Gartner Research

Making Live Chat a Must-Have Engagement Channel

Published: 28 September 2017

ID: G00338647

Analyst(s): Guneet Bharaj , Brian Manusama

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
  • Key Challenges

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

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client