Co-navigation: an underused CX tool with great potential for first contact resolution
Why a Cart Abandonment Solution May Face Retailers
A picture is worth a thousand words – and anyone who has ever got stuck on a website clicking and scrolling endlessly while trying to fill out a form or search for product information can attest to the relevance of the aphorism. for the customer experience. And those who don’t have a more tech-savvy friend or family member with the patience to help them navigate the dire straits of deceptive or “unfriendly” steps will likely end up abandoning their cart and never coming back.
Visual customer engagement
A customer support or service agent equipped with visual tools like screen sharing, co-browsing, and live video can do a tremendous job of turning frustrated and stuck customer journeys into successful interactions between the brand and the customer.
Screen sharing, where a user on a remote computer can view and control someone else’s computer screen, is widely known. However, collaborative browsing, or co-browsing, is a more advanced and secure way to guide someone through a web page and show them how to troubleshoot issues they’ve encountered.
Unlike screen sharing, co-browsing provides the agent with much more limited access to the customer’s computer. Agent access is limited to the web page enabled with co-browsing, while all other data on the customer’s computer is off-limits, including all other tabs open in the same browser.
During the co-browsing session, the customer can hide any sensitive information they already have in the form or document for which they are receiving advice. Another big advantage of co-browsing, over screen sharing, is that thanks to WebRTC (Web Real Time) technology, no downloads, installations or plugins are required.
Established and emerging use cases
Co-browsing has already been widely used by software as a service (SaaS) companies. Customer support agents can click, scroll down, or highlight any information on the customer’s screen. The technology also allows them to annotate the customer’s view on the website, overlay documents, and insert demo videos. Therefore, it also has great potential to speed up integration or provide assistance with installation, troubleshooting, maintenance or upgrade.
Banks are also relying on it to help customers navigate their accounts online, and it has been used more and more during the pandemic as physical sales have moved online, alongside built-in software. which allows electronic signatures for the conclusion of contracts.
In these applications, the relationship between the customer and the support agent is permanent and, to a large extent, based on trust. In this sense, customer support agents are different from the rather transactional one-off relationship between the customer and a customer service agent in a remote call center who sorts complaints from unhappy customers.
The question is whether customers will find the trade-off offered by co-browsing technology between security and rapid problem solving attractive enough in areas such as e-commerce, where the relationships between them and customer service agents are much more impersonal.
Can zero trust drive the adoption of co-browsing in e-commerce?
Although co-browsing has much more robust cybersecurity features than screen sharing, its security is strongly affected by the security features of the co-browsed site. Websites, for example, with Standard Hypertext Transfer Protocol (HTTP), which transfers data from a web server to a browser to display web pages, do not use any encryption, which means it is a lot easier for third parties to intercept data traffic on them.
Meanwhile, the HTTPS protocol, where S stands for secure, encrypts all requests and responses and hence makes the co-browsing function more secure as well. Although the encrypted web traffic is estimated to be over 90%, rather than dealing with all the different levels of co-browsing security (protocol, session authentication, messaging), a waterproof solution based on zero trust – the concept computer that nothing attempts to access a network must be approved before it is verified – could increase the client’s appetite for co-browsing sessions, even to resolve minor difficulties.
Remote browser isolation: secure co-browsing by default
Remote browser isolation is a relatively new technology that moves web browsing sessions from devices to cloud containers, meaning that no threats from hackers or untrusted co-browsing agents can reach customer devices. The user will only see a replica of the webpage in the cloud when looking at their own device.
Recent events in space, such as the U.S. website security firm Cloudflare’s acquisition of browser isolation startup S2 Systems last year, appear to be indicators of the technology’s future potential. at maturity. As these browser isolation solutions get cheaper and faster, they will inevitably enter the commercial market as well.
As soon as browsing, and therefore co-browsing, becomes robust zero-trust systems, customers will also feel more inclined to fall back on them when they feel stuck on a business website or encounter difficulty in varying degrees. various. A major change like this could, in the short term, transform the co-browsing of an underused customer service technology that currently only supports 0.1% of interactions, according to SaaS company LogMeIn, into the main driver of visual engagement with online customers.