Create Cost Efficiencies and Deliver Powerful - CUSTOMER CARE GUIDE - Create Connection. Value Conversation.
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
CUSTOMER CARE GUIDE Create Cost Efficiencies and Deliver Powerful Digital Brand Connections with Chat and Messaging Create Connection. Value Conversation.
Chat and Messaging: Essential Elements
in Your Customer Care Strategy
Today’s customers are connected like colleagues on WhatsApp, arrange
never before, communicating across meet ups on Messenger and text to
multiple channels simultaneously as keep in touch with friends and family,
they engage with your brand. and they want to connect with their
preferred brands in these channels
81% of Americans own a smartphone1 too. Today, 71% of consumers expect
and the average U.S. consumer
spends 24 minutes each day on
brands to offer customer support
over messaging channels.3
81%
messaging apps. So, it should come of Americans own
as no surprise that chat is the third With 38% of consumers ready to pay a smartphone.
most preferred contact channel, more for a product or service if it
after voice and email.2 means receiving a superior customer
experience, and 73% prepared to
The growing consumer preference sever ties with a brand after a single
for chat and messaging demonstrates poor experience4, the question is
that brands must offer easy, no longer should your brand offer
seamless interactions in the channels chat and messaging support. The
consumers are already using if they
want to stay connected to their
question is, can your brand afford
not to? 24 Min
customers. Consumers interact with U.S. consumers spend
24 minutes a day on
messaging apps.
1 https://www.pewresearch.org/internet/fact-sheet/mobile
2 COVID 19 – the CX Impact, Sitel Group, 2020
3 https://www.conversocial.com/hubfs/StateofCX2020.pdf?
4 COVID-19: the CX Index, Sitel Group, 2020
Chat is the third most
preferred contact channel
after voice and email.
2 Customer Care Guide
How Chat and Messaging Differ
Chat and messaging offer related but differentiated In a chat conversation, the customer must be present
solutions which allow your customers to connect digitally throughout the interaction. Messaging, meanwhile, is
with live agents. often facilitated through social media channels such as
WhatsApp, Facebook’s Messenger or Apple Business
The main difference between live chat and messaging is Chat and enables customers to reach out to your brand
that chat is embedded into your website or mobile app and carry on with their day, returning to the conversation
and it is a real-time conversation while messaging is an when it’s convenient for them.
asynchronous conversation taking place over time.
Live Chat Messaging
• Real-time • Asynchronous
• Integrated into website • Accessible across devices, ability to switch between
• Requires immediate response – customer must stay devices, apps and browsers during the conversation
connected • Doesn’t require immediate response – customer may
• Agents must be available, concurrency 2-3 live chats leave and return to conversation later
• Can be used to target customers on specific web pages, • Can be accessed at any time, regardless of whether
ideal for supporting online sales agents are available; agents manage 6-8 messaging
conversations simultaneously
• Integrated into website, mobile apps and customers’
preferred social channels, Facebook, WhatsApp,
WeChat, etc.
• Thread of past conversation enables agent and
customer to refer back, reducing effort
Consumers
71% expect brands to offer customer
support over messaging channels.5
Consumers
56% use messaging channels for customer
service or brand engagement.6
Global live chat
81% customer satisfaction.7
5 https://www.conversocial.com/hubfs/StateofCX2020.pdf
6 https://www.conversocial.com/hubfs/StateofCX2020.pdf
7 https://www.statista.com/statistics/818590/customer-satisfaction-
rate-with-live-chat-worldwide/
3 Customer Care Guide
Employing Chat and Messaging
to Drive Customer Satisfaction
Chat and messaging services are customer’s terms, with the speed Why Customers
the fast, friendly future of customer and flexibility your customers value.
service and support. In the past Prefer Chat and
consumers had to call in to connect Chat consistently delivers 80%+ Messaging
with your brand, but that left your customer satisfaction, and it is now
customer tied up on phone causing the third most popular contact
inconvenience and frustration – channel after voice and email. Instant
especially if they were left waiting Communication
in the call queue. Consumers With chat and messaging, there Chat puts your
looking for a non-voice solution is no more inconvenient waiting customers in touch
might have sent your business an on the phone. Customers interact with your team in
email, waiting days or even weeks with your brand whenever and seconds.
for your reply. With speed one of wherever it suits them directly
the most important elements of from their preferred device. With
Channel
customer service driving customer messaging, customers can switch
satisfaction, the wait risked your between devices throughout the of Choice
NPS score. conversation; for example, they can Customers, especially
begin the conversation from their younger age groups,
Today, 78% of U.K. and 65% of laptop, continue from their mobile increasingly want to
connect via chat.
U.S. consumers prefer connecting phone while they have coffee with a
with brands via digital channels to friend and complete the interaction
resolve Issues.8 Chat and messaging from their tablet while they relax at Positive CX
delivers digital interactions on your home in the evening. Chat consistently
achieves 80%+
customer satisfaction.
8 COVID-19: the CX Impact, Sitel Group, 2020
78% of U.K. and 65% of
U.S. consumers prefer
connecting with brands
via digital channels to
resolve Issues.
4 Customer Care Guide
Checklist for Chat Best Practice
Chat enables customers to interact in real time with live agents, offering customer service and support in a similar way
to voice-based agents, but digitally. While the service offered is similar to telephone support, delivering best-in-class
chat support requires a different approach. This simple checklist guides you through the must-dos of chat best practices.
Recruit for the Skills You Need Make Use of Shortcuts
Chat agents need a different skillset than those Chat agents need to work quickly. Help them
providing voice-based support. The ability to multitask communicate effectively by making use of keyboard
effectively, understand emotion and display empathy commands to quickly move between windows.
digitally while also effectively handle concurrent Hotkeys help agents to quickly add frequently used
conversations without confusing information is text – “Hi John, sorry for the wait. I’ll be with you
essential. Ensure your recruitment activity identifies in just a moment.” Be sure to personalize scripted
those candidates with the soft skills you need. messages appropriately.
Simply asking phone-based agents to manage chat
conversations will not deliver the best results. Limit Concurrency
One of the business benefits of chat is that agents can
Act with Speed manage multiple chats simultaneously. Remember
Chat is real time and customers expect immediate that the more chats an agent is managing the
support. Show customers their place in the queue and longer the wait time for each customer, so balance
how long they can expect to wait for the conversation concurrency with speed for the best results.
to start. Aim to leave customers waiting no longer
than 45 seconds for the conversation to begin. Once Over Communicate
the chat is in progress, aim to leave it no longer than Customers can’t hear what the agent is doing,
30 seconds between customer and agent interactions so be sure to let them know what is happening
to drive satisfaction. throughout the conversation. If an agent needs to
look up information or check with a colleague, let the
Make Effective Use of Automation customer know they’ll have a short wait while they
Automation can help free up agents from repetitive complete the task - “I’m asking my manager. I’ll be
tasks and keep customers engaged. You can make use with you in just a moment.”
of automation at different stages of the interaction.
For example, at the start of the chat, you can use Pay Attention to Detail
automated messages to initiate the conversation - Customers may find it harder to explain what
“Hi. I’m Sandy. How can I help you today?” they need over chat than they would in a voice
conversation. Chat agents need to be especially
attentive to details, reading what is written carefully
and asking concise, clarifying questions. Customers
should not be asked to repeat information they have
already shared.
5 Customer Care Guide
Checklist for Messaging Best Practice
Messaging enables customers to have text-based conversations over time with live agents. Because messaging does not
take place in real time, agents can handle a greater number of concurrent conversations than are possible with live chat.
Follow these best practices for messaging success.
Recruit for the Skills You Need Ramp Up Concurrency
Messaging agents need a different skill set to One of the business benefits of messaging is that
those providing voice-based support. The ability to agents can manage multiple chats simultaneously. As
multitask effectively, understand emotion and display the conversations are not taking place in real time,
empathy digitally and effectively handle concurrent there can be a longer wait between interactions,
conversations without confusing information is meaning agents can handle up to eight interactions
essential. Ensure your recruitment activity identifies concurrently without driving a negative impact on
those candidates with the soft skills you need. Simply customer satisfaction.
asking phone-based agents to manage messaging
conversations will not deliver the best results. Make Effective Use of Automation
Automation can help to free up agents from repetitive
Be Ready to Act tasks and keep customers engaged. You can make use
While messaging is not a real-time conversation, of automation at the start of the interaction to initiate
customers still appreciate a fast response. Aim to the conversation - “Hi. I’m Sandy. How can I help you
respond to text messages within 30 minutes. today?”
Keep it Short and Friendly Make Use of Shortcuts
Customers are familiar with text-based conversations Messaging agents need to work quickly. Help them
and expect them to be succinct. Avoid long and communicate effectively by making use of keyboard
overly formal text. Messaging works best with short, commands to quickly move between windows
concise information. Limited use of emojis can help to efficiently. Use hotkeys to help agents quickly add
convey the sentiment of the conversation and create frequently used text.
engagement with the customer, but use sparingly.
Pay Attention to Detail
Share Files and Rich Media Customers may find it harder to explain what they
Messaging is a format that makes the sharing of need over messaging than they would in a voice
media and files extremely effective. Customers can conversation. Messaging agents need to be especially
refer to materials shared in their own time and come attentive to detail, reading what is written carefully
back to the conversation when they are ready. Shared and asking concise, clarifying questions. Customers
files can also be referred to later, supporting future should not be asked to repeat information they
customer self-service. have already shared and messaging agents should
be careful to read the information trail before
responding.
6 Customer Care Guide
Creating Operational Efficiencies
with Chat and Messaging
Disjointed communications disengage customers and help customers to help themselves in self-service channels
drive operating costs up. Strategically adding chat and while driving escalations to the most effective, least costly
messaging solutions to your omnichannel experience channels.
creates a better customer experience (CX) and streamlines
business processes, driving cost efficiencies. Offering self-service solutions meets customer expectations
as 53% of consumers want self-service options.9 Where
Analyzing your data to understand the customer journey escalations are necessary, an omnichannel approach
and identify the drivers behind interactions enables you to ensures customers can remain in their channel of choice.
Conversational IVR Voice
Website
Visual IVR Messaging
FAQs
Chatbot Live Chat
Ongoing analysis of the drivers behind customer interactions enables continuous development of digital solutions, further
reducing the volume of interactions managed by live agents over time. In this way, intentionally driving interactions to the
least costly, most effective channel drives cost efficiency and increases customer satisfaction.
• Streamline Demand
By deflecting voice-based calls to chat or messaging during peak hours or seasons,
brands can streamline agent demand. This limits the need for additional voice-based support,
reducing operational costs while continuing to deliver customer service excellence.
• Boost Sales with Proactive Service
Live chat can be used to reach out proactively to customers on specific pages of your website,
which can be especially impactful in ecommerce channels. Customers are three times more likely
to make a purchase when you reach out to them via live chat.10
Sitel Group data reveals that implementing a strategic approach to chat and messaging can reduce overall operational
costs by as much as 30% in as little as 180 days.
9 COVID-19: the CX Impact, Sitel Group, 2020
10 https://www.zendesk.com/blog/meet-business-goals-offering-live-chat/
7 Customer Care Guide
Measurable Results
Realize tangible business results by implementing chat and messaging as part of your omnichannel CX.
33% 42% 2X 92%
Reduction in Reduction in Conversations Customer
Processing Time Call Volume Handled by Same Satisfaction
No. of Agents
Source: Sitel Group® Data, 2019-2020
Create Powerful Brand Connections
with Sitel® Chat and Messaging Management
Whether on your website, mobile app or social media • Live or Asynchronous Interactions - Manage single or
platform, connecting with your customers should be multiple concurrent conversations with ease.
flexible and convenient. • Powerful Connections - Optimized for non-voice
communications, supporting effective digital
Sitel® Chat and Messaging Management delivers over 130 engagement.
million real-time and asynchronous digital conversations • Operational Efficiency - Deflect call volume from voice-
every year, bringing brands and their customers closer based channels and create opportunities to benefit
together. from lower cost geographies.
EXP+TM, the Enterprise Experience Platform from Sitel Group®, is a flexible solution with complete cloud capability, designed
to simplify the delivery of end-to-end CX services, while boosting efficiency, effectiveness and customer satisfaction.
P
Learning Design and Development Contact Center Services Voice of the Customer Chatbots
Learning Technologies Specialist Support Services Customer Analytics Interactive Voice Response
Training Delivery First Party Collections Consulting Services Automation
Learning Delivery as a Managed Service Interaction Analytics for Agent Performance
Contact Center Technologies
Security and Fraud Detection
Work at Home Solutions
8 Customer Care GuideAbout
Sitel Group®
As a global leader in end-to-end customer experience (CX) products and
solutions, Sitel Group® partners with the world’s best-loved brands, from
Fortune 500 companies to local startups, to design, build and deliver a
competitive edge across all customer touchpoints.
With 100,000 people working across the globe – at home, in contact centers
and within MAXhubs – we securely connect brands with their customers
over 4.5 million times every day in 50+ languages, driving our clients’ digital
CX strategies forward. Powered by our global strength, local expertise and
proprietary technologies, we deliver tailored solutions to fit clients’ needs
through a consultative, customer-centric approach.
EXP+™, Sitel Group’s Enterprise Experience Platform, is a flexible solution with
complete cloud capability, designed to simplify the delivery of end-to-end CX
services, while boosting efficiency, effectiveness and customer satisfaction.
EXP+ creates a robust ecosystem by harnessing the power of four connected
product families: Empower, Engage, Explore and Evolve.
With our award-winning culture built on 35+ years of industry-leading experience
and commitment to improving the employee experience, we improve business
results by pairing innovative design thinking and digital solutions – including
self-service, artificial intelligence (AI), automation and data-driven analytics –
with the expertise, emotion and empathy of our people to Create Connection.
Value Conversation.
Learn more at www.sitel.com and connect with us on Facebook, LinkedIn and
Twitter.
Sitel Group @Sitel_WorldWide
600 Brickell Ave,
Miami, FL 33131, USA @sitel
sitel.com
Sitel Group, Sitel and the Sitel mark are registered trademarks of the Sitel Group Companies. EXP+ and the EXP+ mark are trademarks of the Sitel Group Companies.You can also read
