Winning The Competitive Battle With Valuable, Personal, Real-time Support
At the beginning of our guide we introduced you to two big ideas. The first was Customer Service as the New Battleground. (And if you’ve read our full guide, you know that’s one big idea that will help you stay competitive.)
Now it’s time to tackle the second big idea: Conversation to help you win the competitive battle.
By “conversation” we mean real-time support that is both personalized and super-valuable for your customers. That support will also get you maximum customer satisfaction — and loyalty — in return.
In this chapter we’re going to explain why conversation will help you win the competitive battle. We’ll offer you a model for the Human Conversation and a step-by-step Roadmap to Great Conversation to get you there.
As you may know, live chat is often seen as the black sheep of the E-Commerce service family: It’s hard to manage, costly, and time consuming. And those aren’t the only challenges involved…
If you implement live chat without understanding the expectations of today’s online shoppers, and implement it without the right team skills and game-plan, you’re not likely to reap the full benefits. But black sheep also stand out from the crowd! Successfully deploying live chat can help you win the competitive battle for the attention of today’s demanding online shopper. And here’s why:
Your competitors are looking the other way!
Less than 60% of the Top 500 E-Commerce stores offer live chat — which opens up a clear competitive advantage for you as a smaller store.
More consumers are demanding (and are happiest with) live chat
In 2012 65% of US shoppers used live chat in (up from 58% in 2011) and that figure is set to grow.
At an average 1 minute 10 seconds, live chat offers the lowest response time of all channels.
Live chat has the highest satisfaction scores for any customer service channel, with 73%, compared with 61% for email and 44% for phone.
88% of all customers want their problem solved in one single interaction, and live conversation is the easiest way to deliver that.
It helps generate a more profitable web store
It offers insight into your product, brand and site improvements
It helps you quicker optimise your product range and identify new add-ons, cross and up-sell opportunities
It helps you better understand your brand differentiator.
It helps you make web store improvements that your customers are looking for.
It helps you better deliver on your brand promise.
As a web store service team, your brand is the biggest competitive advantage — even over your product! And putting a personal, emotional, helpful human face on your brand is something that larger brands will never do as well as you.
We’re going to help you exploit all of these goodies as we take a look at:
The Relational Shopper — a customer segment that is often “a pain” but probably your most valuable!
The Human Conversation — a guide for live chat skills you must have in place if you want to win the competitive battle. And finally…
The Roadmap to Great Conversation — a step-by-step guide to successfully deploying live chat across your full online shop.
Let’s start with the Relational Shoppers. We’ll take a look at who they are and what they mean to you as an online store looking to win the competitive battle with real-time conversation.