Cobrowsing, short for 'collaborative browsing', is a premium solution which allows agents and customers to share navigation of a website.
With its vast array of features, such as on screen annotation and page push, cobrowsing helps to create a fully immersive website experience. The human-to-human element gives companies the opportunity to deliver the same customer experience to their online customers as they give their offline customers.
However, companies looking to integrate a cobrowsing solution into their websites often have a few questions before taking the plunge. In this video, we answer 3 of the most common questions about cobrowsing, to help put your mind at ease.
1. What’s the difference between cobrowsing and screensharing?
The first key difference is that cobrowsing offers a much more interactive experience for both the agent and the customer. Rather than just watching someone else guide through the website (which can be dull for the customer and tedious for the agent), cobrowsing means the customer and agent can share the navigation and actually assist in completing tasks for the customer. The clue is in the name: cobrowsing- it’s exactly that. It’s a collaborative tool for building a better rapport with the customer so not only is their query is resolved quicker, their customer experience is improved at the same time too.
The other big difference is that you can map your customer’s journey. Each customer’s journey through your website can be tracked by cobrowsing analytics, so you can see exactly where on the website customers are potentially getting confused or put off. For example, if there is a section on your website which gets an anomalous number of customer queries, this could indicate that the content on that page is unclear, or that it doesn’t provide the right answers.
2. Isn’t cobrowsing a huge waste of time for our agents?
Here’s the crux of the question: if agents are spending all their time guiding customers through websites, doesn’t this mean they’re handling fewer queries, or closing fewer leads?
A key thing to remember here is that not every customer will need their web chat, voice or video call escalated to a cobrowsing session. However, those who do are likely to be serious about their enquiry to your company and keen to learn more about your product or service. What does that mean? These people are probably future customers, so it’s worth taking them seriously. If your company’s agents can dedicate time to advise the customer to make the right purchase, or to complete a task efficiently, they are more likely to use your services again.
Remember too that agents should be trained before they start offering cobrowsing sessions, so that they can assist with customers queries as efficiently as possible.
3. Where’s the ROI?
Here it is – I knew we’d get to a question about bottom line at some point!
Cobrowsing helps you offer precise and dedicated assistance to customers, so it’s clearly just as much of a sales tool as it is a customer service tool. Being able to improve the customer experience and build rapport with customers in the same way you might do in a physical store, helps to build credibility in your brand and services. As well as this, a cobrowsing session which ends with a customer making a decision on a purchase decreases shopping cart abandonment rates.
Both of these lead to more website conversions, higher average order value and ultimately more revenue for your company.
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