Video Chat Supporting System that leads to Customer Satisfaction

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It was a great leap forward when call centers migrated from PSTN to VoIP. The next big leap can be said to be video chat for call centers as a way to delivering a better user experience. If contact centers have not yet made the transition to incorporating video chat in their operations, it is time they did.

Typical legacy contact center software

Typical contact center software has a defined set of features. These are:

  • Predictive dialer
  • Automatic call distribution
  • Skill based mapping
  • Analytics and reporting

Voice was and is the mainstay of communications in call center operations and forms the backbone of the software. However, in today’s environments this is not sufficient. Therefore, one can see widespread use of omnichannel contact center software.  Callers and agents can communicate via email, chat, SMS, voice mail and fax in addition to voice telephone and seamlessly switch channels to carry forward a conversation. IVR and CRM form part of the contact center solution too.

The rise of WebRTC and OTT apps that permit voice and video chats has partially shifted focus to video which is gaining in importance as a valuable tool for better customer interaction and satisfaction.

Why video?

Since ages humans interact with conversations whether it is between two people or among people in a group. There is more to it than just listening and talking. The human mind is always taking in gestures, facial expressions, eye contact and body language all of which are correlated to arrive at an interpretation and understanding.

Voice communication using telephony can be rather disembodied. A person may mean something and it may be understood differently. It is not easy to judge a person’s emotions or sincerity by listening to voice. This happens in call centers. Callers may not be entirely satisfied with the response an agent gives. Transfer the same conversation to a video chat and the experience becomes so much better on both sides.

  • Caller can see an agent and knows who he is interacting with and interpret body gestures and facial gestures.
  • Agent can see caller and judge state of his emotions and adjust his tactics accordingly.
  • Caller experiences greater satisfaction.
  • Agents, over time, can become bored with talking. Video chat keeps them enthused since they feel they are actually facing a person, and will do more to be cooperative.

Voice is disembodied and can be impersonal. Video introduces a human element of interaction and connection. It can introduce emotion and this can lead to an agent being more committed and helpful on the one hand and the caller being assured of a positive response.

There is more to video chat that WebRTC offers when included in the omnichannel contact center software.

  • Caller can show a video of a product if that is what his complaint is about or a copy of the invoice or any image. Agents get a better idea of what the issue is.
  • Agents can explain better and show a product demo or an image on the screen as well as share documents or a presentation.
  • It can become a group chat with more persons joining in, not necessarily from the same location since the software allows people in different locations to participate using desktops or mobile phones. This type of video conference/chat can lead to better understanding of an issue and faster resolution leading to customer delight.
  • The video chat widget can be included in the webpage of a customer’s website and callers can navigate to the site and directly interact instead of having to go through a call center.
  • If the issue relates to product functioning, for instance, agents can show callers how to use the product or how to resolve a problem.
  • The same interface can be used to call up records such as past email or SMS or fax.
  • Omnichannel contact center software with video and WebRTC can start with voice for an issue and then seamlessly escalate to video and rope in a supervisor to participate to let callers know just how much they are valued. Call centers need a software solution that incorporates WebRTC but the best part is that calling customers can just use their mobile phones to join the video chat without installing any additional plugins.

Video makes a world of difference to human interaction and call center business is all about interaction. The right contact center software with video chat support can and does help everyone involved from the caller to the agent and the management. Supervisors can watch recorded videos and gain insights that can help improve agent attitude or presentation skills even more. It is an indispensable feature that every contact center should have in their software.


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