To access the March 2018 Letter to Shareholders
Today, a lot of people are used to purchase goods and services over the Internet. This represents a greater number of commercial transactions over the Web, which has a number of advantages in terms of cost savings and greater market reach, since anyone with an Internet connection can buy a product or hire a service without leaving his home.
But at the same time, people often need assistance in making decisions, especially when it has to do with something as important as taking care of their health. The ability to solve these questions at the right time, when the client is closing his transaction, will determine if it will be completed or not.
In addition, proper assistance will positively impact the perception that potential customers have of the company and the support they can expect from it in the future, which will definitely be taken into account when deciding the purchase or acquisition.
A new white paper developed by Teleperformance found that click-to-chat channel ranks third in user preferences when contacting a healthcare service. But in the meantime, for companies in this sector, the channel is in the sixth place.
It is worth to mention that proactive chat allows companies to contact the customer based on its behavior on the web. For example, if a person takes too long on a particular page, you can infer that he may have questions or need assistance with anything in particular on that page. This proactive approach can increase your customer conversion rates, rather than wait for the client to begin the contact on its own initiative.
But chat is not just for sales. There is also great potential to serve current customer queries. In all three countries, 60 percent of companies that have implemented click-to-chat use it only for sales, while 40 percent is offered at no specific contexts and only 20 percent is allocated to administrative matters.
Is chat better than email and forms?
Most companies still use forms and e-mail on their websites to both capture information and answer queries. This is great to gather information from clients, but chat offers a better interaction from a conversational point of view. Our study concluded that live channels provides a better “effort cost” rate. In other words, getting new customers is “easier” in live channels than in non-live channels.
Customers nowadays are used to real-time service, and they also expect it from the companies they trust. There is still room in the healthcare industry to develop click-to-chat for customer acquisition, and even more for providing support to current customers. Not using a live channel for current customers can make them feel that the company is only paying attention to sales —and that could hurt pretty much a company’s brand.
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