By Tony Medrano
AI and machine learning are more than just trendy buzzwords. In many industries, including e-commerce, rapid advances in Artificial Intelligence and machine learning are giving companies huge competitive advantages right now. These technologies power live chat agent communications and help companies scale faster than ever before. However, if your brand is your most valuable asset, you want to make sure that your live chat agents support your brand identity, not tarnish it, before you set them loose on potential customers.
Brand conscious e-commerce companies find that chat agents have an increased impact on customer satisfaction, build a more resilient brand identity, and foster lifelong customers, while freeing up chat team leaders to tackle unique issues. Empowering human chat agents with these insights from machine learning enables brands to make the strongest emotional connection with customers.
1. Understand Your Customer’s Expectations: The first key to training live chat agents is to make sure that your agents have a solid understanding of what the customer’s expectation is when using live chat. After all, you cannot exceed expectations until you know what the expectations are.
Customers who opt for live chat most often want immediate service, clear answers, and positive interaction. Fast service is not enough for most customers. They’re used to texting with friends and getting an immediate response. Your live chat agent needs to be able to react right away.
The way your live chat agent responds is important as well. They need clear answers they can act on to questions they ask. This means that answers should have direct links when appropriate and incorporate information specific to the customer. If you can personalize customer service, you’ll improve brand loyalty.
A live chat agent also needs to make the customer feel good about the interaction. You already know people buy more when they are in a good mood. This means your live chat agent not only needs to be efficient but also friendly. This includes using appropriate greetings, asking if the customer has any other questions, and ending a chat session with an appropriate sign off.
2. Understand Your Brand’s Identity: Brand-conscious e-commerce companies have these goals:
- Present a correct representation of the brand
- Offer high-quality service for each customer interaction
- Communicate accurate information about products and logistics
Are you a luxury brand that fosters attention to detail about your products? Are you a big box e-retailer working in many verticals that prioritize order size and a flexible return policy? Communicating your brand identity to live chat agents is crucial to ensuring that your customer service strategy represents you correctly.
A high quality of service ensures that chat conversations reinforce customers’ positive brand associations while increasing the chances your brand is top of mind for your customer base. Achieving these tenets of brand identity through live chat will strengthen brand recognition, association, and loyalty.
Often a customer service interaction falls into one of two categories: product information or logistics. The former interaction likely occurs before a customer has made a purchase. The customer may need more information about a product before deciding to buy. The latter interaction usually occurs when the customer is ready to check out or already has. They may have a question about the purchase process, shipping, or product delivery.
3. Understand the Role of Your Live Chat Agent: It can be difficult for brand conscious e-commerce companies to provide immediate service while communicating accurate product information. When accurately representing a luxury product to support a purchasing decision, for example, a chat agent’s accuracy trumps the speed of the interaction.
The good news is that brand-conscious companies prefer using in-house customer service agents, eliminating many possible pain points. It’s easier to maintain brand voice when chat team leaders are in contact with other brand representatives in the company. Furthermore, the quality of interaction is facilitated by increased monitoring of chat conversation management. Chat team leaders can communicate immediately with superiors to adjust human resources to meet contact center traffic.
Solutions: Develop Proper Management Structure: The biggest mistake a brand can make with live chat agents is expecting them to do too much. A live chat agent can solve most of the customer service issues that come in. However, a live chat agent is not a replacement for an entire customer service team. A live chat agent can deal with 80 to 90 percent of customer queries. But if you try and force your live chat agents to deal with things that require too much improvisation or that the agents do not have authority to handle, you will trigger negative customer interactions.
If you are clear that your live chat agent will only deal with a specific set of issues, then you can train them to quickly get assistance from a team leader when issues are beyond the scope of their power or authority to resolve. Few things are more frustrating for a customer than spending fifteen minutes on live chat only to find out that the chat agent needs to bring in backup. This situation can often be avoided by training live chat agents to know when it is time to escalate the chat for resolution.
If you don’t want your e-commerce company to be left behind, you need to synthesize an AI and machine learning tool with your live chat training to improve your brand’s identity online.
Tony Medrano is the co-founder and CEO for RapportBoost.AI, provider of a suite of live chat agent training solutions that use advanced machine learning and deep conversational analysis to organizations to guide their human customer success and chat sales teams to build stronger connections with customers. He can be reached at firstname.lastname@example.org.