Online chat is far more than a way to respond to customers. It’s an opportunity to optimize website content, pinpoint customer needs and even close sales, according to Brooke Beach, former Marketing Manager and current Marketing Director, Kevy.
Kevy enables businesses to connect and synchronize data to cloud apps. It’s a new industry, explains Brooke, so customers inundate the company with questions. Before live chat, Kevy responded to them via email. She admits the back and forth, full mailboxes and the time it took to clarify the issue via email dragged out the support and sales process.
So they took advantage of the immediate response of live chat and discovered it provided a much better solution by:
- Optimizing their website. Brooke instantly found out which pages communicated effectively and which didn’t. Specifically, there were consistently two pages that people used chat to ask questions about. She revamped those pages based on the chat discussions, and the questions dropped by 75%.“I’m working with content all of the time, and I can have a false expectation of the level of understanding others may have,” says Brooke. “The immediate feedback enables us to cater the website content to better fit (customer) needs.”
- Closing sales faster. “The beauty of chat is it gives a personal, human element to a flat website … you can get to know a person and what they’re looking for and immediately figure out the right solution for them,” she points out.In fact, almost immediately after Kevy installed live chat, a prospect used it to inquire about pricing structure. A sales professional was able to close the deal in a single conversation.
Watch the full interview and find out more about the value of online chat for B2B: