Online Chat: 3 Tips for Getting it Right

One would have to be living under a massive rock for the past few years to miss the fact that we are going through tough economic times. Companies are looking for inventive ways to cut costs and in many cases at the expense of providing even acceptable customer service. They quickly thought that one effective way to cut costs is to to minimize call volume into customer contact centers, which allows companies to reduce the number of staff on deck (cut overhead cost) and/or redirect staff focus to other important company initiatives.

One popular way to minimize call volume has been to invest in an online live chat service that provides customers with the same solutions at a fraction of the cost. Suddenly, instead of servicing one customer at a time, agents can now multi-task and service three or four customers simultaneously. But what about the focus on providing customers with exceptional service?

Unfortunately, many companies get online live chat completely wrong and end up confusing and frustrating their customers instead of providing them with workable solutions.

Below are three tips on how to get it right:

Don't make them wait

One of the major reasons why customers engage with a companies using a live chat option rather than phone or email is the expectation that online live chat provides a quicker resolution with minimal effort. Don't make your customers wait just like you would while placing them on hold during a call; it defeats the purpose of having online chat to begin with.

In one of my recent experiences with a shipping company, I was delighted when I saw that they provided an online live chat service. Upon clicking on the "LIVE CHAT" button I got the following message:

"Please wait for a [Company] representative to respond."

I waited patiently while multi-tasking for about five minutes. I then received the following message:

"All operators are currently assisting others. Thanks for your patience. An operator will be with you shortly."

I continued multi-tasking but was getting slightly frustrated. I then received the following message:

"There are currently no available agents to interact with you. Please try again later."

No available agents to interact with me? Why? Is it me? I thought you said someone would be with me shortly?

I never did business with that company again, and I would probably encourage them company to discontinue their online live chat service because it is doing more harm than good.

Don't ask them to call-in instead

One can assume that customers reach out to companies using through online chat after having logically rationalized the reason to do so. Therefore, please don’t ask your customers to call-in in order to have their request handled. This also defeats the purpose of having an online chat.

In one exchange, this is what the agent said to me verbatim:

"Since we are only a Customer Care Department, I can’t really help you. However, please call our Billing Department at 1-***-***-**** for further assistance."

Customers don't understand nor do they care that they need to speak with the Billing Department to have their request handled. The company offers a chat option to resolve its customer concerns, and as far as the customer is concerned, they have a concern that needs to be addressed. Address it, and don't give them the runaround.

Use proper spelling and grammar

Finally, and this should go without saying, nothing undermines customers’ trust and confidence in the companies they deal with like improper grammar, punctuation, and spelling. They are the hygiene factors, the absolute basics that a company should offer. How are customers supposed to trust companies with their personal and private information if customer service agents have difficulty handling a basic exchange? This point is even more critical when it comes to online live chat since the entire exchange is reliant on what is typed.

Show your customers the respect they deserve by following these simple tips, and they will show their appreciation through loyalty.