# Web Chat Handling Playbook | 121 CRM > Move a website chat from first question to a clear, safe next step with realistic response expectations. A fictional dental practice answers a non-clinical availability question and offers a reception call. This playbook turns that kind of situation into an owned sequence with explicit stop points, exceptions and measures. Use only channels, data and capabilities approved for your setup. ## Web-chat handling: the working sequence Illustrative playbook — names, organisations and activity are fictional. ## Capabilities explained ### Chat widget Adds supported live-chat or connected-channel entry points to a website. **How it works:** Publishes or collects information through a configured visitor-facing page, form or content experience. **Why a business would use it:** Lets a visitor ask a question without hunting for a separate contact route. **Limitations:** Generated or templated content is not automatically accurate, accessible, compliant or ready to publish. **Human responsibility:** A person must review content, test the journey and explicitly publish or change live assets. ### Live chat Provides a website chat channel that can create or continue a contact conversation. **How it works:** Handles an eligible customer interaction through a configured inbox, number or connected channel. **Why a business would use it:** Turns a visitor question into a visible enquiry that the team can own and follow up. **Limitations:** Delivery, message types, geographic coverage, approval and charges vary by channel and provider. **Human responsibility:** A person must own sensitive conversations, failed delivery and any situation outside the approved script. ### Conversations inbox Brings supported connected message threads into a shared operational inbox. **How it works:** Handles an eligible customer interaction through a configured inbox, number or connected channel. **Why a business would use it:** Helps a team see the customer history and coordinate replies from one working view. **Limitations:** Delivery, message types, geographic coverage, approval and charges vary by channel and provider. **Human responsibility:** A person must own sensitive conversations, failed delivery and any situation outside the approved script. ### Tasks Creates assigned, dated and optionally recurring actions against contacts or opportunities. **How it works:** Tracks a potential deal, stage, owner or task using configured pipeline and record rules. **Why a business would use it:** Turns the next step into owned work instead of leaving it inside notes or inboxes. **Limitations:** Pipeline position is only reliable when users and workflows update it consistently. **Human responsibility:** A responsible owner must qualify the deal, choose next actions and resolve stale or disputed status. ## Begin with a valid trigger, enough context and one owner A visitor starts a conversation through the configured website chat. Before any automated action, confirm that the event, customer record and communication basis are suitable for this playbook. ### Trigger A visitor starts a conversation through the configured website chat. ### Practical scenario A fictional dental practice answers a non-clinical availability question and offers a reception call. ### Accountable owner Name the person or queue that accepts the work, monitors exceptions and can stop the sequence. ## Run the web-chat handling playbook step by step Each step should leave evidence a colleague can understand. Timing and channels should follow the customer context rather than a generic high-pressure cadence. ### 1. Set expectations Show staffed hours, likely response and information the visitor should not share. ### 2. Identify the need Ask the minimum questions required to answer or route the conversation. ### 3. Provide useful help Answer within authority using approved information. ### 4. Capture continuation details Ask for contact details only where needed and with an appropriate notice. ### 5. Hand over with context Assign the thread or next task so the visitor does not repeat the story. ## Stop the normal route when the facts change Exceptions are part of the process, not failures to be hidden. Route them to a person with the authority and context to decide what happens next. ### Clinical, legal or sensitive question Do not attempt automated advice; route to an appropriate human channel. ### Visitor leaves anonymously Do not infer identity or create unsupported follow-up. ### Unstaffed period Use honest asynchronous wording and a realistic response window. ## Measure whether the work became safer and clearer Use measures that reveal ownership, service quality and control. Counts of messages, tasks or workflow runs are supporting signals, not proof of customer value. ### Chats receiving a useful first response Separate automatic greeting from substantive help. ### Handovers completed with context Review repetition and dropped threads. ### Sensitive-data incidents Investigate and improve prompts immediately. ## Frequently asked questions ### When should the web-chat handling playbook start? A visitor starts a conversation through the configured website chat. Confirm the record is eligible and that a named owner or monitored queue is available before allowing customer-facing action. ### Which channels should the web-chat handling playbook use? Use only configured channels that suit the purpose, customer preference and consent position. Give each channel a distinct role and check provider availability and usage charges before launch. ### When should web-chat handling automation stop? Stop when the purpose is complete, the customer responds or opts out, the data conflicts, or an exception needs judgement. In this playbook, pay particular attention to clinical, legal or sensitive question, visitor leaves anonymously, unstaffed period. ### How should we judge whether web-chat handling works? Review chats receiving a useful first response, handovers completed with context, sensitive-data incidents. Combine the numbers with sampled records and customer context; do not treat activity volume as a business outcome. ## Related CRM pages - [/crm/guides](https://121.direct/crm/guides) - [/crm/guides/customer-follow-up-automation](https://121.direct/crm/guides/customer-follow-up-automation) - [/crm/features/web-chat](https://121.direct/crm/features/web-chat) - [/crm/features/team-inbox](https://121.direct/crm/features/team-inbox) - [/crm/security-data](https://121.direct/crm/security-data) - [/crm/playbooks/social-dm](https://121.direct/crm/playbooks/social-dm) This Markdown alternative contains public product information only. It provides no access to CRM accounts, records, credentials or payment execution.