Posted by Mandeep Singh Kwatra
Today, customer experience (CX) is undeniably the primary metric on which companies compete. It cannot be ignored that a digital journey drives high CSAT, according to McKinsey research, which found 76% of customers were satisfied with a fully digital customer service journey, compared to only 57% for a traditional customer service journey. Digital channels of service are not limited to only the self-help or email channel. Chat has been, and continues to be, one of the significant channels in managing customer service and helping customers get the right answer fast.
A balance of both traditional and digital that brings the right tone and language includes digital chat as an essential component of today’s optimized customer experience. And chat, in particular, drives significant ROI for businesses, such as reducing shopping cart abandonment rates, increasing sales conversion, and improving customer loyalty.
As today’s customer demand grows, businesses need services that help them get the right answer fast. That's what current Chat solutions are all about: making it easy for customers to help themselves, and seamlessly integrating live agent support when necessary when it adds value to the customer and the business. Here we debunk some of the myths surrounding this service.
Myth #1: Chat alienates customers.
Fact: There was a time when companies adopted chat as a channel primarily to save costs—but now this cost-effective solution is, in fact, the channel of customer preference. According to Forrester, 62% of surveyed customers reported being more likely to purchase from a site again if chat was offered. On average, the typical customer engaged proactively by chat while shopping is up to 40% more likely to complete their purchase. The fact is that customers use multiple channels when seeking to engage. Speaking on the phone to a person may not meet a customer’s requirements of time and convenience. And chat is a channel that is well in tune with customer voice. Today’s chat employs analytics to decipher and report on positive or negative customer sentiment. It’s all about digital empathy, which enables companies to pick up on how customers are feeling and also effectively provide responsive service to meet their needs and also stay in synch with the emotional connection essential to optimized engagement. Further, the intelligence and personalization of chat has evolved. As a result, personalization is built in, right from the chat invite that is sent to the customer to the real-time sentiment analytics that help understand if the customer is happy or upset with the service or product during the active conversation. The level of chat personalization is beyond how a customer interaction is engaged or managed. It is also specific to the level of technology used by the customer, and the chat engagement can be delivered using messaging apps or Facebook Messenger.
Myth #2: Chat is not secure.
Fact: In fact, chat is highly secure, with protection such as end-to-end HTTPS, IP restrictions, and data protection rules that meet PCI compliance requirements. More and more, chat is becoming known as a preferred channel to protect the exchange of personal and confidential information. HGS Digital Assist Chat uses 128 – 256 SSL as a standard while complying to various industry specific security and compliance measures, such as: SOC-2, SSO, and security infrastructure using SAML protocol and PCI.
Myth #3 Chat is only for web-based customers.
Fact: Leading chat platforms are even more powerful and engaging via mobile messaging built into your favorite Apps like Facebook, WhatsApp, or directly in you company App. Millennials, the plugged in-generation, are responsible for over 30 billion messages exchanged using chat on messaging apps and social platforms every day. These users and customers affect every industry. They use mobile services and banking services, buy household goods and clothes online, travel, pay utility bills, and so on. If the customer landscape over the years has changed, so has the capability of chat platforms. It is no longer merely a web-based chat window. Today’s chat platform can have the capability to help you connect with your customers through their preferred messaging apps. With HGS Digital Assist Chat, businesses can connect with customers using web-based chat through their website and also reach out to their customers using Facebook Messenger or messaging applications like Line or integrate with the existing mobile apps to provide a communication channel.
Myth #4: Chat is not for my industry.
Fact: Customer issues begin online, with the hope that resolution can be found without the need for escalation to an agent for assistance. A total of 67% customers, across all industries, use web self-service to find answers to their questions, according to Forrester. Retail, travel, and telecom have fully embraced chat, and the playing field is leveling for other industries that are catching up, as chat is faster, more secure, mobile, and in demand. For example, the consumer packaged goods (CPG) industry is making significant movement toward fully embracing chat to engage customers browsing product details or supporting them via mobile devices while shopping in the store or online. And, healthcare is moving into telemedicine and using case management solutions that have overcome concerns with privacy, based on the understanding that today’s chat platforms are HIPAA compliant.
Myth #5: Chat cannot effectively support complex inquiries.
Fact: Digital Assist Chat is helping customer get the right answer fast while helping business increase sales by 30-40%, reducing calls by 12% or more, and improving CSAT by as much as 120%. HGS Digital Assist Chat combines automated and live agent customer support, creating a more personalized, painless, and satisfying customer experience. With digital assist chat, leading brands are diagnosing patients and providing first-level medical assistance, pivoting sensitive issues out of social media, and increasing online conversions by proactively presenting personalized offers and coupons that reduce shopping cart abandonment.
Chat is the answer to “Where are your customers?” Be sure to meet them there, equipped with the tools and knowledge they expect.