Using Video in Contact Centers – WHO? WHAT? WHY?


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So, which companies are using video in their contact centers to talk to their customers, and why did they choose this channel? We conducted a simple research with our clients to identify their business needs they addressed with the “video chat” channel.

The first and only question we asked is “Why?”. The answer breakdown as follows:

Video in contact center
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Video for an Improved Company Image

One of ten clients is enabling a video call service on their website in order to build the company’s image. By doing so, they convey certain attitude which customers pick up on:

  • “We’re a modern company and we follow the latest trends in customer service. You can be sure that our products are built using state-of-the-art technologies.”
  • “We’re financially secure enough to afford well-equipped contact centers and hire well-presented contact center agents. You can trust us.”

In the case where video calling is only made available to VIP clients, the message becomes “We especially value you and your patronage”.

Companies such as these pay a lot of attention to ensuring the client interface is attractive, easy to use, and represents their brand appropriately. High-quality video and a custom branded user interface are important components of such an interface.

Video for Increased Sales

For these customers, video is less essential, and may be replaced with a clear photo a well-presented agent. The most important features for increased sales are:

  • co-browsing – to help the client find the right information on the website, and assist him/her with the payment process
  • pushing product images and videos – to encourage the customer to buy, and buy more
  • text chat – to provide the client with product specifications, shop addresses, agreement templates and other text based information

It’s important to note that this approach works best for high value products and services; where the company is prepared for the agent to spend a substantial amount of time to acquire a new client. It is usually worth investing significant time in persuading customers to purchase items such as jewelry, home furnishings and cars.

On the other hand, companies that deal with lower margin goods/services, for example travel agencies, may not consider this investment worthwhile. Half an hour on the phone with someone looking for a trip to Bora Bora could be a waste of time, as they will often end up purchasing the holiday elsewhere or online.

Video for Better Support

Oh yes, this is certainly the main reason that companies choose to provide “live assistance”. Video is not required at all in this case, whereas web-collaboration features become critical:

  • text chat supporting images and files
  • co-browsing that works on pages that require user authentication
  • app sharing with annotations
  • screen capture
  • mobile SDK (remember the Amazon MayDay hype?)

Providing remote experts with web-collaboration tools can significantly improve the average time to resolution and FCR rates.

Alexander Anoshin
For the past 15 years Alexander has been an enterpreneur in software development industry and since 2002 he is steeped in apps for enterprise collaboration and contact centers. Alexander is the CEO of Aurus, a Cisco Solution Partner and general product manager at


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