With more and more businesses springing up in the digital space, coupled with the rapid rise of the digital natives the customer support landscape needs a major reshuffle. As a business owner or a product specialist, you most certainly will agree with me that customers are the lifeblood of your business. The challenge here is to deliver the highest quality service at rock-bottom pricing. As you scale up, and incoming volumes for support queries keep increasing maintaining a consistent level of service within set parameters of budget and resources might seem worrying.
But what is surprising here is – it can actually work!
Guess what: Your customers don’t want to talk to you, any more than you would want to take their calls. All they need is quick, accurate and concise answers to their queries, with zero wait times.
Gone are the days, when customers preferred speaking to IVR systems. They hate waiting for help and detest when they are put on queue to get the simplest of answers. Rubbing salt to your wounds: a typical IVR call costs anywhere between 20-25 cents a minute.
The new school is all about spontaneity; attending every single customer query real time and show that you care for them. An in-app customer support chat system is faster, almost real-time and much more convenient. For a digital landscape customer support by means of In-app Chat is undoubtedly a more robust way to engage customers, win their trust and is also economical. In fact, statistics show that 63% of customers are likely to return to a website that offers online customer support.
In-app Chat therefore is indeed a blessing for customer support, but it can be more than just a chat plugin for your customers to ask questions and get them answered. In fact it can with time reduce the customer support overhead for companies. Here we have discussed Top 5 tricks to get your Customer Support Chat absolutely right.
1. Move to an asynchronous environment:
Live Chat and In-app Chat are two words often used in the same context but there is a subtle difference between the two. In-app Chat or In-app Messaging has two major benefits over Live Chat when it comes to customer support.
Unlike Live Chat, In-app chat is:
- Asynchronous: So the user and agent need not be available simultaneously to communicate
- Contextual: It adds context to every interaction which can be revisited anytime in the future and also makes subsequent follow-ups more efficient.
Live Chat on the other hand, is synchronous and session based. Therefore one has to stick around while the conversation is taking place and can’t have it for reference in the future.
When online customers experience issues with mobile apps, 33% of users will try to contact customer support, whereas a whole 52% simply delete the application. An in-app messenger, thus can reduce churn as nothing beats chat when it comes to customer satisfaction. No other channel offers the same kind of convenience and effectiveness as a quick chat. Chat don’t put users on hold, it’s easy to use and provides a constant experience. Also the resistance to using chat for support is much lower than using phone.
2. Replace Help Tickets with functional FAQs
Support by means of a ticketing system has long been the holy grail of customer support. Not denying the benefits of a ticketing-based support approach, but relying solely on it doesn’t give you the levers to leverage. Also as you scale and the volumes of incoming tickets keep increasing, ticketing based support tends to become slow and pricey.
This is where an in-app knowledge base comes in handy for a business. Even stats suggest that 91% consumers would rather use a knowledge base, if it’s available.
A good practice is to track the frequency of questions users ask on chat and write articles based on that. While a searchable FAQ is omnipresent even in offline mode, the same can be used to aid your support agents as they handle incoming support queries. A Bot operator comes into play here, one that can recommend articles for your agents to share, based on keywords being used during conversations.
This approach is a win-win in all cases. It reduces the overall volume of incoming support queries, reduces TAT of support agents and also increases agent efficiency.
3. Make your support proactive
Prevention is better than cure and a direct analogy to this is Customer Success being better than Customer Support. If one can guide users during every single interaction with your app it will not only reduce support overhead, but also delight users and thereby reduce the likelihood of churn and improve customer advocacy.
A simple 3-step framework to help users get the maximum benefit from your product by means of In-app Chat is described below:
- Event Tracking: Track every action your customer takes or doesn’t take inside your app
- Segment & Targeting: Segment users based on events, sessions, features used or any other KPI and devise targeted messaging for them
- Auto Messages: Every time any user satisfies any of the segmentation rules, send out targeted In-app messages to them.
These messages that get delivered while the user is actively interacting with the app is highly engaging and are ideal to start off conversations with users.
4. Make your support Omni-channel
Did you know that answering a social media complaint increases customer advocacy by at least 25%? Likewise, speedy responses on social media encourage the willingness for online spending. So, businesses refusing to use social platforms as a form of customer support fail to tap the benefits that come with it.
The challenge is not only to be accessible across all channels, which of course is important but to deliver consistent and integrated service quality across them. In the quest to go Omni channel, one can’t of course toggle between multiple channels and simultaneously maintain the same level of service across them.
But what if your support agent could access all incoming queries from multiple channels at the same place. It will be much more convenient and will also help him ensure consistent service quality. Integrating social channels like Facebook, Twitter, slack etc. with your customer support chat solution is the key here.
5. Provide a Consistent and Friendly User Experience:
In the end, nothing satisfies users more than a consistent and friendly customer support. The In-app support approaches mentioned above are for making your support more responsive and efficient. Although very important, no amount of responsiveness or efficiency would resonate with your customers if responses lack the human element of emotion.
If answers to customer queries sounds mechanical, chances are that the business will lose 67% of its customers. Also, nine out of ten consumers expect to receive a consistent customer care. Otherwise, their frustration will escalate and could lead to a slew of negative online reviews.
So, corporations and growing business should pay attention to details and:
- Deeply assimilate customer service software within their apps.
- Provide the appropriate in-app help desk tools to customer care agents.
- Keep up with the customer expectations.
- Implement innovations and new technologies for handling issues.
- Give a user-friendly customer support service.
- Respond quickly to customer complaints.
- Maintain consistent customer care.
There are numerous options to improve customer service with in-app chat. Consumers highly value great customer experience, to the point that by 2020 customer experience will take over price and product quality as the key brand differentiator. Investing in better customer service, therefore, definitely pays off in the long-run, because it can easily make or break a business.
About the Authors:
Jason is a technical writer currently associated with ProProfs Chat Software – a leading live chat solution provider that empowers businesses to instantly connect with customers. Jason is a regular contributor to leading online journals and web platforms and loves to motivate customer support teams for providing a gratifying experience.
Satadeep has in-depth understanding of all the digital marketing channels
from search engine optimization to social media optimization. A Data-Nazi by nature, he specialises in conversion marketing strategies to strike the right chord with the right people who can benefit from unique SaaS solutions. Currently associated with Applozic, he is heading the marketing team of the organization.