Although the benefits of this capability are clear, getting there can be challenging. Let’s consider some of the main challenges when implementing and operating a chat to video escalation mechanism.
Implementing a solution
Not many customer chat platforms support the ability to transition seamlessly to video. Your current tech stack may be limited, leaving you with only a few options.
Build your own
Your first option would be to stay with your current platform, but build a custom solution for chat to video escalation. However, most companies cannot afford to dedicate engineering resources to projects that are not core to their business products and services.
Adopt a platform that supports your needs
Rather than investing resources to build a significant piece of a customer support platform, many companies will make the switch to a different platform, one that supports their needs. By leveraging existing tools, companies can get up and running—in this case, with chat to video escalation—quickly and without the need to devote excessive engineering resources.
Twilio Flex is a cloud contact center platform that is programmable and extensible through the use of Flex Plugins. Among the plugins available is our solution for agent-side escalation of a chat interaction to video. Read on for an overview of how to get started with this plugin.
Operating this capability
Assuming you have put the technical pieces in place to facilitate video interactions with customers, your company will also need to consider operational concerns.
Hardware and infrastructure
Fortunately, if you are working with Twilio Flex and using the plugin, facilitating video will not require additional infrastructure. The plugin works with Twilio APIs behind the scenes to handle these operational concerns for you.
Equipment
Transitioning your customer service (or sales) operations to support video chat will require providing your agents with equipment. To engage effectively with customers over video, your agents will need proper cameras, microphones, and headphones.
Training and policies
Your customer service agents will need training. Just as they may have been trained with scripts and scenarios when engaging in chat conversations with customers, they will also need training on how to engage over video. This will include technical training to cover aspects such as camera positioning, lighting, and audio levels. Your agents will also need to be trained regarding demeanor, personableness, and conversation style.
Separate from training, your company will need to establish policies for how agents conduct video chats with customers. What is acceptable dress? What requirements will your company have regarding the location or video background for their agents? While chat transcripts are saved and audio calls are often recorded, what policy will your company have when it comes to recording video?
The challenges we’ve touched upon in this section are noteworthy, but they’re not insurmountable. The benefits of facilitating video for agent-customer interactions far outweigh the challenges of implementing and operating a solution. Companies just need to consider the potential challenges with their eyes wide open.
Up to this point, we’ve discussed chat to video escalation in hypotheticals. Let’s consider some concrete use cases for this solution.
