If helping people is your core business, then webcare is not unimportant. This is also the case at EUclaim, which helps travellers to claim their rights in the event of a flight delay. At the beginning of 2013, we started using chat for customer service. My colleagues and I work together with EUclaim to improve online marketing and webcare. We noticed that the use of the chat channel resulted in quite a few issues. I would like to share the most important learnings with you.
Situation
Every day, EUclaim receives hundreds of messages by phone and email. Because it is a legal service, people often have questions that no standard FAQ can help with. The customer service employees take the time to review a file to give people an appropriate answer. Not every situation is a fair claim according to EU regulation 261/2004 , which is why a frequently asked question is "am I entitled to compensation"?
Objective
Customer service used to be available by phone and email for questions. In order to improve service and to ensure a better user experience, it was decided to also use the chat channel. The main goal was to improve service, and the hope was that the conversion rate would increase.
Results
The first thing that really stood out was the fact that the number of telephone calls has not really decreased. The number of e-mails with questions received has also not decreased compared to previous years.
What we can conclude is that chat has not necessarily proven to be a substitute channel for vietnam mobile phone number list EUclaim's customers. After analysing the type of questions asked during chat compared to questions asked on the phone or in email, it also appears that these questions are different in nature. Questions from chat are mainly short questions from people who want clarification about something.
Research into customer satisfaction with chat shows that over 90 percent find this a positive experience. The speed and personal nature are mentioned as the main arguments for the positive feeling. But if an increase in the number of questions puts more pressure on customer service, can this be sold in a business case? This can only be answered positively, since the percentage of visitors who chat with customer service converts much better than non-chatters.
Conversion percentage
In order not to get skewed insights, we only included visitors in the calculation who started the conversion funnel. In other words, we did not include visitors with a completely different intention in the comparison.
Learnings
In the first phase, it was decided to use a cheaper chat program, mainly to test whether it would be used and to find out what the reactions of customers would be. Since the aforementioned figures were very positive, an evaluation was made before the summer on how the use of chat should continue. Various shortcomings and wishes for the chat package emerged. Based on this list, a different chat program was then chosen in the summer.