As the role of technology continues to expand in everyday life, it is crucial that customers feel supported in their digital experiences.
Co-browsing has become an ingenious tool to accomplish just that. By providing step-by-step guidance in real time, virtual agents can surf along with customers until their query is completely resolved, guiding them through the entire process. The ability to see and control a customer’s online experience allows an agent to troubleshoot complex transactions, processes, forms, demos and more.
While text chat, phone and Interactive Voice Response (IVR) calls are great starting points for humanized customer experience, visual engagement takes customer interaction to the next level by resolving query effectively and efficiently. This creates a better journey for the customer, leading to higher conversion rates, and ultimately shaping a greater level of success for your business.
- Buyer uncertainty: Often, customers are wary about purchasing products online. A survey conducted by Baymard Institute revealed that customers abandon their online shopping cart nearly 70% of the time.
- Unmet expectations: When customers receive a product that is not what they expected, it results in decreased onboarding rate for returning customer. Inaccurate product descriptions are key factors for online returns. According to a survey conducted by vouchercloud.com, 25% of customers return products purchased online due to inaccurate product description.
- Complicated details: Complicated online forms can lead to customer abandonment. While there are no conclusive statistics on this, various research surveys suggest that around 60% to 70% of users will abandon a complicated online form.
- Technical glitches: Whether it is a bug in a portal, a hidden dropdown menu, a page time-out or ambiguous mandatory field, when users face a technical challenge, they may give up and take their business to a competitor.
- Impaired vision: Customers with vision impairments typically steer clear from purchasing products online. As per a recent blog published by wikibuy.com, people with disabilities represent about 10% of total online spending in the U.S. Without the proper tools or solutions, this powerful economic group may be averse to online shopping.
As per the research study conducted by Baymard, 70% of customers abandon a company’s digital presence because they feel that the company does not care about them. Enterprises are looking continuously to improve their process/system which can help to achieve high customer satisfaction and onboarding.
Technologies that enable visual engagement
Co-browsing and screen sharing allow organization to enhance the customer experience. In this paper, we will discuss what these technologies are, how they differentiate from each other, how they work to resolve customer queries, and which ones best drive conversions.
Both Co-browsing and screen sharing technology enables the user and advisor or expert to collaborate in real-time for resolving the issues that user is facing. Advisor can see how user is navigating from one page to other, making selection, entering data on the form fields etc. Advisor can highlight on specific area and annotate.
Visual engagement technology helps to resolve issues quickly, leading to a reduction in call duration and frequency. Adding these capabilities along with conversational interface, using voice or text, can add a valuable human touch to the customer experience.
Consider an example of online shopping- if the customer cannot figure out how and where to apply the promotional offer, he/she may abandon a sale and will move to competitor’s website. In most of the financial or insurance industry website, there are some cumbersome application processes where customer needs to provide information in order to obtain a quote or apply for KYC (Know your customer). In such scenario, the agent/advisor can guide the customer visually using a co-browsing or screen sharing session, thereby closing the sale.
Co-Browsing vs. Screen sharing
A co-browsing solution allows the customer to cede control of their mouse and keyboard to an agent, who can in turn see what the customer is seeing and move around within the browser. With no download necessary, they’re instantly ready to share.
Co-browsing can also alleviate concerns of privacy and security. Any customer data is shared over an encrypted connection and the customer has the ability to mask sensitive fields. The screen sharing solution differs from co-browsing, in that it allows a prospect or customer to instantly see what is on the agent’s screen—just a click of a button and the demo is off and running
Here are some data points on the differences between co-browsing and screen sharing: