Co-browsing: definition, types, use cases and implementation
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 is distinct from screen sharing or application sharing in that it does not involve viewing or controlling a presenter's screen that contains other open web browser tabs or applications”.
“Co-browsing technology is rarely used outside industries like financial services and telecoms but merits wider implementation. Application leaders supporting customer service should consider it a hidden gem for enabling differentiation and bridging the gap between human- and AI-driven interaction” (Gartner).
So, in the end, co-browsing helps banks to build bridges between online self-service interaction and traditional communication methods. It is the "missing link" between the online and the offline world, which has a direct positive effect on customer satisfaction, sales conversion, and customer loyalty.
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: The agent gets visual access to the customer screen and sees exactly where the end-user is and what is doing. In the context of a call or chat, the agent can highlight particular areas on the screen.
- Embedded Co-browsing: A step further, the agent joins and collaborates with a visitor on the website, e-banking platform, customer portal or application and provide the missing link between the online and offline world. Prepared for authenticated scenarios.
- Universal Co-browsing: More flexibility. Participants can navigate together to any site on the web.
- Document Co-browsing: Collaborate and guide through intricate documentation.
The typical use case in the financial sector (there are many more...)
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:
- Reduce support cost of the call centre thanks to a contextual help
- Better user experience and higher customer satisfaction
- Satisfaction results in more sales in the medium term.
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:
- 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.
Discover how to implement a co-browsing workflow in the financial sector