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RESEARCH, ANALYSIS & TRENDS

other words, it leads to a higher productivity of the con- Not to mention that video and screen sharing are also
tact center. But what’s more important, is it having a suitable for areas that go beyond the traditional contact
positive effect on your company and your brand. center:

Customers experience the greatest frustration when • Customer service: mistakes that have occurred
they cannot reach a service or a service provider and can be better identified in a video call and correct-
there is no other channel through which to solve their ed in a professional manner.
problem. Many engagement studies have shown this in
the past and make clear why video calls should be- • Sales office: products can be demonstrated to
come part of the communication mix. It is quite possible interested parties via live video link to increase the
that consumers do not always need the video function, number of sales.
but if it is not offered at all the risk of migration is signifi-
cantly greater. • IT service desks: video calls with screen sharing
make it easier to solve complex technical prob-
Easy implementation and full access to all lems.
functions
• Financial services: bank advisors can use video
Regardless of whether your customer or your employee to help their customers read documents and fill out
starts the session, video calls and screen sharing are forms.
simple and straightforward: the customer can clarify his
request and provide further details via video or a photo Health: with a prevention hotline, eye contact conveys
that is sent from any device. And the contact center security and competence.
employees have on their side direct access to tools
such as analytics tools, reports, conversation (speech) Without a doubt, video and screen sharing can improve
analysis, screen recordings, AI, and CRM data. At the communication and create trust through direct visual
same time, the contact center supervisor could see live contact, contributing to a customer relationship that
which employees are currently in a video call, besides offers a completely new understanding, besides secur-
being able to call up old reports of video interactions ing sales and loyalty. Finally, they help reduce travel
and even check which agents have access to the video costs and keep communication going in times of travel
function. restrictions. ◊

With these tools and insights, visual contact will soon By Daniela La Marca
be a given as a further means of communication in the
omnichannel experience for customers and employees
alike.

8 August 2021: Omnichannel Marketing