August 28, 2014 Leave a Comment
We’ve long argued that customer service can be an important brand differentiator for small- to mid-sized merchants in their quest to win sales and loyalty. Stellar service drives valuable repeat business, while poor interactions can cause site abandonment. And word-of-mouth reputation can hinge on customer interactions with support staff; tales of neglect can go viral, while brand recommendations among friends can spur purchases from new customers.
Merchants seeking further proof of the importance of customer service need look no further than Amazon, which nearly a year ago launched a service called Mayday for owners of its Kindle Fire tablets. With a touch of a button, customers can speak directly with a representative, whose video image is displayed on tablet screens — literally putting a face on a vast organization that had previously offered little in the way of opportunities for one-on-one support interaction. It’s now the most popular means of accessing Kindle Fire support, with 75% of customer requests coming through Mayday, according to Amazon.
While merchants can’t be expected to keep up with Amazon’s every innovation, they shouldn’t ignore the increasingly widespread adoption of live chat in general. Usage rates are on the rise, jumping from 30% of online consumers in 2009 to 43% as of 2012 — a 43% increase, according to technology researcher Forrester. And usage isn’t limited to younger consumers; Forrester found that all demographics use live chat, including a third of those aged 57 or above.
As usage levels head toward the 50% threshold, live chat is a must-have for merchants. And they should do more than placing a “live chat” link in the global header or footer; to maximize the revenue opportunity live chat presents, they should adopt new chat features that resonate with their target audience. Among the latest considerations:
Context is more important than ever. We’ve already addressed the importance of context when it comes to prompting shoppers to engage in live chat on the eCommerce site. But the concept of context extends far beyond that, requiring merchants to align chat invitations with shoppers’ individual situations so that chat is a relevant proposition at the very moment a question arises. Among the techniques for presenting chat as a relevant solution:
- Tailor chat invitation language to match the journey along the path to purchase. Generic live chat promotions should be replaced by category-specific invitations as shoppers narrow their focus. Those using on-site search might be prompted to connect with live chat if they still don’t see what they’re looking for, while viewers of a specific product might see a chat promotion touting the customer service team’s expertise when it comes to fit or style.
MarketLive merchant Title Nine gives live chat increasing prominence as shoppers move along the path to purchase. A text link with small graphic in the global header is supplemented by a “Need Help?” prompt in the center content area of the product page. Shoppers who add items to cart view a prominent chat promotion promising to connect them with a “customer service maven” and listing the hours of live chat availability.
- Present geo-aware chat options. Using built-in browser information combined with location data collected with shoppers’ permission, merchants can present not only chat customer service hours in the local time zone, but connect consumers with local store outlet customer service options as well.
- Use language attuned to the touchpoint. With social media serving as a de facto customer service channel, it’s crucial to promote live chat services via social outposts, highlighting the benefits of connecting with expert staff for in-depth advice.
Women’s retailer Chico’s promotes live chat on Facebook with the offer to connect 24/7 with “style experts,” promising brand followers authoritative advice they can trust.
Mobile live chat matters. As shopping activity on mobile devices continues to grow, so does the need for providing stellar support for mobile shoppers — and that includes offering live chat services. Fully 41% of U.S. mobile shoppers report using mobile live chat for shopping support — ahead of text messaging and mobile social media, the E-Tailing Group found in a recent study. And mobile live chat is poised to play an important role in cross-channel sales, with one in five shoppers saying they accessed mobile shopping support while in physical stores.
Attempting to provide an effective live chat experience on mobile devices is a steep challenge requiring particular attention to context. The E-Tailing Group found that two factors in particular determined the success of chat interactions:
- The position of the chat window, accessible but without covering key content — and the ability to move it to the optimal location of the shopper’s choosing. More than 75% of consumers said this functionality was important, with close to half specifying it was even more crucial on mobile devices.
- Speed and brevity. Eighty-five percent of consumers expect the customer service agent to respond quickly to the chat initiation queue — and 53% of shoppers said this response time was especially important on mobile phones. Once engaged with an agent, 75% of consumers said brevity of responses was important, and 52% deemed this characteristic especially important for mobile.
Video is experimental, but potentially impactful. While just 14% of U.S. consumers use live video chat weekly, according to Forrester, the Amazon Mayday example proves that easy-to-use video support can take off. To maximize its potential impact, merchants should deploy video chat only in circumstances where visuals can enhance the customer support experience — whether by having reps use the camera to show shoppers product details the Web site doesn’t campture, or by having shoppers share relevant visuals with agents — a room for which they’d like to buy furniture, for example.
Merchants who’d like to dip their toes into the video chat pool without taking the plunge can consider Google+ Hangouts on the Air, which give brand experts a platform for connecting with consumers and answering questions either one-on-one or in a group presentation. U.K. retailer ASOS has produced a number of what it calls “shop-along hangouts” featuring style experts, who showcase the latest trends as well as take questions from participants. Shopping links on the ASOS site were displayed as they discussed their favorite items.
How are you using live chat to maximize sales and boost loyalty?