To help agents understand customer difficulties and better guide them, investments in co-browsing are the big bet of companies.

We can’t deny the fact that technological advances revolutionized the way that customers and companies relate – especially due to the Coronavirus pandemic.

However, despite the innumerous benefits that digital solutions provide to the customer service, teams that directly deal with the consumer face a big dilemma: How to create the same highly personalized experiences available in person in the online environment?

Aware of the possibility that customers may need technical assistance to choose an ideal product or service, find information or update and fill in complex forms, the number of companies that adopt visual engagement technologies, like the co-browsing, to improve the communication with the service team and be closer to customers is increasingly higher.

What is co-browsing?

Co-browsing or Collaborative Navigation, in Portuguese, is nothing more than a software of remote collaboration between agents and clients with focus on services and support.

In simple words, we can say that it is about a virtual dimension that allows agents to be aligned about possible difficulties/problems that the customer can have and guide them step to step, as if they were beside them.

Once connected, the co-browsing allows the agent to access all files and applications in the customer’s device and controls the mouse as if he was directly using it. Besides that, the remote desktop software also allows the agent to move folders, open applications, install software or change the client’s system preferences with full access and control of the remote device.

Therefore, the co-browsing eliminates barriers so agents can understand what the customer is seeing.

Co-browsing X Screen sharing

It is really common for us to confuse Collaborative Navigation and Screen sharing.

Although both resources offer support to the customers or agents through visual tools, being able to transform the relation between brand and customer and improve the customer experience (CX), both concepts have their particularities.

Screen sharing is a well-known resource in which the user, in a remote computer, can see and control someone else’s computer screen. Despite being dedicated to a group collaboration, the resource doesn’t allow both parts to control the mouse and keyboard at the same time.

The co-browsing, on the other hand, is a more advanced and safer way to guide someone through a web page and show them how to solve the problems faced. It is about a collaborative function, in which both parts can navigate through a website together and interact with the page in real-time.

Unlike screen sharing, co-browsing provides the agent with much more limited access to the customer’s computer. The agent’s access is restricted to co-browsing enabled pages only, while all other data on the customer’s computer is off limits, including any other tabs open in the browser.

Besides that, during the co-browsing session, the customer can hide any sensitive information that he already has in the form or doc, on which he is receiving guidance.

Another great advantage of the Collaborative Navigation, when compared to the screen sharing, is that thanks to the WebRTC (Web Real Time) technology, there is no need for downloads, installations or plugins.

Why should companies invest in co-browsing?

As we mentioned above, co-browsing is a software with visual resources, being an excellent strategy for companies that wish to transform the customer journey and achieve excellence in CX.

As the service agents can visualize exactly the same as the customer, you can more quickly solve any problem he’s having.

Thus, through a co-browsing software, agents can help customers in many tasks. Some examples are:

  • Filling complicated forms;
  • Changing account settings;
  • Concluding steps of a purchase;
  • Finding the right product or page in the website;
  • Exploring features of a device or app.

It is still worth remembering that there are cases where the co-browsing was already highly used by software companies as a service.

Therefore, other reasons to invest in the tool is the fact that, through it, customer support agents can click, scroll down or highlight any information on the customer’s screen.

The technology also allows them to annotate the customer’s view of the site, overlay documents and insert demo videos. Therefore, the co-navigation has also a great potential to accelerate the integration or provide help with installation, troubleshooting, maintenance, or upgrade.

How does co-navigation software work?

In addition to the basic functionality of co-browsing digital properties, how co-browsing works will depend on the chosen technology.

Autonomous and personalized co-browsing

Technologies developed for a single purpose often include granular controls and feature-rich functionality, which make customers’ co-browsing experience smoother and more secure.

With the best co-browsing solution in the category, the experience began with a continuous connection in any browser.  

In this case, the customer and the agent are already communicating by phone or chat. When the need is identified, the agent can add a co-browsing session to the conversation, using the customer’s browser and device.

From there, the agent can guide the client about how to conclude a task, while the client performs the action. Using notes, the agent can also highlight important areas at the customer screen and indicate where he should click.

In some cases, however, the customer journey overpasses your company’s pages. For example, imagine that your agent is helping a customer to complete a purchase on your company’s website, but that customer wants to compare prices from other websites. In this case, your agent can open a new browser tab and do it together with him.

Regardless of the path that the co-browsing session takes, your solution should protect the client. The information on personal identification shouldn’t appear to the agent and the actions that he can perform on behalf of the client (like clicking in “Send”) must be restricted in any domain, not just yours.

During and after the session, recordings and reports can be used to help develop all teams that directly deal with customers.

Backstage, the co-browsing occurs in a third browser isolated in the cloud, a process similar to two people streaming the same movie from different locations. To a safer approach, the web page is streamed from a remote computer to the agent and client rather than connecting directly to the end user’s browser or forcing traffic through the solution.

Co-browsing as a remote support tool

Some support tools offer the co-browsing as a remote support resource. This support allows the agents to have total control of the customer’s device and access anything from it.

Sessions typically start with a download, which can make customers reluctant if they just need simple guidance.

The fact that the agent can see everything the customer is viewing, including private data, can also create discomfort.

Besides that, as the agent is in control, the customer doesn’t have the opportunity to learn in the practice, which can avoid future service calls.

Co-browsing as a chat tool

Chat tools can include the co-browsing as a feature, but only trained agents can use them. This excludes any team that directly deals with customers and interacts with them by phone.

These tools also require deployment with code, that is, they only work on the site where the code is present. Opening a new browser tab to access other pages simultaneously is not an option.

Co-browsing as a meeting tool

In general, it is really easy to initiate online meetings and sharing screens. However, using at the same time a meeting tool for co-browsing involves major security disadvantages.

Since it is not possible to hide data, the privacy of customer data and the reliability of your business are at risk.

Have you ever been in a meeting where a participant has entered without being invited? As the meeting tools are developed for group collaboration, this sort of thing ends up happening. What if sensitive data is visible on the customer’s screen at the moment?

Besides that, toggling the mouse control can be frustrating, and these tools often lack the auditing and reporting capabilities that call centers need to keep evolving.

Through a co-browsing solution that works as a meeting tool, your company ensures even more customer satisfaction.

Main functionalities that a co-browsing software must have

An ideal co-browsing software must have the following features:

Simplicity and flexibility

  • Doesn’t request any obligatory download, for an uncomplicated start for both customers and agents.
  • Run on any web page or PDF to track the customer journey;
  • Provide support to any modern browser, whatever the customer’s preference;
  • Provide support to any device with a browser, whatever the customer’s preference;
  • Support multiple tabs to compare references between web pages.

Personalized customer experience

  • Cursors labeled with names or titles to make actions clear;
  • Tools for notes, including drawings and highlights;
  • Customers mentions labeled with names or positions;
  • Translation in the customer’s preference language;
  • Chat in the session to make the transmission of complex information easier, like serial numbers.

Simplified deployment and administration

  • Flexible deployment options: codeless and scripted;
  • Self-service settings for hiding data and blocking buttons;
  • Integration with other solutions (omnichannel);
  • Administrative controls, like reports, permission lists and customizations;
  • Agent permissions for enterprise-level control;
  • Session recording to guarantee the quality.

Security and tranquility

  • Masking data in all websites to protect private data;
  • Buttons blocking in all website to prevent agents from acting on behalf of clients;
  • Recording and reporting sessions for continuous improvement;
  • Industry-leading encryption to protect data;
  • Secure cloud architecture that doesn’t need to connect directly to the user’s device;
  • PIN codes initiated by the customers so they remain in control.

Benefits of co-browsing

A good co-browsing solution can provide a series of benefits.

Improving the customer experience (CX)

When offering a highly personalized service of excellence, companies that invest in co-browsing have more chances of gaining a competitive advantage over others, in addition to increasing consumer satisfaction.

Increasing sales and retaining customers

Since customer’s data is kept confidential, they become more likely to trust your brand, build strong relationships with your agents, buy your products, and become loyal customers.

Reducing checkout abandonment

When guiding the customers in real-time, the co-browsing avoids the consumers having trouble when making a purchase, reducing the number of abandoned carts.

Reducing the number of calls

Real-time guiding via collaborative navigation makes clients more self-reliant by teaching them how to deal with similar problems in the future.

Eliminating commercial risks

The co-navigation allows the customer to control what the support agents can see or do in every remote interaction, decreasing commercial risks.

Encourage digital adoption

With the co-browsing, it is possible to teach the customers to deal with new technologies, encouraging digital adoption.

Training teams

Any professional that directly interacts with customers can offer them individual and online service, and not only support and chat agents. The capacity to solve any doubts using visual resources helps to improve employee’s experience.

Increase resolution rates

A technology with visual dimension allows to avoid communication failures and immediately solve problems.

DNK is number one in solutions focused in CX for call centers and contact centers

Aligned with the market trends and needs, DNK offers the best solutions for Call Centers and Contact Centers, being specialized in the development of high-performance products, solutions and services for companies in the area.

The use of last generation technology combined with a team of experienced professionals, leads DNK to constantly innovate to transform the experience of customers and partners with their consumers.

DNK values excellence in customer service providing their partners tools and platforms with innovative, customizable and intuitive functions in order to guarantee a satisfying and unforgettable CX. 

DNK’s solutions are intelligent and provide real-time performance reports, which help leaders and operators to analyze KPIs and identify possible optimizations in customer service.

Besides that, DNK constantly conducts satisfaction surveys to increasingly improve its service, based on the opinion of its customers.

With DNK’s services and products, the customer service is provided through an integrated omnichannel platform, which connects all service channels (WhatsApp, voice, web, chat and others) with fast recovery of client’s information and data, in order to offer a complete and satisfactory management of the client journey with differentiated results and in compliance with the standards required by the LGPD.

The company is recognized by the market and awarded for solutions and successful cases. Champion of the “Best self-service Solution” category in the XXI Modern Consumer Award and winner of the silver trophy in Client SA 2020 Award in the category “Leader in Innovation Strategy”, in partnership with a client, DNK understands that a well-attended customer is the secret for the successful of the service.

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