BT Research: Popularity of Web Chat Set to Rise
February 01, 2013
As an increasing number of companies have started offering Web chat to customers, BT (News - Alert) Global decided to conduct a survey on consumer and operational trends in contact centers, and also investigate the effects on customers and advisors. The current research is the first of the three pieces of research that it will be published over the next month.
If you thought that the social media was considered the 'manna of Web interaction,' then think again, as it has a rival in the Web chatting platform. In fact it's being perceived as an effective 'stepping stone' in moving customer contacts toward Web-based self-service interactions.
The survey conducted by BT Global Services (News - Alert) found that the latest communication channels, like Web chat, are being used by contact centers, and has apparently emerged as an effective channel for advisors to talk to customers. It appears to be contributing to growing customer satisfaction, employee productivity and cost reduction for contact center operators.
In fact this was substantiated by the findings from research conducted on six contact centers in the U.K. and India, three of which were operated by BT serving enterprise customers and three run by other large corporations.
The reason is clear as Web chat allows customers to discuss issues in a one-to-one channel, advisors and customers like using it, as there is no installation or software updates are required for contact center operators. Also, Web chat is able to raise levels of employee engagement and change working practices, while being relatively cost effective compared to other channels.
Findings also revealed that advisors could engage in multiple Web chat conversations simultaneously. Advisors are not challenged by regional accents and background noise, and at the end there is a clear audit trail of the entire dialogue. Almost 75 percent of advisors noted that Web chat offered customers better service when compared to calls and also expressed very high levels of satisfaction.
From a management perspective, team leaders can quickly and easily step into a Web chat. Managers can also get the essence of the entire conversation by quickly going through the conversation, making escalation processes easier.
And for customers, a Web chat session is as easy to initiate as a phone call, and if initiated, effectively connects them directly to advisors with relevant skills.
BT Global, which has recognized the benefits, has ensured that its contact solutions are multichannel enabled, allowing the development of Web chats and other channels of communications.
Edited by Ashley Caputo
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