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Engagement Strategy: Reduce Contact Forms, Increase Human Connection with Live Video

Engagement Strategy: Reduce Contact Forms, Increase Human Connection with Live Video

In today’s fast-paced digital environment, contact forms on websites are increasingly seen as outdated and inefficient. These traditional methods of gathering customer inquiries often lead to delayed responses, resulting in frustration and high volumes of contact form submissions. For B2B companies, this lag can be particularly detrimental, leading to a significant risk of losing potential clients to competitors who are quicker to respond.

The Problem with Contact Forms

Contact forms have long been a staple of business websites, offering a straightforward way for customers to get in touch. However, they come with several inherent drawbacks:

1. Delayed Responses:

According to Harvard Business Review, the average response time for contact form submissions is 42 hours. Picture this: a prospective customer visits your website and wants to get in touch with you. However, all they find is a contact form. Instead, the customer goes to a competitor who has implemented several digital customer engagement tools, allowing the customer to choose their preferred method of communication and receive an immediate response. Delayed responses can be the deciding factor between gaining a new customer and losing them to a more responsive competitor.

2. High Volume of Submissions:

Businesses often report a high volume of form submissions, which is fantastic and exactly what every business wants to hear. However, with high volume comes lower customer satisfaction ratings. Contact forms of this size lead to backlogs and inefficiencies, meaning that more efficient businesses will pick up the customers you lose. This results in affecting loyal customers, sales, and website conversion rates.

3. Customer Frustration:

We should all know by now that customers want fast, seamless service. Contact forms lead to frustrated customers, especially if they require a solution promptly. 53% of customers are likely to abandon their online inquiries if they do not receive a prompt response. Solutions like video chat can relieve those customer frustrations. They can engage instantly with an agent, replicating a face-to-face conversation, and have their issue resolved quicker. Alternatively, they can book a virtual appointment at a time that suits them. The customers are totally in control and have a seamless experience at their fingertips.

4. Competitive Disadvantage:

Competitive disadvantage is a significant risk in today’s fast-paced business environment. A striking 78% of B2B buyers choose the vendor that responds to their inquiry first.

The Impact on B2B Companies

For B2B companies, the stakes are even higher. The lengthy response times associated with contact forms can result in lost opportunities and revenue. Potential clients are not willing to wait; they seek immediate answers and engagement. When a competitor responds faster, they are more likely to secure the business. Research shows that a delay of even one hour can significantly decrease the likelihood of qualifying a lead.

Engagement Strategy: Embracing Modern Communication Tools

To avoid these pitfalls, increase engagement, and generate leads, businesses must embrace more modern communication tools that provide instant engagement and streamline the customer interaction process. This includes incorporating video chat, cobrowse, and virtual appointment scheduling into their customer service strategies.

Video Chat: Implementing video chat allows businesses to offer a more personal and interactive experience for their customers. Through real-time visual engagement, companies can build stronger relationships, address customer concerns more effectively, and provide detailed product demonstrations. This direct interaction can significantly enhance customer satisfaction and trust, leading to higher engagement and better lead generation.

Cobrowse: Cobrowsing technology enables customer service representatives to view and interact with a customer’s web browser in real-time. This tool is invaluable for troubleshooting issues, guiding customers through complex processes, and ensuring a seamless user experience. By allowing representatives to directly assist customers in navigating websites or filling out forms, businesses can reduce frustration, improve first-call resolution rates, and foster a more supportive and efficient service environment.

Virtual Appointment Scheduling: Virtual appointment scheduling simplifies the process of booking meetings or consultations with customers. By offering an easy-to-use, online scheduling system, businesses can reduce the back-and-forth communication typically associated with appointment setting. Customers can choose their preferred time slots, receive reminders, and even reschedule if necessary, all without direct intervention from a representative. This convenience not only enhances the customer experience but also increases the likelihood of lead conversion by ensuring potential clients can easily engage with the business at their convenience.

Asynchronous Chat Messaging: Asynchronous chat messaging provides customers with the flexibility to communicate with businesses at their own pace. Social media messaging platforms see response rates up to 15% higher than traditional email. Unlike real-time chat, this method allows users to send messages and receive responses without needing to be online simultaneously. Utilizing platforms such as SMS, Facebook Messenger, and WhatsApp, businesses can maintain ongoing conversations with their customers, provide timely updates, and address inquiries without the constraints of synchronous communication. This approach is particularly beneficial for customers who prefer to multitask or who may be in different time zones, ensuring continuous engagement and support.

Contact forms are relics of the past. To meet customer expectations and stay ahead in a competitive market, businesses must adopt modern communication tools, such as live chat, chatbots, and video chat, that offer instant engagement and efficient resolution of inquiries. By leveraging customer engagement software, they can reduce frustration, increase satisfaction, and secure more business opportunities.

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