Surprisingly we’re still getting requests for the “click-to-call” feature for a website. Note: I’m not talking about the click-to-call used by contact center agents to connect with clients. I mean the “online call” button on a website allowing visitor to call customer care rep from his browser in one click.
Let me clarify some tech details first…
The most common approach for the “online call” feature is using the WebRTC technology supported by the most of browsers. The technology allows a website page to get access to the PC mic (user approval is required) and transmit the audio stream to the website server. The server, in its turn, sends the audio to the company rep thus establishing an audio-call.
This means that to call online a client needs an opened webpage that keeps the audio-connection sending and receiving the audio. It normally looks like this:
But if the client MUST keep this page opened to talk to the agent, why make it so useless? Obviously, it is worth adding extra features to enrich the voice call with text chat, app sharing, co-browsing.
The “online call” extended with web-collaboration options actually turns into “an online collaboration” – you can see how it works in Richcall on the image to the right.
So, the point is – why add the “click-to-call” feature to your website, when you can empower your visitors to “click-to-collaborate” at no extra cost (in terms of technical requirements)?
Amongst the web-collaboration features in our platform, “co-browsing” is one of the most important. Co-browsing allows a contact center agent to see the contents of a client’s browser window, while simultaneously talking with him/her on phone. The agent can use the built-in pointer to direct the customer’s attention and instruct him/her to perform actions. This system allows agent to more fully understand the client’s problem and the context in which it occurred, and to resolve it quickly.
When designing the co-browsing feature we first conducted extensive research with our clients to identify their business needs, and the features required to meet these. Here are some of the things our clients said they wanted from the co-browsing feature:
This was a no-brainer for all our clients. It was essential that their customers could start a co-browsing session instantly, without downloading any apps, Java, or browser plug-ins.
Our clients told us that their customer service agents must not be able to perform mouse clicks or enter keyboard strokes in the client’s browser. They wanted their agents to have the ability to see what happens on screen and move the pointer (see “The Pointer” below) to draw attention to things on screen, but not to be able to interact with the page otherwise.
There should be a pointer to allow the agent to draw the customer’s attention to certain parts of the page, for example:
In our solution we call this feature “the Pointer” tool. It is an arrow that appears in the customer browser on top of the main content.
Our clients reported that it was important that co-browsing sessions support secure pages (e.g. ones that require customer to login in order to view). When we talked with our clients, only two of said they needed to guide visitors around public pages in order to help them find products and other public information. The vast majority of our clients need provide customer support within secure online self-service tools, which can only be accessed by authenticated users.
Our clients asked for maximum flexibility, and we delivered. Customers shouldn’t necessarily have to be engaged in an online call or text chat with an agent in order to start a co-browsing session. Even if the end-customer has made a regular phone call to the contact center, he/she should be able to enhance it with the co-browsing session if and when it is needed. With Aurus RichCall the agent may generate a unique 5-digit code and give this to the customer over the phone, who can then use it to initiate co-browsing.
Lastly, clients were keen to stress that the co-browsing feature should support mobile browsers and provide the same functionality as enjoyed on a desktop/laptop (no download, “pointer”, secure page support).
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