the problem i've encountered is that when it is first added to the site, the customer service personel can't wait to use it. after time, the novelty is gone to the staff, the company moves on and they stop manning the chat app. it works against you if it is not manned, especially during working hours. Its poor service to have no one answer the questions in real time at 1pm on a thursday afternoon.
if you do it, follow through and do not stop.
the cost of having a full time customer chat person who answers one question every two hours can outweight the cost effectiveness of manning the app.
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