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With many customers starting their journey online today, it is now often easier to hit a chat button than it is to pick up the phone. According to new research from BT, webchat is considered to be an equivalent and often superior method of working compared to calls. Webchat also sits comfortably alongside social media, as it allows organizations to draw customers into a more private dialogue, where they can discuss personal details and specific issues in a one-to-one channel.

Further, our research identifies a double bonus: both agents and customers like using it and it leads to cost savings for contact center operators. Webchat creates a highly positive customer experience, one which is at least as good as a phone call and often superior. Almost three quarters of call center agents interviewed agreed that webchat offers customers better service compared to calls. This was attributed to the speed that customers can connect to webchat, typically stated as one minute or less. This is considerably faster than customers might experience when dialing into a menu-driven call center system. When initiated effectively, webchat puts customers straight through to an agent with the relevant skills to meet their need.

So what are the pros and cons of chat? Our survey investigated the effects of webchat on both customers and the contact center. Overall, we identified several key learnings for companies looking to effectively leverage webchat in their call centers:

1. Define a clear list of do’s and don’ts for agent etiquette. Webchat is a much less formal medium than email. So, it requires distinct guidelines for agents to be able to act responsibly while empowering them to deliver the best customer experience. For example, customer feedback during the study showed that they will always notice hurried transactions and abrupt agent behavior. Imposing chat handling targets can pressure agent to rush chats, just as targets can with voice calls.

2. Consider the context. Webchat can be a highly effective and efficient medium in a variety of interactions with customers, from providing rapid information updates with simple inquiries to resolving more complicated issues. However, webchat is not a replacement for traditional channels. Phone is still the preferred channel for customers with highly sensitive personal issues, complex questions or when reassurance is required.

3. Caution with parallel sessions. One of the key benefits of webchat is the ability to have one agent on multiple chat sessions. However, content of the task is a factor that will dictate the number of sessions that agents can handle simultaneously. Realistically, two parallel sessions were normal, with some agents claiming they could manage more.

4. Don’t over automate. Webchat can successfully bridge the gap between self-service and needing to pick up the phone, but this doesn’t mean that the entire interaction should be a series of canned responses from a drop down menu. Over use of pre-created responses will irritate the customer as much as a scripted phone call.

5. Make sure agents have the right chat training. It became quickly apparent during this study that the ability, attitude and expertise of the agent were the key differentiators between a great customer experience and a bad one. The use of webchat doesn’t mean that customers don’t pick up on the skills and attitudes of the agents.

6. Leverage the record. As a written medium, webchat provides a clear record of conversations, which can allow managers to clearly identify and correct behaviors that are not suitable among agents. The big advantage is that, unlike calls, the manager can also quickly scan through the entire conversation without the need for the customer to repeat themselves. This means escalation processes are far easier from both the customer and manager perspective.

Although webchat is not new or revolutionary, its star as a key communications channel for customers is rising. Customers are starting to embrace chat more in an increasingly multichannel world and companies need to respond by moving outside their traditional call center comfort zone.

This points towards a change in the way that contact center agents are trained, recruited and measured, as well as a shift in the way that multiple channels are blended, managed and monitored. Webchat can be a very effective tool for engagement that can benefit both customers and companies alike. After all, it’s a good time to chat!