Re-focus on your 'mobile-first' customers
Naomi Campbell • June 8, 2020
When your web-site visitor puts their hand-up - make sure you're there
More often than not, calls and posts coming-in to your business originate on a mobile phone. But what if that user wants to reach you instantly without making a call? Do you force them to wait, abandon their mobiles and seek a desktop or laptop to write an email?
If you're considering a new 'information as a service' model for your website, take-away 5 essential tips:
- Click-to-call - people don't dial numbers any more
- Text support - reply in 90 seconds or loose the thread
- Live chat - put-in place experts not escalators
- Social chat - listen then talk - but don't sell
- Email response - a 12 hour turnaround is too slow
Take-away 5 essential tips:
1. Click-to-call
- If you offer phone support, make your contact number an easy click-to-call button
2. Txt support
- It should be familiar and convenient like a live chat, but without the need to stay connected the entire time. The average response time for a text message is just 90 seconds, and even that can feel too long when you’re waiting for an important reply.
3. Live chat
- Your online chat support agents are just as important as those taking phone calls and pulling email tickets. Knowledge is key. Answers should fulfil the request not park it...
4. Social chat
- 80% of customers expect companies to respond to social posts within 24 hours... give people a personal point of contact, a paper trail they can follow, and most importantly show (sometimes in a public way) that you take concerns seriously.
A study by Aberdeen found that companies with a well-designed customer service approach to social sites had a retention rate of 92%.
5. Six-hour turn-around for email response
- The average response time for customer support emails in 2019 was 12 hours. As consumer expectations become more demanding in a mobile-first world we believe you should halve that today. Set the bar at a 6 hour response time and satisfaction levels will soar.
With all this said - there's no point investing in response workflows if they're not centred around lead conversion and customer retention metrics
Will on-line response desks gain momentum in 2020?
Gone are the days of enquiry lines being important. In today's marketplace it's; call-me buttons, live text, live chat, social site moderation & community engagement that are the essential front-line ambassadors for companies wanting more healthy relationships with existing & potential customers.
"Put the customer first - show you're doing everything to engage in the now"
It’s in your best interest to please audiences at EVERY engagement point.
Find out about managed services for; live chat, email, text & call-me options on your website
If your chat widget pops on screen, you need to be ready to answer because chat means ‘chat’
– it’s not a message taker.
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Instant messaging is all chat agencies do… Their role is to assist in the set-up, running and optimisation of live chat/engagement services. To them, they’re bound by SLA to be ready as soon as someone has a question or problem on-line.
Emails can take a few hours to answer, but B2B online engagement (when done well) is an ongoing, trackable, live conversation with file-sharing and linking capabilities that drive the engagement & endorsement process forward in a measurable way.
Find a specialist agency with experience of your industry sector that has experienced agents to take the ‘ouch’ out of an ‘on-demand’ service.
Read more advice
on optimised chat for corporate brands.
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