Three key live chat strategies

Usage of live chat is on the rise among merchants. By the fourth quarter of 2010, — and for good reason: live chat is the preferred communication method for 1 in 5 U.S. shoppers, only two percentage points behind phone support.

And live chat tends to satisfy customers’ needs. According to Forrester Research, not only do 77% of consumers using chat say they’re able to get the information they needed, but even among those who do not, a majority report being either satisfied or neutral about the experience, rather than feeling negatively.

But as with any customer service opportunity, live chat can go awry if it’s not deployed thoughtfully. If you offer live chat, adopt these best practices:

1. Integrate, integrate, integrate.If you offer live chat, don’t just Live chat should not just be a text link on the customer service page; it should be a prominent option at every step along the path to purchase – and not just on your main eCommerce site. Include chat links:

• In the global header and footer. These anchor locations ensure live chat is always an option on the page.

• In the center content area on the product page. Make it easy for shoppers to ask questions as they mull item details by placing a prominent link to live chat above the fold, as Beauty.com does on its product detail page.

• In a prominent, fixed position in the cart and checkout. Live chat should be offered alongside phone support in an easily-accessible position throughout the checkout.

• On social networking sites. Consumers who follow your brand on social networking sites may prefer the convenience of live chat to phone or email support – make the option easy by including a prominent link to live chat, as Land’s End does on its Facebook landing page.

• Display – and update – wait times. If chat representatives aren’t immediately available, let shoppers know how long they can expect to wait, and then keep the chat window active by updating their status if the queue is long.

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