Using the right features and following best UX practices will inspire confidence and loyalty from start to finish.
According to the Institute of Customer Service, 82% of consumers are more likely to trust an organization that gives them better service. Of course, great service starts before you become a customer and extends through the buying process and into post-purchase support. With more engagements taking place in the digital world, developing a deep, personal relationship with customers can be more challenging. That’s where co-browsing can elevate the online experience and build all-important trust between brand and consumer.
Co-browsing is a real-time collaboration tool where agents view and interact with the same content as users. Sharing web or mobile app sessions and having a human interaction with an online agent enhances communication and problem-solving, which makes co-browsing ideal for troubleshooting, support and online purchasing assistance.
Here are some ways you can cultivate consumer trust throughout the co-browsing experience:
Be scrupulous about your security and compliance credentials
47% of consumers have stopped doing business with a company after losing trust in that company’s digital security.
More than ever, customers prioritize the protection of their personal information and look to businesses with enterprise-grade online security to safeguard them from cyber threats and breaches.
Redacting sensitive data is crucial for compliance with data protection regulations such as GDPR, HIPAA, and CCPA. By keeping all your customers’ sensitive data on their devices and within their control, you’ll minimize the risk of unauthorized access and demonstrate a reassuring commitment to your customers’ privacy rights.
Start the co-browse session on your own website or app
Navigating a customer away from you can make them uneasy. Avoid sending your customer to a third-party launch page or inviting them to download screen share software. Instead, start the co-browse session on your own website or in your app where your customer feels comfortable, and avoid proxy-only solutions that require a user to re-login or start their digital journey from scratch.
Align brand experience with customer expectations
Different customers will have different preferences when it comes to initiating a co-browsing session. It’s preferable to offer an option your customer trusts and is comfortable using, whether it’s an SMS, push notification or click to connect.
Keep your customer feeling in control
Informed consent prompts can be used to notify your customers of what to expect during the co-browse session—and give them the option to allow or deny the session. This lets the customer feel they are in the driving seat and gives them a sense of autonomy over their buying or support experience.
Stay on top of agent capabilities
Giving agents only the permissions and capabilities they need to complete successful co-browsing sessions will keep you compliant with the industry standard practice of least privileges.
You can also move away from troublesome backdoor systems and get granular about the level of consent being granted. Keep interactions within a controlled environment and require agents to obtain additional permission for elevated capabilities such as remote control.
Bring clarity to co-browsing with your UI
A well-designed visual user interface tells the customer that the co-browse session is active, and what window or browser tab the content is being shared from. In turn, you should provide a clearly presented option to end the session so that the customer knows they can stop sharing their screen anytime.
It is important to present a consistently branded experience during the co-browsing session. If a customer suddenly finds themselves in a third-party branded environment it can erode trust in the authenticity and security of the application.
Interested in learning more about co-browsing?
At Cobrowse.io, we enable you to collaboratively browse and navigate your digital channels with your customers in real time across all platforms, mobile apps, third-party sites and modern web frameworks.
With redaction by default, audit capabilities, session initiation options and data masking, Cobrowse.io customers are ensured of a co-browsing experience they can trust.
