Video in Contact Center – Why? For Whom? How?

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Video in Contact Center – Why? For Whom? How?

According to the "Global Contact Center Benchmarking Report 2015" by Dimension Data the number of video-enabled contact centers is going to rise threefold in 2016.

Who adds video-channel to the contact center and why? Guys from Aurus, a software vendor offering video chat solution for contact centers, shared with me some info about their customers.

The first question they ask everyone asking to try their software is "Why?". So, the stats is:

Now, in details…

Video to improve the company's image

One of ten companies interested in video channel is going to enable video call service on their website as a part of the company's image building. By doing this they send messages like:

  • "We're a modern company and we follow the trends in the client servicing. So you can be sure our products are also built with top-notch technologies."
  • "We're rich enough to equip our contact center with special workplaces and hire good-looking contact center agents. So you can trust us."

Sometime video call is only available for VIP clients and then the message is "We really value you and your money".

These companies pay a lot of attention to the client interface - high-quality video of the agent, branded UI and so on.

Video to higher sales

This is where video becomes optional and may be replaced with a good photo of the agent, but the features that come to the fore are:

  • co-browsing – to help the client find the right info on the website and assist him with the payment process,
  • pushing product images and videos – to convince the customer to buy,
  • text chat – to provide the client with product spec, shop addresses, agreement templates etc.

The important note is that this approach only works when the products are quite unique and the company is ready to spend as much time as required to get a new client. For example, you can talk as much as needed about your jewelry or sofa or car to persuade the client to buy. But you cannot afford that if you're, say, a travel agency – you won't spend half an hour talking about your offer to Bora Bora, knowing that after you finish the customer will start surfing the net for the cheapest option.

Video for better support

Yeh, this is the leader of "live assist" use cases. The video is not required at all and web-collaboration features become critical ones:

  • text chat supporting images and files,
  • co-browsing that works in those spaces that require user authentication,
  • app sharing with annotations,
  • screen snap shots,
  • mobile SDK (remember the Amazon MayDay hype?).

Providing remote experts with the web-collaboration tools may significantly improve the time to resolution indicator.

Another important feature is the ability to add the web-collaboration session on the fly to any phone initiated customer support call. This increases the first call resolution rate.