You have a powerful live chat software solution online 24/7 on your website. You have an able team of live chat agents that know how to keep customers engaged during a live chat session, furnishing helpful and knowledgeable content—the exact information that they are seeking for, in an empathetic tone.
Yet, at the end of the day when you run a customer survey, looking for a feedback, you find an alarming majority does not feels satisfied with the live chat session that they had with your representatives. They found it a bit uncomfortable.
“What did you miss out there?”
You wonder.
Something, which many organizations appear to be ignoring while communicating with their online customers through a live chat platform:
The absence of a brand voice!
Does it really matter?
Brand Voice in Live Chat Session Does Matter
After all it Helps Build Trust
You run an online sports socks business, supplying customized sports socks to your customers. You have a sporty tone that characterizes the content available on your website. But, at the same time, your live chat agent adopts a corporate and sober tone when communicating with the customers during the live chat session.
As such, what would run through the mind of your customers?
One possibility is that the live chat agent is not actually the representative of the company but some chatbot—even if it’s actually a live agent on the other side.
“And, they did not even disclose the information. How shady is that.”
Your customer thinks.
Even, when you did not intend to, you managed to harm our integrity.
A customer has been engaging with your brand for years over the social media. They know the tone; they are accustomed to the way your staff communicates over the network.
For the first time, the customer decides to visit your website to buy a product. They click on the live chat tab, a representative pops up, conversing in an entirely different tone.
There is no degree of familiarity which has become the identity of your business on the social media network.
“Am I even on the right website? Is this the same management?”
There is a strong correlation between familiarity and trust and if your live chat sessions do not exhibit the familiarity with which your brand has come to be associated with, it can put off the customer.
It Helps to Convince and Persuade Your Customers
Your customers appreciate your brand for a reason—they feel they can relate to it. And, when you can relate to someone, you tend to be easily convinced and persuaded by them over a matter.
This is another advantage that comes with structuring your live chat sessions on your brand’s voice.
A brand’s voice is something that your customers can relate to and when humans can relate to something, it automatically helps them to recollect their formed impression about that thing, inciting actions in them.
If your live agents shape up a conversation, phrased on your brand’s voice, they don’t have to invest in convincing and persuading the customers—the brand voice would do it.
It Helps To Expand Interactions
Obviously, when your customers would trust you and can relate with what you have to say—actually what your live agents have to say, it automatically implies that they will be open to exploring the conversation even further.
This, in turn, helps you acquire data about multiple touch points that your customers will be exploring, giving you further information about your target market. You can leverage this generated information to devise strategies for the good of your business and your customers.
Do your live chat agents exhibit your brand’s voice when they communicate with your customers through live chat software? Because, if they don’t, then you are not leveraging the maximum out of your customer service system.
