Back in 2007, the term “hyperconnectivity” emerged to refer to the widespread and regular use of internet-connected devices. Looking back, we probably could not have imagined how much and how quickly things would change to the level of connectivity we have today.
Today, consumers use multiple channels simultaneously to communicate with a brand, and, to do so, they also want to be able to always choose their preferred form of contact. Not only that, but they expect an outstanding experience in every interaction. When they move from one channel to another, meeting these expectations is only possible if their issue and the information they have already provided moves with them. This is fundamental to achieving true omni-channel integration, which is why adopting chat as part of an omni-channel CX strategy is one of the keys to meet the growing customer demands.
In the past, consumers only had the option of calling to communicate with brands. Often, this left customers hanging on the phone, increasing customer effort and frustration (especially if they were left waiting in the call queue). With chat, the inconvenience of waiting on the phone no longer exists Users interact with the brand when and where it suits them, directly from their preferred device.
Integrating chat into your existing customer communication channels will help you manage contact volumes, prioritize customers with the most complex and urgent issues, manage more interactions without having to manage larger teams, and move towards automating elements of the customer journey.
We have found that using chat solutions can generate sales conversion increases of up to 30%, with a 92% customer satisfaction rate
Chat can also be a particularly successful tool if implemented as online sales support. It can be used as a dynamic sales tool, contacting customers to proactively ask if they have any questions about a product or need support with their purchase based on their web activity. We have found that using chat solutions can generate sales conversion increases of up to 30%, with a 92% customer satisfaction rate.
However, incorporating chat solutions into your CX strategy should not be done lightly, especially just because one of your departmental colleagues thought of it and how it was a great idea… Even if more than half of the users opt for the chat channel for online shopping assistance. According to Mediapost Kantar’s III Study of Relationship Marketing in Spain, to deliver a first-class customer experience it is imperative to always take an omni-channel approach that ensures customers can use the channel of their choice and that it is in line with your type of clientele.
A holistic online omni-channel strategy with your brand enables you to create a better customer experience and optimize business processes, driving cost efficiencies. To deliver even greater efficiencies, chat can be combined with artificial intelligence.
A holistic online omni-channel strategy with your brand enables you to create a better customer experience and optimize business processes, driving cost efficiencies. To deliver even greater efficiencies, chat can be combined with artificial intelligence. In this way, users interact with a chatbot for common queries and repetitive tasks and are escalated to a chat agent if the bot is unable to answer their query. Customers remain on their preferred channel while still receiving the support they need from a live agent. This approach shifts away interactions from voice-based channels and at the same time increases customer satisfaction, a differentiating factor when you consider that less than 7% of consumers are loyal to a single brand.
These are the reasons why chat is most effective when considered as part of a true omni-channel (not “multi-channel”) approach, with clearly defined objectives and KPIs. So, by leveraging the unique benefits of chat, you can focus on your specific needs, driving efficiency and effectiveness, and taking customer satisfaction to the highest level.
