{"id":25982,"date":"2021-07-21T09:11:01","date_gmt":"2021-07-21T07:11:01","guid":{"rendered":"https:\/\/customerserviceculture.com\/?p=25982"},"modified":"2022-04-21T17:32:41","modified_gmt":"2022-04-21T15:32:41","slug":"when-live-chat-and-messaging-collide","status":"publish","type":"post","link":"https:\/\/customerserviceculture.com\/en\/digital-customer-service\/when-live-chat-and-messaging-collide\/","title":{"rendered":"When live chat and messaging collide"},"content":{"rendered":"

During the last 2 years we’ve had a binge of digital support channels. As many brands have recorded strong online conversations volume peaks from the beginning of the pandemic on, they have introduced new channels such as\u00a0live chat and messaging<\/strong> channels. Some organizations though are experiencing some mismatch<\/strong>\u00a0between these two channels that are affecting overall customer experiences. Check them out and learn how to prevent them.<\/p>\n

What they differ one another<\/strong><\/h2>\n

If you think about live chat and messaging apps such as Whatsapp, Telegram or Messenger you might think that they’re very similar one another. That’s due to the fact that both channels – unlike social media – generate private conversations and they are more often used by smartphones. If you compare them in detail though, you’ll realize that there are also some important differences<\/strong> that you won’t ignore, otherwise you’re bound to deliver poor customer experiences. I’ve summed them up in the table below:<\/p>\n

\"channel<\/p>\n

Related read: 3 frequent approaches to digital support<\/a>.<\/span><\/p>\n

Avoid this dangerous mismatch<\/strong><\/h2>\n

This is the scenario: you’ve been delivering customer support over live chat for a few years, then you decide that it’s time to add a new channel. When it comes to messaging channels<\/strong> such as Whatsapp, Telegram or FB Messenger, chances are that your agents tend to reproduce the same ‘fast & furious\u00a0<\/em>‘\u00a0conversation approach they use over live chat. Meaning that they respond almost in real time. That leads though to an increase of agents stress load on both channels, lower performances and wrong customer expectations. Here’s a typical example that I’ve noticed assessing<\/a><\/span>\u00a0hundreds online conversations:<\/p>\n

\"Wrong<\/p>\n

This wrong behavior over messaging channels<\/em> is often due to two main reasons:<\/p>\n