The following is a guest blog written by Nicholas Klisht, Contact Center Strategist at Nielsen IT Consulting. To learn more about their solutions visit their website www.nielsenitconsulting.com.
If you are launching a chat initiative, then this short blog carries a big lesson. Uncover the six common traps that cause chat business models to fail.
Chat provides a mechanism for customers to obtain assistance online when browsing a website/mobile app. Based on experience with various chat implementations, and speaking with multiple businesses, it’s clear that the business case for chat is not simple.
The original theory was that chat would mirror an IVR/Automated Phone System and deflect calls. Because agents could service multiple customers concurrently, the model appeared to be a win-win. Customers are serviced in their channel of choice and agents are twice or three times as productive. WRONG! It’s been proven across multiple industries that if this is your sole objective, then your chat business model will fail.
Here are the six reasons why your chat business model could fail:
Reason #1: Lack of clarity on the value proposition
If the ultimate goal with chat is to reduce expenses by avoiding calls, take a hard look at this approach. This is not a valuable add to customers. Your value proposition should be focused on providing assistance in the customer’s channel of choice, possibly by making the sales and acquisition process more convenient for customers. Continue reading