When you're having an issue with an order online, a banking question, or trouble working your device, would you rather call or use chat support to help get things sorted out?
It's a no-brainer that we would choose chat support! Customer experience has turned digital and seeks to eliminate the need to spend the time looking for a support number, interacting with an automated IVR system, and waiting in a queue to get a question answered. With over 1.5 million apps in the app store and 90% of smartphone time spent in-app, providing mobile customer service is an increasingly relevant and important step in the overall customer experience. The beauty of in-app chat is that almost anything can be answered in a matter of seconds while a user multitasks and is on the go. Best of all, in-app chat enables businesses to help users seamlessly without interrupting their day.
Consumer expectations of customer experience are founded upon technologies ability to give us what we want, when we want it, with little to no effort on their end. This is one of the many reasons why businesses should incorporate in-app chat support. It generates an experience of convenience, speed, and ease which are at the core of customer happiness. Forrester Research points out, "Many online consumers want help from a live person while they are shopping online; in fact, 44% of online consumers say that having questions answered by a live person while in the middle of an online purchase is one of the most important features a website can offer." Meeting customers where they prefer to engage and simplifying the support process contributes to healthy CSAT scores and augments a company's overall success.
In-app Messaging Versus In-app Chat: Which is Best for Support?
Although these terms seem like interchangeable words, they aren't and it's important to know how these fit into your CX strategy. In-app messaging are visual, automated messages that are triggered in response to what your user is doing while utilizing an app. These do not directly solve an individual pain point but exist to push customers along to take an action. In-app chat, on the other hand, refers to the communication that occurs between a user and a chat bot or live chat agent. The goal of in-app messaging is to generate user engagement while in-app chat is specifically for supporting user inquiries and issues. Although it's beneficial to have both, in-app chat is the best for customer support and is the ideal approach to anticipating customer needs.
The Benefits of In-app Chat Support
Some of the most disruptive and transformational companies in transportation, tech, and retail revolutionized their industries by eliminating customer pain points across the board. And one thing most of these disruptive companies have in common is that they offer in-app chat support, like Uber.
In-app chat support provides businesses with a real-time connection to their users' pain points while simultaneously reducing support costs. The customer benefits from this because it replaces slow email threads that can take hours to resolve and turns them into minutes or even seconds. This creates the most frictionless and effortless environment for customers where anything can be answered and solved with their fingertips. Simultaneously, this enables businesses to be smarter and savvier with customer support costs. In-app chat agents can juggle multiple conversations while phone and email support agents can only handle one inquiry at a time. Providing in-app chat support is more cost effective and gets you more support for your buck. Equally as beneficial, is how in-app chat helps to shape the voice of the customer. Chat transcripts empower companies with the ability to review and analyze chat data and improve customer support efforts all around
We've learned the benefits and importance of why in-app chat makes customers happy while also discovering how cost-effective it is for your business, so how will you make your customers happy? Check out this real-life story about how one company implemented chat and increased their CSAT scores by over 10%.