3/10/2019 [Podcast] Top tips to maximise your call centre web chat strategy - Part 2/2

[Podcast] Top tips to maximise your call centre web chat

strategy - Part 2/2
injixo ⋅ Workforce Management ⋅ Sep 16, 2016 ⋅ 4 min read

In the second part of our podcast, Chris Dealy discusses with Carolyn Blunt (LinkedIn, Twitter) and Tina
Squire (LinkedIn) about where chat based service goes wrong in the contact centre. Carolyn and Tina
discuss recurring themes where call centres fail when implementing web chat and what common stumbling
blocks to look out for.

Click on the podcast link to listen to the recording and get the in depth analysis from those who know.
Carolyn and Tina are both experts in the eld of helping call centres deliver successful chat based customer
support.

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Below is a short summary of what you will learn during the podcast.

Use a pre-chat form to capture customer contact information and lter out
irrelevant chats.
Using real life examples of situations where this makes sense, Carolyn describes the bene ts of using the
pre-chat form. Contact centres should capture customer contact information rst and lter down to only
those that really need to use the service.

Be clear about what you want to achieve with this service.

Tina discusses the importance of choosing the right chat supplier, looking at what you want to achieve with
the service in advance of implementing any chat based customer service.

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3/10/2019 [Podcast] Top tips to maximise your call centre web chat strategy - Part 2/2

Measure the self-serve journey to drive continuous improvement for customer

experience.
Tina discusses how using web chat, call centres can measure the self-serve journey of the customer and
compare it what was expected from the initial design of the customer journey in order to drive continuous
improvement with customer experience.

Don’t get too focused on metrics, think about insight and examine root cause
analysis.
Some useful examples from Carolyn on root cause analysis as a means of improvement in customer
journey. “Don't get too focused on metrics, think about insight” “The best service is no service at all.”

Mirror your customer with your use of language in web chat. Remember that the
digital world is not stuffy and formal.
There’s no need for the regal approach. Carolyn is a big fan of keeping it relaxed, “If you are using language
like kind regards, you are missing a trick”. “This is more of an informal way to engage with your customers”.
Carolyn points out that the digital world is not stuffy and formal, the use of emojis is recommended and
Carolyn suggests injecting humour into your customer service while using webchat. Tina suggests that the
channel language is driven by the customer, and that contact centres should mirror the customer. Contact
centres should communicate with their customers in the manner they expect in that channel.

Be clear about your strategy before you start from the agent right through to the
operations.
Carolyn discussed how contact centres must be crystal clear in advance of any chat based service
implementation about what exactly the service will look like operationally. Right from operations down to
the agents on the frontline. Set expectations about what you hope to achieve that are realistic with how you
are delivering the service in reality.

Understand what your brand voice is and be clear to represent it in the correct
fashion.

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3/10/2019 [Podcast] Top tips to maximise your call centre web chat strategy - Part 2/2

Tina and Carolyn discuss the importance of understanding your “brand voice” and suggest some examples
of how the tone must be re ective of the brand and re ect what customers will expect.

More from Carolyn and Tina on this hot topic in Part 1 of this podcast. You can listen to Part 1 here.

Thank you for reading!

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