One of the best ways of improving your customer experience is to improve communication. Whether you’re dealing with prospects or supporting existing customers, making it easier for them to reach out and get their questions answered gives businesses a huge advantage.

However, most businesses today struggle to implement true omni-channel communication. Conversations with customers end up fragmented over multiple channels, and simple queries end up taking hours (or even days) to answer.

To overcome these challenges and ensure a seamless experience for their customers, more businesses are implementing click to call as part of their communication strategies.

But what does click to call actually mean? What are the benefits, and what’s the best way of setting it up in your business?

What exactly is click to call?

Click to call (also known as click to talk or click to dial) refers to the ability for a person to click on a phone number, link, or button and make a real-time voice call. This could be via traditional networks (such as mobile networks or the PSTN network) or using a VoIP system (such as Skype, Hangouts, and WhatsApp).

With the traditional solutions, customers would have the choice of either using their smartphone to make a call via the mobile network or leaving their number and requesting a callback. In either case, there would be no way to link the visitor’s call with their digital journey.

On the other hand, with the latest VoIP technology, calls from an app or website can be embedded into the digital journey. One click can seamlessly connect the customer with the company, without having to leave the site/app.

Most commonly, click to call allows website or mobile app visitors to easily call a business (whether that’s to talk to a sales rep or customer support) without having to leave the website/app or manually dial a number.

At its most basic, a simple version of click to call can be achieved by adding the relevant <tel:> HTML code to a phone number on your website. However, this normally can only be used by visitors using a smartphone. While a visitor using a desktop browser with a VoIP solution could click on the link, it would take them away from the website and incur charges.

Dedicated solutions allow a visitor to enter their phone number and request a call-back. The click to call service then dials the visitor and connects them with a company rep in a phone conversation (although this would be more accurately described as request-a-call).

More advanced solutions, such as SnapCall, offer true click to call by allowing visitors to instantly jump on a call from the website or mobile app without requiring any additional downloads or software, or even a phone number.

Why should you use click-to-call?

Using a click-to-call solution offers significant benefits, both to the business and their website/app visitors.

For sales reps, the ability to easily jump onto a voice call with prospects can dramatically increase conversion rates. By being able to talk to a prospect who’s on your site and ready to buy, reps can deal with any objections and close more deals. For customer support teams, voice chat often makes it easier to diagnose and resolve any issues a customer may have. As a result, NPS scores and customer retention increase.

In either case, website visitors benefit from access to the information they need, when they need it, without being on hold for hours or waiting for an email response.

Overall, businesses benefit by reducing friction and providing their most valuable prospects and customers with a tailored experience. By giving them the ability to talk with an actual person and hear important information for themselves, such as delivery date confirmations or how other customers have benefited from the solution, businesses can grow trust and increase engagement.

Using click-to-call with onsite chat

More websites are offering a live chat channel today, allowing visitors to type out their questions and get them answered by a company rep in real time. It’s an effective channel, both for sales and customer support, and is growing in popularity. However, if a company relies exclusively on text chat, they could be missing out.

For example, it can be difficult to understand and convey emotions, no matter how many emojis you use; sales reps may not pick up on the hesitancy in a prospect’s voice and remain unaware of their objections. There will be occasions where having a conversation with a customer and being able to ask and respond to questions without waiting for replies to be typed out is preferable. In these cases, escalating to voice chat enables customer support staff to get to the root cause of an issue quickly.

To be clear, chat is an important and useful channel for businesses today—we have a live chat channel on our website ourselves. It’s highly effective and can be used to efficiently deal with the majority of issues. However, there are times, such as when you’re dealing with an important customer or a particularly pressing problem, when it makes more sense to stop typing and start talking.

In these cases, having click-to-call functionality directly within chat gives businesses and visitors the best of both worlds. Rather than picking one over the other, using both voice and text chat in your communication gets the best results.


Implementing click to call with SnapCall and LiveChat

To get the benefits of click-to-call in your onsite chat, we recommend using SnapCall with LiveChat—a customer service platform with online chat. SnapCall is the first click-to-call solution that allows calls to be made directly from the chat widget, enabling your reps to seamlessly switch from text to voice chat, all with just one click. This has the added benefit of continuity of service, where the website visitor is connected to a voice call with the same rep they were just chatting with.

SnapCall has the added advantage of improved privacy, for both the website visitor and the business. Unlike other click-to-call setups, reps can initiate a call without either party having to share phone numbers or other contact details; particularly useful when staff members are working from home).

Getting up and running with SnapCall and LiveChat is simple. Agents can decide when they want to escalate from a text chat to a voice call, then start it with just one click. That seamless transition is one of the reasons Valley Driving School started using the SnapCall & LiveChat integration, according to their Director of Marketing, Melissa Hannam: “You just want to continue on and not to lose any time just because you switched from one format of communication to another. That became possible when we started using SnapCall.”

SnapCall customers get other benefits as well, such as unlimited international voice calls included at no additional cost. They also get access to advanced call statistics, allowing them to track and analyze their voice chat data and see how they can improve performance.

Overall, using SnapCall with LiveChat to enable click-to-call within a live chat window delivers the best experience for website visitors while making the best use of business resources.

Conclusion

Effective communication is an essential part of a positive customer experience, and click-to-call is a great way to achieve that. By choosing a click-to-call solution that allows your sales and customer support teams to talk directly with your website visitors, you can close more sales and increase customer satisfaction.

To get the best results, businesses should use a click-to-call solution together with their onsite solution, such as the SnapCall integration with LiveChat. With the ability to start voice calls directly from the chat widget in just one click, you can enjoy more conversions and customer loyalty.

The SnapCall team is constantly working to deliver the best experience possible, and we’re always happy to hear feedback and suggestions from our customers. Try the standard click-to-call service added to any website or app, or experience our latest solution which embeds click-to-call inside your live chat channel. Start your 14-day free trial today and see the benefits for yourself.