At our May 6 webinar, “Your Customers Are Chatting, Are You Still Talking?,” HGS VP of Solutions and Capabilities Mandeep Kwatra dispelled some myths about chat and provided details on how to pivot to this platform from other service channels. Alon Waks, Global Head of Marketing at LivePerson also shared some insights on chat as a CX must-have.
A record number of attendees took part in our webinar polls, sharing their chat benchmarks. Our first poll asked, “What is the status of your brand or company in providing chat as a channel for interacting with customers?” Responses were evenly split among “Implemented as a standalone” (30) and Implemented as an integrated channel of service (39), with 0 attendees responding that “Chat doesn’t offer much benefit.”
Per poll two, we also found that 49% of our attendees provide between 2–5 channels for their agents to access for service, with 33% of respondents providing more than 5 channels. “This isn’t a new scenario,” Kwatra noted. “As organizations grow, different systems come in and customer information is sitting in different places. So a lot of companies fall into the two to three systems category leading up to five or more.”
As part of our Q-and-A session post-webinar, our experts shared more insights:
Q1: When is it okay to use auto chat with customers?
Mandeep A: Automated chat is typically useable in low-value interactions, where you can have more straightforward answers to queries. For example, “I want to know where your nearest store is,” or “I want to know about your return policy.” These scenarios are fairly standard in their process, and you need limited customer information to create a trouble ticket to complete the transaction. These are some of the scenarios where you can deploy automated chat.
Q2: Would you say that having chat services available helps decrease call volume and how can you measure this?
Alon A: First of all, the natural tendency of people today is to seek sales and service on digital. In fact, 58–60% of journeys start on digital. When you enable the channel to be effective and responsive and personalized, you will significantly reduce the amount of call volume, possibly by 40%. When you use chat analytics to gain voice of the customer insight, you can reduce repeatable chats. If you know that certain questions are commonly asked or certain interaction patterns repeated, you can provide significant content information on the website that addresses these questions or repeatable patterns. For example, if you saw that a question such as “ “Will this family plan also give me mobile replacements every year?” is asked with some frequency, you can add it as an FAQ that automatically pops up at the right point in the customer journey. When you go digital, you can respond more effectively to inquiries, some of which can be addressed through chat or self-service.
Q3: Should chat only be in English or can it be multi-lingual?
Mandeep A: Chat can be multi-lingual, as well. A lot of companies have adopted chat more as an English language platform. But there is a demand that is building up to make it multi-lingual and there are several platforms that provide very accurate automated translations. My recommendation is start with English, get it right and then add more languages to it.