Did you know that for every customer who complains, there are 26 who remain silent? And it is precisely those silent customers you should be worried about! Why? Because they will switch to your competitor and you will never find out why or how to improve! Therefore, you need all the customer insights you can get! In addition to the more traditional feedback tools, such as surveys and review request forms, use your customer live chat to gain more information about your customers’ opinions about your products and services!
1.Why customer chats?
A test conducted by Verify found out that 90% of customers would prefer to ask questions with the help of a live chat versus per email or on Twitter. Ususally, a customer contacts support, when they are having issues with your products or have questions about them. By seeing what troubles your customer, you can more precisely figure out what to change and improve!
For example, if a custmer contacts you with a questions about delivery times, have a look on your webiste if you have included all the needed information and if it is easy to find. Another example is if a customer contacts you because they are not sure how to use your products. This is probably a sign that you need to offer more traning videos and user manuals. Finally, is a customer writing support to complain about the service in one of your branches? Then, apologize and hire news staff to supplement your existing one and to improve the speed and quality of your service.
2. Aren’t surveys enough?
If you are already collecting reviews from surveys, it might seem like an unnecessary step to collect insights from chats as well. However, the information you gain from these 2 channels is quite different. A customer conversation is real-time and you can judge their actual feelings at the moment. You can also steer the conversation based on the answers you get, something which you can’t do with surveys. In addition, your customer is more engaged during a conversation as they are talking to a real person. Finally, you can see what motivates your customers to buy your products.
In fact, Olark reported that having a chat with a company representative online increases that customer’s conversaion rate and sales by 300%. Furthermore, according to Kayako, 29% of all customers would tell their friends or family about a positive live chat experience!
3. What can you learn from chat?
Text clustering can help you display the most problematic issues and questions your customers have. By using an online reputation tool you can build reports and see which areas to address first.
In addition to gaining customer insigts, upping your customer live chat game can bring you more loyal customers, as they will feel more appreciated and valued. It also improves your company image, as you are now perceived as a company which is “always there for its customers”.