Now that we’ve gone over basic and advanced tactics, you can see that it’s possible to get strong results from Live Chat. But how do you define “strong” results?
In order to actually be able to determine the results, you need to know what metrics matter, measure them, and focus on keeping them strong. This section shares what we’ve learned matters based on managing 1,000’s of chats per week for a wide range of customers.
Although the revenue that Live Chat produces directly is important and should be measured, that’s not the only factor to consider for success.
Positive visitor experiences not only produce revenue for your business, but also creates good will. That may not mean dollars in the bank today, but it is an important metric that leads to future sales, referrals, and word-of-mouth growth for your business.
It is critical to measure the sale as well as the customer experiences generated by Live Chat and focus on improving both areas.
If a visitor has a negative experience when chatting with your team, this not only means a lost sale today, but potential lost sales for the future. People who have negative experiences are much more likely to share those with friends and neighbors, steering them away from your company.
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Here are the main factors that influence the customer’s experience, and what you can do to improve them.
A few seconds can make a lot of difference. This is truly one of the most important metrics that impacts the experience a visitor will have on your site. It sets the tone for the rest of the experience.
The first response time is the number of seconds a visitor waits before receiving a response to their first chat message in the chat box.
Possibly the worst outcome you can have in Live Chat is for your system to invite a visitor to chat, they reply, and then the chat agent takes too long to respond- or doesn’t respond at all. If your automatic chat invitations are worded well, your visitor will not realize they are automated. This makes it even more frustrating when “you” started the conversation and now you aren’t there to help! That’s not only rude, but it’s a terrible business practice.
You should have a first response time of 5-10 seconds. The absolute maximum should be 20 seconds.
Chat templates are an effective way to quickly reply to a visitor’s first message before moving on to answer their question.
A crucial aspect of an online customer experience is that the visitor must feel like they are being well taken care of. They need to know that they are getting the support that they need in order to consider the chat experience helpful.
Of course, in the best-case scenario, the visitor will get complete answers to their questions immediately on Live Chat. However, some questions do require additional research and follow up. In such cases, the visitor should still leave the chat feeling that it was a helpful tool in moving towards a resolution to their question.
Measuring the helpfulness of a chat session can be done two ways, directly and indirectly:
Measuring Helpfulness Directly: Ask visitors to give their experience a score after the chat ends. This can be configured to happen for all chats, or for a random sampling of chats.
Measuring Helpfulness Indirectly: Conduct manual reviews of chat transcripts after the fact. Observe whether visitors expressed any frustration or difficulty, or if they expressed sincere gratitude (something beyond a cursory “thanks”). You can then assign a score to the chat based on this manual review, similar to the outcome of asking visitors to score chats directly.
You can improve the helpfulness of a chat in a few ways:
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