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excellent video quality across a wide range of connections from 3G to fast broadband. In addition the video app or tool needs to integrate well with existing systems, if it is being brought in as an add-on. “Aside from the technical issues you also need to make sure staff are trained on how to appear on video, how to look attentive and empathetic, ensuring their background and attire are brand-appropriate and that any scripts they are using include potential tips on how they should appear.” Humanising the process Through worries about customer’s response to video and whether the tech can keep up with customer demands, the efficiency savings in getting workers out to customers, as well as the environmental savings, is another area
“The onus here is on the company and the contact centre management though because in addition to the above, you need to ensure that staff are well-trained in using video, otherwise it could lead to a disastrous customer experience.” Beyond Training As agents already go through extensive training, adding a video interaction section may be the easier path to take. However, as Amruth Laxman, founding partner at 4Voice says, agents still need to be willing to go on camera. “The negatives of integrating video into the contact centre is that companies will need to hire camera-ready people who are also knowledgeable in the product or service being provided. “That could involve some training and additional funding. It also wouldn’t work where companies use overseas customer service call centres or remote workers because there is less control and possibly more communication issues.” But Orford said that the framing of the ‘negatives’ isn’t entirely correct, describing teething problems that can be solved rather than small disasters. “There are potential issues that can arise from not considering all of the elements required to make video work well. “Firstly, the tech has to work reliably. That means using a tool that provides
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where integrating video makes sense. The old adage about acquiring new
Amruth Laxman Founding Partner
customers being five times more expensive than keeping an existing one comes to mind here. Customer service is a crucial component of that equation as Fisher explains. “Video can help to manage costs by reducing the need for on-site visits. It can also help increase sales by providing a more engaging experience for customers.” “One of the most effective approaches is to provide customer support teams with adequate training to ensure end-users receive the best service possible. Agents need to make customers feel like video is just another part of the great service that the company can offer.” Orford agreed, and highlighted the environmental benefits too. “There’s multiple benefits when video is introduced and efficiently deployed. The most obvious one is that of speedier resolution to customer issues in many scenarios. Instead of waiting for a service engineer or similar to be available, something that can take days or weeks, many scenarios can be resolved over video. “Additionally you have environmental benefits if staff aren’t having to travel to off- site locations as there’s no fuel costs. This also means there’s less wear and tear on fleet vehicles, and also reduces the chance of workplace travel-related accidents because, potentially, the staff aren’t on the road as much. “Lastly, there’s the brand benefit. In addition to potentially solving problems quicker, many customers may feel more affinity towards the brand because they’ve been able to see the person that they are engaging with. It humanises the whole process.”
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