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Every client who satisfies himself and receives the reply to his query has a large number of clients who cancel their transactions. Web chat - communication with an account manager via an on-line dialog in a real-time environment - provides a rich erga omnes effect for clients, can help cut call and e-mail traffic, and at the same tim e promote and support client self-service.
The webcam has proven to be particularly efficient for high-quality finance such as loans, investments and deposits, where clients usually need a little more help and support. As Citbank says, 90% of its web chats end up with a home equity loan program, while the Bank of America attributes an eight-fold rise in home equity mortgage rates and a doubled home equity volume to web chats.
The Bank of Scotland uses web chats as an integrated part of its stock trading offer, while Wells Fargo, another early adopter of web chats, saw a double-digit rise in mortgage loan on-line converting following the introduction of a web chats in 2002. In order to help clients who want to help themselves, web chats need to be placed in the optimal places on the website.
Smart analytics identifies clients who get stuck in their transactions and can cancel them without help. According to Cloud-IQ's latest survey, 70 percent of respondents leave their on-line purchases trolley before completion of a deal, making it a high-risk area that requires particular caution.
Banking also uses web chat as a hub for their call and e-mail diversion strategy; their goal is not only to reduce call charges, but also to answer customers' inquiries more quickly, improving customers' experience. There' s no question that employees who handle more than one chat at a time are able to increase the processing speeds of client requests and significantly reduce their expenses, as compared to one call at a stretch.
LivePerson research shows that Web chats are 60% cheaper than telephone calls. Recent findings also show that webchat can provide a high revenue stream - a valuable target for all banks with a single portfolio. LivePerson research shows that website users who are chatting buy three time more.
The reason for this is that clients who opt for web chats do not see it as a sales-related discussion, but as a discussion with an experienced professional to help them find what they need. When making a purchasing decision, a consumer may have a request for certain information, such as information on the features of a wireless Banking application, information on an assurance term or the latest interest rate, and these requests can often be answered through an on-line discussion and quickly solved so that the sale can be immediately made.
From our own research, consumer adoption of web chats increased by 15% between 2009 and 2012. We also found that the adoption of adaptive web participation has increased from 45% in 2009 to 66% in 2012. More and more clients are getting used to the webchat, find it useful and tend to use it more and more.
Aviva said almost 25% of its contacts have moved from phone and e-mail to web chats, resulting in over £1 million in operating cost per year. Greater adoption of web chats means intelligent banks can use them to find out more about their clients.
The webchat can now be seamlessly embedded into CRM applications to provide important information such as how your clients make purchase choices and when and where they are most susceptible to influences throughout the supply lifecycle. In contrast to telephone conversations, the web chats leave an immediate and decisive recording in writing of the client interaction that can be gained for such use.
With the increasing availability of web chats the information about the behavior of current clients will increase. Greater adoption of web chats will turn out to be an important tool in finance companies' on-line strategy that can not only lower cost and increase client experience, but also create the right messages for the right channel at the right time to maximize the effect and reach of their messages.