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Help Measure Your Live Chat Success

Live Chat Benchmark Report 2016

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Chapter 3

What Satisfies Customers

Customer satisfaction is the ultimate goal of every customer service support team, regardless of the service channel.

In this section, we’ll explore metrics that can affect your satisfaction rate.

Wait Time VS. Customer Satisfaction: Customers Are Willing to Wait for Quality Service

Fast connection with live chat operators can make a good first impression, which is an important factor in customer service success. Yet we found that customers gave good ratings to the chat service they received even when they had to wait for a relatively long time.

The graphic below shows the correlation between wait time and customer satisfaction:

There isn’t a significant variation in satisfaction when the wait time is under 3 minutes. It appears that as long as an operator solves the problem properly, customers don’t mind the wait.

But notice that there is a sharp drop when the wait time surpasses the 3-minute mark. In interpreting this metric, it becomes apparent that responding within the first 3 minutes of a chat request is crucial in keeping customer satisfaction rates high.

Chat Duration VS. Customer Satisfaction: Take Your Time to Serve Customers

The graphic below depicts the correlation between chat duration and customer satisfaction.

We notice that if operators can handle a chat within 15 minutes, then chat duration affects customer satisfaction rate positively. That is to say that within this time frame, the longer operators spend in solving customers’ problems, the more satisfied customers can be.

When a chat lasts longer than 15 minutes, customer satisfaction decreases as chat duration grows.

The metrics show that it’s important to take your time in solving your customers’ problems, but also that customers are only willing to wait so long for a solution.

Overall we can see that chat volume has a slightly negative correlation with customer satisfaction rate.

Large chat volume can result in long queues, thus long wait times. Although wait time is not a dominant factor in customer success, we know from our previous metric that customers become dissatisfied when you keep them waiting for more than 3 minutes.

But you don’t have to sacrifice customer satisfaction if your website attracts a large chat volume; you can adjust your staffing to meet the challenge. As you will see in the following metric, the less chats an operator has to handle, the more satisfied customers can be.

Chats per Operator per Month VS. Customer Satisfaction

The graphic below depicts how the number of chats an operator handles per month can affect an organization’s customer satisfaction rate.

We can see a decreasing trend in the above figure. That is to say, the more chats an operator deals with, the lower the customer satisfaction will be on average.

The customer satisfaction rate is highest when an operator deals with about 500 chats per month, and it decreases sharply once operators must handle between 1000 and 1500 chats.

If an operator deals with more than 1500 chats per month, we found that the satisfaction rate plateaus at around 75%.

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