Companies need more investment in improved CX

The survey questioned 300 people at manager and C-level in the areas of customer experience, support, e-commerce and those responsible for digital innovation. The survey investigated how companies use visual tools to achieve a more personal, trustworthy and secure interaction with customers. It shows that companies are on the right track with visual integration - for example through co-browsing or camera sharing. However, they are still struggling to make the contact seamless and secure with the existing tools.

Tools currently in use are slowing down progress 

According to the survey, the responsible decision-makers prioritize building trust and simple interaction. However, they face major problems in meeting this requirement.

• Building trust (67%) and a simple, uncomplicated interaction experience (62%) is the top priority for most respondents. However, 70 percent and 40 percent of respondents respectively also see the greatest challenges in both disciplines.
• The main problem for 48% is creating a secure environment. 44% see difficulties in creating a secure and convenient interaction with the service employee.

Many of the tools currently in use are obviously inefficient. This is because they do not help to improve the consumer's well-being during the conversation. Companies therefore need to expand their existing channels and develop additional forms of personal interaction.

Increasing investment in visual engagement

Companies are increasingly relying on tools such as video, co-browsing, screen sharing and comment functions. They want to pursue their priorities in support and at the same time meet growing expectations.

• A clear majority of 89 percent intend to invest or increase their investment in such tools in the next 12 months.
• With high expectations of the technology, many expect a quick return on investment. More than half of those surveyed expect improvements in satisfaction and trust (56% each) as well as in the customer experience (52%).

Tools designed with such goals in mind have now proven to be very successful - they create first-class support experiences in which service agents can take the interaction partner by the hand at every step and thus build the desired trust.

Not every tool will work

Visual interaction technologies have great potential. However, they often do not have the necessary security functions for a smoothly running and therefore trust-building conversation. Other tools require too much activity from the other person. Companies that neglect these aspects suffer the consequences.

• 70 percent stated that downloading software or an app is necessary for visual support. 62 percent stated that they do not support mobile devices.
• 58 percent even said that personal information is not anonymized.
• The use of mobile support (35 percent) and the option to anonymize personal data (31 percent) are most important to consumers.

"The dramatic increase in the need to engage customers remotely, coupled with limited opportunities for face-to-face interaction, has made digital transformation a top priority for every organization. Organizations need to close gaps in digital workflows and integrate more face-to-face interaction into the online experience," said Anand Rajaram, Head of Product, Support Solutions at LogMeIn. "Visual engagement technologies are an extremely effective way to do this. As innovation is in short supply, many existing tools lack the functionality to reduce consumer effort and build consumer trust. In other words, support staff often do not have the tools to help them understand the problems of the interaction partner and guide them to a solution."