Introduction
Welcome to Chat Metrics CaaS. The purpose of this document is to provide a guide for you to follow when implementing your own in-house Live Chat to ensure you are able to deliver the highest number of new clients. The aim is to ensure one standard, best practice process is implemented for your team to follow. To that end, we would like to point out some critical components of this document:
- Champion: This is the person that you allocate as your “Chat Implementation Manager” for all things Live Chat – in particular, during the set-up and go-live stages. Ideally, this person will have a thorough understanding of your sales processes and the authority to sign-off on the faqs and scripts you will use to engage with your website traffic. They will be the person that will provide feedback to your team doing the chatting as well as reporting on the performance and results you are able to deliver through your live chat.
- Qualified Lead Definition: Whilst this can be further refined after go-live and ongoing, the definition of a valuable lead/conversion is important to ensure your champion can gather enough information from you to be able to appropriately qualify the website visitors. Their aim should be to deliver the highest number of new clients as possible.
- Lead Qualification Process: The process your team currently undertakes to qualify your current website leads (Marketing Qualified Leads) is the process you should aim to duplicate for your online interactions. Once the website visitors request a “call-back” you should aim to commence the sales qualification process again to ensure the sales qualified lead could potentially be converted during that conversation to book a demo or even sign-up depending on your sales process and cycle.
Prompt Follow-up: Live Chat engagements with your website visitors will be their first impression of your organization. You can manage expectations to a certain extent with regards to how promptly they will be contacted after the chat ends however, the sooner any leads not converted during the chat are followed up the
- And do remember, you will need to adjust your sales process slightly as you will be doing the initial qualification. You will be able to view the chat transcript and continue the conversation accordingly.
- Review of this document: Please ensure this document is reviewed socialized, syndicated through the appropriate circles and approved by management to ensure full buy-in and support. It should become your “live chat bible”
- Assistance: If you require any assistance or have any question please let us know, we would be more than happy to assist you.
Chat Metrics Playbook - Business Details
Prepared Date: 12-November-2019
Approved Date:
Approved By:
Brand Name:
Ti***.*e
Champion:
John Doe
CRM Integration required?
Detail requirements, who and when.
Email Address for leads?:
john****@Tin***.*
Geographical service area:
Demographic:
Professional profile:
Likes:
Dislikes:
Pain points:
Objective of Live Chat
Generating Booked Demos / Free Trials / Sign-ups / Calendar Appointments / Sales Qualified Leads – Provide website visitors with comprehensive and accurate responses, qualify with the questions to indentify ideal clients and capture their contact details for a call back from our Sales Executives for further assistance.
A qualified lead is –
- A qualified website visitor that has interest in the service (any available solutions) and has provided their:
- Name
- Email address
- Phone number
- Best Contact Time
- Enquiring about, i.e.:
- XXX
- XXX
- XXX
Customer Service
- Assist existing customers with their queries and attempt to resolve or direct them to relevant resources available.
Acting as a 24/7 messaging service for clients to leave a request for a response directly during working hours.
Will you be managing “service / enquiry” chats? Do you have a ticketing system / helpdesk?
Website visitors will often utilise the chat service to make enquiries as to existing appointments / enquiries, raise service issues or complaints and even as a messaging service. In essence, “customer service” as opposed to leads. You need to make sure your team are prepared for how you will manage these interactions. If your sales team are manning the live chat, this will impact their effectiveness thus requires careful attention.
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Outline the lead qualification process your sales team execute:
You will do the work that your team currently do when qualifying marketing leads (website form-based enquiries). It is important to identify the portions of the sales process that will be conducted live, online and those that will not. Care must be taken to ensure the point of switching from live chat to face to face to phone discussion is clearly defined. The result with ill-defined process is a potential increase in your sales cycle – the opposite of what you are aiming to achieve.
You should also outline the parameters you use to define whether a lead is a potential client or not.
Outline the lead qualification process your sales team execute:
You will do the work that your team currently do when qualifying marketing leads (website form-based enquiries). It is important to identify the portions of the sales process that will be conducted live, online and those that will not. Care must be taken to ensure the point of switching from live chat to face to face to phone discussion is clearly defined. The result with ill-defined process is a potential increase in your sales cycle – the opposite of what you are aiming to achieve.
You should also outline the parameters you use to define whether a lead is a potential client or not.
If you encounter any regular objections through the qualifying process, please advise the objections and your typical responses here:
Objections: |
Responses: (This will help ensuring consistent results and provide a base to A/B test for refinement and improved conversion rates) |
Website Visitor – | Response: |
Website Visitor – | Response: |
Website Visitor – | Response: |
Website Visitor – | Response: |
Website Visitor – | Response: |
Change Management (For you to advise your staff what is going on and how it works)
Communications to your staff (recommended by Chat Metrics):
Hello team,
Our Company has decided to implement a live chat platform to better serve our website visitors and capture more leads.
Our team members that will be manning the chat are from the XXX department (Sales) and will be focused on lead generation and closing more deals. They will be our Online Sales Executives “OSE’s”!
How do they know what to say?
We have developed a base of standard “responses” and FAQ’s following a process that is considered best practice in the realm of Live Chat. They also have their training and experience to rely on. We are focused on making sure this service is a huge success so we will be keeping a close eye on the outcomes.
What happens after the chat?
If the website visitor requires more information once the “chat” has finished or they have requested an appointment, the OSE will send the “lead” to the appropriate channel so that it can be managed through our normal processes.
Things you should know:
- When you receive a lead, you can view the entire discussion in the “CRM”. You can see where the visitor has expressed an interest and provided contact details. This discussion transcript can also be included in the “email” notification.
- Our team are always open to feedback so they can improve their services, so please provide your feedback to “Champions designated email / Slack Channel etc”.
How can we get the most out of our Live Chat?
- Follow-up the leads promptly – Visitors to our website are often doing their own research. Our website will not be the only one they visit and this is why it’s important for us to address the “lead” as soon as possible. After chatting with us out of hours, they will expect a prompt response the next working day.
- Ensure we read the chat transcript – We can have better conversations with the client if we’re familiar with their online chat discussion. This will allow us to continue the conversation as though we were the ones chatting online and help us address the client’s needs and respond appropriately.
- Promote any special offers – We will inform our website visitors when chatting to them.
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It’s as simple as that. Just make sure all the staff that manage the inbox the leads are being sent to are aware of how it works and you will enjoy the benefits.
If you have any questions or feedback, please email us at team@chatmetrics.com
CaaS Playbook - Online Engagement QA Content Control
ID
Title
Content
Process Items / greetings / statements
1st Time Visitor - Auto Greeting
Q1 – Hi there! My name is [OSE Name]. I’m happy to chat if you have any questions. Q2 – Anything I can help with today? |
Returning Visitor - Auto Greeting
Welcome back. It’s great to see you again <name>!
Please let me know if you have any questions.
Converting Statement 1
Ok from what you have said, it seems like this would be a good fit for you? |
Converting Statement 2
Great, let’s book you in for a Demo / Free Trial etc |
Continue/Callback Statement (When OSE’s encounter an unknown query and if the visitor is a potential lead)
Great question but I just don’t have the answer for you right now, how about I have XXXXXX get in touch with you to discuss the details?
What are the best contact details, please or would you like to book in a call?
Exit Statement (When visitor is not responding)
We’re always here to assist and help point you in the right direction. If you have no further questions, I’ll close the chat now. Have a great day! 🙂 |
Close Statement (when the conversation with the visitor ends)
Thank you for your time today. Feel free to come back anytime, we are always online. Have a wonderful day 🙂 |
Non-sales enquiry -Problem:
Listen, Acknowledge, Investigate , Respond – (Add your own process here) |
Service Enquiry:
Provide link to appropriate ticket form / phone number or collect details to pass on. |
Qualifying Questions
Info Capture 1
- Name
I’d be happy to assist you. May I have your name, please? |
Info Capture 2
- Details of enquiry
Could you please tell me a bit more about your requirements? Are you looking for xxxx or xxxx services or are you a xxxx? |
Info Capture 3
- Contact Details
Perfect! Thank you for sharing the details, please feel free to leave your best contact number and e-mail address and we can have one of our expert staff to reach out to you for a quick consultation. |
Info Capture 4
We’ll make it hassle free for you. Is there a preferred time of contact, [NAME]? |
FAQ’s / Scripting
Who are we?
We are XXXX, We do XXX for XXXX. |
Our Products
We have the following products / services (Offerings)
- XXX
- XXX
- XXX
Offering XXX
About Offering XXX |
Offering XXX
About Offering XXX |
Offering XXX
About Offering XXX |
How much does it cost?
| Response: XXX |
If I get 27 is there a better price?
| Response: XXX |
How long will it take to implement?
| Response: XXX |
Do you have a free trial?
| Response: XXX |
Is there a guarantee?
| Response: XXX |
What term is the contract?
| Response: XXX |
How to contact us
Location
Address XXXX (if applicable) |
Contact
Other Information
(Please provide any further information such as special offers / promotions that you wish us to incorporate through the chat – these can be updated at any time) |
Contact Us.
Questions and Concerns?
Our experience and past performance allows us to have the confidence to back our results with a guarantee
Of course, if we do not hit 25% and you call on the guarantee we will honor it 100% – no questions asked
We only charge based on the conversions we deliver
We operate with your existing traffic – no need to advertise to increase the number of demos booked – We only charge based on the conversions we deliver
Increasing your conversion rates and increasing your sales to leads ratios means you get more from your marketing investment – the ROI increases accordingly
- We Increase Booked Demos and Sales Qualified Leads by over 25% without increasing your ad spend
- We Boost your website conversion rate by 100%
- We Increase Lead to Sale conversion by 28% through better qualified leads
- and all through your exisiting CRM or business process (calendar).
There are no lock in contracts – it’s a month to month agreement
We do have a minimum spend of $1000 per month
We have an integration with Zapier so we can connect to over 1000 apps and counting. We also have our own API so can integrate with custom built platforms as well.
Each partnership is completely personalised and flexible as required.
Each partnership is completely personalised and flexible as required.