LiveChat should be the bridge between your sales staff and customers. The process of logging into a chat however, can be off putting, and as a result you'll be losing prospects. We have analyzed various markets, practices and customer behaviour patterns to clear the mist around this subject and improve your overall chat ratio.

We will outline use cases of specific log-in methods, along with pros and cons of each. We’ll also include some best practices to follow using each of the listed options.

Standard Pre-Chat survey

Use Cases:
Retail sales with anticipation of closing a deal in chat
Support services with requirement of identity validation
Online lectures for registered users

Pros:
 You can define what input is required from the customer
You can be sure visitors who attempt chat, really need it. Otherwise they wouldn't fill out the survey form.

Cons:
 It takes time to type down your information
 Visitors may be hesitant to hand out their information, especially e-mail

Best Practices:

Always make use of the gathered information - either by following up via e-mail, or by calling in business hours. Do not require information which you will not use.

If you find yourself using only a portion of the pre-chat acquired information - cut the form down to size - it will make it easier for you to navigate through customer information, and will make the log-in process easier for customers.

Use required fields (preventing chat access if not filled out), or don’t use a survey at all. 2 our of 3 people won’t leave their information if there is a form, but doesn’t require it.

Never gather useless information, or information you’re unable to take advantage of. It only extends the log-in process and may result in decrement of overall chats.

No Pre-Chat survey - direct chat after clicking the button

Use cases:
Instant, not complex support services with focus on speed of issue resolution
Log in requirement before chat is accessible
Customer base focused on self service or phone lines (older people)

Pros:
More chat opportunities thanks to anonymity and quickness of access
Simplification of the chatting process and higher efficiency of service

Cons:
Inability to follow up, unless info was taken during the chat
More prank/troll chats, taking up time of the chatting team

Best Practices:

If customer names or e-mails have no use in the chatting process, you should use direct chat without a pre-chat survey. Otherwise you can expect fake information input. Potential chatters who actually need help will not continue to chat if they’re asked for data out of the blue.

Use direct chat for quick tips and swift support without expectation of acquiring customers or strengthening relations. Direct chat is an assembly line of quick communication. If your sales process requires a few steps, or your customers can be served on the spot in chat, it is highly advised you do not use direct chat.

In a situation where you already have information of your customer, i.e. your page requires a log-in to access certain content, you should not require your customers to continuously log in places (i.e. chat) when browsing. Take advantage of computing and pull custom variables to pass them as customer credentials.

Facebook Connect log-in

Use cases:
Retail with focus on young and middle aged people, comfortable with sharing information
Social Media friendly, modern approach websites with a tech savvy customer base
Need to monitor and better understand the target market for their likes and purchasing patterns

Pros:
Quickness of access with effortless identity validation
Gathering public Facebook information, and passing a picture to personalize the chat experience

Cons:
Requirement to share Facebook information, which can raise trust issues
Giving the option to users who do not use Facebook (rare, but still) may scare them off

Best Practices:

You can expect that almost your entire target market uses Facebook, unless of course it’s the elderly (and that seems to be changing!). For some people it is very natural to log on using Facebook information, thus clicking the “Share my information button”. To others, who are the same people that don’t fill out standard Pre-Chat surveys, that’s too much and they resign. Try to find a balance opening up two different access points, one with the Facebook log-in, and another with a simple Pre-Chat survey. The principal behind the strategy should be - the younger your target market, the more Facebook log-ins.

Facebook Connect gives you vision of public information of prospects - that means you will know what they like, what are their activities and interests. If you decide to use this method of gathering information be sure your operators put it to good use while chatting. If you do not intend on making use of this information, don’t set it up.