![\"CSR](\"http:\/\/www.customerservicemanager.com\/wp-content\/uploads\/2016\/05\/csrteam.jpg\")
\nCompanies need the capability to record and replay digital interactions exactly as they happened to enable them to service their customers and keep\u00a0a permanent record in the event of a complaint or dispute.<\/p>\n
What is the big issue?<\/strong><\/p>\n The design of websites and the content is becoming ever more sophisticated, dynamic and personalised. As a result, how you service and support customers using digital channels has become more complex.<\/p>\n Information presented to an individual customer:<\/p>\n The result is that what an individual customer sees can vary from customer to customer, and the customer journey could be different from session to session.<\/p>\n Why is it important to keep a visual record?<\/strong><\/p>\n In the event that a customer needs to contact you because:<\/p>\n You need to access information and the details of what happened in that specific customer\u2019s session. Our experience is that companies often rely on\u00a0running scans and extracts of databases, logs, etc. to try and recreate exactly what the customer was shown when they need to know what the customer saw.<\/p>\n It can take days or weeks of skilled and costly resources to assemble the information from a number of different sources, and even then it will\u00a0potentially only give a partial picture of what the customer saw \u2013 especially if the session in question happened months or years in the past.<\/p>\n It may be possible to retrieve relatively easily the data relating to the customer\u2019s interaction (e.g.name, address, salary, etc.), but not the context (i.e. the actual screen, the questions asked, etc.). This is why it is essential to keep a visual record.<\/p>\n Why aren\u2019t companies keeping a visual record?<\/strong><\/p>\n Our experience from the companies we have spoken to is that:<\/p>\n What are the benefits of record and replay technology?<\/strong><\/p>\n The benefits accrue in the following areas:<\/p>\n Customer Experience<\/strong><\/p>\n Record and replay technology enables organisations to see the customer Experience exactly as seen by the customer. It enables them to see where\u00a0the customer struggles to understand what is required and where the customer abandons the journey \u2013 and what they were doing immediately before\u00a0that may have caused them to leave the process. Organisations can change the customer journey and immediately see the results, becoming more\u00a0customer centric and enhancing the customer experience.<\/p>\n Sales<\/strong><\/p>\n Record and replay technology shows every session where the customer abandoned the process and provides the information to enable organisations\u00a0to contact the customer to discuss why they did not complete a purchase or account opening. In our experience, this leads to increased conversion\u00a0rates and increased sales.<\/p>\n Customer Service and Support<\/strong><\/p>\n Record and replay technology records every session as it happens, so that if a customer encounters difficulty and needs to speak to the firm\u2019s\u00a0contact centre, the agent can immediately find and replay the session to see what the customer\u2019s problem is and help them, and to co-browse.<\/p>\n In the case of software issues, it enables IT to see the actual problem sessions and fix them, ensuring a continuous improvement of the digital customer Experience.<\/p>\n Record Keeping<\/strong><\/p>\n Record and replay technology enables companies to maintain robust records of every customer session by recording every session exactly as seen by the customer, regardless of whether they are using desktop, mobile or native apps. The information should be tamperproof so that the record can be used to resolve complaints and disputes by proving what was provided for the customer. The technology must be able to store and retrieve the information economically and quickly – for the life of a product.<\/p>\n Compliance Monitoring and Reviews<\/strong><\/p>\n From time to time it may be necessary for compliance or audit to undertake reviews or investigations of digital business. Record and replay technology can automate much of this activity by searching the data to find and replay every session that meets the criteria. Specific funnel reports can be defined to run routinely or ad hoc to identify every session meeting the criteria for further investigation or review.<\/p>\n What are the key features of a Record and Replay solution?<\/strong><\/p>\n The key features of record and replay technology are:<\/p>\n Record and Replay technology gives companies comparable capabilities to service customers using digital channels, to what they have for phone and\u00a0paper based channels. It enables companies to review and monitor digital sessions exactly as seen by the customer and to be able to respond faster\u00a0and more effectively to issues. It enables companies to enhance the record keeping of digital channels and to help customers who have questions or\u00a0difficulties in using the website.<\/p>\n\n
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![\"Andrew](\"http:\/\/www.customerservicemanager.com\/wp-content\/uploads\/2016\/05\/Andrew-Stacy.jpg\")
Andrew Stacy is the Business Development Director at