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Challenge #4: Customers get stuck serving themselves
Tuesday, 14 January 2020

If your customers hit problems that stop them from purchasing online or completing important information, can you step in heroically — and save the day? Every company needs a lifeguard.

Challenge4 co browse 900

Our blog series on the Top 12 Customer Service Challenges has been examining big issues facing contact centres today. Last time we looked at ways to coax customers to use self-service but now we're focusing on when customers are prone to walk away from your website at critical moments.

Sometimes people abandon shopping baskets, quit a sign-up process or abandon account choices because of trivial reasons. Maybe the doorbell rings, a friend messages them, or they're multi-tasking anyway and something more important takes over? Sooner or later, they'll pick it up again.

But it could be because they get stuck and give up. And that's costly. Let's imagine the impact on a company when this happens.

Checking out — for good
Smart companies think deeply about making their websites intuitive. But even the smoothest web designs don't cater for every customer all of the time. People often miss the obvious.

Perhaps a customer is struggling to find an option or a nugget of information before they're prepared to click 'Buy' or 'Confirm'? It's that ounce of reassurance that's missing. They go around in circles for a bit — and then leave, disappointed and feeling a bit frustrated or foolish.

The company can pay a heavy price. Researchers found that 74% of customers say they’d switch brands if a business had a difficult purchasing or checkout process[1]. As an example of this, another study reported that the hotel industry could be losing up to $10 billion a year in abandoned online purchases, with a 'poor user experience' as a contributing factor[2].

So how can a company fix the issue?

Seizing the moment

Ironing out any bumps in the design of a website is essential, of course. But, by then, the horse has bolted and the sale has been lost. Much better if the company can wade in to fix the problem for each customer in the moment.

The best solution for this is Co-Browsing. Once an agent is on the case — for example, they've been triggered by a Web Chat prompt — then it's possible for them to help the customer to find items, complete forms together and remove any uncertainty.

Co-Browsing enables the company's agents to take control of a customer’s screen. But the best technology, from payment specialists such as Eckoh, is more secure than traditional screen sharing — because the agent can only see the particular tab that's shared.

Field masking can ensure that agents never see what's typed by the customer, so it's possible for them to enter passwords, card details and complete the sale securely.

What's the outcome?

With Co-Browsing, the company can intervene at critical moments, rescuing sales and helping customers to complete a range of other tasks, giving them a far better experience and showing them how to go-it-alone next time around.

Read more about leading Co-Browsing technology that can work easily desktops, tablets and any mobile with a browser. Visitors don't need to download or install any software either.

Got another contact centre challenge?
There are 12 in our series. Check out our blogs for what's been covered so far — and watch out for other hot topics coming along soon. In the meantime, get your copy of our Top 12 Customer Service Challenges. This guide looks at practical business issues that are holding back performance at the heart of contact centres — and how to solve them. 

Get in touch if you'd like to know more about contact centre technology

[1] ‘State of the Connected Customer’ - Salesforce

[2] 'Travel websites losing billions as shoppers abandon purchases' - Phocuswire, Feb 11 2019

About the Author

Claire Lynam

Claire Lynam

Marketing Manager

Claire is a professional marketer with 30 years experience in marketing, communications and PR, creating content and collateral that resonates with an organisation's audience. Having worked in multi-national companies and SMEs, Claire has expertise in creating messaging that works for both B2C and B2B markets. 

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