According to Kissmetrics, “98% of respondents said that customer experience was among the top 3 factors in deciding whether or not to do business with a company.” If customers rank their experience so highly, businesses should make creating a positive customer experience their top priority, both in-person and online.
Creating a positive customer experience in-person is pretty straightforward: A customer walks into your business, is immediately greeted by a friendly face, the employee helps the customer through the shopping experience, and the customer leaves happy.
Creating a positive customer experience online is a little more difficult. When customers visit a website, there isn’t anyone greeting them at the door. All they see is a website that they have to figure out how to navigate. If customers can’t navigate the site quickly, they become frustrated and quit trying.
According to Forrester, “45% of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly.” Where do you think your customers will go if you lose their business? That’s right—they’ll turn to your competitors.
In particular, losing customers because of a difficult to navigate website is a major concern for the high-end retail, healthcare, and finance industries. So, how do you create the same level of personalized service online that a customer would receive in a store or office? Below are three features you can add to your website to improve your customers’ online experience.
Nothing is more frustrating for a customer than sifting through an entire website and still not finding what they are looking for. You need to ensure customers can navigate your site and find everything they need.
One way to help customers is by having an agent available to assist them. You can do this by adding chat capabilities to your website. Through chat, customers can ask their questions and receive their answers much more quickly than on their own. By easily receiving the help they need, customers will be more satisfied with their online experience.
While chat capabilities are extremely useful, your website may still be missing a “human” touch. For customers, typing everything into a chat box may still feel like they’re talking to a computer. Fortunately, there are ways to eliminate this stilted feeling.
One way to create a more personalized experience is by adding video capabilities to your website. With video capabilities, customers can see that they are talking to a real person. Being able to see each other goes a long way in ensuring that customers feel like you care about them and their experience.
In addition, for both customers and agents, talking to one another is much faster than trying to type out all of their questions and answers. It is also easier for customers to interrupt and ask for clarification when they are having a face-to-face conversation, which will save your agents’ time from explaining the wrong thing. Moreover, being able to see each other helps agents because they can pick up on visual cues to see if customers are confused, frustrated, or satisfied.
While talking to a real person is helpful, customers are still on the other side of a computer screen and not able to visually share what they are looking at or searching for. Agents may think customers are looking at one thing when they are really looking at something completely different. Even worse, agents may spend long minutes trying to explain to customers how to get what they need while customers stumble around the website—attempting to follow verbal directions and getting increasingly frustrated.
However, this doesn’t have to be the case. With cobrowsing, agents and customers alike can share what they are looking at with one another. Being able to see what customers are talking about, and being able to show customers exactly where to go will save time and make the entire process easier for both. By removing the obstacles that distance creates, online customers will receive the same personalized help that they would receive if they were by the agents’ side.
Cobrowsing is particularly useful if customers need to submit complex forms or complete complicated processes or purchases online. Agents can walk customers through each step and teach them how the system works along the way. When agents teach customers rather than doing processes for them, customers will feel confident and comfortable using your website long-term. Once customers are comfortable with your website, they will be more likely to return again and again.
Use Case Example
One large SaaS company put these tips to work with great results. This company was having issues because while members could call agents for assistance, it was often difficult to explain how to remedy issues. The result was that customers would call multiple times in an attempt to resolve the same or a related issue.
Moreover, customers would sometimes get confused when trying to figure out the proper search criteria. Agents who would attempt to help members found it challenging to direct customers, because they couldn’t see what the customer was doing. The result was increased frustration for everyone.
It was time for a change
The company invested in a visual engagement solution that included screen sharing and cobrowsing functionalities. That way agents could easily view customers’ screens and instantly understand issues. Moreover, agents could highlight sections of customers’ screens, show customers what to do like refine searches in real time and then allow them to try it themselves. When customers learned how to resolve their own issues, they were more satisfied and less likely to call back in the future with the same issue.
In fact, in rolling out the visual engagement solution, the company experienced:
- 14% reduction in handling times
- 18% increased first call resolution
- 10% reduction in future support calls
In addition to the hard numbers, there were also great benefits like increased member loyalty and satisfaction, as well as a dramatic improvement in customer experience.
Easing the Transition
As time goes on, more and more customers will switch to the online world to make purchases and complete complicated processes. Along with this shift, companies will need to pay as much (if not more) attention to their online customer service as their storefront and phone interactions. By adding chat, video, and cobrowsing, you can create an online environment that is just as friendly and helpful as an in-person experience. Even better, the great experience you provide your customers will increase their loyalty and bring them—and their friends—back for more. For more information about screen sharing program, contact Glance.com today!