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When customers need help, they most often turn to the company’s 800 number for support. According to research, more than 50% of customers across all age groups typically use the phone to reach customer service, making it the most used channel for customer support. But not all voice-based calls are considered equal. The quality of an agent-customer interaction is impacted by the customer’s ability to describe the problem accurately, the agent’s skill level in diagnosing the issue, and individual factors like accent, age, or even IQ.
A voice support scenario
Let’s listen in to a phone-based support call at Easy Electronics.
Agent: Thanks for calling Easy Electronics. My name is Erica. How can I help you?
Customer: I bought a smart TV last week, had it professionally installed, and now it’s not turning on.
Agent: Can you tell me the make and model number?
Customer: Yes, it’s from your store.
Agent: Sure, but can you tell me what brand of TV it is?
Customer: I have no idea, I told you it won’t turn on.
Agent: Sir, can you take a peek behind the screen and see if there is a sticker with numbers printed on it?
Customer: It only says ‘Insert batteries here’.
Agent: Batteries? I thought you were asking about your smart TV.
Customer: I am! Can you help me or not?
Agent: I certainly would like to help you sir, but I’m trying to figure out what type of TV you have so I can help you troubleshoot.
Customer: So figure it out!
Agent: Let’s try something else. Can you measure the screen size for me? Maybe I can narrow it down that way.
Customer: (Sighs) OK. (10-minute pause). It’s 2 inches wide and 8 inches long.
Agent: 2 inches? Can you check again?
Customer: I’m getting very frustrated here. Can you help me turn on my TV or not?
Agent: Sir, is your “TV” covered with buttons from top to bottom?
Customer: Of course.
Agent. Aha! Do you see a button – it may be red – that has an open circle with a vertical line intersecting it from the top?
Customer: You mean the big red one on the top left?
Agent: Maybe, try pushing that.
Customer: Yes! My TV turned on! Thanks for helping but why did it have to take 25 minutes?
Agent: Sigh.
Video based customer service
Indeed, simple calls for help can be turned into long drawn-out and frustrating conversations when agents cannot see what the customers see and must rely on their descriptions to resolve their issues. But imagine if agents were equipped with the power of vision, where they could see what the customer was looking at and guide them easily.
Let’s re-do this call using visual customer support:
Agent: Thanks for calling Easy Electronics. My name is Erica. How can I help you?
Customer: I bought a smart TV last week, had it professionally installed, and now it’s not turning on.
Agent: What is your phone number?
(Customer tells her.)
Agent: Sir, I just texted you a link, please click on it and then point your phone camera at the TV.
Customer: Done.
Agent: Thank you. What you are actually looking at is the TV’s remote control. To turn it on, push the big red button at the top left corner.
Customer: Thank you. I’m all set now.
Agent: Have a good day.
Advantages of video communication
Call centers that utilize this type of visual customer support effectively eliminate the lengthy back-and-forth verbal process inherent in auditory communications. Video based customer service leads to instant, clear understanding, and in the process builds confidence and reduces frustration. Not only can Visual Assistance reduce the length of a service call, it is also proven to enhance all Customer Service KPIs, including metrics that measure contact center productivity, CX quality and employee satisfaction.
Another advantage of video communication is it enables less expensive generalists to handle higher-value technical support transactions without needing costly training. Doing this allows you to open up new service capabilities with your existing customers.
Visual Assistance upgrades customer support
Visual Assistance empowers the customer rather than escalating dissatisfaction. In addition, visual customer engagement allows the agent to see the problem firsthand without the need to rely on a customer’s long-winded or unclear description results in a faster and more effective call resolution and a more satisfying customer experience.
