Using automation to encourage customer interaction

19 February

How users interact with your site can be predicted by establishing and delving into user profiles. An organic user is one which actively searches for your services, naturally arriving at your site as the information appears relevant, informative and serves the intended purpose. If you are advertising your site across multiple platforms and search engines, the user is likely to have been guided throughout the journey and funnelled to your site.

Power of customer profiling

By delving deeper into user demographics and understanding the identity of your typical customer, you can engineer your service delivery accordingly and integrate suitable communication platforms to increase accessibility. There are many factors which can influence this, such as:

  • Age range: The age of your average consumer will influence the complexity of the communication platforms on offer, web page design, imagery, and tone
  • Device: Industry standards call for websites to be responsive, i.e. mobile and tablet friendly and compatible with Android and IOS
  • Location: If there is a growing pool of users in one or more locations across the country, directly referencing these areas can encourage customers to interact
  • Occupation: The employment status of users and level of proficiency can indicate if the user is a primary decision-maker or a secondary, lower-level contact

Putting it into perspective, if you are a registered charity for elderly people, you may direct users to a direct telephone advice line or a local office access point. On the other hand, if you are a provider of business sale services, you may provide a callback request option to arrange contact around a time which suits the user, i.e. busy limited company directors. As the topic of conversation is likely to be confidential, business sellers may decide to arrange a callback for when they are away from the office.

Elevating your efforts and encouraging interaction can be achieved effectively by understanding the intention of the user. As a service provider and helping hand, you can easily integrate automation features to your site to aid and trigger interaction. By promoting access points and portals through which you can be contacted, you can encourage users to interact. If your website is sparse with action points, such as a Callback Request, Chat Request, Contact Form or Direct Helpline, you may discourage users from submitting an enquiry.

How can live chat filter proceedable customers?

Automated communication software, such as ResponseiQ, can help forward potential customers to a human agent and weed out those who are not in a position to proceed by directing to them information which is readily available on your site, if suitable.

E.g. the chatbot used by NatWest, also known as ‘Cora’, directs non-complex enquiries to the relevant frequently answered question already published on the website. If the enquiry is complex and cannot be answered by a generalised answer, the user is directed to a human advisor. This not only reduces the time spent by human agents to answer simple enquiries but improves customer service standards. By sparing agents for more pressing, time-sensitive and complicated questions, the waiting time can be reduced, and your customer service department can operate efficiently.

By automating live chat signals on complex advice pages on your site, you can reduce the number of calls stemming from this content and redirect enquires to the live chat system. By better tracking the source of enquiries, you can refine site content and identify complex topics which need to be divided into smaller topics. Automated communication software and live chat facilities can bolster customer service delivery and upgrade the user journey. By using platforms which are innovative and can deliver answers at a rapid rate in time-sensitive conditions, this could set your brand apart from the competition.

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