In this blog post we want to tell what we learned about introducing cobrowsing on the site of our clients. Over the years we have learned a couple of interesting facts about the customer journey which we want to share.
What Usually Happens Before Co-Browsing
In most companies the website is handled by the marketing department. The main purpose is usually to attract new customers.
The marketing department optimizes the customer journey. They use tools like analytics, a/b testing, and maybe ad-words to drive customers to the site. With tools like these they measure what happens. But the question why some customers abandon the site in a certain step is not so easily answered. The tools they use can never give the right feedback to improve the site. It is all educated guesswork.
This is really bad for a number of reasons:
- 91% of unhappy users don't complain, they will simply leave and never come back.
- They will tell between 9-15 other people about their bad experience.
Fortunately some of those unhappy customers will get on the phone to call the customer contact center. However most customer contact centers are driven with KPI performance indicators like: "average handle time". The goal is to handle calls as quickly as possible with as little cost as possible. We found out that many support agents never visit the website of the company they are representing. We even had a customer where the agents never experienced the customer journey themselves.
The bottom line is, the feedback about the site almost never reaches the people who are responsible for the content of the site.
What Happens After Introducing Co-Browsing
We have delivered cobrowsing to a number of clients and we have learned a couple of interesting things.
The agents experienced the frustration first hand, together, with the customer. More direct feedback is impossible. In one actual case for an internet service provider got called about an order which was unclear, and a little bit on the high side. The agent had no idea what the customer was talking about and started a cobrowsing session. She immediately saw what was wrong. An additional cable was billed as 50 euro per month instead of a once off payment. She could quickly help the customer with the order. But more importantly, knowing what went wrong, she immediately got into contact with the people responsible for the site and the situation was fixed.
In the old situation this never happened, but with the more direct feedback the problem was tackled.
Another interesting thing was that the support agents now actually look at their own company's website. They now know they can help customers very effectively.
Co-Browsing not only helps to improve you customer handling time, but also improves your website and the overall customer experience.