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Edmund Optics Handles 50% of Customer Interactions with LiveChat

The company has seen a drastic increase in the number of chats that easily surpasses emails and phone calls as their customers’ preferred communication channel.

Edmund Optics using LiveChat - case study cover

of all customer interactions are chats

The challenge

Why were they looking for a chat service?

Edmund Optics offers over 30,000 stock and custom products in its catalog, ranging from simple right-angle prisms to imaging lenses and spectrometers. It can be hard for customers to decide on the perfect option. Greg Wolf, product support manager at Edmund Optics, said that providing technical and sales support to their customers has proven to be a huge selling point.

Before LiveChat, the company tried a few different chat services, but Wolf said LiveChat represented the right features to price ratio. 

The solution

Chat tagging, transcripts, and post-chat survey

One of their favorite features is chat tagging, which gives them access to customer data. Adding a tag to the chat allows them to look up statistics for a particular case type. Some of the tags they created include  “post-sales,” “product lookup,” “info request,” “optical lenses,” and many more. Gathering information like this has a lot of benefits, like creating an FAQ page based on these tags. 

Edmund Optics also uses chat transcripts so that customers and technical support engineers can send the whole conversation to a specified email address for future reference. Another feature they like to use is a post-chat survey, which they use to gather detailed feedback after each chat. Customers can rate their chat experience, leave detailed comments, or ask specific questions about the service they received. Knowing what customers liked and didn’t helps improve their service.

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Interactions through LiveChat account for almost 50% of all customer communication

Edmund Optics began using LiveChat in 2011 and has seen a drastic increase in chat-based interactions. In 2011 chat volume comprised 11% of the total number of customer interactions. In 2017 chats made up 42% of all customer interactions, easily surpassing emails and phone calls as their customers’ preferred communication channel.

Edmund Optics’ customer feedback about LiveChat

Edmund Optics customers appreciate the service they receive through LiveChat. Wolf explained:

We’ve been very happy with LiveChat. It allows us to connect with customers while they are browsing our website, both pre-sale and post-sale. There have been many occasions where customers have shared their appreciation for our service.

Greg Wolf, Edmund Optics

Occasionally, customers share their feedback about the customer service they receive and the tool they use to get help. Here are just two testimonials from Edmund Optics customers about LiveChat:

  • “I appreciate the interaction provided. This really does differentiate you from other companies!”

  • “Chat option to the website is a great addition. Do not lose this feature!”

The result

Customers appreciate LiveChat as an additional communication channel 

Many people would rather write instead of call, so having the option for a virtual, prompt response allows many to avoid making phone calls. 

Additionally, while browsing your website, customers may not have an exact question at that moment. If you start talking with them casually, encouraging them to chat, you can help them choose the right product and make a difference in their buying decision — and that is what customers will appreciate. With reviews like the ones above, Edmund Optics plans to keep providing LiveChat to its customers and deliver the best service possible.

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Kuba Rogalski


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