Chat windows in the Czech Republic
In the Czech Republic, the most common programmes are of the SmartsUpp type, which can add a chat window to a website, customise it to match the brand, and set up several automated messages.
On our own website, we have a chat with three automated messages: one for users who spend a certain amount of time on the site, one for those who return after some time, and a message for when the operator is unable to respond.
Automated conversations have reached countless users
with offers of assistance. This is best used to support the brand and build relationships with users.
“Chat windows must be deployed with care. During user testing, users over 40 were particularly annoyed by the chat window. They aren’t used to using chat; conversely, the younger generation, raised on social media, uses them more commonly,” explains Michal Vaníček
, Head of Marketing, highlighting the pitfalls.
Similarly, they pose a barrier on websites selling expensive or complex services (such as long-term educational courses abroad). In such cases, users generally prefer to give you a call.
How users contacted us in 2016
Last year alone, 25% of customers interested in our services contacted us via chat. Only a fraction of these were relevant enquiries. However, we offered this 25% an attractive channel for communicating with us in real time. View the implementation as an extension of customer care rather than a source of enquiries and revenue.
How to use chat
The rule is very simple: behave in a way that delights the customer. Writing a few extra lines won’t hurt anyone, but it helps build a brand of a customer-friendly company.
Respond quickly and concisely
Chat is ideal for answering quick queries. On aitom.cz, users most often ask about the scope of services and pricing. It is not always possible to answer such queries concisely via chat. If the answer requires more preparation or would be too long, ask the customer for their email address and reply via email.
Be online
During our testing, we also came across a project where the chat was practically always offline (we test during normal working hours).
In such cases, the chat is actually just a nuisance; it offers no benefit to users
and, moreover, it looks as though you aren’t actually working.
Reply to everyone
Many users even reply to automated messages. Reply to them too. Offer help or simply thank them for their interest and wish them a nice day. They’ll appreciate it.
Ask for time
It’s understandable that a support agent doesn’t know everything. If the query is more complex, ask the enquirer for their email address or phone number. Explain why you need time to find the exact answer and promise to get back to them as soon as you have all the information.
Be personal
We have been updating our texts throughout the year. In our experience, a personal approach works best. Previously, the chat window was simply labelled ‘Contact us’. Now the chat is more personal. People like to communicate with a specific person. The next step could be to upload a photo for each operator individually.
