Top Real Life Use Cases for Live Video in Customer Service

There are a lot of content available about how video can make a world of good for customer service. But guess what is the first question a new customer asks us? Yes, it is “Who are your clients?”.

Nobody has time to read a pile of texts and watch animated videos. The real customer wants to know real life stories.

This is why we analyzed all our customers for the past 2 years and structured their use cases. So, here is the statistics of the real customer database with a short explanation of each use case.

#1 – Web-collaboration for customer support (35%)

How it works: an online shopper pushes a button, embedded into the website, to establish a video-enabled collaboration session with a customer support rep.

In this scenario the video is optional and is often disabled by default, but web-collaboration features, like co-browsing and screen sharing, are heavily utilized to understand the context of the problem and reduce time to resolve rate.

The ability to escalate a regular phone call to a video chat can be pretty useful in some cases, indeed. During a standard phone call to the contact center an agent can tell a customer a 4-digit code, which the customer should enter on the website, in order to enrich a voice call with advanced collaboration tools.


#2 – Virtual showroom (18%)

How it works: an online shopper makes a video call to the sales team. The available sales rep answers the call on his PC. During the call the sales rep can switch to another camera to show the product live.

If the products are relatively compact (e.g. electronic gadgets, jewelry) the sales rep can have an HD-camera connected to his PC to show them.

But if he/she sells cars or home appliances, he or she can switch the video call to his/her mobile phone and use its back camera to show an appliance, the car from inside etc. So, it works just a as virtual tour to the physical store.


#3 – Mobile camera sharing for customer support (15%)

How it works: a customer makes a regular phone call to the contact center. If the agent decides that the live video from customer will help him to understand the context of the issue, he sends an SMS with the unique link to the videocall. Customer clicks the link and connects directly with the same agent via videocall, now he can switch to the mobile back camera and show the malfunctioning device, or damaged car etc.

This scenario is also applicable to the field service – a field technician connects with a remote expert to share his mobile camera for faster problem resolution.


#4 – Online video sales (14%)

How it works: a click-to-video widget is embedded into the website and allows customers to connect with a sales rep in a video-enabled collaboration environment, where they can see each other and share product images and docs.

Often, the video call is used for identification purposes (for example, video banking). In that case, it can be integrated with other apps, for example, with the 3rd party live chat – when chatting with a client an agent sends him a unique link, which, when clicked, connects the client directly with this particular agent via video call.

Finally, a video-call option is a perfect solution to support hearing-impaired customers.


#5 – Video-kiosk to communicate with remote experts (8%)

How it works: an all-in-one PC (optionally equipped with a printer and a scanner) allows customer to make an HD video call to the contact center. When talking to the client, an agent can send a document to the printer of a kiosk or receive a document from the scanner.

With such the kiosks spread over large geographical areas a company provides access to its experts without having them physically located everywhere.


#6 – Live video-assistance for self-service kiosk users (5%)

How it works: a “live assistance” button is embedded into the app running in the self-service kiosk. When pushed, it connects the kiosk user with a remote representative via video-call.

The video call can be configured to start the co-browsing automatically. So, along with the incoming videocall, an agent instantly gets the video kiosk screen shared.


#7 – Online video call to improve company image (5%)

How it works: when surfing the website, a client makes a video call from his browser to the contact center.

A live agent video brings a personal touch to customer interactions and improves the brand image. This option is often offered to existing customers only or VIP clients.


Belarusian Railway deployed self-service kiosks with live video assistant embedded

Since 2018 Belarusian Railway provides information services to its passengers through kiosks deployed on railway stations.

An online self-service application allows them to check the timetable, find the right route and calculate its price.

But what if a client needs to learn about transfer rules and railway services? Still passengers need an option to talk to a live representative.

And this is how it works…

There is a “Live assistance” button embedded into the self-service app which makes a video call to a remote representative using the kiosk camera, mic and speakerphone.

All the video calls are processed by a contact center software with RichCall on top of it. Queuing, call routing and reporting features are provided by a contact center software while video and collaboration goes through RichCall which also records all interactions.

Some figures:

  • 24 self-service kiosks with live video assistance option
  • 12-seat contact center
  • 300 video calls daily on average with up to 600 calls during the peak time

In addition to video calls contact center agents enjoy the “co-browsing” feature allowing them to guide the client through the kiosk application .

So what are the benefits?

1. Self-service saves time by decreasing the total amount of staff needed to resolve customer issues;

2. Having all support staff in one place simplifies quality management and agent training.

3. Co-browsing helps to solve app-related issues faster.

4. Video and collaboration features improves the company image and customer loyalty.

5. Video allows supporting hearing-impaired passengers on any railway station.

6. Deploying several kiosks on large stations helps reduce passenger queues.


New RichCall 3.8 is available

New features:

1. Client UI – configurable width of the widget

The widget width (including size of the video) is now configurable to better fit the website content and business case.

2. Configurable service availability time

You can configure service availability time including weekends and holidays.

3. Agent UI – client bandwidth monitoring

The agent can now see the client bandwidth for audio and video.

4. New mode “Live assistant for kiosk” is implemented

See the live demo at

5. Video call forwarding

When the call is forwarded to another agent RichCall session follows the call (external PBX).

6. CSAT-2
New customer satisfaction metric support is implemented.