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Chat and Cobrowse Customer Service that Pays Off
Foolproof Steps for Success
eGain Confidential 2
• Cobrowsing leads all other interaction channels in customer
satisfaction at 78% (Forrester Research)
• Web collaboration tools like chat and cobrowsing have unique
potential for improving customer service and increasing
revenues
• However, they deliver results only when implemented and used in
the right way
Why web collaboration
6Steps to Success
3
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1. Be in the know
Know your market
• Know the industry trends (but know your needs better)
Know your competition
• Know what they are offering
• Note what makes you go wow and what is plain annoying
Know your customers
• Know their channel preferences
• Know their language preferences
• Do surveys, get insight
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2. Create a roadmap
• Draw a plan—purpose, goals (aligned with business goals), customer-oriented
metrics.
• But it’s best to start incrementally.
• Decide which web collaboration technologies you want—click-to-call, proactive
chat, proactive cobrowse, video chat. Start with the most important. Add others, as
needed.
Add
as you
go
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3. Choose the right solution
It’s an omnichannel
world. And not all web
collaboration tools are
created equal.
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3. Choose the right solution
Look for:
• Omnichannel and multilingual engagement hub platform for a connected
experience
• It should allow integration with other digital interaction channels and with third-party data
and CRM systems
• Common omnichannel knowledge base (KB)
• True cobrowsing, not screen sharing
• Reporting tools
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3. Choose the right solution
Look for:
• Robust queue and workflow capabilities to facilitate trackable collaboration across
the enterprise and demand chain for fail-safe compliance
• Unified agent desktop that provides 360° view of a customer’s interaction to the
concerned agent
• SME collaboration in real-time, and end-of-chat surveys
• Scalable solution to handle peak seasons
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3. Choose the right solution
Important
Avoid creating channel
and knowledge silos.
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4. Set up customer service agents for success
• Easy to access knowledge base
• Artificial Intelligence (AI)-guidance in advisor training, and during customer
service scenarios while chatting or cobrowsing with a customer
• Ensure that compliance is built into the knowledge base
• Allow conferences and transfers (to other agents and channels)
• Deflect long-lived, complex interactions to the email or phone channels
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4. Set up customer service agents for success
• Use multichat with care: Five is the limit, three a best practice, limit it to two when
agents are cobrowsing
• Blend with care: If your agents answer phone calls and chat and cobrowse
requests, integrate to extend the phone-routing logic to collaboration channels,
and avoid multichat
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What success looks like
Fortune 500 diversified insurance
carrier
• 700 pages on its website got
cobrowsing capability in combination
with click-to-call
• 7000 contact center agents enabled
on it
• 200% improvement in online
customer onboarding
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5. Monitor, measure, analyze
• Set KPIs relevant not only to your industry, but to your
business
• For example, average handle time (AHT) might be self-
defeating metric to push if upselling and cross-selling is an
important goal
• Make changes based on analytics and customer
feedback
• Measure again
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6. Don’t
• Make consumers download or instal software for
cobrowsing
• Roll out an unscalable solution
• Make them into silos
• Treat chat and cobrowse as only a profit generating
technology—it is that, but it is a source of delight and
customer satisfaction
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© 2017 eGain Corporation. All rights reserved.
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