“Although your customers won’t love you if you give bad service, your competitors will” — Kate Zabriskie
What experiences are you giving to your customers when they visit your website?
A great customer to brand communication is the single most important experience you can give to your customers. An effective communication can help you to resolve customer’s complaints faster or to give them the information they need to make buying decisions faster.
No customer likes to be told, “We’ll get back to you in the next 5 business days.” It can be so annoying. I usually give up on a brand when I get such emails.
Customers will like your brand and will most likely become your lifetime customers if they can quickly communicate with your brand online through live chat.
In fact, according to the American Marketing Association’s Report in 2016, customers who use live chat are 3x more likely to buy from your brand.
More so, it’s essential to come up with a great strategy to help give your customers the best experience and help them move faster to the bottom of the sales funnel.
Another thing is to be clear about how your strategy is going to be helpful in moving your business forward.
Here are 5 tips to improve business communication with live chat that’ll lead to growth:
1. Live chat infuses personality into your brand
I recently told a friend that the easiest way to woo a customer is through live chat.
Yes, if you ever want to make your customers excited, make them a part of your business, and get them to buy your product and service, live chat is the easiest way to do it. After all, excitement is one of the five traits of your brand personality.
If effectively implemented, live chat can improve business communications and this will help you add tangible personality to your brand—it humanizes your brand. With live chat, you’ll move away from faceless communications to a real-time personal communication with your prospects and customers.
To get better results, make sure that you adopt a writing style and voice that reflects your brand which you’ll use consistently to welcome customers throughout the chat session. This will enable you to strengthen the relationship that already exists between you and your customers.
Does brand personality improve sales in any way? You bet. But don’t take my word for it.
As a new brand in a competitive niche of Denim, Rock Revival started an eCommerce store with a different strategy—they developed a store inspired by Rock ‘n’ Roll and used this rare personality to develop a strong voice, acquire loyal customers, and stand out among the crowd.
It’s important to understand that your relationship with your customers can create the emotional connection that nudges a lead into becoming a valued customer.
Building strong relationships will increase a customer's trust for your brand, generate more leads and repeat businesses.
2. Live chat cuts down on Expenses
Live reduces operating cost. A single chat representative can do what several other customer representatives would have done. Big brands like Virgin Atlantic have saved a lot of money by adopting live chat as part of their brand-to-customer communication channel.
According to Virgin, “the average chat agent can cover the work done by 15 agents focused on e-mails.” Imagine the salary of 15 Staff members compared to one chat session that answers every question. Trust me; you’ll be saving a lot by using live chats.
Remember that cutting down cost doesn’t mean you’ll reduce the quality of the services you offer.
In essence, you will increase efficiency and productivity—since one chat agent can seamlessly attend to multiple clients simultaneously and still deliver the same value to each of them.
With a functional live chat, your existing customers and potential customers will not spend so much time waiting in a queue (if they have to wait at all) and thus live chat is effective in improving business communication.
After cutting down expenses, you also need to consider how this live chat can give your brand an advantage over the competition. Let’s discuss it below…
3. Live chat gives your business a great advantage over its competitors
Live chat is relatively new and not many companies have adopted it. According to studies by Telus International, only a few retail businesses are offering live chats.
As you can see, the majority of your competitors aren’t using live chats yet. So, when you adopt it and give your customers a great experience, they will be excited to do business with your brand. Integrating live chat not only improves business communication but also fulfills customer expectations by streamlining customer service and this leads to brand success.
It’s that simple. If you can answer their questions faster and give them the timely information they need to make informed buying decisions they’ll stick to your brand.
Customers are smarter now and they expect more. The best you can do aside from having a great product is to give them the best customer service.
Truth is, customers, buy experience not even the product, that answers why a brand who offers a great product but has a low customer service lose customers to their competitor whose product is not even as good as theirs but has a great customer service.
Live chat can really make difference to your business.
4. Live chat provides real-time convenience to customers
Who doesn’t like convenience? A recent study shows that “44% of online consumers say that having questions answered by a live person while in the middle of an online purchase is one of the most important features a Web site can offer.”
Your customers are happy when it’s easy to communicate with an agent quickly— especially when they’re trying to buy on your website.
You know that moment when you’re trying to make a single payment and the unexpected happened, the transaction goes twice—it’s frustrating when the only option is to send series of emails that’ll take many days to be opened before even getting a disheartening reply that you should wait for the next 4 business days before it gets resolved.
Customers will be happy if they can just contact you on the website and get a live person answer their questions immediately without thinking of emails, phone calls, or social media.
5. Live chat increases conversions and average order value (AOV)
The end goal is to get your customers to buy your product and to refer more customers to your business, right?
In particular, live chat helped acquire to add new users to their product. Live chat also allowed SaaS Brand, a digital marketing company to win new clients and build strong relationships with them.
It’s actually a cool experience having to chat with a buyer on your website. It means you have an opportunity to personalize their experience and treat them as Kings.
Live chat keeps customers engaged with your brand. Of course, customers don’t just enjoy it, it encourages them to buy.
Best of all, with live chat, you don’t need to go through the entire A/B testing processes, according to Oli Gardner, founder of Unbounce. Funny enough, live chat works, even if you have the worst website, it’ll still convert. That doesn't mean you shouldn’t have an outstanding website.
A study by eMarketer has shown that “Almost 2 in 10 live chat respondents did more than 75% of their holiday shopping online, compared with 14% of those who did not chat. A further 25% of chatters made 51% to 75% of their purchases on the Web, versus just 10% of those who did not participate in the chat service.”
Live chat is truly an untapped opportunity for your business. You’re not likely to go wrong with live chat.
While adopting a live chat is nice, be sure to have your chat agents always available to answer questions. It’ll be useless if customers need you to address their concerns ‘right now’ but your agents are offline.
All in all, be available!
And please don’t use chatbots, customers want to chat with real people, that’s why it’s called “live chat” in the first place.
The best thing about live chat: You don’t need to do a lot of research to check its viability. It’s a worthy investment that you can to take your customer service, sales, and overall revenue growth to a new level.