When companies began building Web pages back in the 1990s, they viewed them largely as digital brochures: static images and words that served a marketing purpose. The novelty was enough, and it made up for the fact that Web pages were very much a one-way vehicle that went from company to customer (with an exception, perhaps, for an email form customers entered text into and no company ever answered).
Today, a website is very much a two-way vehicle. Companies publish contact information of all kinds on their websites, invite customers to post stories and experiences in a social media way, invite browsing customers to chat for more information and even offer video conferencing. Customers expect it: after all, when they visit a website, they are visiting a virtual store, and no customer expects visiting a store to be a solitary experience.
Smart companies are already investing in technology that makes Web browsing a more two-way experience, according to a recent blog post by LiveLOOK’s Michelle Brusyo.
“According to research firm Forrester (News - Alert), 2014 will see a fundamental shift in what consumers want in terms of service,” wrote Brusyo. “Instead of passive, reactive support, the modern buyer wants brands to be proactive in how they serve them. In fact, the source reported that survey data indicated 29 percent of businesses plan to invest in outgoing communications this year. That marks a major change in the way traditional customer service is offered, in which enterprises wait for the consumer to make first contact. However, as companies strive to set themselves apart in the increasingly competitive corporate landscape, proactive support and connectivity will be key.”
Co-browsing technology is expected to be an important part of this trend. Screen sharing technology allows an agent to instantly view a customer’s screen for the purpose of enhancing the support process on the website. Companies such as LiveLOOK offer one-click co-browse technology that works with nearly all Web browser and operating systems. Co-browsing eliminates customer frustration and confusion and enhances the experience. It can also turn the support opportunity into a selling opportunity. This is important for a company to gain a competitive edge, wrote Brusyo.
“As quality customer service is now frequently the difference between customer retention and loss, businesses should make sure they are optimizing their top service events for marketing purposes,” she wrote. “Consumers are likely to respond positively to campaigns that highlight an incredible service story and the development of a new customer service tools or programs.”
It’s a way to ensure that customers who visit your website aren’t leaving without finding what they came for. Marketers refer to it as website “stickiness.” To contact centers, it’s another way to stand out in an increasingly crowded marketplace.
Edited by Alisen Downey