Customers now have access to limitless information at their fingertips. Quick responses, well-tailored questions and availability of agent to guide the customer at the click of a button reduces customer frustration and increases conversions. Engaging customers today has become very important in assuring customer satisfaction.
In the study of Neuro Linguistic Programming, it was discovered that people while communicating tend to prefer one primary line of communication over another. For some it was Auditory (spoken word), for some Kinesthetic (emotional ques), for most however it was Visual. In other words, visually engaging techniques have been proven to be more successful than rest. Picking up on this notion, it can be stated that the future of customer support also relies on visual engagement.
Visual Engagement has become increasingly favored by online businesses in engaging and capturing their customers attention. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. Internet video traffic made up 69% of all global consumer Internet traffic in 2017.
Fundamentally there are 4 main ways to Visually Engage a customer; video, screen sharing, co browsing and screen annotation.
Video based explanation has been time tested as the simplest but by far the most impactful way for providing level 1 customer service. From product demos to issue resolution, video-based content is far helpful than the regular FAQ content. Also, visual engagement lets the user connect with her concern more easily. Also, with proper subtitle, the same video can be used for different geography without any language constraints.
Access is no longer a hurdle since high-end camera pictures amongst other features are available on almost all smartphones today. This can largely be owed to the big leaps we have taken in technology over the last few years in such a short span of time. It is becoming increasingly cheaper to use by anyone with reduced costs and better technology. Same is true for internet accessibility and abundant bandwidth. Customers can hence even show in realtime the issues they are facing and can seek help from you.
This also helps the organisation to cater more towards the needs of each customer, individually. This helps in personalising the entire experience for the customer while at the same time providing relief almost immediately. Everyday companies are investing in newer methods of engaging the customer and providing a customised grievance addressal service. Agents will be able to involve the customers more actively in the process by sharing links in realtime as well as guiding them along the process on every step.
It has also been observed that, sometimes, more than pro-active customer service, clients often need only a little clarification or support through what might be a tedious process of filling out a patient history form at a hospital remotely etc. Having a trained professional on-board in realtime and being able to communicate with them face-to-face will actually ease out the entire process and perhaps even make it faster so that the efficiency increases. As the age-old adage says time is money, similarly time invested here can be channeled into other areas to make the organisation as a whole more competitive.
Co-browsing solutions help the service agent be on the same page as their customer when they are fixing the customer's issues. Screen sharing applications also do the same thing, however, these have been around for a long time and the next leap into the future is co-browsing and the reasons are being discussed. Co-browsing helps massively in protecting the customer's privacy, something that was lacking in screensharing. In essence, co-browsing can help the customer restrict the agent from accessing a tab they do not want them to access and even restrict certain parts of the screen they do not want the agent to see.
Co-browsing also enables both the customer and the service agent to browse multiple screens at the same time without compromising on the work or service that is being actively provided. For example, the agent can open database screens or other files to access information to relay on without losing the connection with the customer. This will also help the customer to browse other pages on their own device and do as required to benefit the solution or look up more information for such purposes.
A representative of sales may be able to help the clients finish their purchases and transactions with the help of co-browsing integrated into the code of the e-commerce webpage. This will improve and ease the shopping experience of the customer online. Particularly for e-commerce websites, it has been observed that a lot of customers abandon their cart right before the page of online payment since they fear very real issues of privacy breach and information leak. With the customised and realtime co-browsing process, the representative can assist the client to complete the transaction and fill out other necessary forms to increase company reliability and customer satisfaction and retention.
Screen annotations are arguably the upcoming eyecatchers in this world of customer interaction. This software essentially turns meetings into collaborative workspaces. Instead of a monotonous one-way presentation, an interactive whiteboard or a screen that allows active interaction with it is a lot more engaging for customers and agents alike. Files and documents can be readily accessed, shared, edited and can even be saved at the same time. Any changes required can be made in realtime as feedback is received from the customer. Not only that, it enables drawing, sketching, highlighting etc. and all other similar process that a pen tool can deliver.
Due to a host of recent technological breakthroughs, with the suitable updated hardware, one can access this interactive whiteboard or set of screens across all devices running on various platforms through a single app. This means both the customer and the agent get easily available mobile connectivity, thus, enabling an even wider range of interconnection and data sharing.
Visual engagement for customer is the road to the future of customer service and as can be seen it has already been making tremendous strides. As customer service gets more personalised and interactive, video-based interaction will gain momentum in high touchpoint business. Also, visual engagement makes us to remember the information and interaction we had with the business, it will be imperative to deploy visual engagements.
Author Bio: Sweta is a passionate technical writer with experience in digital marketing. Outside work, she is a devoted Esports advocate.