Lack of knowledge or understanding difficulties can often lead to dissatisfaction for the customer who calls a customer service to find solutions to a problem. To address this situation, visual assistance proves to be a very interesting practice. The customer no longer needs to describe the problem, he simply shows it to the technician. Thanks to this practice, it is possible to increase the first call resolution rate and improve customer satisfaction.
Our current business models are becoming more customer-centric. Customer service becomes a differentiating factor for the different players and brands. Not surprisingly, customer satisfaction has become one of the key performance indicators for most relationship and customer support centers.
In this context, we are witnessing a transformation of current practices in customer support as brands increasingly seek to adapt to customer requirements. To do this, they integrate the use of the latest technologies on new channels to provide the best possible customer experience.
How does the remote customer support work?
Remote customer support relies on collaboration between an agent and a customer to solve a technical problem. During the support process, the agent and the client form a team with a common purpose.
Technical support consists of two main phases:
- Diagnostic of the problem
- Execution of any action to solve the problem and confirmation of its resolution.
During each of these phases, the agent has the knowledge to solve the problem. The agent then communicates this knowledge to the customer. Finally, the client must execute a sequence of actions to solve the problem. The success of this type of collaboration is based on excellent communication.
Typical remote customer support models rely on phone usage, especially in call centres. But this type of support is based on an oral language. In the current model, agents and clients use words to communicate visual information and mechanical actions. Too often, it results in mutual frustration leading to failure.
The added value of showing rather than saying
Visual communication uses intuitive gestures such as showing and pointing. Video-conferencing is great for contact centres because it allows agents and customers to communicate information faster and to avoid wrong diagnostics or manipulation.
The visual is more concrete and easier to memorize. Words, on the other hand, are abstract and more difficult to remember for the brain. When it comes to reading or hearing words, there must be a mental treatment that lengthens the comprehension time.
Although we use words to improve communication, we treat visual information more effectively than text or spoken words.
The facts speak for themselves:
Integrate visual assistance to remote customer support
The idea of visual assistance was born from the observation that the visual support eliminates the long cognitive process used to understand the spoken instructions. With visual assistance, you do not need to master technical jargon to explain a problem, just show it to the technical support agent.
This observation is confirmed by a study conducted by BVA according to which 77% of French people would like to be able to communicate by video with the client advisers in order to be able to establish a better diagnostic.
However, for this type of remote assistance to be successful, it is important to consider the current practices of mobile users and the customer experiences. For example, it is known that mobile users download few single-use applications and that this type of downloading can be a source of friction for the customer. The most suitable is to offer this type of service in the form of a webapp. This type of solution also has the advantage of being much less intrusive because it does not collect personal data.
To start a video communication with the agent, the customer receives an SMS or an email, and a simple click is enough to start the video-assistance session.
The agent will then access the camera of the client device and the client can show his problem. The agent guides the client as well as he was on-site and sees everything in real time, which avoids asking tedious questions or giving indications that may seem unclear. We have all been confronted with these types of questions or instructions as part of a customer service call:
- Is the unit turned on?
- Is this particular light on? What is its color? Does it blink?
- Can you turn a button in a clockwise direction
In addition to viewing the client’s environment, tools such as remote snapshots, image annotations, video pointer, and documentation sharing allow a faster diagnostic and even a resolution of the problem remotely.
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