You must have heard this a lot:
Customers want their issues resolved, and they want it done now
And why shouldn’t they? They are aware that organizations use tools like live chat software, ticketing systems, and online repositories to make the support process seamless.
When it comes to instant support, we think of live chat and chatbots. They both have resulted in more sales, revenue, and a boost in customer loyalty. Both the customer support tools are known to offer real-time assistance and provide instant answers to website visitors. But business owners across different industries are a little undecided as to which one is more beneficial for their brand.
This confusion takes us to the never-ending debate of Live Chat vs Chatbots. Many feel lost once they start an in-depth study of the two. We are here to put an end to the war. And before we find out who wins the battle between the two, let’s explore their pros to make their case strong:
Live Chat Pros
- Customer satisfaction – Inc.com states that 92% of customers feel most satisfied when they use a live chat feature. If you’ve ever tried to reach a business via voice or email, you know how annoying it is to wait for someone to pick up or answer your email when you’re looking for a solution. Live chat gives customers someone to discuss their issues right away. That in itself is satisfying.
- Facilitates purchase decision – 44% of online customers say that having questions answered by a human during an online purchase is one of the most important features a website can offer. It could be as simple as an inability to find the button for your preferred payment method, or getting clarification on how long shipping would exactly take. Answering simple queries like these on the spot takes away unnecessary friction from the buying process--something all businesses would benefit from.
- Builds loyalty – Going back to the first benefit, a satisfied customer breeds another loyal customer. According to WhosOn, 41% of customers think that a company offering live chat is trustworthy.
- Handling capacity – While live chat may be far more responsive than voice, it still depends on human agents, thus limiting its handling capacity. Chatbots can simultaneously have conversations with thousands of people. They are not reliant on agent shifts; people who use chatbots will get a response every single time.
- Faster onboarding – Employee turnover is a regular aspect of the business, which means the training process will be a continuous one. Apart from setting the foundation for a conversation flow, onboarding and turnover time will be exponentially reduced with a chatbot.
- Automation – As pointed out by Maruti Techlabs, people tend to be less productive when given a recurring task. So when it comes to repetitive tasks like offering simple answers, chatbots not only save time but are more productive as well.
Live Chat vs Chatbots
Now that we have seen the pros of both the tools, it’s time to see which one performs well under different scenarios:
1. Business Fit
Chatbots are ideal when it comes to answering basic queries and executing predictable tasks. Say, a customer wants to know what pizza flavors are available, wants to book a room, or needs to know the available sizes of a sneaker – chatbots can easily take care of these.
But when it comes to more complex tasks such as providing tech support or comprehensive B2B consultations, live chat undoubtedly does a much better job.
For example: A person comes up with a question related to their health, but fails at explaining it during the chat, chances are that the chatbot fails to deliver instant solution too.
But know this, there are some bots that prompt the visitor to initiate a chat with a live chat agent in case they fail to offer a resolution. This way, the visitor can easily receive better medical attention as live agents are able to comprehend the issue better.
Customers can easily get disappointed if the business fails to deliver instant support. Businesses understand the importance of providing immediate support to customers along with a human touch. That’s why, 79% of businesses use live chat to communicate instantly with customers.
Outcome? Live chat builds a rapport with not only its users but also with its users’ customers.
Verdict: Live chat wins
Must Read: Importance of Using a Live Chat Software on Business Website
2. Response Time
As discussed earlier, chatbots can respond instantly 24/7, while its human counterparts take more than 15 seconds to respond to a query. Take a look at the Facebook Messenger chat below:
As noted by CXL, KLM’s human response came nearly six hours later – and even then, had to ask for more info, since they were unable to patch together Facebook data with their CRM. Imagine having to wait six hours just to be asked for additional info!
Of course, while not all chatbots may be equipped to handle such a query, what it can do is escalate it to a human agent. This sort of “agent-assist” has been found to cut average resolution times from 1.5 days to just five minutes.
Besides, chatbots are expected to deliver instant response to customers in comparison to live agent. The use of chatbots does help a business to stay open for its customers 24/7.
Verdict: Chatbot wins
3. Human Touch
Of course, response time isn’t everything. Customers would much rather wait than get an immediate response that does nothing to help them. Check out the example below:
Even with such a simple question, the chatbot failed to send any kind of productive response, making it counterproductive in terms of customer service. And that’s not even considering that people generally want to deal with people.
There’s just something about the human touch that chatbots are unable to cater to in the foreseeable future. Maybe it’s empathy, rapport, or simply pointing out the button you need to click on your screen – human touch still prevails when it comes to comprehensive customer service.
Chatbots are also seen as one of the many messaging solutions that helps a business reach their audience in time. The same messaging solution allows a business to:
- Answer simple questions faster
- Provide smart purchasing decisions to customers
- Process incoming order and help customers get an update
What’s more, chatbots help a business to reduce its investments on live chat representatives. With such benefits, there is no way a business can ignore the use of chatbots.
But do note that chatbots for customer service is just a way for a business to reach its target audience or customers. Ultimately when a chatbot is not able to understand the customer’s question, they redirect them to live chat agents. And, agents using a live chat software try to understand the customer’s pain points and provide a solution which creates a delightful support experience for them.
Verdict: Live chat wins
4. Customer Retention
Customer retention is much cheaper than customer acquisition, so it’s crucial to do what it takes to keep them once you got them. And this is another aspect where chatbots have a long way to go.
People will, more often than not, go off script. In these cases, a chatbot will not be equipped to respond accordingly. That could happen once, maybe twice, but how long before a customer never uses that function again?
Say, you wanted to know what kind of flowers a shop sells, would you rather go through a chat conversation or just Google the answer? If you’re not sure what to order from a restaurant, would you go through an entire convo where you’re being asked numerous questions or just look at their online menu?
This is not to say that chatbots don’t have their place in the world. They do. It’s just that there’s a reason why they don’t fare too well when it comes to customer retention.
At one point in the conversation, customers are bound to ask questions that involve emotions and would expect an answer that helps them solve their problem. But as you see in the conversation above, chatbot fails to understand the customer’s pain point. This can put a brand in a spot. And, rather retaining customers, they may end losing more.
Verdict: Live chat wins
According to IBM, 265 billion customer support requests are made every year, which costs businesses an astronomical $1.3 trillion to cater. Both live chat and chatbots can greatly reduce costs, particularly when they are upgraded from antiquated IVRs. Chatbots magazine claims that these conversational solutions reduce costs by up to 30 percent.
But between the two, chatbots understandably come at a much lower price tag than live chat agents. A survey on Glassdoor estimates the hourly rate of live chat agents to be at around $7-$15, while agents with field specialization have been found to charge 20% to 50% more than that.
So if you’re simply considering customer support costs, it is definitely cheaper to employ basic chatbots.
Verdict: Chatbots wins
6. Understand Misspelling
We’re not talking about the spelling accuracy of live chat and chatbots, but about comprehending misspelled words written by customers. Live chat agents prevail in this regard (which is more important when it comes to reaching resolutions).
Spelling errors throw chatbots off. Whereas a live chat agent can get the message despite errors, you may have to correct your spelling before being understood by a chatbot – adding to friction and time required.
Verdict: Live chat wins
Recommended Read: Must have qualities for customer service reps
7. Query Reach
Since chatbots depend on a specific conversation flow, the spectrum of queries they can resolve is understandably limited. Machine learning will eventually evolve into answering a wide range of questions, but for now, chatbots are unable to match the range of questions live chat agents can handle.
For example, shipping queries (how long it takes to ship to a particular location, how much it would cost for a particular weight, etc.) may be far too complicated for chatbots to address.
Verdict: Live chat wins
Chatbots VS Live Chat: What Your Customer Service Needs
Your business needs to be active 24/7 to ensure that no customer leaves without a resolution. And, technologies like chatbots and live chat help you do just that.
While chatbots become the first point of contact, live chat offers a platform to customers to get in touch with support operators and get a personalized experience.
Some companies use one solution at a time, while some implement both the technologies to streamline their support process.
So, it actually depends on the customer service questions you receive to understand which technology you need to implement on your website.
When considering either one for your business, remember:
- Chatbots are fast at providing instant response. But live chat takes the support experience one step forward.
- Chatbots may become the first point of contact. But live chat brings a personal touch to the support experience, one that your customers are in need of.
- While chatbots help you gather insights on customers, live chat helps your brand understand customer pain points.
For me, the long standing debate of chatbots vs live chat finally comes to an end as we have a clear winner - live chat.
However, I would suggest that before you jump on available solutions like live chat and chatbots, it’s important to understand which one suits your business needs.
What have been some of your best experiences with live chat? What don’t you like about chatbots? Sound off in the comments section below.
Now that we’ve seen the difference between chatbot and live chat, let’s take a look at some of the commonly asked questions by both the users below.
Q. Is live chat a real person?
Live chat is not a real person. However, there is someone who manages this platform for an organization so that questions get resolved faster.
Q. What is live chat support?
Live chat is turning out to be the fastest way for a company to provide a personalized support experience to its customers in real-time. Live chat support has become quite popular between business owners and their customers. That’s because all a customer has to do is visit the brand’s website and initiate a chat when facing a problem.
Q. What is chat agent?
A chat agent communicates with website visitors and customers using a live chat software to troubleshoot their problems in real-time.
Q. What exactly is a chatbot?
Chatbots are programed to conduct a conversation with visitors and keep them engaged with the brand. This automated communication method is fastest way for customers to receive answers to their problems.
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