Efficient Live Chat Support For Increased ROI
With endless website options that can enhance the user experience and create more value for visitors, how should you evaluate and prioritize opportunities? Which enhancements among dozens of choices will keep your brand competitive, while impacting the bottom line and sales? Out of the endless tactics to attract leads and convert them into customers, efficient live chat support is a vital component to increased ROI. According to the American Marketing Association, live chat increases conversion by 20 percent and results in a 305 percent overall return on investment.
Enhance the Customer Experience Using Micro-moments
Instead of using technology to automate processes, think about using technology to enhance human interaction. This human interaction is more widely known as the customer experience, or the sum of all interactions between a brand and its buyers or potential buyers, over the lifetime of the relationship. More than ever, this experience is built on micro-moments, which Think with Google defines as “intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.” In these moments, customer expectations are high, so brands with a strategy to deliver digital answers on demand will have an advantage over their competitors. Successful hyper-personalization of the buyer’s journey supports a positive brand experience and inbound marketing success leading to increased ROI.
Moreover, leveraging subject-matter experts on live chat can significantly impact the bottom line. In some incidences, a simple live chat can evolve into screen-sharing, video chat, a product demo, or a sales call as you build trust with prospects, showing that you can meet their needs. Live chat provides a touchpoint and micro-conversion opportunity as prospects move from consideration to decision.
Build Trust
Decision makers and their teams search online to first understand their problem and then evaluate its ultimate solution. As they move through the funnel, live chat can build buyer confidence. When a potential customer is unclear about the details of your offer or needs reaffirmation that your solution offers what he or she expects, providing an instant answer to questions will begin to position you as an authority and trusted partner.
Professionals across generations now make decisions using information from digital platforms. Both Gen Y and Gen X consumers (professionals between the ages of 18 and 40), 20 percent use online chat support when they visit a website. This growing channel is preferred by these generations.
With the shifting demographics of the workforce, chat will be instrumental in remaining competitive across the digital landscape and thus offering an amplified ROI.
