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Many companies are implementing live chat because it offers a better
experience for some queries and some customers as well as cost savings for
companies compared to voice. Indeed the channel has been growing 87% pa
according to CustomerThink.
BoldChat found that top reasons given for why live chat is preferred are
immediacy of responses (71%), ability to multi-task (51%) and customers don’t
like talking on the phone (22%).
However canned responses, complex queries or poor staffing can lead to the
opposite experience, with channel switching, repeat calls and abandonment or
even churn. Misunderstandings can happen more frequently than a telephone
conversation, and with both customers and agents multitasking, there is plenty
of room for error. Offshore chat operations are often compounded with cultural
issues and misunderstandings too.
Many businesses who deploy live chat do so with conflicting reasons i.e. is it to
serve customers’ channel preferences or save money. It is frequently treated as
an ‘alternative’ to voice.