Your overall chat maturity level is Newbie

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Newbie

Don’t let the newbie status scare you—everybody starts somewhere. You heard about the conversion-boosting power of live chat and decided to adopt and implement a tool onto your site. At this point in your live chat maturity, you’re excited about the endless opportunities live chat can bring, but are only utilizing the basic functionality of your live chat tool. The good news? You’re just now skimming the surface of live chat’s revenue-boosting power, and the sky’s the limit.

Enthusiast

You’ve graduated from the newbie status of live chat adoption and are proactively pursuing ways to improve your program and increase conversions. You’re a live chat devotee, dedicated to uncovering new opportunities on your website. But be carefulat this stage of live chat maturity, your efforts to improve puts you at at risk for burnout. If your conversions are high but revenue is low, don’t fearyou’re on the precipice of live chat greatness.

Expert

You’ve found a way to personalize the live chat experience by graduating to a visitor-based approach. Give yourself a pat on the back—this is no small feat! Armed with advanced targeting and measurement techniques, you have a holistic understanding of each visitor’s unique journey and the power to unlock live chat’s ultimate payoff—incremental revenue. What’s next? The potential to experience the same results with half the resources.

Visionary

You’re a pioneer in the live chat world, peering into the future to unlock new and improved ways to optimize your program. Committed to continuous improvement, you’re leveraging live chat intelligence and machine learning to maximize your outcomes and minimize manual efforts. At this phase of your live chat maturity, you have the freedom to sit back and enjoy the ride.

Maturity by area

Targeting

Newbie

At this level you’re just getting started with zeroing in on who to target and how to use your live chat tool to make that happen. You’ve likely placed chat onto a few hand selected pages on your website where you think web visitors will be the most likely to convert. To evolve this area of your program, it’s time to move beyond your hunches and turn to the cold, hard data. This will help you minimize unqualified chats, make the most of your resources, and increase conversions.

You’ve hand selected a few key pages to place live chat on your website and are doing your due diligence to increase live chat conversions by taking advantage of the more advanced page based targeting features your live chat tool offers, but there’s still room for growth. To get to the next stage of maturity, you’ll need to go beyond page data alone and turn your attention towards the entire customer journey with visitor based targeting. Not all live chat visitors are created equal, and dynamic visitor data will help you focus your efforts on the most profitable opportunities.

At this level of maturity, you’re serious about targeting visitors who are a good fit for your business’ bottom line and care a great deal about their overall experience. You have real-time visibility into the unique attributes of your web visitors and are leveraging chat segmentation to increase the revenue lift of program. You realize that some web visitors are better left alone and manage your targeting rules on a regular basis to ensure each segment is bringing revenue lift.

At this level of maturity, you are among the live chat elite who are leveraging machine learning to determine which web visitors to engage with. You have total visibility into the unique attributes of your web visitors (journey, potential revenue value, propensity to buy, etc.) and have found a way to leverage this data to maximize your outcomes and minimize manual efforts.

Personalizing

Newbie

At this phase of maturity, you’re leveraging the basic features that come with your live chat tool. The placement of the chat box is pre-selected and your icons are out of the box. You have customized your chat so it looks great on your site and is consistent with your brand. You are still establishing what the baseline results from chat are and or should be and so chat invitations are rarely changed.

At this phase of maturity, you understand that personalizing the live chat experience means using more targeted messaging and using the best placements to get higher response rates. You’re choosing where to place the live chat feature on each page of your website to maximize conversion and have even started tailoring your message to better serve shoppers on particular pages. The next step is to move beyond standard box icons and, more importantly, to personalize the live chat experience to each of your visitor segments. To do this, you’ll need a way to test the effectiveness of creative content in real time and start personalizing the live chat experience based on each visitor rather than each page.

At this phase of maturity, you are committed to delivering a personalized live chat experience for each of your visitor segments. Like a scientist, you test creative content, placement, timing, and frequency of invites in real time through A/B testing and use that knowledge to optimize your engagement rules, maximize performance, and create revenue lift. Now, it’s time to leverage more automation to get the results you want faster with less effort.

Your program has advanced to the top tier of live chat engagement maturity and you are fully committed to delivering a WOW experience to your customers. Rather than simply leveraging live chat as a communication tool, you’ve found a way to integrate its engagement outcomes into the broader business function. By continuously collecting insights from each engagement via machine learning, you’re fuelling future business, sales, and website decisions while ensuring that the quality and effectiveness of your live chat program continuously grows.

Engaging

Newbie

At this level of live chat maturity, you’re likely using shared resources from your sales, support or marketing teams to qualify and engage site visitors. You probably have basic bot functionality in place to handle tasks like booking meetings, but most of the heavy lifting falls on you or your team, and there’s a chance they’re feeling overwhelmed or unproductive. You’re excited about the customer insights your team is gathering through live chat, and you’re making adjustments reactively based on what they share.

At this stage of live chat maturity, you’re using a healthy mix of resources to engage web visitors in real time. Chat is showing potential, but you’re finding that customers are dropping off when they are not engaged with in a timely manner and you’re unsure about how to staff to reach live chat’s full revenue potential. You also may be hearing murmurs from your agents about the quality of the opportunities. To evolve this area of your program, you’ll need to find a way to gain a deep understanding of your web visitors and how they prefer to engage with your chat function. This will help your reps deliver a highly personalized live chat experience to each of your web visitors in real time.

You’re flexing your live chat engagement muscles and are delivering a highly personalized experience to each of your web visitors in real time. You can predict how many chats are coming in and know how to staff accordingly. Your program likely consists of a healthy mix of bots to handle FAQs and dedicated agents to engage more qualified leads. Evolving this layer of your program is all about arming your agents with as much information as possible about each site visitor to help them deliver a highly personalized experience in the most efficient way possible. Live chat capabilities like forecasting, quantification of customer goals and chat outcomes, and regular coaching is keeping you one step ahead! Now, it’s time to leverage technology to take your program to the next level.

At this level of maturity, you are among the live chat elite who are leveraging machine learning to determine which web visitors to engage with. You have total visibility into the unique attributes of your web visitors (journey, potential revenue value, propensity to buy, etc.) and have found a way to leverage this data to maximize your outcomes and minimize manual efforts.

Measuring

Newbie

You know that you want to use live chat to improve the customer experience and increase sales, but at this level of maturity, you’re still trying to figure out how effective your live chat program truly is. Tracking conversations is easy, but you’re still looking for an accurate way to track conversions. You’re excited about the insights you’re gaining from the transcripts, but you don’t have a way to show the impact of your program and where the return on investment is coming from. Developing your maturity in this area involves finding a way to track site visitors’ journeys from chat engagement all the way through to the sale and turning this data into actionable insights.

At this level of maturity you have a good idea of the goals you’d like to reach through live chat and visibility into basic KPIs of your program. You are working towards quantifying insights from conversations to make them more actionable and are proactively monitoring productivity metrics to get the best efficiencies from your chat team. The next step to evolving your maturity here is to find a way to measure conversions that occur after speaking with an agent. If you’re looking to scale your program and deliver real revenue growth for your business, you’ll need a way to prove that live chat is not just delivering value, but incremental revenue.

At this level of maturity, you’re serious about targeting visitors who are a good fit for your business’ bottom line and care a great deal about their overall experience. You have real-time visibility into the unique attributes of your web visitors and are leveraging chat segmentation to increase the revenue lift of program. You realize that some web visitors are better left alone and manage your targeting rules on a regular basis to ensure each segment is bringing revenue lift.

At this level of maturity, you’ve found a way to push past diagnostic analytics and are using predictive analytics to proactively create revenue through live chat. You’ve built machine learning into every layer of your live chat program and it’s working in your favor. This seamless integration of all facets of your live chat application with your predictive analytics is leading to faster turnaround and minimized workload. You’re enjoying clear visibility into the effectiveness of all facets of your live chat program including chat, agents, and customer satisfaction. Armed with this intelligence, your live chat program just keeps getting better and better!

Level up your Chat Maturity

Ready to graduate to the next phase of live chat maturity, double to triple your conversions, and enhance your customer experience? Schedule a free live chat consultation below and we’ll be in touch as soon as possible.