Unless you are a bleeding edge company with huge pockets of money to spend, "because customer's want it" is not a chat strategy.
Let me give a very real example of how 2 different strategies effect how you would implement. In this example the goal is to increase revenue through use of chat. According to Baymard Institute, the average on-line retail cart abandon rate is over 68%. So you decide to focus on the cart activities. Is your strategy:
- Learn where customers are stopping in the purchase process so you can attempt to intercept and persuade or help them to move forward. This means your chat team needs to be very sales oriented, they need to have promotions they can use to help close the sale and they need to have scripts focused on closing. You also need to be able to measure success rate.
- Or Learn where customers are stopping in the purchase process so you can ask questions and work with your IT team to make changes in the user experience. In this case, your chat reps need to know what questions to ask in order to duplicate the issue the customer is having. They need tools to log this information and you will need reporting to consolidate like issues so IT can prioritize their efforts.
The big question on the tip of your tongue - why can't I have both strategies if I'm already chatting with customers in this space? The first gives you short term sales improvement, as long as you are chatting you can increase sales. The second is focused on long term revenue. "I want both" you are thinking! The harsh reality is if you try to make both your key objective you will get neither done well. Stopping shoppers mid purchase to ask User Experience questions will result in a lower conversion rate. You need to pick your priority and really focus on maximizing the results. That doesn't mean you can't have some of the benefit of your secondary objective. You just need to be realistic that the main objective is driving your decisions.
The same philosophy holds true for any chat strategies, from delighting customers with quick resolution to cost saving call deflection opportunities to increasing quality lead generation. Once you are clear on your objective, the rest falls into place easily.