Since the broadband roll out back in 2003, the evolution of technology has continued to enhance online two-way communication, leading many sectors to reach out to customers in different ways. There are countless commentators who have claimed that web chat and video will revolutionise the customer experience. But are we ready for it, asks James Eyre, and where could it be used most effectively?
Technology which makes innovative channels of communication a reality is now common place in an increasing number of homes. Take the bundling of video technology into the games console for example. We are also seeing the increasing use of services such as Skype and FaceTime in the workplace and home with more and more people carrying around video enabled technology in their pockets (last August Ofcom reported that over a quarter of adults and nearly half of all teens now own a smartphone). People now use this technology on a daily basis without thinking about it.
Many individuals now not only find video an acceptable channel, but increasingly prefer it to “plain old” voice. Many are pleased to see the reintroduction of a ‘human element’ to communication, which often appears to be missing in channels such as email.
A web chat and video enabled contact centre
A web chat and video enabled contact centre can provide a ‘best practice’ experience for customers, combining the best of face-to-face interactions with the benefits of a personalised and informed contact centre agent who can manage enquires effectively and efficiently. How much easier is it to establish, for example, an empathetic bond with someone when you can see their face and a significant proportion of their body language? This works both ways, especially in a situation where English may not be the first language of the customer.
Driving efficiency through video and web chat
Under the mantra to deliver ‘more for less’, the government continues to focus on efficiency improvements and the maintenance of front-line services.
Government agencies are increasingly taking advantage of visual communications technology to speed decision-making and provide customers and employees with increased access to experts and real-time responses. Some hospitals in Lancashire and Cumbria, for example, now interact with patients and staff via video conferencing. High definition video conferencing enables specialists who are at home to assess whether or not those in care need rapid treatment, using technology to take the specialists to the patient. This not only speeds up the decision process but is also a cost effective way of delivering a service.
Video also reduces the barriers to the sharing of resources. In Coventry, for example, some schools have used video communications to link themselves together in order to share expertise, such as teaching modern languages.
Similarly from a business perspective, imagine how much easier it is for a contact centre agent to see a product quality issue through the eye of a camera; or for an agent to explain how a self-assembly product goes together? The use of video is one way to ensure an enquiry is dealt with first time and avoid multiple touch points with the customer.
So, does all this mean video is revolutionising customer engagement? While it isn’t yet main stream, the improved service and efficiency gains that it brings make it a real contender.
James Eyre
Head of UK Marketing
Vertex
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