Amazon and Google are undoubtedly the leaders in online customer service and their new developments in video chat integration have proven that there is a market for live video assistance. These companies understand the value of human interaction and the benefits it can bring to online shopping and customer support.
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Amazon Mayday button was introduced with the Kindle Fire HDX. When you tap the Mayday button you instantly get connected with an Amazon customer service representative. Amazon’s goal is to answer Mayday calls in 15 seconds or less, and as of April 2014 they were achieving a 9.75 second response rate.
When you connect with Amazon Mayday, you are able to see the Mayday support person live on your screen. The support person can see what you see on your screen, but they don’t see you. Once the support person has verified your identity and assessed your issue they
guide you through features on your Kindle Fire by drawing on your screen and teaching you how to use the features yourself. Amazon Mayday support personnel have an option to take control of your screen and even change settings, but only after you give them your permission.
Jeff Bezos, CEO of Amazon, equated the experience to going into a store for tech support. “
If you go to some physical store location to ask for help for your device, they’re going to see everything,” said Bezos. “
Getting good tech support isn’t easy, but it’s important,” he added.
Recently, Google followed suit with a live video chat service. Today it is available only to buyers of Google smartphones, tablets and Chromebooks but many experts believe that Google has a vision to bring Virtual Help Desk into physical stores. Similar to Apple Genius Bar concept, Google would have its Google Virtual Help Bar. I decided to experience it myself and had the following observations:
- Right now the option is purposely difficult to find as Google is testing the service, but once you see it the process becomes as easy as clicking through a link. You are connected to Google Genius in a few seconds.
- It will be easy for Google to integrate Live Video Chat in their support/boutique page and make it easily accessible to their customers whenever needed.
- Adding Human Interaction, through a simple one-way video chat, helps demonstrate the device by engaging with an expert.
- Anyone from your team can be put in front of the camera. Someone who is knowledgeable about your product/service is all you need to sell. As Google puts it, it’s “Real help from real people in real time”
I didn’t end up buying anything from Amazon or Google this time but I was impressed by the overall customer experience these two companies provide.
Now let’s get back to the debate about the value. Scott Brown, Director of Customer Service at Amazon said, “
When we set out to invent the Mayday button, we wanted to revolutionize tech support – and we’re happy to report it’s working”. For those who worry about the cost of having agents engaging in one-to-one video sessions, here are some key points to consider:
- 86% of consumers will pay more for better customer experience. (Source: RightNow Customer Experience Impact Report 2011)
- The average call time as well as the call backlog is reduced because of the agent’s ability to quickly understand the issue, see the customer context, and walk him through to a resolution.
- People buy from people, 22% of shoppers prefer face-to-face interactions with a company rep to answer their questions. This communication brings your customer closer to your business. (Source: Harris Interactive Poll)
- Real Time interactions reduce shopping cart abandonment, improve conversion rates, and increase average order value by handling objections and offering discounts, all in real-time.
Which company is next to embrace this customer revolution? This could be yours!
SightCall Video Service can be easily integrated into your website and mobile applications for your customers to request assistance. Not only will you have the ability to talk to customers directly but you can use annotations to guide them through a purchase, share screens to understand the issue as the customer sees it, and save a recording of the session directly in your CRM or agent portal. You can customize the features to fit your business model.
Add a human touch to your online business and create a whole new customer experience.
