Blog article

Improving the customer support experience with co-browsing

6 min read
3w ago
Improving the customer support experience with co-browsing

If it feels like you’re fielding more customer support requests than you used to you’re probably right. Customer support agents have never been busier, with around 60% of customer care leaders reporting a growth in total engagements post-pandemic. (McKinsey & Company). With 80% of businesses expecting to compete mainly on CX (Gartner), how you respond to customer service queries has an impact on long-term success.

There are a lot of ways to measure the success of your customer support operations, but three metrics in particular have become synonymous with CX performance monitoring: Customer Satisfaction (CSAT), Net Promoter Score (NPS) and First Call Resolution (FCR).

With more than half of all consumers willing to switch off the back of a single bad experience (Zendesk), a proactive, personalized approach to customer support can go a long way to improving your performance against all these KPIs, and help you keep those customers you worked so hard to get in the first place.

Customer loyalty is influenced by how you perform during those emotionally charged, critical moments. Collaborative CX solutions, like co-browsing, enable you to provide a personalized experience when it matters most.

Customer Satisfaction Score (CSAT)

CSAT measures how satisfied customers are with a product, service, or support interaction. CSAT provides businesses with an understanding of overall customer sentiment and signposts areas for improvement.

Why is it important?

Almost nine in ten people say the experience a company provides is as important as its product or services. 93% of customers are likely to make repeat purchases with companies that offer excellent customer service, and 64% of business leaders say that customer service has a positive impact on their company’s growth.

Three ways you can improve CSAT with co-browsing

  • A hands-on approach

    Co-browsing enables support to provide visual assistance, guiding customers through processes, communicating complex instructions on screen, and demonstrating features directly to improve customer understanding.

  • Proactive support

    Co-browsing can be used to proactively engage with customers who appear to be struggling on a website or in an application. User behavior can trigger a prompt for real-time help, stepping in to assist “in the moment”, rather than wait for a customer to reach out.

  • The human touch

    Co-browsing allows for human interaction, which can be superior to automated responses. Automated support can lead to customer frustration, failing to understand nuanced issues, struggling with unscripted scenarios and lacking empathy.

Net Promoter Score (NPS)

NPS measures how likely it is that a customer will recommend your product or services to others—becoming a Promoter for your business. NPS is an indicator of customer loyalty; a positive score suggests your business is likely to receive good word-of-mouth recommendations.

Why is it important?

80-90% of positive referrals come from Promoters. Research has shown that a 7% increase in NPS correlates with a 1% increase in overall revenue.

On the other hand, NPS Detractors—those scoring your business’ services poorly—are responsible for more than 80% of negative word-of-mouth mentions, which can torpedo your growth potential.

Three ways you can improve NPS with co-browsing

  • Personalized problem-solving

    Some support channels rely on automated responses and cut-and-paste replies, as if one size fits all. Co-browsing allows support to tailor how they assist their customers, strengthening the support relationship by getting to the crux of the individual’s specific problem.

  • Easier route to resolution

    Co-browsing minimizes the effort and heavy lifting it can take to resolve an issue. When customers find support interactions easy and straightforward, a positive perception of the brand as a whole is encouraged.

  • Real-time relationship-building

    Co-browsing allows for transparency and immediacy about how an issue is being looked into and a resolution reached, in real time. It demonstrates a commitment by your brand to be helpful and shows that you care about your customers.

First Call Resolution (FCR)

FCR is a commonly used metric in service and support functions. It measures a support team’s ability to solve a customer inquiry during the first engagement. A good FCR rate not only has a positive impact on customer satisfaction, it also helps improve agent efficiency and can drive down operational costs.

Why is it important?

Long-tailed support enquiries that require multiple contacts to resolve should be avoided at all costs. With every subsequent contact customer satisfaction declines, along with agent morale, productivity and cost efficiency. It is in everyone’s interest to solve a support enquiry during the first contact.

Three ways you can improve FCR with co-browsing

  • Clearer communication

    By navigating the customer’s screen through co-browsing, support can significantly speed up issue resolution by “showing you what I mean” rather than relying on a verbal exchange. This can be particularly effective if there are language barriers between customer and agent.

  • Direct guidance

    If a customer has lost their way in a process, support agents can visually guide them through the complexities of an online order or form submission, resulting in faster and more accurate completion of each stage.

  • Empowered agents

    Providing your support agents with access to the right tools and technologies can go a long way to improving FCR. The real-time, collaborative nature of a co-browsing engagement eliminates the risk of miscommunication and provides agents with the confidence that they have solved the customer query at the first time of asking.

With 3 out of 4 customers saying they will spend more with a business that provides good CX (Zendesk) it’s easy to see why so many businesses are planning to increase their level of investment in CX. Co-browsing is the perfect example of how technology can create a more personalized customer support experience, positively impacting customer satisfaction, turning NPS detractors into loyal customers and improving the efficiency of contact centre operations.

By excelling in customer support with the addition of co-browsing, a business can be confident in making strides in customer satisfaction, converting NPS detractors into loyal customers, reducing customer churn and building a reputation for service quality.

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