One assumption which would normally be fair to make with live chat is the shorter the conversation, the higher the customer satisfaction. But this isn’t always true. All of the statistics show a trend where both the longest and shortest conversations have the lowest customer satisfaction rates, and the middle length conversations are shown to be the sweet spot. This makes sense as the chances are high an operator responding in the first few minutes might not be taking the time to get all the information necessary to answer the question. As a result, the highest customer satisfaction ratings are for conversations of roughly 15-25 minutes.
The same trend holds for wait times between messages. Yes, customers will give ratings as low as 68% for wait times of 200-250 seconds, but at the same time, the highest ratings are for wait times of 150-200 seconds. This information fits with the notion people don’t want to wait long, but they also don’t want their time wasted with hair-trigger responses that don’t answer their question.
What is interesting is how this observation applies to individual operators. The top performing operators in terms of customer satisfaction aren’t the ones who answer over eight thousand chats a month. Somewhat counter-intuitively, they are the ones who answer approximately one thousand chats per month. This can be explained in two ways. First, they are taking the time to research the answer before sending a response, so they have less time to respond to each chat. Alternatively, these operators are wording their responses with more clarity and better explanations so there is no reason for the customer to respond with follow-up questions.
The variety of locations live chat operators work from is large. One of the key attributes of a good chat operator is their ability to effectively read and write English. This is why you’ll see a lot of chat operators working from Canada or Australia. This isn’t to say most of them come from English speaking countries, as there will always be companies who are willing to outsource their customer service to cheaper places in Asia, but some of the highest ratings come from there. Australia has the second highest customer satisfaction rate at 93.59%, and Canada has the third highest customer satisfaction rate at 88.36%.
Coming in first for customer satisfaction is Mexico. Their customer satisfaction rate is 94.11%, which is indicative of how strong the English of their workers must be. Not only do they have the highest ratings from customers, but they also have the most chat conversations when compared to any other country. It seems that Mexico is benefiting from three things: they operate in the same time zone as the U.S., they have relatively low wages, and their English is comparatively good.
One final interesting fact is that Denmark has the quickest reply times of any country in the world. As pointed out at the beginning of this piece, speed doesn’t always correlate with customer ratings, which is why Denmark wasn’t listed in the top three for customer satisfaction.
Take a look at the infographic below from Skilled.co for information on how introducing a live chat would make a positive impact for your brand.
This blog is part of a collaboration between Webdura Technologies and Skilled.co. We have partnered with skilled.co to provide you with some high-quality articles as part of our knowledge sharing initiative.
This resource was published by skilled.co14 December 2017
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