By Mandeep Singh Kwatra, HGS Vice President, Solutions and Capabilities
HGS recently released a white paper on this year’s top 10 trends in customer service. Over the course of the year, we’ll dedicate a blog post to each of these CX game changers. Here, we dissect CX Trend No.3: Smartphone Video Camera Support Is a Gamechanger, highlighting strategies designed to drive the right answer, fast, for your customers—to ultimately result in a higher CSAT and NPS score for your business.
Fade In, Customer Experience Scene One, 1998:
Agent: “Can you look behind that detector box for me?”
Customer: “I see a lot of cables.”
Agent: “Do you see a black cable?”
Customer (increasingly losing patience): “Yes, I actually see four black cables.”
Agent (trying to help, but feeling a bit lost): “Do you see one that is flat?”
Customer: (loud sigh) “No, the cables are all round.”
Cut to Narrator: Most of us have been on the customer end of these frustrating half-hour conversations—trying to explain a problem to the agent who is empowered with the answer and wants to help, but unfortunately has no clear visual representation of the problem. Happily, these days are long gone.
Today, with smartphone video camera support, 3-4 minutes of triage can be accomplished in seconds. By texting customers a simple link, brands can now activate the video camera on a customer’s mobile device to see what they are looking at. It’s that simple. Smartphone video camera support, in combination with messaging or voice support, can accelerate time-to-resolution while boosting customer satisfaction.
If customers are uncomfortable leveraging video, the alternative option is to send a simple picture via SMS so that companies are able to get a better view and understanding of a product issue and communicate more effectively with customers—for example, annotating photos to indicate product issues. This results in key efficiencies for the client—such as better loss reduction as a result of more troubleshooting accuracy and equipment replacement. Real outcomes are cost-containment, better average handle time (AHT), lower product return rates, and improved CSAT.
Customer breaks in (with reminder of who is always right): Sounds great for the business, but what’s the net gain for me?
Narrator: Yes, this video support is focused on you and seeing the brand experience through your eyes. Perhaps no new innovation is better equipped—or applied—to do just this. With mobile cam support, the future of CX is here. According to recent research, the use of video- and visual-based technology will be increasingly favored over BPO traditional and nonvisual digital channels.
HGS has been an early adopter of this solution. According to our own internal research, issue resolution for our mobile cam calls shows a dramatic 76% success rate, with customers sharing images at 78% frequency. Brand education of the channel’s features doubles acceptance rate, with a three-month tracking showing a customer channel use growth from 15% to 33%. Additionally, research indicates that call reasons offer significant upsell—with Damaged/Broken Parts calls coming in at 21% and Part/Product Purchase playing a 12% role in call reasons.
With tremendous upsell potential and high issue resolution, for one HGS client our mobile cam support drove reduction in handle time and an increase in order accuracy by 30%. The solution innovation enabled more identification of upsell opportunity, for a 9% improvement in revenue, over prior year. But we like to let our customers speak for themselves.
HGS customer: “I can testify to the success of this solution. With my customer service issue, your agent perfectly diagnosed the problem. And that is surprising, as it was so hard to even describe the product issue on the phone. With the mobile cam solution, I was able to transfer photos of the problem to the agent, so together we could visualize the issue and walk through the fix. The HGS agent then let me know he could display the part on the website and order it for me. This agent really did a great job, and now I’m better prepared if I ever need help with something like this again.”
So now let’s try Scene One, again, this time with video support:
Agent: “See that gray-colored detector box next to your coffee cup?”
Agent: “Yes, make sure the furthest right black cable is tightly connected. It looks loose.”
Customer: “This one?”
Agent: “No, the one to your right. Yes, that’s it. Just tighten it and check your screen.”
Customer: Sigh of relief “Connection is back. Thank you.”
Looking ahead, our next generation of customers will lead the demand for this reduced customer effort and optimized service. There are strong catalysts for these adoptions of visual- and video-based services—primarily, the technological advancements and social acceptance driven by millennials and Gen Y.