Customer service is a constantly evolving resource, and never more so than over the last ten years. Most of us will remember leafing through catalogues, circling numbers, and placing orders on the landline. But in the same way the customer experience has changed since then to be more online, so has customer support.

As a result, in the days of next-day delivery and 24/7 customer service, the modern customer prizes convenience extremely highly.

However, this type of online, one-click shopping has also created demand for a more personal experience from smaller companies. Especially because speed and quality often don’t come hand-in-hand. So, where large conglomerates might provide speed and ease, smaller businesses can provide a friendly, personal touch, along with high quality, tested products.  

This type of customer service is known as “modern customer support”, and is essentially characterised by three things:

  1. Promptness
  2. Good product knowledge
  3. Friendly and professional tone

Enter: Live chat

Of course, now we live in a time where texting, instant messaging and social media has far surpassed making phone calls. This is because it’s faster, more convenient, and more efficient. So, it makes sense that you should be able to apply this principle to customer service.

After all, phone calls can leave customers waiting in long queues to resolve an error. But having a live chat function means customers can send messages and resolve queries on the go, and with a few clicks of a button. 

But what exactly is Live chat?

In short: live chat allows your customers to communicate with customer service agents in real-time via a chat box on your website.

There are two different kinds of live chat to choose from. Firstly, there’s automated live chat, also known as ‘bots’, which uses pre-loaded scripts and AI. And secondly, there’s live chat with real customer service agents on the other end, giving customers more detailed, bespoke answers.

While both allow customers to chat live, research has indicated that 70% of consumers prefer chatting with human agents over AI tech.

What are the benefits of live chat?

More cost-efficient
Live chat customer service is 17-30% more cost-efficient than a phone call, letting you invest money elsewhere in your business.

Provides a competitive advantage
With more consumers favouring live chat over other customer service platforms, your business has the upper hand on competitors.

Saves time
It’s much quicker than a phone call, for everyone involved.

Improves support experience for customers
By chatting in real-time with your customers, you can understand and address their biggest pain points, faster.

Let’s you provide 24/7 support
Live chat can be available 24/7. So, no matter the time of day, your customers will always be able to access support.


Ultimately, with 41% of customers confirming they prefer live chat over any other type of customer support, live chat is winning the customer support race. However, it’s important to note that it needs to be used correctly for your business to reap the benefits.

This is where it’s worth considering outsourcing to a company like Cymphony that specialises in responding to chats whenever you’re busy. That way, you can rest assured that your customers will be able to access professional, informed support, whenever they need it.

To find out more about how live chat can help your business answer your customers’ queries, visit our dedicated Livechat page or get in touch at

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