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Which? Improve Customer Service with UK Best Live Chat
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22 November 2016

Gemma Baker


Which? Improve Customer Service with UK Best Live Chat

Which? have been an independent consumer for more than half a century! Chief Executive, Peter Vicary-Smith looks after the organisation, with support from over 650 staff based in Hertford, London and Bristol. is their primary online service, where they offer many departments including:

  • Which? Legal – Helping clients resolve any legal problems such as issues with products that require legal input

  • Which? Wills – Provide Will writing and Power of Attorney services

  • Consumer Rights – A part of Which? that offers simple solutions to everyday consumer problems.

As household brand and consumer rights champion, Which? lead by example and strive to achieve the highest level of customer service and the best possible experience for the visitors.

Making the Decision to Improve their Customer Service

Which? Legal were the first department to request a Live Chat tool and Click4Assistance were shortlisted from the available Live Chat Software providers. Following from an arduous and extensive testing regime, Click4Assistance were selected to implement the solution within Which? Legal pages, due to the quality of the software, support and the location of stored data within the UK.


The Which? brand is highly regarded and it was essential this was reflected within the chat window. The Click4Assistance visitor interface is 100% customisable, therefore Which? were able to create the window design and make it their own, fully representing the brand throughout the visitor experience. Their sticky chat button is placed on the Which? Legal homepage, and presents an embedded prechat form.

The team at Which? were eager to adopt Live Chat in order to further improve their accessibility and  customer service. The same high standards for visitor experience and customer service have been applied, with extensive staff training.

The additional communication channel soon became a popular method of communication for visitors and operators.

The Smell of Success

Following the successful implementation on the Which? Legal pages, the organisation decided to streamline the communication channel within their fellow department Which? Wills.

The Consumer Rights team adopted Live Chat shortly after, due to the exceptional success achieved by the other departments.

How do they do it?

As well as ensuring their visitors are receiving a pleasant, personal chat with an operator who can respond to their enquiries with helpful answers, Which? are able to:

  • Direct website visitors – with features such as the routing and automatic navigation system, representatives can automatically direct the visitor to the correct person or page of the website for further information.

  • Multitask – operators can answer a number of chats simultaneously, ensuring the visitor receives a response instantly.

  • Answer FAQs – predefined replies can be configured to answer frequently asked questions, and can be accessed using shortcut keys.

  • Documentation – with the file transfer feature, representatives can send any required documents without having to take an email address, end the chat and send them via email.

Not only do visitors receive a great customer service experience, but customer retention increases, leading to recommendations and a rise in website traffic.

How else can the best live chat benefit your organisation? To find out more, start a chat with us today to receive a free information starter pack, or call our friendly team on 0845 123 4871.

Author: Rae Boyling
Rae is the Marketing Assistant for UK live chat software provider, Click4Assistance. Rae produces content for articles appearing on the Click4Assistance website and email campaigns.


UK providers of live chat software and online communication tools to a range of industries, we offer a cutting edge, resilient and proven live chat solution backed-up with first class support and advice.


Live Chat Software Author


Gemma is a Marketing Executive for UK web chat Provider Click4Assistance, with a range of knowledge in live chat software and customer engagement channels, customer service methods and improving online business.


Cost-effective live chat software, proven to increase lead generation and customer satisfaction. Easy to implement and customise, the solution supports your business out of hours with the ‘leave a message’ feature.


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Increase productivity, reduce resource costs and improve customer satisfaction by answering multiple enquiries simultaneously with live chat software. Mitigate budget restraints, support digital transformation and help customers during online processes.