There's definitely an art to the live chat. You also must make it VERY obvious on your site that you provide live help. Include it on your home pages, your billing pages, blogs, forums and any other aspect that relates to your hosting company. You'll be surprised at just how many utilize it for everything from a friendly HELLO to technical support to just people testing to make sure you really ARE online like you say you are
Kayko I was a big fan of (still am) and paid the $500+ for the software and bells and whistles, but yet we use the $49 software we've used for many years in the past.
Change IS something to be concerned with. We recently changed our skin on our site, and while the navigation is exactly the same, the main page is much different - you'd be surprised just how many people comment on that i that it's easier to get around, even though the drop downs are EXACTLY the same
For comparison -
http://www.handsonwebhosting.com - the new look
http://www.handsonhosting.com - the old look (minus two links in the top navigation
http://www.handsonssl.com - the old look with different color (BLUE)
http://handsondedicated.com/management/ - old luck with color BLACK
just the slightest change will produce results (good or bad), but as long as it's producing positive results, then the A/B and Quality testing pays off.