Another reason to integrate live chat is that online chat is the second most preferred channel for customer support. It positions itself right between phone support and self-service.
Yet, adoption is low among financial service companies. Gartner research shows that only 35% of retail banking, 31% of insurance, and just 9% of wealth and asset management companies offer live chat or a chatbot on their website.
Also, the implementation varies significantly, as shown by this comparison of the top financial service providers using online chat. Across analyzed insurance service companies, Europ Assistance leads the way, having the most customer-centric and effective live chat implementations.