Sunday, 23 Jun 2024

Using Chat As a Channel–The Right Way

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As a business in today’s hyper-competitive times, it’s crucial to address customer queries and concerns quickly and efficiently. Customer satisfaction and experience have become key differentiators in the digital age, where customers have multiple avenues to connect with companies. One effective way to enhance customer interaction is by using chat as a channel.

The Importance of Chat as a Channel

Using chat as a channel on your website offers several benefits:

  • Convenience: Live chat provides a convenient way for customers to interact with your brand.
  • Real-time Communication: Chat allows for real-time communication, ensuring prompt responses to customer inquiries.
  • Cost Optimization: By enabling executives to handle multiple interactions concurrently, chat optimizes both cost and service.
  • Increased Sales: Using chat on your website can help increase sales by addressing customer pain points and providing instant assistance.
  • Improved Customer Service: Chat enhances customer service productivity by enabling executives to handle multiple interactions simultaneously.

In essence, adopting chat as a service channel can significantly improve the overall customer service experience and increase satisfaction levels. For instance, if a website visitor has a query and doesn’t receive a quick answer, there is a high chance that the visit may not lead to a purchase or may result in customer dissatisfaction.

The Digital Revolution – Chat as a Key Channel

The digital messaging industry is currently undergoing a transformation, with an increasing number of mobile users globally. It’s estimated that over 1.8 billion people use messaging apps, and there are over 4,087 million active internet users worldwide. This rise in digital connectivity highlights the importance of chat as a key interaction channel, especially for tapping into the mobile generation.

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According to the Teleperformance Customer Experience – CX Global Survey 2017, chat is one of the top three preferred channels by customers. The percentage of people using chat to interact with a brand has increased by 30% since 2015. However, it’s important to note that there is still a significant population of customers who prefer voice interactions. Therefore, finding a balance between chat and voice channels is essential to ensure a positive customer experience.

The Teleperformance Blended Approach – Balancing Technology with Human Power

At Teleperformance, we understand the importance of balancing technology with human interaction. We believe that humans prefer to talk to humans, even if they have to wait in a queue. To achieve this balance, we offer a blended approach that leverages both technology and human expertise.

For example, Teleperformance collaborated with a large logistics player in the APAC region to offer chat as a customer support channel. By implementing an Omnichannel Solution, including chat, e-mail, voice/phone, SMS, web, and self-service IVR, we were able to streamline their business processes and enhance the overall customer experience.

Here are some key strategies we implemented for our client:

  • Deployed Chat with a customized reporting system to monitor customer demographics and behaviors, helping us continuously improve our strategies and promote chat as a channel.
  • Designed a KYC landing page to facilitate customers’ first interaction with the brand, reducing customer effort.
  • Integrated the chat platform with a specially designed CRM to enable automatic chat case creation, reducing human error.
  • Increased productivity by allowing executives to handle multiple chat interactions simultaneously.
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The results of implementing chat as a channel were remarkable:

  • Productivity increased by 38%.
  • Support costs were reduced, resulting in one month’s worth of savings in the first year.
  • Net Promoter Score (NPS) increased by 15 points solely due to the chat channel.

The Next Step – Proactive Chat

Once you have successfully incorporated chat as a customer support channel, it’s time to take it a step further with proactive chat. Proactive chat aims to engage customers by anticipating their needs and addressing concerns before they arise. By offering to answer questions or provide assistance in advance, you can make your website visitors feel welcome and enhance their engagement.

As a Center of Excellence for chat operations, Teleperformance in India has implemented various chat solutions and integrations for clients across different industries, including technology, e-commerce, retail, hospitality, and healthcare. Our experts can design a customized chat solution tailored to your specific needs.

To learn more about our chat solutions and how we can help your brand excel in customer service, please visit our website.

Frequently Asked Questions

Here are some frequently asked questions about using chat as a channel:

  1. What are the benefits of using chat as a customer support channel?

    • Convenience and real-time communication
    • Cost optimization
    • Increased sales
    • Improved customer service
  2. How can chat be balanced with voice interactions for a win-win situation?

    • A blended approach that combines technology with human power can provide a balanced solution.
  3. What are the results of implementing chat as a channel?

    • Increased productivity, reduced support costs, and improved customer satisfaction.
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In today’s digital world, using chat as a customer support channel is crucial for enhancing customer satisfaction and improving overall customer service productivity. By adopting a blended approach that balances technology with human interaction, brands can provide a seamless customer experience. Proactive chat takes it a step further by anticipating customer needs and addressing concerns in advance. If you’re ready to elevate your customer service to the next level, consider incorporating chat as a channel and enjoy the benefits it brings.

Contributors: Kunal Kaul @KunalKaul7 | Neha Sethi @nehacsethi