How to improve the efficiency of customer service? [Best practice]

By Päivi Harju, on 2 October, 2017

In the digital age providing customers with omnichannel customer service has become more of a rule than an exception. Reliable, receptive and timely responses are the most important characteristics that come to mind when thinking about what is important to the customer, regarding service. Still, from the business point of view, there is a big difference in how these objectives are achieved.

Although customers today expect to receive the same level of service regardless of the channel they use, the fact still is that some support channels are more cost-efficient than others. As mentioned in our previous blogs (here and here), the biggest shortcomings of the phone support compared to live chat are higher operating costs and the mere impossibility to have more than one conversation at the same time. Live chat, on the other hand, changes the work of the customer service agents from one-at-a-time processing rate to taking care of 3 to 7 tickets simultaneously. That enables customer service to solve tickets quicker and, also cuts costs as fewer callbacks are required.

Even though self-service is certainly an essential part of digital customer experience, it is much better for both the customer and the company to get the necessary information right in the first time. Handling forms with incorrectly filled in or missing information takes a lot of customer service agents time whereas forms filled correctly can be processed and solved almost automatically. With CoBrowse technology the agent can provide hands-on assistance online so that all sections of the form can be filled the first time correctly.

It is good to make sure you have the best practices in use to direct customers toward the most efficient customer service channels to generate the right value for both your customer and your business. A client of ours, If Insurance (If), provides an excellent example of how a company can enable efficient and smart handling of customer requests in an online environment.

To make sure all the systems and processes in place allow the visitor to have seamless customer experience If has implemented easy and convenient capabilities like real-time live chat, call back forms, situational reminders (like pop-ups) and CoBrowse on their insurance web pages, behind a login. Using giosg Live real-time analytics visitors can be automatically recognised, and this visitor information can be used to serve customers more efficiently. If also has an integrated customer service solution in use that enables customer representatives to pick up of customer requests coming from different channels.

Based on If’s example, here are a few guidelines for improving customer service efficiency: 

1)    Offer live chat as the first option and show a callback form when all live chat operators are busy. 

If has decided to prioritise live chat over other support channels which is why within the service opening hours from 8 am to 8 pm Monday to Friday, live chat is offered as a first option for customers requiring assistance online.

To make sure seamless customer experience is delivered all times, in a situation when all live chat operators are busy, If uses a call back form on ‘Your pages’ site. The callback form can be filled automatically with the relevant information like the visitor’s name and phone number. That makes sending a contact request easy and convenient for both the customer and the customer service agent. As the callback form is integrated directly into the company’s phone system, the phone support can jump straight in and take care of these customer requests in those cases when the chat service gets overloaded.

When all live chat operators are busy


2) Encourage customers to use live chat

On certain If Insurance web pages, for example on MyPages, customers are actively encouraged to use live chat instead of sending an email. More precisely, customers are shown a pop-up informing them about the possibility to start a live chat conversation right away.

When the visitor is about to start filling in a form


3) Make sure forms are filled in correctly the first time

To help the customer complete the form correctly in the first time If uses CoBrowse technology to provide customers with hands-on assistance. CoBrowse allows the customer service agent to see what the customer sees so that the customer and the agents can navigate together and the agent can even take control of the site if the customer wishes so.

When the visitor is filling in a form



Streamlined and optimized customer service is one of the key success factors for businesses today. If you want to discuss how you can take your customer service efficiency to the next level, come and chat with us! 

And if you are interested in reading more about customer experience? Check out our whitepaper below!



Topics: Live Chat, Customer Service, Financial services, Best practice