10 June 2014
Add Live Chat Software for Made to Measure: Customer Satisfaction
Everything online is accountable. When you advertise through Google Adwords, everything is traceable. You get solid numbers in terms of how many people see the advert, click through to your homepage (or a specified landing page) as well as how many of those incoming visitors resulted in a conversion. In the world of online marketing these metrics are important for measuring success.
For example, say you want to add live chat software so your visitors have another means of talking to your sales or support team. This in itself presents no challenge. Simply compare the best vendors, try out a few live chat software trials and settle on a provider. Despite being a clever tool, chat is a straightforward technology and it’s not difficult to deploy reactive chat buttons (a button where the visitor initiates the chat) to allow visitors to click-through to an agent.
The problem is that a basic chat tool won’t account for its performance
There might be a lot of chats happening but unless there is a way to categorise the outcome of those engagements objectively or subjectively (perhaps in terms of conversions and customer satisfaction?), it’s impossible to ascertain whether your live chat software is having the desired effect. More importantly, you have no real yardstick by which to measure your website visitors’ perception of the service.
It’s undeniable that website visitors immediately benefit from adding live chat software, such as being able to talk to a real person without leaving your website. They can receive expert advice or support to make their purchase or visit completely fluid. Thanks to the proliferation of instant messaging by smartphone, live chat has become second nature.
This affinity for live chat messaging can help to achieve resolutions much more quickly than if the customer picks up a phone and goes through an automated switchboard. This is why measuring the outcome of customer chats is so integral to the success of adding live chat software. Without a platform that is capable of full reporting it’s impossible to look at the ROI or build on your existing live chat strategy.
In general, live chat software will be implemented to achieve one of two goals.
Firstly, to nurture leads and boost sales. Secondly, to improve customer service and/or the support function of your organisation.
If your live chat focuses on the former you will need to look at the overall sales figures before adding live chat software and a couple of months afterwards. Whether or not the new tool has had a noticeable effect on the bottom line is the simplest and, arguably, the most effective way to measure success. If you do see an increase it’s important to recognise where it has come from, which is why accountability is so important for live chat software.
To understand the full impact of adding live chat software you need to make a direct comparison between the conversion rates for non-chat-assisted sales and those sales that were chat-assisted. Joining up these dots might seem like a daunting task, but a sophisticated live chat system like Click4Assistance is capable of tracking this for you. By connecting chat sessions with conversions you can actually see exactly which operator contributed to which sale. This is often used in well-optimised implementations to incentivise operators with commission schemes.
But the support aspect is equally important and worth measuring. Click4Assistance provides a post-chat survey that is 100% customisable so that you can choose how your company measures visitor satisfaction. You can then review this feedback in real-time, weekly or monthly reports to understand what aspects of your support or customer service needs improvement.
Measurement is all-important online and in the case of live chat software, it’s essential to leverage technology that captures whether or not visitors are leaving your website satisfied. Customer satisfaction is made to measure and live chat from Click4Assistance is the tool to record it.