How many times have you called a customer service center only to find that the representative that you’re talking to doesn’t have the answer to your question? In this scenario, one of two things generally happens: You are either put on hold for a lengthy period, or you are transferred within the system until the right representative is reached. In either instance, it is obvious to you that there was a lack of expert knowledge within the customer service or sales staff. In a worst-case scenario, the inexperienced agent may simply give you the wrong information and your problem may go unresolved.
Live chat gives you the opportunity to keep information seeking out of the view of your customer as well as to effectively route customer service and sales inquiries directly to the agent most qualified to answer them. When your customers get quality, detailed, expert answers with their first customer service or sales contact – known as First Call Resolution — not only does it increase your conversions but it also builds long-term brand loyalty amongst customers.
How can you make this happen?
Identifying the source or nature of a live chat inquiry gives you the advantage of being able to either instantly route queries to a specific agent or prepare information in response. By tracking the query type, page location, or website source that a live chat request came from, you can automatically route a chat to a specialized agent without having to collect additional information or transfer within departments. By having users type their query into the prechat window, your live chat agent will know what kind of issue they are dealing with before the chat begins, making the agent less likely to subject your customer to delays.
Because a live chat customer funnel is more controllable than many other channels, you can ensure expert answers in a higher percentage of cases and convert quality service into sales.
Here’s an example: You have a website that sells various types of insurance, including auto insurance, life insurance, and renter’s insurance. A visitor initiates a live chat session, and either by logging the page that the user is on or by asking the user what type of insurance he or she is searching for in the pre-chat window, you know that your user is looking for information about auto insurance. Depending on how large your organization is, and how your support and sales teams are structured, several things can then happen. One option is that you can route the live chat so that it goes directly to a team of live chat agents who specialize only in auto insurance questions. If your team isn’t big enough for a dedicated staff for just that sub-specialty, your available live chat agent can pull up the available company information on auto insurance before the live chat session begins, so that he or she is prepared with all of the information that will be needed during the chat.
The result is a highly knowledgeable, capable, sales or customer service team, and more satisfied customers.