Helping customers achieve what they need through self-service options is a dream come true for organisations looking to drive efficiencies, but to provide chat self-service effectively, businesses must spend time designing an exceptional user experience.
When it comes to chat, people want instant gratification. Users are more forgiving when things don’t go right online. However, with chat, users are used to instant responses, just as if we were having a conversation with a friend. The goal with chat is to give users what they need as quickly as possible with as little disruption as possible.
One of the big failures when it comes to chat implementations is many companies simply throw another channel into their omnichannel bouquet without thinking of how it adds to the overall customer experience. Another problem is while each channel needs its own consideration, companies are often guilty of creating siloed channels.
These missteps don’t enable one view of a customer and can create multiple profiles for a single user within an organisation. This defeats the purpose of omnichannel and can critically damage the customer experience.
Companies can conflate social media with chat. Chat is an engagement channel rather than a reactive social media platform.
By Megs Hollis, Issued by Megs Hollis 4 May 2022
Another major mistake when deploying chat is the obsession with automating too many services. What’s more, some organisations cling to the belief that a bot will solve all their problems.
When it comes to high frequency, low complex issues, customers will tolerate dealing with a machine or bot. But when it comes to resolving complex issues, your chat solution must be able to support human involvement or a hand-off to a customer service agent.
Here are a few best-practice tips that I believe will help companies get off to the right start.
Having a clear understanding and business objectives for integrating a chat channel may sound simple, but few companies have gone through the process or know all their options. For this reason, Clickatell has developed a complete end-to-end chat commerce platform that provides its clients with solutions to meet their various business needs and their customers' needs.
Chat has quickly become the universally preferred method of communication, and brands are rushing to include it in their channel offering. Pausing to better understand your objectives and then putting the effort into developing an excellent conversational user experience is what stands between success and potentially losing a customer for good.