Creating a Loyal Customer Base with Co-browsing
As a top-level manager or decision maker for your business, you understand the importance of efficient customer interactions in today’s hyper-digital landscape. It’s crucial to keep customers as engaged as possible to ensure they don’t migrate to your competitors.
In fact, it’s common for customer service teams to constantly monitor their activities regarding customer satisfaction and engagement.
The end goal is to make better use of agents’ time and drive more revenue from each interaction.
Creating a loyal customer base
And this is exactly where co-browsing comes into the picture.
Even with such impressive statistics, co-browsing doesn’t stop here. It goes a step further to ensure that customers are not only engaged but also retained.
Let’s take a detailed look at how co-browsing can help you leave a lasting impression on your customer while creating and maintaining a loyal customer base.
1. Co-browsing helps customer onboarding.
On-boarding may be one of the first real touch points that your customer has with your brand. By adding a human touch to your onboarding efforts, co-browsing makes it easier for customers to connect at an emotional level with your company and your products.
Here’s what common on-boarding issues look like:
- Customers can’t easily locate the particular features they need.
- New customers struggle to add their team members in order for the right people to have access to the tool.
- Account initiation and foundational settings are too complex for new customers to set up on their own.
- A top-level executive is looking for a detailed product demo or a specific feature to proves the value of your product or software.
- Customers face payment issues due to complex landing pages or system bugs.
Cobrowse can intervene in all such scenarios to help clients realize faster turnaround times and seamless solutions.
With co-browsing, you can:
- Instantly respond to issues and ensure shorter wait times.
- Be more productive, saving time and resources for your customer and your team.
- Deliver impressive product demos that showcase the value of your products and the benefits for customers.
- Remotely complete the setting up of accounts of clients, especially non-tech clients who face regular issues.
- Anticipate and solve client queries and issues that typically arise before and during onboarding.
- Keep a keen eye on the client onboarding experience and collect valuable feedback wherever possible.
2. Co-browsing provides a seamless visual experience.
Visual engagement is key in today’s marketing landscape.
Here’s what Forrester has to say about visual engagement: “Customers today want easy, effective engagement. More than a quarter (32%) of customers used screen sharing for customer service in 2016, and 32% used video chat. The use of these relatively new visual engagement tools is a key trend in customer service in 2017 because it strengthens the customer bond.”
Visual engagement can keep your customers hooked to your tool or platform by:
- Boosting website conversion rates through interactive conversations that take place in real time.
- Improving the quality of customer service by extending swift and effective responses.
- Waling customers through the sales funnel with proper insights into the value proposition of the tool or platform.
- Boosting the chances of up-selling and cross-selling, tailoring the solution to the needs of the customers.
- Understanding the context of the customer’s needs to provide a quick turnaround time.
All this and more end up having a direct effect on customer retention. In fact, visual engagement boosts the retention rate of businesses by 7.6% annually.
While screen sharing has witnessed its fair share of popularity, co-browsing has become the leading technology for remote visual collaboration.
Here’s everything that makes co-browsing better than screen sharing:
- Customers do not need to download any tool or software, or even leave the comfort of their browsers to participate.
- Agents can connect with customers within seconds by simply sharing a link.
- Customers have complete control over the part of the screen they want to share. They can even restrict agents to a single tab in their web browser.
- No spillover of sensitive information takes place.
- Agents can remotely access the browsers of customers and instantly solve their issues for them.
3. Cobrowsing Increases quality conversions.
Co-browsing remains a leading channel to boost website conversions by as much as 45%. Results can be even more profound if you successfully integrate and use the technology in tandem with audio, video, or live chat services.
At the end of the day, co-browsing fits in with and complements your existing CRM methods.
For instance, Acquire conducted a study where they assessed the impact of co-browsing on conversions in other support verticals. Here’s how things stood before co-browsing was implemented:
- Real-time chats resulted in a 32% increase in conversions.
- Audio channels had a 28% conversion lift over chat.
- Video communication had a 56% conversion lift over chat.
Although these statistics seem impressive, here’s how the new equations stood once co-browsing was introduced to the mix:
- Co-browsing plus chat: 69% conversion lift over chat
- Co-browsing plus audio: 78% conversion lift over chat
- Co-browsing plus video: 138% conversion lift over chat
Another unique aspect of co-browsing is its ability to focus on first-call resolutions rather than keeping the customers in a loop. This leaves a lasting impression on your customers that’s bound to keep them around for the long haul.
When you provide hands-on assistance to customers at the exact time when they need it, personalize it for them, or even solve their issue yourself, they’re compelled to see the value in not only the products you offer but also in your company.
4. Co-browsing builds a trusting relationship.
Retention is all about developing a relationship centered on trust. When you have a great relationship with your customers, they go the extra mile to become your brand advocates. The only way to ensure you create lifelong brand advocates is through a convenient and effective exchange between brand and customer.
Why is this important? Because as many as 46% of the customers tend to leave a website if they’re unable to find what they are looking for.
Co-browsing can settle your customers’ fears and frustrations. By the end of a single session, they know exactly what they’re getting into and how your services or products can work for them.
This increases their levels of satisfaction, reduces the resolution time when they have problems, and boosts engagement. In this way, co-browsing helps to improve your chances of retaining customers while bettering your business’ overall performance.
For example, here’s how co-browsing would add value to the digital activities of a bank or financial institution:
- Co-browsing could provide premium services to large account holders who have high expectations when it comes to support.
- Co-browsing could be introduced as a live engagement tool at their digital kiosks.
- Co-browsing could lead to seamless onboarding of new customers by helping them fill out important and complex applications or paperwork.
5. Co-browsing aids agent monitoring.
To have a happy and loyal customer, you need to first have happy and productive employees. Without making the appropriate expectations clear to your agents, it would be difficult to drive the results you might be targeting.
By setting up the right baselines, you can train your agents to work for better customer satisfaction, rather than simply resolving issues in a robotic fashion. While resolution is important, meaningful conversations are even more so.
One way to do this is by adding a co-browsing app to Salesforce. This is a great way to transform business processes and achieve a higher ROI by instantly making it easier for all stakeholders to understand each other during live sessions.
While setting up this integration, you should also introduce the relevant KPIs you plan to track. Make it clear to agents that you’ll be measuring the frequency of their co-browsing sessions for Salesforce solutions.
Some KPIs you can track here include:
- Net Promoter Score (NPS): a tool to measure the willingness of customers to recommend the company’s services to others
- Customer Effort Score (CES): a customer satisfaction metric with a five point scale that measures the ease with which customers experienced the company’s products or services
- Conversion rate: this includes not only the conversion rate of customers after co-browsing sessions, but also its comparison with the average rate
- Average resolution time: this is the duration of an average co-browsing session that results in a resolution
- Number of repeat callers: this is the number of customers who could not have their issues resolved in the first session itself and needed to call again
If agents are regularly trained about how to accurately diagnose, resolve, and escalate client needs through co-browsing, every session can potentially add to your customer’s satisfaction.
In fact, businesses that deploy co-browsing as a part of their customer service programs are much more likely to provide regular training to agents.
If your agents are armed with the right technology and the requisite knowledge, it’s only natural for it to aid your customer satisfaction and retention levels.
Co-browsing provides a lot of potential for any digital business today, such as retention and better agent utilization levels. Customer engagement and satisfaction is a priority for any business and co-browsing goes a long way in this regard.
The result? More satisfied customers that stay with you for the long haul, spending more money over time.
Author bio: Sam Makad is an experienced writer and marketing consultant. His expertise lies on marketing and advertising. He helps small & medium enterprises to grow their business and overall ROI. Reach out to Sam Makad on Twitter or LinkedIn.