Reasons why live chat can offer a competitive advantage

Live chat features on business websites have grown far past being a nicety. In our fast-paced society where we expect quick results, we've become increasingly inclined to expect a rapid response to our inquiries. Live chat customer service effectively fills this demand.

Email is great because it's convenient, and telephone options are also important to offer to those who want a more “personal” touch, but the one thing live chat features offer that their predecessors don't is the combination of convenience, personalization and speed. With live chat options, customers get a combination of all three.

As the increased interest in e-commerce continues to expand, customer service departments have realized that by integrating older concepts such as chats and instant messengers into their businesses, this helps augment and improve customer service.

Companies that can quickly resolve problems or answer inquiries are more likely to hold a competitive edge than those who rely on other means of customer service on the online platform. Here are a few ways live chat features give business websites a competitive advantage:

Expanded customer service hours

Let's face it, one of the preferred reasons consumers shop online is because of the convenience to shop 24/7. The big drawback to this is when perusing an e-commerce site if a customer has a question they cannot always get a fast answer, FAQ sections are good, but they only go so far and don't necessarily address a person's specific need. Live chat enables customers to get an immediate response to their questions at any time of the day or night (depending on staffing of course, but hours are more likely to be expanded since people can work from home).

Faster sales

Customers who are uncertain or cannot have an issue or question addressed are less likely to buy if their concern is not resolved. Since live chat facilitates quicker answers to inquiries, the chances of making a sale increase because the customer may be less inclined to jump to a competitor's site if they are satisfied with the customer service received.

Easy

Many consumers don't want to be bothered chasing down answers, or may quickly forget what it is they want to ask if they surf around with the intention to call or email later on. Business websites that integrate live chat can set the system for the "chat live with a customer representative now" button to be displayed in a prominent place. Again, this goes back to increased sales.

Another option is to watch consumers navigate and then pop up a window asking if they need assistance; can't get any more personalized than that in the online environment. This setting can simulate the same idea as a salesperson approaching a customer in a store. Customers can and should always be given the opportunity to say "no thanks" and leave it at that. Pushy chat icons that repeatedly pop up are a turnoff and, if you're anything like me, you'll bounce right off the page. Make your "chat now" icon visible but discreet. Be helpful, not annoying. 

Once upon a time, live chat features were considered a novelty for business websites, however, in today's e-commerce environment, it has evolved to be considered a serious customer service tool. The option is a fast way to respond to customer needs when requested and heightens the personalization component, which has also become increasingly important in the online shopping environment.

Implemented and used properly, live chat features have the potential to give business websites a competitive advantage because they enable the merchant to give customers what they want, when they want, and on their own terms.