Live chat, a support channel for all?

Some eCommerce businesses may hesitate to implement a live chat solution on their websites, fearing that visitors are not really that responsive to this kind of tool. Let’s take a close look at the common misconceptions (based on age or internet skills) about the type of visitors who use Chat.  

All visitors can benefit from live chat, irrespective of their internet skills

You may think that those who buy less online have a greater need for support than those who are used to buying online.

However, the perceived importance of support is correlated neither to how often they buy online, nor to the type of product they want to buy.

For example, experienced buyers who buy more than 15 times on average a year, consider online support to be just as important as those who buy less than 5 times a year.

A tool for all generations  

Likewise, it is misleading to believe that Chat is a tool used exclusively by the Generation Y. Indeed, the gap between seniors and younger users is decreasing and it is high time to put an end to preconceptions about  how the older generations use web tools.
In reality, Chat has been adopted by all generations of internet users. 
Indeed, if more than 71,7% of 25-34 year olds are in favour this tool developing, 73,2% of 50-64 year olds and 60% of over 65 year olds approve the development of this tool.

The time when senior citizens were considered as part of a target with little knowledge of the internet, for whom the telephone was the only way to get in contact is a thing of the past.

However, it cannot be denied that buying online is a recent experience for most seniors. This means that they are in favour of online customer support solutions.

Therefore, it is particularly important to offer support when they buy online in order to provide a quality of service which is at least as good as  what they would find in a physical shop.
Chat offers these possibilities, with support tools such as co-browsing.
Offering a visible online support tool and thereby emphasizing your quality customer service becomes a decisive element in satisfying and reassuring this new group of users.

Read more: The UK Customer Service and Support Market

Women are more responsive to chat than men!

Women are indeed more responsive than men to online customer support, especially in the following situations: open an online account, online payment, technical problem when browsing a website.

However, when it comes to following up orders or assessing an ecommerce business’s credibility, men and women are nearly aligned owhen it comes to the importance of online customer support.

Nevertheless, there is a significant difference in behaviour between men and women when they buy online. As Arkantos Consulting explained in   their study on gender and ecommerce websites, “men wan to go fast, women want everything”.
Men just want to complete a task to move onto the next. As for women, they would rather try out a task and be sure to have all the necessary elements to make their decision before they move on. Consequently, men and women use Chat in quite a different way: men will look for fast and real-time answers, women will want more detailed information and advice.

Besides, women are much more demanding than men when it comes to certain Chat criteria: they pay close attention to the tool’s availability and to the operator’s expertise. They also consider human contact to be very important and therefore favour Chat, which adds a human touch to the exchange, compared to emails for example.

Download this White Paper

Leave a Reply

Your email address will not be published. Required fields are marked *