October 29, 1998

Collaborative Browsing

Real-time technology is nothing new to the Internet. Companies have been developing different ways of conducting online chats, video conferencing and using telephony to expedite online communications. But there is a new player on the field -- one that claims to offer a mission-critical solution for Internet commerce, complete with online self-service and live customer service options. These claims stem from a feature referred to as collaborative browsing -- the ability of a second party to take control of a surfer’s browser.

The new player is CosmoCom, developers of CosmoCall, totally IP-based customer interaction software. CosmoCom recently formed a global marketing alliance with German-based Intershop Communications to provide eCommerce solutions with built-in live customer care. Several Internet commerce providers have implemented the CosmoCall solution, including golfdiscount.com.

According to Stephan Schambach, president and CEO of Intershop: "CosmoCall heralds a new era in Web-based customer interaction, providing a complete live communication solution that works either as an alternative or a seamless complement to traditional call center technology. The system will also enable any Web-based merchant to complete all stages of the sales, order management, logistics and customer service process -- from research, order entry and live question and answer sessions all the way through final shipment -- in the most efficient and cost-effective way."

As a call center application, CosmoCall allows customers who are having problems with online applications -- a merchant’s online catalog or a Web browser, for example -- to remain connected to the Internet and still receive support in real time. "CosmoCall uses IP telephony for Internet/PC callers, but it also supports keyboard chat if the caller is not equipped with an IP telephony application," says Steve Kowarsky, executive vice president of CosmoCom. As callers receive real-time support online, they have the option of relinquishing control of their application to the support representative. Employing collaborative browsing in this way, the representative can demonstrate how to solve the problem, instead of talking the caller through the process.

A second party who can see the same screen as the Web user offers significant benefits in e-commerce applications. "Let’s say that you’re shopping online and contact a customer support representative because you want to know if a shirt you like comes in blue," says Lisa Dicksteen, manager of marketing communications at CosmoCom. "The customer rep can answer your question and then up-sell other products to you using push technology -- ‘yes, that shirt comes in blue, and this tie would go very nicely with the blue shirt.’"

"Cross-selling and up-selling are accomplished by pushing Web pages of related items to the customer," says Kowarsky. "It is efficient and productive, because the multimedia mode is more effective for communication and persuasion [than a merchant site not enabled with real-time capabilities]."

Collaborative browsing builds trust, says Dicksteen: "When people are spending a lot of money, they want to talk to someone. They want to know the golf clubs they are buying have a warranty and a good return policy. If there isn’t anyone to talk to, what is that person going to do? Return the clubs to a computer screen?"

Other than the obvious use of the application, CosmoCall can save money by reducing overhead, claims Dicksteen. "You no longer need a call center," she says. "Because [CosmoCall] is an Internet-based application, agents and support reps can telecommute -- they can work wherever they have a computer and dial-up access. Managers can track what employees are doing, the number of calls they are taking and how productive they are. This greatly reduces overhead because there is no office space to pay for, no heating bills, and the manager knows who’s working and who isn’t."

But what the return on investment is, remains anyone’s guess. "Each agent-shift of communication from the telephone to the Internet saves at least $1,000 per month," claims Kowarsky. "This would be less than a six month payback if it were the only ROI, which it is not. But the stats are not available yet. We will compile them as soon as possible. Until then, you just have to buy the logic of the case."

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