In recent years, live chat has made its appearance on many websites. This small window opens as soon as the visitor arrives on the site, allowing you to engage in discussion or offer assistance.
Today, many sites are opting to add a new version of this customer service tool: click to chat. Whereas live chat provides only basic information about visitors and opens as soon as they enter the site, click to chat offers a more personalized service.
In fact, click to chat can be programmed to appear and message visitors only in certain predefined situations. It’s thus possible to target a certain category of visitor, to trigger it when a certain type of product or service is consulted, or to adapt it to the visitor's behavior.
In this way, the help window can appear when customers are slow to validate their shopping carts, when they seem to be having trouble finding the information they came for, etc.
Click to chat offers a personalized customer experience, providing help only to those web users who seem to need it, and adapting to their profile. It can also be complemented by a click-to-call feature, enabling visitors to call an advisor directly by clicking on a button, an icon, a link, or a phone number.
This tool thus promotes conversion. It's also an excellent means of communication between the brand and its prospect/customer. This messaging service not only optimizes customer support and brand image, but also allows you to obtain information directly from the web user.
This makes it easier to provide feedback and improve services.
The click-to-chat feature has seen lots of success, particularly in ecommerce.
However, the implementation of this tool needs to be carefully thought through. Advisors must be properly trained in the use of this messaging system to avoid negative feedback.
In particular, communication must take place in real time, to avoid excessively long waiting times that would encourage visitors to leave the site.
If this technology is deployed in the right way, the results in terms of customer satisfaction can be impressive.
