Chat and Cobrowse Customer Service that Pays Off

Foolproof Steps for Success

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• 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

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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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