May 15, 2022 0:00
Chat on the website: how not to lose leads during peak salesJulia Hertz
Evangelist Callibri
Content:
Will customers write when they can call?
How is a chat on a website beneficial for business?How do phone number database you know that you need a chat service?What are the arguments against a chat on a website?Case: how a chat helped increase the number of leadsMultiChat from Callibri
To attract customers, businesses spend a lot of resources: they hire marketers, invest in an advertising budget, create hundreds of creatives, conduct A/B tests, warm up a cold audience with content. All this is done so that a person picks up the phone and dials the sales department - becomes a lead.
It is even more offensive when, for some reason, managers cannot take the call:
Too many simultaneous calls.
The manager is responsible for receiving and processing documents at the reception.
The client called at night or on the weekend.
You can call back later on a missed call, but with every minute of delay the client cools down. It is unlikely that he will wait long before calling another number in the Yandex search results.
Will clients write when they can call?
In 2018, we conducted a series of studies called “War for the Client” — how customers prefer to contact services. At that time, we studied five areas: real estate, medicine, online stores, car dealers, B2B, and accounting firms. In 2020, we repeated the study and compared the results.
We tested several hypotheses, read more about the research methodology and results in our blog . We were most interested in whether our assumption would be confirmed that Generation Z is “coming onto the scene”, and they don’t like to call first and prefer to write.
Depending on the industry, the share of phone calls ranges from 54% to 80%. The phone is still the most popular channel of contact. But we were right that the share of phone calls has decreased in relation to calls via the “callback”, “chat”, and “messengers” channels. The trend towards chats is clearly visible.
Why might it be more convenient to write than to call?
The client does not want to wait on the line and waste his time waiting for an operator.
He doesn't want to discuss his problem over the phone - for example, making an appointment with a doctor - when his colleagues can hear him.
It’s just more convenient to write in Telegram or WhatsApp – he’s already used to it.
How is website chat beneficial for business?
1. The client can go straight to the department he needs.
The client calls the car dealership. After waiting his turn, he explains to the administrator what he wants. This could be:
find out what cars are available;
ask about the terms of the loan;
sign up for maintenance;
install an alarm or other additional equipment
After the administrator switches the client to the right employee, he may not be there, or he will have his own queue. The longer the chain of appeal, the more likely the client will break down.
When the client writes in the chat, he can immediately indicate who he needs and reduce unnecessary links in the chain.
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2. You can communicate with several clients at the same time.
A manager can correspond in 5-7 chats at the same time. This is impossible over the phone.
3. For the most frequently asked questions, you can prepare template answers in advance.
This will speed up the response to the request. You can set up a chatbot that will answer typical requests or maintain the client's interest in the chat with quizzes until an operator joins the conversation.
For example, the bot can clarify the color, model, and configuration of the product, and the manager will pick up the dialogue and push the request to the transaction.
4. Chat will allow you not to lose requests outside of working hours.
This can be a simple auto-response with a request to fill out a feedback form. The manager will contact the client himself at the beginning of the working day. Or a full-fledged chatbot can replace the manager and answer simple questions. Then the client will be less likely to look for another company.
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How do you know if you need a chat service?
1. The phone is ringing, but there is no one to answer.
If you have a lot of missed calls. Hiring additional managers for the sales department or at the reception may not be the best solution. The peak of calls will pass, and the extra employees will sit idle.
2. Managers are torn between the phone and the live queue.
This often happens in:
medical centers;
car dealerships;
beauty salons, etc.
3. There are standard requests that can be thought out in advance.
Set up "suggestions" - template questions in the chat window. They help the client formulate the request. The manager will see what the client is asking before entering into a dialogue. This will speed up the communication.
