Co-Browsing in Contact Centers: Take Your Customer Service to the Next Level

The technological boom in recent years has made the business environment ever-more competitive: companies need to keep up with the latest customer service technologies in order to stay ahead of the competition.

There’s no doubt that new technologies are also revolutionizing customer experience, with the aim of making it as smooth and simple as possible.

One of the latest technologies to become available is co-browsing, which allows two or more people to browse a website simultaneously. Amongst other benefits, co-browsing provides a lucrative opportunity to win customers by providing them with a fast and hassle-free customer experience.

In this article, I’ll discuss the advantages of co-browsing for your customer experience. Read on and make sure to put co-browsing on your list of customer service technologies you implement in the coming year. 

What is co-browsing?

Co-browsing is a technology that allows customer service representatives to navigate web pages together with their customers. By leveraging co-browsing, agents and customers can literally be on the same page, as it allows agents to access customers’ screen with one click and remotely guide them, as if they were sitting next to them.

The term “co-browsing” is often used interchangeably with screen sharing. It’s important to note, however, that the two are different solutions, with co-browsing offering a lot more than screen sharing. During an interaction, screen sharing can let an agent show a customer what they should do. But with co-browsing, an agent can actually gain control over a customer’s screen, meaning they can not only highlight where to click, but also actually click for them.

This new technology is definitely your next great opportunity to improve your customer experience, as it will allow you to provide customers with fast, personalized and real-time assistance.

And what makes co-browsing unbeatable? It requires no download or installation, meaning it is an easy solution to utilize, both for your agents and customers. All your customers need is a browser and you’re good to go.

Advantages of co-browsing in contact centers

Although co-browsing just recently appeared on the market, we can expect it to become one of the most popular customer service channels in the next few years.

Nothing demonstrates this better than the numbers shown by recent studies and surveys.

According to a survey carried out by Deloitte, 66% of customers interacting with contact centers highly value the accuracy and quality of information provided, and 62% of them highly appreciate easy-to-use customer service channels.

Furthermore, the survey predicts that figures in 2019 will prove that chat and collaboration web channels have accounted for the highest rises in contact distribution in the last two years, from 6% in 2017 to 16% in 2019.

And as the table below, based on a report by Aberdeen Group, shows, when used effectively, co-browsing allows businesses to increase revenue, cut costs and improve customer satisfaction.

With consumer behavior developing as it is, customers expect answers quickly, demand personalized support experience, and assume they will be able to use hassle-free communication channels. And luckily, co-browsing addresses all three of these trends perfectly.

So, what advantages could co-browsing have on your business? Let’s check out the list below!

1. Increase up- and cross-selling

According to the above-mentioned survey conducted by Aberdeen Group, companies leveraging co-browsing showed an increase in annual up- and cross-selling revenue of 3%.

One reason for this is the power of visual content within a simple sales pitch. Let’s say, for example, that your customer is browsing your website and struggling to find the information they need in order to finalize their purchase. By using co-browsing, you can literally take your customer round your website, including creating opportunities to up- and cross-sell your products.

Co-browsing also provides companies with deeper insights into client problems, providing information that can fuel cross-sell and up-sell opportunities and offers.  

In addition, by relying on your customer data, co-browsing can take you personalized customer service to a whole new level. Imagine co-browsing with a customer while being able to see their purchase history in front of you. There’s no doubt that you’ll be able to offer them products that will be truly interesting to them.

2. Less miscommunication with customers

Call center representatives and customers often miscommunicate, especially when it comes to complex technical issues. It’s no surprise, since customers, who usually lack technical knowledge, can struggle to keep up with agents’ explanations.

“Do you see that button at the top of the page? No? Okay, what page are you on?” – is a typical customer service conversation that happens too often. How frustrating is that?

Furthermore, as we all know, most miscommunication and misunderstandings result from written communication forms such as email and chat. With these forms of communication there is no opportunity to analyze facial expression, tone of voice, and gesture, making it more than difficult to interpret what the other person is trying to tell us.

Luckily, co-browsing is the perfect tool to overcome this challenge. Whenever customers feel they are lagging behind or find an issue too complex to navigate through themselves, they can simply give control to agents, who can resolve the issue on behalf of them.

3. Increased FCR rate

Times have changed, and so have customer demands. These days customers are simply not willing to wait on the phone for an indefinite time. Especially if they contacted you because they experienced an unexpected issue with a product or service of yours.

As I’m sure you’ll be aware, first call resolution (FCR) is one of the most important call center metrics around. By leveraging co-browsing, you can reduce communication barriers and resolve your customers’ issues more quickly. As a result, your FCR will increase, and your customers will most likely forget their frustration and remain your satisfied customers.

Co-browsing has already proven to be a high-performing customer service channel. In fact, according to the above-mentioned report conducted by Aberdeen, companies implementing co-browsing have seen an 18% improvement in their first call resolution.

In addition, co-browsing allows your agents to resolve customer issues more quickly, and improve issue resolution time. As a result, you can reduce costs by shortening customer interaction times, and by using less resources to resolve customer queries.

4. Improved customer satisfaction

Today, businesses provide customer service via an increasingly large number of channels. Channel diversity is very much characteristic of modern customer care.

In addition, speed has become vital to customers. They value their time, and expect you to resolve their issues as soon as possible, without any hassles.

Arranging call backs or exchanging multiple emails may be frustrating, especially if the issue is still not resolved. So why not leverage co-browsing and see the issue through your customers’ eyes?

Customers become satisfied and loyal if their issues are resolved at the first time of asking, via call or chat. And companies can best meet their customers’ expectations by using services that provide fast and real-time customer service – like co-browsing.

Furthermore, with the help of co-browsing, customers can see how their problems are solved, which will help increase their trust in your business. Thanks to fast problem-solving, your customers will more likely recommend your product or services to their acquaintances, bringing you an ever-increasing multitude of sales opportunities.

5. The image of an innovative company

Last but not least, by offering the option of co-browsing to your customers, you create the image of being an innovative company.

Being innovative is not only important to companies, but to customers as well. Customers like companies that are innovative, and want to buy from them.

And in the digital age, innovation is increasingly being fueled by customer experience. Companies who listen to customers and respond to their needs, providing them with tailor-made and innovative solutions that are not very common in the industry, are more likely to win those customers, and so become more successful.

Customer service is evolving, and the opportunities to better serve your customers are ever-increasing. All you need to do is to keep up with the trends influencing customer behavior, implement the latest solutions, and the rest will follow.