Co-Browsing: A threat or an opportunity?

Co-browsing is one of the latest tools for online customer service. As usual, new things both attract and raise questions. So, is co-browsing a threat or an opportunity?

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Co-Browsing is a new tool for online customer service to many. Usually, new things both attract and intimidate, and so seems to be the case with co-browsing, too. Regarding co-browsing, customers are most often concerned with information security and privacy questions: Can this be safe? The answer is yes, it is safe. While co-browsing, customer and customer service representative only share the browser view on the website where the customer service through co-browsing is offered. So, neither the customer nor the representative can see, e.g., what other browser tabs their conversation partner has open, not to mention what kind of content the other person has stored on their computer. What can be done through co-browsing, then? Here are  few ideas:

Websites are often complex, which is why  online customers often need help finding things on them. With the help of co-browsing, and with just  a few clicks, a representative can take their customer to the page they are looking for on the site. The same thing works in the opposite direction as well: If a customer is looking at a product and makes a question about it, the representative can be moved within the site so that they can see exactly what the customer is looking at. This helps the representative solve the customer’s issue fast.  A picture is, indeed, worth a thousand words!

2. Co-operate

Contacting a company on the web or making an online purchase can often be challenging, as well. Especially complicated forms often arise questions in customers. Co-browsing is an excellent tool for tackling also these issues, as by co-browsing, the customer and the customer service representative can fill in forms together. When the customer makes the order or fills in the contact form with the help of an expert, the number of mistakes made during the fill-in process can be minimized while the work is finished as fast possible.

3. Personalize the CX

Online customer service is often robot-driven, which is why the human touch is often missing in the customer experience. Co-browsing, however, clearly shows the fact that, instead of a robot, there is another person serving the customer. Co-browsing allows the customer service representative to co-operate with the customer based on the needs of the customer, which helps to create a personalized customer experience.

4. Serve more efficiently

The above list has already made clear that co-browsing boosts the efficiency of online customer service. The flow of information in a shared browsing session is up to twice as fast as in traditional online customer service session through chat.

5. Increase conversion

Faster and more efficient customer service also increases conversion. The most common reasons why online conversion does not take place are a. that the customer does not find what they are looking for on the website, and b. the customer quits the process because it is too complicated. With the help of co-browsing, it is possible for the customer to avoid these pitfalls and reach their goal, leaving the representative happy about the successful conversion.

So, is co-browsing a threat or an opportunity? You decide.