Flipping the Switch on Video in the Contact Center

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Customer Engagement
Customer Service
Last week at Enterprise Connect, one of the most talked-about topics was video, especially as it can be used by customer care agents to communicate with customers. Depending on how companies go about deploying video communication technologies, some of the challenges that have impeded adoption is the high amount of bandwidth consumed by video as well as cost constraints. But thanks to the emergence of WebRTC, Skype for Business, and other developments, these barriers aren't nearly as formidable as they'd once been.

Last week at Enterprise Connect, one of the most talked-about topics was video, especially as it can be used by customer care agents to communicate with customers. Depending on how companies go about deploying video communication technologies, some of the challenges that have impeded adoption is the high amount of bandwidth consumed by video as well as cost constraints. But thanks to the emergence of WebRTC, Skype for Business, and other developments, these barriers aren't nearly as formidable as they'd once been.Video offers customer care organizations unique face-to-face interactions with customers. It's a particularly effective medium because it often results in a higher level of understanding by customers when attempting to resolve a problem. Scientific studies have revealed that a person's ability to interpret facial expressions helps improve cognitive understanding.

Video is also a great way to engage with customers. Laura Bassett, director of marketing, customer, and team engagement solutions at Avaya, points out how some Millenials are reluctant to speak to others by phone but are comfortable interacting via video. As a personal observation, I've certainly seen this play out with the teenagers in our household.

Another benefit to using video is the positive impact it can have on agent engagement. "When people use video, the conversation is shorter. You get more done and the agent has to focus on the conversation with the customer," says Dean Manzoori, vice president of global cloud communications at Masergy.

There are numerous ways that video communications can strengthen interactions between customer care agents and customers. For instance, a customer who requires technical assistance with a product or service can receive a hands-on how-to tutorial from an agent.

As alternative approaches to deploying video continue to emerge, hopefully we'll see more widespread adoption of video in the contact center and new use cases that can benefit customers.

EXPERT OPINION
EXPERT OPINION