Live Chat has been around for over a decade now. It serves as a great tool for amazing digital customer experience.
With the emergence of Chatbots in recent years, B2B is moving away from Live Chat towards Chatbots. With unlimited workflows and automation, people have started to underestimate Live Chat.
The purpose of this blog is to highlight how a holistic approach towards using Live Chat could be a gamechanger for your business.
Why do companies need Live Chat
There are a ton of use cases where Live Chat significantly enhances the customer experience and drives desired outcomes in pre-purchase and post-purchase engagement.
For example, chat puts your customers at ease when they’re interacting with a website they’ve never come across or are fairly new to.
Live Chat’s usage had mostly been restricted to the Support function for many years. Companies like Hubspot, Intercom, Nvidia, etc are using Live Chat effectively for Support, providing quick assistance to their customers via Live Chat.
With the emergence of Drift, Intercom and Zendesk, Chat was being leveraged for Marketing as well. This was done by creating workflows to capture emails, providing relevant content at the right time, guiding them to the right solution etc.
However, there’s an underlying point that a lot of companies tend to miss.
The daily traffic on your website is high intent traffic. Those on coming on chat, have even higher intent than the rest. Do you think, leaving your ‘best’ traffic to bots is a good idea? I’d suggest otherwise.
Forrester data reveals that site visitors who use web chat are 2.8x more likely to convert than those that don’t.
Prospects on your website chat want to move fast and need answers fast. All your workflows for capturing their email and other information is probably a good idea when your agents aren’t available.
However, providing quick and contextual answers to your prospects on Live chat has a much higher chance of a conversion.
Live Chat for Sales
Live Chat for Sales is a fairly new way of doing things.
A lot of SaaS companies started realizing that capturing email addresses was just not enough anymore. They could do so much more on the chat itself.
With the SaaS world being a fast-moving one, customers don’t like to beat around the bush.
If your prospect has a pain-point that directly correlates to your offering, you definitely have the ability to convert them on the chat window itself.
If the sales cycle is complex, the initial conversation on chat always act as a discovery call.
Where is your Chat?
A lot of companies using Live Chat for support tend to place their Chat buried under the Contact us page. Oftentimes, prospects have to go through a long form filling process
Your chat should always be easily accessible to your prospects. Unnecessary fields like ‘Organization Name’ and ‘Country’ should be avoided in order to reduce drop-offs.
The most ideal position for your live chat would be the bottom right corner of your screen ( After making sure it doesn’t hide any content behind it ).
Train your Reps to be Proactive!
While leveraging live chat for sales, your reps should always aim to be proactive during conversations with prospects. Your reps should not be overselling or pitching features that don’t matter
Enthusiasm is infectious so you should get your lead excited about the possibilities of your product. One way to encourage this is to share a link to a relevant customer’s success story that will allow them to envision their own potential success.
On the other hand, you will also encounter cases where your product won’t be the ideal solution for the person on the other end of your chat and in these cases, you should be honest. It is best to be upfront and friendly in these instances because it’s not beneficial for anyone to be strung along
Coach your reps to listen more!
While it’s important for your team to ask leads qualifying questions and highlight why you’re asking those questions, it is doubly important they listen to the answers and understand their pain-points rather than just ‘qualifying them’. It should feel like a natural flow of information without the visitor feeling that he is being interrogated.
Listening will allow your team to determine what the customer’s pain points are and which is the quickest route to be able to offer a suitable solution.
Live Chat Analytics
Live Chat Analytics is a sub-category of Conversation Intelligence. CI deals with transcribing, analyzing and providing key insights for your pre-recorded Inside Sales conversations. However, in the case of Live Chat analytics, no transcription is required as the entire conversation in on text.
This unstructured data set can be analyzed to uncover insights that help Live Chat agent reps improve their conversations and close more deals.
Marketing and Sales teams can use information like feature requests, pricing mentions, competitor mentions to be better aware of the Marketplace and handle objections effectively. It helps your team understand prospects and customers better so they can serve them even better
Companies using video Live Chat tools like Drift, LiveChat, Zendesk, Tawk, etc are leveraging Live Chat Analytics to uncover key insights from conversations and also to train their team to have meaningful conversations.