Making Live Chat a Must-Have Engagement Channel


Published: 28 September 2017 ID: G00338647

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Summary

Live chat is a key engagement channel, and an integral part of an organization's digital customer engagement strategy. Application leaders should follow these best practices to fulfill expectations of convenient, fast and meaningful service and improve customer experience.

Table of Contents

  • Introduction
  • Analysis
    • Position Live Chat as Part of an Overall, Long-Term Customer Engagement Strategy
    • Craft the Customer Service Journey to Offer Personalized Live Chat for Your Website and Mobile Apps
    • Create a Comprehensive Knowledge Base to Provide Consistent Responses and Multiple Simultaneous Chats
    • Incorporate Advanced Analytics, Artificial Intelligence and Natural-Language Processing Into Your Solution
    • Organize the Handling of Live-Chat Sessions in Your Customer Engagement Center
    • Design the User Interface With Both Customers and Service Agents in Mind
    • Weigh the Differences Between Enterprise-Level Live Chat and Consumer Messaging Apps
    • Start Small and Continuously Measure Performance
  • Case Study
    • Total Gym Fitness
  • Gartner Recommended Reading
© 2017 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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