Contact Center Pipeline January 2023 January 2023 - Page 28

VIDEO

ILLUSTRATION PROVIDED BY VECTORMINE ADOBE STOCK

TUNING INTO VIDEO THE REASONS WHY VIDEO IN THE CONTACT CENTER IS GOING MAINSTREAM .

BY TRENT WATERHOUSE , LIFESIZE

Customer experience ( CX ) is now a make-or-break proposition for businesses . In fact , 73 % of customers point to experience as a primary factor in their purchasing decisions , just behind price and product quality .

A positive , consistent CX across all channels is something for which customers are willing to pay more .
When a customer takes the time to contact a company to express a problem or question , it should be a moment for that company to rise to the occasion , demonstrating its commitment to excellent service and time-sensitive problem-solving .
However , customer calls aren ' t always so straightforward . Sometimes , even the best customer service agents struggle to assess a problem properly and provide the right solution .
28 CONTACT CENTER PIPELINE
This is where video for the customer contact center can be a significant asset that improves CX and builds loyalty .
Video provides better ways for businesses to connect and interact with each other and customers . Video empowers contact center agents to literally see what the customer sees and make more informed service decisions . And video communication in the customer contact center is becoming more mainstream as video technology and quality improves .
TECHNOLOGY EVOLUTION
A relatively new feature in customer service , video chat can bridge the gap between an organization and its customers by providing a personalized CX . Video chat allows contact center agents to connect with clients and see what they see to resolve issues quickly and efficiently .
A decade ago , video communication between agents and customers was a much more complex endeavor . Agents and consumers required cumbersome video conferencing equipment , monolithic network architectures , and dedicated connections . Depending on the equipment and connection , a video interaction was often unreliable and the picture quality was poor .
However , advances in telecommunications and the cloud have changed all of that . Today ’ s global consumer is much more likely to have access to smartphones with high-quality video cameras , making it easier than ever to turn service calls into video interactions .
In a video-enabled contact center , agents can see what callers are seeing in real-time while leveraging the multichannel interaction histories of the callers for context .