Enhancing Lead Capture & Customer Service with Live Website Chat
Challenge
Our website was a key touchpoint for new leads, but we lacked a way to engage with them in real time. Form submissions were often irrelevant, vague, or incomplete, leading to wasted follow-up effort. At the same time, existing customers had no quick channel for support, often waiting days for simple requests.
Approach
To improve responsiveness and lead quality, I implemented live website chat using HubSpot’s native Chatflow tools, tightly integrated into our Content Hub website and CRM. Our goals were threefold:
Engage with prospects while they were actively browsing
Reduce spam or unqualified form submissions
Capture meaningful lead information for targeted follow-up
I designed a series of automated decision trees for when agents were offline. These workflows guided users based on intent:
Sales inquiries were routed to self-service NDA forms and then to Sales
Vendor solicitations were acknowledged with polite holding messages
Customer support requests were routed internally with priority
We captured key data points—intent, name, email, and company—and all submissions were automatically logged in HubSpot and assigned to the appropriate team.
To ensure adoption, I simulated test chats and coached the sales team on how to respond in real time, as well as how to escalate conversations for follow-up.
Results
Reduced irrelevant form submissions, improving lead quality
Improved response time, including real-time resolution of time-sensitive customer needs (e.g., supplier paperwork renewals
Positive feedback from customers who appreciated the immediacy and modern experience
Enabled Sales and Support to offer a faster, more connected experience with prospects and current customers
Key Insight
Live chat isn’t just a support tool—it’s a conversion tool. By using it to filter, qualify, and respond quickly, we improved both brand perception and operational efficiency in our sales and customer service efforts.
