New Study Finds Evolving Customer Expectations, Ineffective CX Toolsets Drive Adoption of Visual Engagement Technology

Survey of Global Customer Engagement Leaders Shows Greater Investment in Visual Engagement Tools to Achieve Top CX Priorities

BOSTON, June 09, 2020 (GLOBE NEWSWIRE) -- LogMeIn (Nasdaq: LOGM) today announced the results of a new global commissioned study conducted by Forrester Consulting that explores how businesses are leveraging visual engagement technology to create a more personal, trustworthy and secure customer experience (CX).

The study, Evolving Customer Expectations Drive Adoption of Visual Engagement Tools: How Visual Engagement Technology Can Solve Top CX Priorities in an Increasingly Remote World, surveyed 300 respondents at the manager level or higher in customer experience/support, eCommerce, or digital innovation; it found that although companies are on the right path by investing in and implementing visual engagement technology – like co-browsing and camera sharing – to meet their top CX priorities, they still struggle to create a seamless and secure customer experience with the tools they’re using today.

Current Tools Holdback CX Progress

According to the study, CX professionals prioritize customer trust and effortless engagements but are struggling to deliver.

• Building customer trust (67%) and an effortless experience (62%) topped the list of CX priorities for respondents
• Creating those effortless experiences (40%) and building that trust (70%), however, rank among their top challenges for human-assisted interactions
• Specifically, respondents are challenged to create a secure environment for customers (48%) and/or make the customer feel comfortable and safe with the representative (44%)

These diverging data points show that current toolsets are inefficient and don’t seem to be helping organizations when it comes to optimizing the customer experience. Therefore, they need to augment existing engagement channels and invest in other forms of human-assisted interaction.

Growing Investment in Visual Engagement Technology

Businesses are setting their sights on visual engagement technology, such as video, co-browsing, screen sharing, and annotations to accomplish their top CX priorities and to keep up with customer expectations.

• The majority of study respondents (89%) indicated that they are likely to invest, or increase investments, in visual engagement technology in the next 12 months
• Given the high expectations for the technology, businesses are expecting a high ROI, with over half of respondents indicating they expect improved customer satisfaction (56%), increased customer trust (56%), and improved customer experiences (52%)

These solutions have shown great success — creating a white-glove customer experience that allows the agent to guide the customer step by step and ultimately build customer trust.