Is Chat Support Service Effective or Not for a Business?
An increasing number of customers are doing away with traditional communication tools (phone, email) and are opting for new-age channels of communication like Twitter and chat. These come across as more informal and personal and get the job done in the minimum possible time.
By opening up a chat channel where prospects and customers can seamlessly communicate with a human at the other end opens up a whole new world of possibilities for both the business and the brand. That being said, it is not a bed of roses when it comes to chatting support, and as an entrepreneur, one needs to evaluate both the pros and cons before going in for a full-fledged implementation.
This blog is an attempt to engage readers on both the advantages and disadvantages associated with chat support. It will bring the entrepreneur up to speed on chat support and equip them with a better perspective on deciding whether to go in for chat support as an online customer service channel. Here we go:
Pros Associated With Chat Support
1. Instant Gratification
In a world where information is at one’s fingertips, the customer expects a brand to serve them in the minimum possible time. Chat support is an instant way to connect with your customers and provide them with quick answers. Even if you cannot resolve the issue then and there, the customer still appreciates that their grievances are being heard. This, in the long-term, increases the chances of the customer sticking with the brand.
2. Personal & Accessible
Certain companies, even though they are selling at upmarket prices, are known for their staunch brand loyalty. Most of them have remained true with their customer service and have offered the customer unmatched accessibility. These companies have rolled-out chat support as the most effective means of communication, making it both personal and accessible. This is where the brand has real-time communication with its customers while conducting their business with complete transparency.
3. Reduced Amount of Stress
The business can use other channels for remedying more complex customer problems with chat support. Simple queries and concerns can be immediately resolved with the help of chat. This can significantly reduce the volume of customers queueing up for resolving their queries. This allows the entire customer service operation to operate seamlessly, with customer service agents working under reduced amounts of stress and pressure.
4. Non-Intrusive
While the other channels will require you to put all your other work on hold, it is not the case with chat support; the customer can still do their work on the laptop or desktop while chatting with a customer service agent. The customer can browse, post, check email and continue to work without any delay. The chat option becomes more convenient as it is the least intrusive of all the other channels available.
5. More Convenient
Traditionally, you are expected to find out the customer care number and other details to reach a company. With chat, all you are expected to do is open the website, reach out to the chat window, and start chatting. There is the least amount of friction in getting across to an agent in the minimum possible time. This is one of the biggest reasons why companies are opting to chat in a big way.
6. Quick Understanding of the Issue
When a customer is expected to get in touch with customer service multiple times, they must explain the issue right from the beginning each time. This is an utter waste of time for both the customer and the brand. Besides this, sifting through long-chain emails does take time. In contrast, when a customer reaches out on chat, they simply have to ask the agent to look at their chat history for a quick understanding of the issue at hand. This saves time, money and resources going into the resolution of the query or concern.
7. Mobile Messaging Integrations
An increasing number of companies are adding WhatsApp, Telegram and Facebook Messenger to their channel portfolio. Most of the modern chat software allows easy integration with third-party applications. This allows customer service agents to receive messages from multiple messaging platforms. Besides this, the brand is not forcing the customer to switch apps; rather, you are expected to add the company to your contact list. This, in the long-term, allows the brand to form personal connections with its customers.
8. Manages Reputation Well
No matter how well you provide a product or service, there will be angry customers who need space to let out their steam. With chat support, you provide a space for such customers to vent out their anger in a discrete private space. This is far better than posting negative reviews and vulgar-sounding messages against a brand in full public view. Overall, it allows a brand to keep its reputation intact, even with the most aggressive customers.
Cons Associated With Chat Support
1. Inability to showcase emotions
At present, the only way to communicate emotions on chat is through emoticons. Even then, most chats seem very ambiguous in conveying emotions. The agent has to be extra careful while replying to chats so that they are not misunderstood during the conversation. And the informal nature of chat makes it extra hard to maintain a grip on the free-flowing nature of the conversation. This is one of the main reasons why chat does not work with the older generation, as they still seem to grapple with the medium.
2. 24X7 Availability
Today, businesses operate from multiple locations in different time zones, round the clock, and are expected to serve customers 24X7. This increasingly limits the scope of a single-shift based chat customer service. And the company would have to hire extra personnel and train them uniformly to get a consistent level of service across all the shifts.
3. Lack of Technical Know-How
For a generation that has grown on snail mail and phone, chat service does not have any appeal. It feels more complicated to them than it already is. This can make certain demographics move away completely from opting for a chat-based service for airing their grievances.
4. Comes Across as Impersonal
Someone who is new to chat may feel it to be a little impersonal than phone or face-to-face meeting. There may even be individuals who might find it extremely unsettling to share confidential information over a simple chat which is usually reserved for informal conversations.
Conclusion
There may be a good number of reasons for a chat to have gained so much significance. But when it comes to implementing chat as a primary customer service, a business owner needs to be conversant about the pros and cons of it. Such business support services may have a large following among the youth, but as a business, you would have customers from all walks of life. Hence it becomes imperative for a business to have alternate channels of communication to air grievances and concerns. This sort of flexibility will align well while catering to a whole spectrum of customers from different age groups.
Also read:
1) 10 Best Ways to Promote Your Small Business
2) How Many Social Media Sites Can I Promote My Online Business On?
3) Online Business Ideas You Can Start Quickly
4) 8 Online Business Ideas That Could Make You Hit Gold in 2020
5) OkCredit: All you need to know about OkCredit & how it works.
FAQs
Q. Is implementing a chat service expensive?
Ans. It completely depends on the kind of feature you opt for. Highly customised solutions can cost more than the normal rates. However, when starting with a chat service, it is ideal to start small and based on growth; features can be added as you move along.
Q. What is the average response time in chat-based customer service?
Ans. An agent can respond to queries within seconds if the query is simple. In certain cases, the agent might not be equipped to handle the concern, and an escalation may be required. In such cases, the customer may be asked to switch over to a different communication channel.
Q. Can I conduct all my customer service with chat?
Ans. Although it may sound like a plausible idea, it is always recommended that a company has multiple customer services channels. Giving options to the customer will ensure they stick with you in the long-term.