Customers are most satisfied when things go smoothly. Once a hiccup occurs the way in which an organisation deals with it hugely impacts how the customer feels about the brand and whether they stay or leave.
Reducing customer effort and getting a good Customer Effort score has now become as important as NPS, CSAT and other traditional metrics.
The three channels customers find the least effort and therefore easiest to use (according to research by eDigitalResearch of 2000 consumers) are live chat, email and social media.
Avoiding the frustrating call centre menus, long hold times and lengthy data protection and security screening seems like a good idea when you just have a simple question.
It also makes good business sense, serving customers through non voice channels is much cheaper, with advisers generally able to handle multiple (2-4) live chats at a time.
One way this is made easier is by using ‘cut and paste’ phrases, questions and links.
While personalisation is important and I am absolutely passionate about thinking of the individual customer every time, there are a number of things advisers will find themselves saying and using over and over. It’s worth having these in your side bar and reviewing and varying them regularly. There will be standard phrases such as:

Hello [*FNAME]! How are you doing?
Hello [*FNAME]! How may I help you today?
Ok [*FNAME], I understand the problem, I will be happy to help you.
Ok [*FNAME], let me check I have this correct. You would like me to…
Ok [*FNAME], that’s a good question. I would need to look into that for you.
Thank you for chatting with me today. Have a good evening. Goodbye.

And also phrases that will be specific to your own organisation. For example these are used by a company that sells lockers and storage equipment:

‘Do you already have a master key?’
‘Would you like door plates?’
‘Have you measured the space?’
‘Would you prefer sloping tops?’

And having links to paste in that direct the customer to popular catalogue pages online, customer reviews, your You Tube videos and other resources is also very useful.

When used correctly Live Chat had been shown to increase sales conversions, with customers increasingly expecting it as standard and 90% of customers saying it is useful and makes them more likely to return to your website (Forrester).

However in order for Live Chat to be successful your team need to be trained in how to use it. This falls into two categories, systems training (linked to your Knowledge Base) and soft skills training. The latter ensures the tone of voice used represents your organisation’s brand correctly and that there is consistency between advisers. This training irons out spelling and grammar issues, shows how to quickly proof check and provides clarity about whether your organisation is ok with abbreviations such as ‘please’ to ‘pls’ or not.
This training ensures that your advisers avoid the dreaded robotic interactions and instead provide a warm and human connection, but whilst still making use of efficiency savings where appropriate.

Training should also be ongoing, in the same way a contact centre would review call recordings or email threads with advisers and discuss positives and key learning points, so this should happen with a sample of chat transcripts. This ensures your advisers keep doing what you want them to do but that any bad habits or missed opportunities are corrected.

For more information on our training courses on Live Chat please click here

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