What’s the Best Channel for Communicating With Customers? Part 1
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Al Rose
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- You're chatting with a real person. In this age of texting and Facebook, people are used to holding conversations this way. It's less intimidating than talking on the phone, particularly if they have a complaint. There's no shouting; it's all very civilized.
- It's easy to use. Really, it is easy to use. Consumers just open up a dialog box and start typing their question (reactive chat) or a pop-up chat box appears asking site visitors if they'd like to start a chat session (proactive chat).
- Customers can multitask. People can ask a question via live chat and then while a customer service representative (CSR) is digging for the answer the customer can check Facebook or do their laundry.
- You don't have to talk. Live chat enables users the flexibility to deal with other issues (e.g., work) while providing a private interaction that no one else has to know about.
- It's cost effective. CSRs can chat with more than one customer at a time and the technology is cloud-based and scalable.
Of these two methods, manual online chat offers a more immediate, personalized and helpful solution. It also enables customer service on the same web pages where sales and marketing information can be found — when consumers are potentially in look-and-buy mode.
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