Chat + Cobrowse: In-Person Experiences For Mobile Customers
This piece was originally posted on the Glance Networks blog and has been reposted here with permission.
When I went to a store last week to buy a camera, I needed help. The sales representative walked me to the right aisle, showed me several options and helped me when I swiped my credit card the wrong way in the machine. Altogether, it was a very pleasant shopping experience.
Companies may think it’s impossible to duplicate this experience online, especially with so many consumers now browsing on their mobile phones. But with IMRG and Capgemini’s Quarterly Benchmark Report showing that mobile visitors account for 40% of all online retail sales, improving the mobile customer experience is no longer optional.
By combining live chat and cobrowse, it’s possible to provide mobile users with the kind of helpful customer experience I had at the store. Not sure how to get the most out of these technologies? If so, keep in mind the following three tips to successfully use chat with cobrowse in the mobile world.
1. Use Chat and Cobrowse to Collaborate and Educate
Combining chat and cobrowse is a great way to collaborate with your customers, guiding them through a purchase or an interaction. Train your customer service and sales chat agents to look for the right moments to integrate the cobrowsing experience.
When customers are engaged in complex decisions, such as choosing a type of loan or completing an online application, cobrowse can help them over any hurdles. If agents are finding that chat’s text communication is not resolving the issue, cobrowse’s visual assistance may be appropriate.
Some customers may not be aware of cobrowse and may be uncomfortable with the idea of it. Agents should be sensitive to the variety of reactions and never force a customer to cobrowse.
Similarly, agents need to understand that conducting a cobrowse session does not mean they are taking control. Using such features as cobrowse pointers and the ability to draw boxes, agents can help customers visually navigate the browsing experience. At the same time, customers continue to be in charge of the engagement.
Cobrowse can also be a good way to educate your customers and reduce service costs. Customers might initiate chat because they aren’t sure how to return an item. Agents can then direct customers to the self-service page and walk them through the steps of how to perform a return.
2. Be Selective About Usage on Mobile
Given the small screen or the fact that the customer may be on the move with little time for the interaction, cobrowsing should be performed selectively on a mobile device. Don’t plan on long sessions. Use cobrowse to resolve one or two issues that may be preventing a sale, not walk a customer through every field on a checkout page.
When you deploy cobrowse, define metrics for how often you expect it to be used and how long sessions should be. Measure actual usage to see how well your agents are meeting these goals and determine where additional training may be needed to use cobrowsing most effectively.
3. Keep It Private and Secure
Cobrowsing on mobile devices might seem like an easy route in for those with malicious intent. However, you can easily offer a secure experience to your customers.
Look for the ability to “mask” data, which blocks sensitive information from being transmitted. You can designate certain fields or areas of a web page for masking, such as credit card or social security numbers. Once masked, the data is not transmitted during the cobrowse session. This means that the agent conducting the cobrowse session can’t see the information either, further protecting the customer’s privacy.
Some companies like to present in-depth legal language before beginning the cobrowse session, making shoppers aware that the agent will be able to see their browser. If your company requires this type of agreement, look for ways to present the information succinctly on the small screen with the goal of making the entry barrier as low as possible.
Key Takeaways: Use Chat and Cobrowse to Mirror the In-Person Experience
Using chat and cobrowse to provide information and visual assistance, you can successfully mirror the in-person buying or consulting experience—even for customers who live on the small screens of their mobile devices. As you deploy these channels for your mobile customers, remember that it’s important to:
- Have the right technology – Use chat and cobrowse to deliver a collaborative, helpful experience that solves discrete problems and pushes a sale forward.
- Use it at the appropriate time – Identify the right time and the right situation for offering chat and cobrowse.
- Keep sessions secure – Effectively protect your customer’s privacy during every cobrowse session.
About David Lowy
David Lowy is Vice President of Product Management at goMoxie Software. Prior to that, David was Director of Best Practices Consulting at Talisma Corporation and VP of Professional Services at eAssist Global Solutions, CRM software companies. David spent over 20 years at Xerox Corporation in a variety of roles including Worldwide Manager of Product Marketing for Digital Systems Products, Marketing Operations Manager, Technical Operations Manager and Principal of the Document Consulting Group.
David has a wealth of experience in designing, developing, marketing and supporting high technology products and solutions as well as customers in a global market. He has delivered significant tangible results in designing multi-channel web based customer support and sales solutions for financial services, hi-tech and retail customers worldwide.
About Glance Networks
At Glance, we use cobrowsing, screen sharing, agent video, mobile solutions and more to bring visual engagement to the online world. Focused on developing simple, reliable and effective solutions, Glance has more than 3,000 customers, many of whom are leveraging our strategic partnerships with Salesforce.com, SAP, LiveOps, and Zendesk. Learn More>