The human touch matters in business. It is no surprise that executives put in efforts to build personal relationships with prospective clients in order to effect conversions. There is nothing like an across the table interaction, whether in the office or over lunch in a restaurant. It is for this same reason that people hold business meets and conferences. Compare it to over the phone interaction and a certain impersonal element enters the equation. You simply cannot deliver satisfaction to customers or convert potential targets the same way you can do in a face to face meetings. You can do it now with video contact center software, quite a step up from plain voice and text based customer experiences. Take a look at what omnichannel contact center software with audio-video chat/conference feature can do for your business.
The video contact center software
There is more to video contact center software than just the ability to see and be seen. Current solutions feature:
- Interactive audio/video IVR
- Video enabled callers and called parties
- Video within video, presentation, email/text exchange during ongoing conversation
Even your existing omnichannel contact center software can be upgraded to have video features with inclusion of WebRTC component, not a time-consuming, expensive or disruptive process. What this gets you:
Video IVR: Suppose a caller calls and is funneled into the IVR and would like to know how a product works. The video IVR simply calls up a demo video and displays it on the screen. If needed an agent can jump in and show a presentation or give step by step guide over video.
Video enabled calling: Your employees or agents in call centers can easily make use of video in their outbound calls the same way they use phone calls. Called parties, with appropriate software at their end, can view the agent. If the omnichannel contact center software has WhatsApp, for instance, then it becomes easy to switch to WhatsApp for video interaction. If WebRTC is used then it is easy to grant permission to called parties to use video through Chrome browser.
Document exchange, video within video, email, text messages can be exchanged concurrently with the ongoing video call. There is an immediacy not matched by other channels of communication. This is possible with WebRTC integration.
So, how does all this translate to happy customer experience and improvement for your business?
Use the “on hold” feature to good effect
It becomes necessary to put customers on hold during a voice call. You may play a bit of music during this interval. With video contact center software you can use the time to display a video demo of a product in an effort to up sell or cross sell.
View expressions and body language
Personal interaction is satisfying and productive partly because two participants can view each other’s facial expressions and body languages. Callers or called parties can gauge mood of the agent, their demeanor and how the come across on the screen. This has a positive effect on quality of interaction. Callers with grouses can be calmed down by the agent’s pleasant voice and looks and it leads to first call resolution. You can modulate voice and change intonation to deceive but video clearly shows a truer picture, a more convincing one.
Step by step – happy experience for customers
Many calls are about how to set up a newly purchased product. Step by step instructions are necessary but audio instructions can be confusing, particularly when agents refer to parts and components by technical name. Video works around these communication gaps when the agent displays a virtual product on the screen and uses a virtual pointer for a walk-through on how to assemble the product or configure it.
The task can become easier when the customer records and uploads a video of a malfunctioning product to convince agents that they have received a defective item and this leads to faster processing of refunds/returns/replacements. Or, the agent can examine the video and show the customer how to use it right. Either way, you have one call resolution for the delighted customer. Satisfaction rate increase can be as high as 50% compared to audio only process.
Conversion is a perennial issue for businesses and agents who must show better performance to earn incentives. Video contact center software with its video interaction feature brings a note of personal, human touch to interactions, lets agents be more convincing and explain better and close leads during the first call. Conversion rates can jump up by 20%
There are certain sectors such as wealth management, for instance, where trust building is essential. Recreating the face to face interaction over video improves trust. An expert can be more convincing, customers can ask more questions and receive satisfactory and convincing responses and close a deal on the first attempt. People do like to know who they are dealing with and how they come across. Build trust and you get business as well as recommendations.
Several different types of processes require frequent interactions, phone calls, emails and document exchanges before a decision can be taken by a buyer. You simply short-circuit time loss by doing everything during the ongoing video chat or conference. A topic expert can jump in and make a presentation, maybe a video within a video. Yet another may be engaged in sending an email clarifying or agreeing to certain points and thus you can resolve all issues during the video conference. What would take days is done in a half hour video meeting.
Agents put their best foot forward
While on a voice call an agent may be doing something else or may have a different posture. During a video call the agent has to sit up and focus on the caller exclusively and must also be extremely conscious of all gestures and facial expressions. Naturally, this has a positive impact on customers and agents will be more conscious to maintain a perfect video call demeanor.
Record and analyze
Recording, reporting and analysis are routine in contact center solutions but when it is video there is a lot more data such as the agent’s attitude stated above, not just voice inflection. You also view customer’s expressions and gestures which introduces a shift into your analysis for the better.
Get there first. Currently, only a few (about 2%) of contact centers and businesses use video. Establish a head start, retain customers, attract new ones and take an unassailable lead. It can be so simple to implement: just get call center solution provider to plug WebRTC into your software or subscribe to hosted video contact center software.