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What is co browsing: types and use cases

Co-browsing is helping banks to improve their Customer Service, increase their Sales and promote their Customer Engagement.

In the financial sector, self-service is extremely important nowadays, but, when we talk about money, human interaction becomes critical to success. Banks must offer support and advice, and this is when co-browsing makes the difference. Banks can bring the human touch to online customer interactions by allowing the adviser and customer to engage and collaborate with their banking web applications simultaneously.

According to Gartner “co-browsing — or collaborative browsing — technology enables a customer service agent to interact with a customer by using that customer's web browser to share a web page, document or mobile app. With co-browsing, agent and customer can simultaneously browse a website or mobile application. 

Co-browsing vs screen sharing

Unlike screen sharing, co-browsing is 100% browser-based. Customers don’t need to download or install any software, what is a must for most screen sharing applications. . Instead, they simply click on a link to initiate a session. This makes it faster and also safer as there is a reduced threat of the malware or spam that comes with downloads. 

Screen sharing involves viewing and controlling the other person’s whole screen while co-browsing is limited to the application in the browser. Advisors can only see the particular application that is instrumented to be shared. This makes it more secure. 

Co-browsing is also much faster. Screen-sharing functions by taking screenshots that are then sent to other participants, frame by frame slowing down bandwidth. With co-browsing, you are joining the other person on the website rather than downloading screenshots - which is inevitably quicker. 

Types of co-browsing

There are different ways co-browsing can be implemented. By using Unblu co-browsing technology, banks can have the following types of collaboration sessions. 

  • LiveView and Highlight: After initiating a session, advisors gain access to the customer’s application. This provides them with a visual context to the problem, clarifying exactly what is going wrong. Advisors can then highlight and draw attention to certain things, allowing them to walk the customer through the solution, resolving issues faster. Field-masking hides any sensitive information from view and recording. 
  • Embedded Co-browsing: Advisors can also collaborate with customers on a particular platform or application. This transforms the interaction from a traditional question-answer format into something more engaging and collaborative as the two work together to solve a problem. Features like SecureFlow Manager ensure this technology meets security requirements and makes Unblu’s software the preferred option among financial services. 
  • Universal Co-browsing: For more flexibility, participants can use this type of co-browsing which offers parties the option to navigate together to any site on the web. This means fewer limitations and restrictions, adding a new dimension to the exchange. Not only does it further enhance the quality of the interaction but it also increases the possibility of resolving the issue quickly and efficiently.  
  • Document Co-browsing: This type of co-browsing allows advisors to view documents alongside customers. They can answer questions, guiding them through complex forms and paperwork, and highlighting as they go along to explain certain things. They can even collaborate with customers, helping them to fill in documents, offering an additional level of support to those who need it.  

Co-browsing use cases in financial services

Reduce costs and increase customer satisfaction thanks to excellent online support. Co-browsing allows your customer and agents to get to the point quicker and improve the resolution time for the issue. It means you can shorten support interaction times and increases customer satisfaction, drive adoption of digital channels and assist your customers in context:

  • Customer support: With advisors able to see what a customer is doing, customer issues can be resolved faster than with a traditional phone call, where the advisor is unaware of some of the specific details. Similarly, customers and advisors can switch control so the client can point out exactly what is going wrong. This contextual help means issues get resolved faster.
  • Customer experience: Co-browsing can lead to a 25% increase in first call resolution and a 16% reduction in future support calls. Not only does this dramatically reduce customer support costs, but more importantly, it improves the customer experience and satisfaction rockets. Plus, a co-browsing solution can lead to a 50% reduction in time taken to convert new customers to products, further accelerating sales. 
  • Sales: With advisors able to engage with customers at just the right moment and to guide them effectively through complex transactions, there are less drop-offs from those who find themselves unable to complete a process. This means greater levels of satisfaction, and customers who are more likely to respond to calls-to-action. The overall result? Improved conversions and sales.

One of the largest Swiss banks implemented co-browsing and LiveView Chat capabilities to improve the KPIs of its inbound support requests. For performing the analysis, we have tracked an average of 500 daily requests over two weeks:

  • Normal Calculations based on 500 inbound sessions/day (cost in EUR)
  Cost/Session Cost/Day Annual Cost
Chat Only 6.50 € 3,250 € 1,186,250 €
Phone Only 4.00 € 2,000 € 730,000 €

  • Unblu based Calculations based on 500 inbound sessions/day (cost in EUR)
  Cost/session Cost/Day Annual Cost Savings/Day Savings/Annual
Chat + Co-Browsing 5.20 € 2,600 € 949,000 € 650 € 237,250 €
Phone + Co-Browsing 3.18 € 1,590 € 580,350 € 410 € 149,650 €

What to consider when implementing co-browsing technology in the financial sector

The financial sector has some constraints, mainly about security, that have to be taken into consideration before implementing a co-browsing solution. Here is a selection of questions that banks should ask when choosing a vendor. You will find more on our co-browsing guide:

  • Do my customer journeys plan on involving co-browsing through public and private web domains?, through documents?, require the use of the wealth of information on the Internet to support a process? all of the above at the same time? Is the provider capable of supporting all scenarios? Such agility eliminates the need for a change management process when additional web resources need to be used as part of a consulting process.
  • Do I need to install technology on-premise because of any particular security constraints? Banks are highly regulated and need to adhere to data privacy standards imposed on them through by the financial markets regulators. By running co-browsing in-house, banks keep complete control over the data flow and data storage.
  • Do I need to integrate the co-browsing solution into my existing banking infrastructure? Is the provider selected already integrated with the core e-banking solutions? A vendor focusing on the banking vertical will address the majority of the integration challenges as part of their daily business. Try to reduce risks in the integration project and ensures that challenges can be addressed between the vendors.
  • Is it simple to ad co-browsing to my existing infrastructure? Customer collaboration shouldn't be achieved by adding a separate application as an afterthought. Collaborative customer journeys have to be part of the underlying web application. 
  • Does the company has references in the financial industry? Integrating a secure customer engagement solution into an existing banking infrastructure can be challenging. A vendor with experience in the FSI industry reduces risks in the integration project.

Co-browsing & Unblu

Take your customer service to the next level with co-browsing. Offer your customers personalized guidance tailored to their unique needs, just at the moment they need it most.

Unblu’s co-browsing technology has been proven to improve customer satisfaction and boost sales. Discover how co-browsing might enhance your financial service performance by booking a demo today. 


Conversational Banking,Co-Browsing