Improving customer journey is one of the best ways to increase business revenue. For example, implementing omnichannel support can increase revenue by almost 10%. Mapping out customer journey can increase revenue from referrals by 350%. Chasing more revenue and more customers, 45.9% of businesses say they now prioritize improving customer service over any other business task.
One of the most innovative ways to elevate customer service level and business revenue is co-browsing. A support technique that allows businesses to increase revenue by 7.2%.
In this article, we'll cover:
What Is Co-Browsing?
Co-browsing, or collaborative browsing, is the process of simultaneous and real-time web page browsing by a customer support consultant and a customer. A support agent is remotely connected to a customer’s web browser with the help of a unique pin-code and can either help the customer navigate the web page or application or perform certain actions.
How Does It Work?
Co-browsing is enabled by WebRTC (Web Real Time) technology. It allows users and customer support representatives to connect without additional downloads and installations. This technology allows a browser-to-browser connection where both of the peers have the ability to collaborate on a webpage or a document while working on the same screen.
Safe and seamless co-navigation of the website or document can help a customer fill out forms, overlay documents, and resolve technical issues without having to waste a lot of time.
Co-Browsing vs. Screen Sharing — What Is the Difference?
While co-browsing might sound similar to screen sharing, these processes have a lot of differences.
| 🤝 Co-browsing | 📺 Screen sharing |
| Allows both parties to simultaneously browse and perform actions on the webpage. | Allows only one party to have control over the user’s screen and mouse cursor. Usually a customer support consultant navigates the user’s actions by voice. |
| Doesn’t require additional installations if WebRTC technology is used. | Requires additional software like TeamViewer or Zapier. |
| Fully web browser-based. | Gives the controller full access to the entire device. |
| Can be performed on any device. | Is mostly for PCs and laptops. |
| Allows data masking and protection of customers’ sensitive information. | Doesn’t allow data masking. |
| Very secure. | Not secure. |
Businesses using co-browsing report a 5.1% increase in customer satisfaction rate and 2.4% decrease in support costs.
Benefits of Co-Browsing
Improved Resolution Rate
Leaving a customer ticket unresolved will result in low satisfaction. RetailDive reports 73% of customers abandoning a brand after 3 of fewer bad experiences. The same report shows only 44% of customers complaining to a business and giving it another chance after improvements.
A half of a customer base could leave without explaining the reason, giving a business no chance to improve.
Co-browsing allows customer support representatives to take reins of the resolution process, while explaining and guiding a customer through at times, difficult process of resolution. This improves the resolution rate and prompts better support-customer communication.
Create Loyal Customers
Providing great customer service and resolving customers’ issues fast using co-browsing will not only increase customer loyalty, but ensure a higher revenue — 86% of customers will pay more if a business provides a better service.
Repeat customers are 67% more likely to spend more with a brand they trust and know. Bringing in innovative support techniques like co-browsing could increase loyalty, retention and revenue rates.
Allows Visual Communication and Better Explanation
People process visual information 60 thousand times faster than a written one. Giving customers the possibility to watch and at the same time participate in the resolution process provides them with experience and knowledge on the spot. Co-browsing:
- Resolves the issue
- Gives a customer knowledge on how to resolve the roadblock, should it come up again.
Win-win!
Types of Co-Browsing
Embedded
Embedded co-browsing allows a customer to share a specific tab with a support consultant. No need to download any additional software, the process is totally secure and gives a support representative the possibility to only see the information they need for the resolution in a specific tab.
Universal
Universal co-browsing lets a customer and a support consultant browse the entire Internet without any limitations, using a customer’s browser. This function is enabled by a JavaScript snippet.
It is perfect for more complicated products that might require additional searches and extensive explanation.
Document
A very specific type of co-browsing, allowing a user and a customer service consultant to collaborate on a PDF document. A customer support agent can highlight, point or otherwise help a customer manage the information in the document.
Mobile
994 million people around the world use Samsung phones. 900 million people use iPhones. 75% of all internet use now comes from mobile devices. Co-browsing for iOS and Android can be implemented within any application, so that a support agent can join in and help a customer any minute.
Co-browsing not only ensures a higher resolution rate, but a 10% increase in a customer support team utilization rate. The teams work more efficiently and customers get a better service every time.
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Anna started out in financial markets, diving into daily research on bonds and stocks. A passionate reader with a love for historical literature and international cuisine, she’s now all about mastering customer communication. She writes in-depth about customer support, backed by extensive research, and has become an expert on the topic.
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