Gartner Research

Best Practices for Making Live Chat a Must-Have Engagement Channel

Published: 29 October 2015

ID: G00270700

Analyst(s): Brian Manusama

Summary

Live chat is increasing in popularity as a preferred customer digital engagement channel, today representing 2% of overall interactions, and growing to 10% in 2018. IT leaders should follow these best practices to fulfill customer expectations of convenient, fast and meaningful engagements.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Proactively Craft the Customer Service Journey by Offering Personalized Live Chat on Your Website and Within Your Mobile Apps
  • Consider Live Chat as Part of an Overall Long-Term Customer Engagement Strategy
  • Set Up a Comprehensive Knowledge Base to Provide Consistent Responses to Customers and to Support Multiple Simultaneous Chats for Agents
  • Articulate How You Want to Organize the Handling of Live-Chat Sessions in Your Customer Engagement Center
  • Understand the Importance of the UI Design for Both Customer and Agent Window Alike
  • Start Small and Continuously Measure Your Performance

Case Studies

  • Total Gym Fitness
  • Edmunds.com

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