- Forrester Councils
- Councils Overview
- log in
Posted by Diane Clarkson on March 3, 2011
I’ve had an abundance of inquiries recently on co-browsing — allowing a contact center representative to interact with a customer using the customer's web browser — so I wanted to share some thoughts on the topic here.
First, the cautionary tale: I believe it that co-browsing can potentially be a solution looking for a problem. For example, if you are looking for a solution to customers having difficulty understanding how to complete a form, it may be more cost-effective to do a page redesign or offer click-to-chat.
But that said, co-browsing — when implemented at the right time and place — can be an effective approach to escalated and personal support. Co-browsing can be used for many objectives including support, sales, product selection, and account management. The value proposition is that co-browsing can improve call handle times, support sales, enhance customer satisfaction, and — in some instances — be a teaching tool that deflects future telephone calls as customers learn how to perform tasks in a co-browsing setting.
Co-browsing can be an effective tool when it is offered at the right time to the right customer. Here are a few key considerations for companies thinking about offering co-browsing: