Improving user experience and customer satisfaction is one of the prime focus areas for businesses these days. Companies today want to serve their customers and prospects in a highly personal manner. To that end, companies are using modern techniques such as personalization, and exploring newer communication channels.
A Live chat or Messenger for websites is one such channel that provides a personal touch, and is increasingly getting popular across industries. Using Live chat to connect with their audience at a human level, many companies are already enjoying a competitive advantage.
If you haven’t been using Live chat on your website, this post is for you.
It highlights nine compelling benefits that Live chat brings to the table:
- Makes Your Website More Human
- A Low Friction Channel
- Offers Speedy Communication
- Millennials Dig It
- A Valid Customer Acquisition Channel
- Effective in Customer Retention
- Brings Greater Efficiency to Your Support Team
- Provides Seamless Collaboration capabilities to the Support Team
- Can Act as a Website Survey Tool
1. Makes Your Website More Human
Brands have been intensely trying to add a human touch to each of their touch-points with users. Whether it’s offering custom recommendations on the website or sending personalized emails, they are aiming to create an indelible impression on them.
A Live chat or Messenger widget effectively achieves that. After all, it’s a human who responds when users try to reach you through a chat. The Live chat gives your website a personality; it is no longer just a self-serve station for information about your business.
When users arrive on your website, the Live chat welcomes them and subtly suggests that they can reach out for help any time they want to. That further develops a sense of trust among the users.
You can even initiate a conversation with your users yourself:
2. A Low Friction Channel
For the new visitors on your website, all the content presented can lead to an information overload. Many serious prospects would rather want to speak to one of your representatives than read through your offering themselves. (This applies not just to B2B businesses but even eCommerce websites.) However, only the prospects with a high-intent are likely to schedule a call (or meeting) with you. The prospects with moderate to low intent will invariably bounce off your website.
Enter Live chat. It is a low-friction channel unlike phone and email; users don’t have to painstakingly fill forms on the website and wait for you to contact them. Even users with low intent can be inclined toward using the chat medium to resolve their doubts and give you a chance to serve.
3. Offers Speedy Communication
A major part of a great website user experience is offering easy access to information. This further translates to providing answers to users’ questions swiftly across different communication channels. However, this cannot be effectively achieved with emails and scheduled phone calls. On the other hand, a Live chat Messenger lets you respond to your users in real-time.
When users encounter a Live chat widget on your website, they know you’ll be there to help
whenever they run into an issue. In the absence of a Live chat, users might write you an email about an issue, schedule a call, or (in most cases) simply bounce off your website, making you lose on a potential business opportunity.
4. Millennials Dig It
Millennials like to text more and talk less. In the mobile-first age, it’s observed that millennials are more comfortable with texting as a means of communication.
The chat medium is more relevant today than ever. One of eDigital Research’s report on “Customer Service Benchmark” highlighted that most users choose chat over other customer service channels such as telephone and email.
The Live chat on your website is going to be a natural channel for the millennials to connect with you—thus, improving the user experience.
5. A Valid Customer Acquisition Channel
The Live chat widget can act as an acquisition channel, targeting your new website visitors. It offers a less-intrusive way to pitch your offer to prospects, unlike the mostly annoying pop-ups and forms.
You can subtly present your offer to your new visitors using Live chat. For example, an eCommerce website can offer a discount coupon for “first purchase” to new users. Similarly, a SaaS website can reach out to users on their high-intent pages (such as the Pricing page) and nudge them toward a conversion.
6. Effective in Customer Retention
Live chat isn’t effective in engaging only with your new visitors, but also with returning visitors (or your existing customers).
With Live chat you can target people who have already converted on your website, by offering them loyalty-based incentives or behaviorally-personalized recommendations.
For example, a Media or Publishing website can upsell a subscription offer to their existing customers. An eCommerce website can offer discounts on products your customers like (based on their past behavior on the website).
7. Brings Greater Efficiency to Your Support Team
We all know how expensive phone support can be. Maintaining the whole infrastructure, employing a decent team, offering training, etc., makes phone support a costly affair. On top of that, the team members can only serve one user at a time.
Live chat, however, comes at a cost that is lesser than of a robust email service AND it lets your support team handle multiple users simultaneously.
With your support members resolving so many user issues at once, the efficiency is bound to be top-notch. The ROI with the Live chat channel is theoretically way higher than all other support channels.
8. Provides Seamless Collaboration capabilities to the Support Team
Unlike phone support, where it is difficult for your team to go through a user’s past communication, Live chat allows you access a user’s entire journey. Moreover, with a sophisticated Live chat interface, it’s easy for your team to assign users to specific members. You can also provide advanced access to certain support team leads who can monitor the entire team’s communication from a single screen.
For instance, ZetaHub provides a shared messenger inbox, where your team can collaborate and communicate with users, transparently. Your team will have real-time customer profiles and the history of interactions at their disposal.
9. Can Act as a Website Survey Tool
With a Live chat Messenger, you don’t have to invest on a website survey tool separately. A website survey tool is normally used to gather feedback about your website, identify UX issues, or just give voice to your customers. Your Live chat Messenger can do all that, and better.
A regular survey tool offers a one-way communication to your website users. Using that tool, users aren’t quite sure if their feedback is reaching the intended people, or is being monitored at all! On the other hand, a Live chat will help you acknowledge your users’ feedback then and there.
You can deploy the Live chat on your high-priority pages such as “Cart page” for eCommerce, “Request a Demo page” for SaaS, “Subscription page” for Media, etc., and ask users what is stopping them from converting.
A Live chat Messenger can prove to be a multi-dimensional channel for improving user experience on your website. From providing customer support and acting as a customer acquisition and retention channel to gathering user feedback, Live chat can do it all.
It is potentially a must-have tool in your marketing arsenal.
Give it a Try
Want to learn how your business can use a Live chat Messenger? We’ll give you a personalized demo.