On the face of it, it’s a simple enough proposition. A customer indicates by his or her behaviour that assistance is required. An agent serves a chat invitation and the customer clicks through. The agent provides help or advice and once the problem has been resolved the customer is then more likely to make a purchase.
And in a nutshell that’s the purpose of live engagement via chat. By providing help when it’s needed you not only offer enhanced service (increasing CSAT scores in the process) but you also drive sales or generate leads.
Now that’s obviously a good thing, but if chat is to be deployed on your site to maximum advantage, the X factor is the quality of your sales agents. After all, they are your frontline staff and, as such, help shape the customer’s perception of your brand. And, of course, if your goal is to raise sales, the outcome of your chat strategy will be dependent on the agent’s ability not just to answer questions but also to steer the customer towards a purchase decision. What all this means is that good training is essential.
But what does that mean in practice? What are the key factors that drive success in the chat environment? Continue reading