July 6th, 2017 by Sam Del Rowe

21 percent of live chat requests go unanswered, according to research from CRM provider SuperOffice.

Based on a performance analysis of 1,000 B2B and B2C websites in the US and Europe, the study found need for improvement in several other live chat-related areas. 55 percent of companies do not offer transcripts when a chat has ended, 45 percent do not ask users for feedback when a chat has ended, and 23 percent do not ask for contact information before a chat begins. Additionally, the average wait time for live chat support requests is 2 minutes and 40 seconds, while the average handle time for a request is 6 minutes and 50 seconds.

The study also identifies four ways in which companies can improve their live chat efforts. First, they should prioritize all live chat requests, as customers expect an immediate response when using the channel. A simple way to do this is to only offer live chat as an option when the necessary resources are available—for example, turning it on or off depending on agent availability. Second, they can reduce chat wait and handle time by using pre-written templates. Third, agents should ask for contact information upfront so that they can retrieve information from the CRM system to provide a more personalized experience. Finally, companies should send chat transcripts to the customer after the chat is concluded in order to foster a long-lasting positive experience.

Unfortunately the issues with chat go beyond not getting a response – in many cases companies don’t have chat available when consumers want it – for example Eptica research found that while 43% of UK retailers claimed to offer chat, just 25% had it working when tested. More on the findings here https://www.eptica.com/blog/5-key-findings-state-uk-retail-customer-experience

Comment by Pauline Ashenden — July 17, 2017 @ 4:48 am

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