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Implementing a Winning Online Chat Platform

Author: Doug Groover 22 April 2011 1,644 views No Comments
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In my last post I started talking about things companies should keep in mind when implementing an online chat platform. Here are more features or needs you should think about:

Did you design a winner?

Even your icon’s design should be taken into consideration. Know who your customers are and how they’ll respond to your icon. For example, if you utilize a live help representative then be sure to show this in your picture rather than using images of inanimate objects. Use a tagline on your icon that instills confidence and accurately represents what your chat representatives can deliver. This icon can be used as a multi-functional dashboard for additional advertising or other functions that your company offers customers.

Who are the agents chatting with your customers?

The person that you choose to take on this new role in your company needs to have a solid writing correspondence background. This should be obvious of course, but sometimes management is excited about the new tool and may sit a traditional sales representative in the role. Even though a sales rep is excellent on in-person sales phone calls, that doesn’t necessarily mean he’ll have the same effect online. So look for a winner who speaks with her written words. In addition, a chat representative should be able to multi-task and wear multiple hats with the best of them. Depending on the chats you want to establish, a representative may need to be a sales person, a customer service rep, a guidance councilor, a product expert, or a technical support specialist; and that’s just a short list for some of the questions that you may receive.

How do you make your customer’s chat experience secure?

I’m talking about encryptions. You see, even chat transactions are prone to a hack or two, so if you decide to use this system for online sales right down to the payment process, you need to provide a secure connection for your customer. My company’s product is from ATG. This software integrates an encryption technology that allows us to receive vital information such as credit card numbers while protecting our customer’s financial information. If you want to integrate this service into your organization to enhance sales, then offering this ability will help your agents to be more productive.

How do you measure chat’s relevance to your ROI?

There should be two focuses your business uses to implement an e-commerce chat option. The first should create a solid avenue that answers your customers’ questions quickly, and the second should be towards sales or the bottom line. This is an opportunity to touch your customers where you can motivate them the most, specifically if they are hesitant to make a purchase or your representative can promote an upsell. You can gauge your program’s effectiveness in the same manner that you measure phone conversations with customers through traffic patterns, number of chats, and conversations. Another way to classify how the system improves your customer engagement activity is through your site’s drop rate, shopping cart abandonment rates, and chat decline rates.

After reading this what thoughts or ideas did you come up with? If you have additional ideas on how to make online chat successful, let us know in the comments.

Building an Online Chat Platform Series

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