioned earlier, F1 paraphernalia would be most popular to shoppers in Western Europe, as well as in the Middle East and East Asia. Stores offering specialized products should not expect that sufficient manpower during 9 to 5 Pacific Time to work.
Being systematic is fine, but being robotic will not work
A primary edge of installing a live chat system to an e-commerce website is to provide human help – the kinds that feels authentic and personal to the customer. Thus, it will never help if the service your personnel provides would lack empathy and sincerity. Making chat personnel answer in a canned manner without consider whatever special circumstances a particular customer may be in would be disastrous to a company’s customer service reputation. Customers can spot out and feel wooden responses right away.
With these factors put into action, there is no doubt that a live chat service will form an integral part of a company’s successful customer service campaign.