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We all want instant answers when we go online, and our members (prospective and existing) are no different. B2B and B2C companies have long known that quick service enhances the customer experience, leaving a positive overall impression. That’s why live chat has become so popular in online commerce. Live chat may not be new in the for-profit world, but for most resource-strapped, small/medium staff associations and AMCs, it is. 

According to Insite Software, live chat on your website can directly lead to “better member engagement, higher conversion and member satisfaction.”

  1. Live chat increases conversions by 20%. Live chat helps answer customer questions, removes buying objections and results in a more confident consumer.
  2. Customers who chat are three times more likely to buy. Live chat provides a method for more direct and personal interaction with customers, resulting in an increased likelihood that they will make the purchase.
  3. Live chat improves customer satisfaction levels. Chat offers customers a more immediate way to get their questions answered. As a result, customers walk away from the interaction feeling more satisfied and positive about your brand. While percentages may vary by industry, it is clear live chat’s instant gratification increases satisfaction and shortens the sales cycle. Data shows that as many as 59% of people who would have otherwise called, were completely satisfied with their online interaction.

Live chat for associations
For associations, live chat can lighten the load of your call center and administrative staff. Plus, because live chat is mobile friendly, association staff can easily monitor activity and answer questions anytime, anywhere. That doesn’t mean live chat requires 24/7 chained-to-a-desk service. Many companies staff their chat during business hours only and offer the option to leave a message in the off hours. This is totally acceptable. 

An added bonus to being instantly accessible is the ability to see where your web visitors come from (a Google search or referring site) or what organization they are with. It’s gratifying when you recognize returning visitors by name.

Most live chat services are relatively inexpensive, starting $5 or $10 per month. Many have a free trial or “freemium” model. Some even integrate seamlessly with Wordpress, Hubspot, Salesforce, and other online tools you’re already using.

Enhancing member satisfaction
Live chat gives our staff the opportunity to engage with our members in real time. Thanks to a small piece of code that I installed on our association website, I’m alerted instantly when (“Ding!) a member is having login problems that cannot be fixed by the “Forgot Password” button, (“Ding!”) a member has a question about completing his online profile, and (“Ding!”) a prospective member has some questions before submitting an application for membership.

With live chat, I enjoy being able to quickly help our members go about their business with usually little impact on my day. In my experience, most of the interactions involve some online technical issue, finding a resource for a member or nurturing a potential sponsor or member relationship. Like any good customer experience, listening and providing decisive help is key.

If you use live chat, you will notice patterns in the questions you get. They may help identify problems with your website, conference registration site or learning management system. Perhaps a web page is confusing or lacks some information. Share what you learn with your marketing or web person to ensure that information or the customer-flow through your website is optimized.

While some days are busier than others and it appears as though I am falling down a rabbit hole of busy work, I know that, with live chat, I am directly affecting the bottom line of the association by enhancing customer satisfaction — for only a bit of labor and little if any monthly fee.

Source: B2B Marketing, American Marketing Association, Pekala, Nancy

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