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The 5 crucial criteria of technology for video customer contact

Are you looking to leverage video calls as a channel for customer interaction? Then why can’t you just use the software you’re already using for internal collaboration? 

What features and capabilities do you need to look out for in technology for video customer contact? If you ask us, the 5 criteria below are crucial.

1. A smooth customer journey for each video service
2. A trusted environment for customers
3. Compliance guaranteed on all meeting types
4. Segmented video call data at scale
5. Integrations with your existing Customer Engagement suite



5 questions to ask yourself before selecting technology for video calling with customers

Technology for video calling is not a ‘one size fits all’. Interacting with customers via video is different from having a video conference with colleagues. It requires video technology built for customer contact, which offers capabilities tailored to improve customer journeys, guarantee compliance and fit your IT architecture. You need technology made for CX and Customer Engagement. 👇 


1. Can you create a smooth customer journey for each service?

From a customer experience perspective, the most important goal is to smoothly embed your Customer Contact technology in the customer journey.

To add video calling to your contact channels, you will probably need to set up multiple customer journeys for different services. Some journeys can start with a customer booking a video call on your website, some from a mobile app, and others with an agent scheduling an appointment in the CRM.

Luckily, a platform built for Customer Engagement allows you to do just that - easily integrate video interactions in different customer journeys.

But a general meeting solution like Teams or Zoom doesn’t cover all these different customer journeys for video calling - or you will have to build each journey yourself, tailor-made.

Key features to look for

  • Mobile: browser-based interactions
  • 1 click on a URL, no downloads or installations required
  • Routing through a calendar integration & embedded booking



2. Does the technology allow you to create a trusted environment for customers?

How do you make 100% sure your customers know that they’re speaking to a verified agent or advisor during the video call? Because anyone can send out an email with an invite link to a video call, but it might give the impression of a phishing mail.

The technology you use needs to allow you to establish a trusted environment for customers. 

Trusted environment for video calls with customers

Branding helps to create a trusted experience. Customers see your brand’s familiar logo, while booking an appointment on your own website domain. You can also extend the branded experience to communication, in the form of a custom confirmation email or SMS reminder with info about the video call. 

And last but not least, technology for Customer Engagement allows you to embed the entire journey for video calls your own platforms - so customers can book, join and finish a video call on your familiar-looking website or from their login portal.

Key features to look for

  • Custom domain
  • Branding: branded emails & messaging
  • Embedded on your own website/CRM/login portal


3. Does the technology enable compliance for all types of client meetings?

Technology for video customer contact will allow you to record your video calls. Not just so you can share recordings with customers and agents for notes, remarks and feedback, but also for compliance.

If you’re recording client meetings, then you also need to be able to configure those recordings. For example, you need to choose whether or not to record a video call, to collect recordings of either audio, video or both, and to record all conversations with clients or only specific meeting types. 

These configurations help you to comply with different regulations in different geographical regions. As will being able to store data of your video calls on-premise at different locations, or in the cloud.

Key features to look for

  • Configurable recordings: turn recordings on/off based on different types of video calls or regions
  • Regional configurations: choose to store in-cloud or locally on-premise
  • Authentication: enable a single sign-on (SSO) or user federation integration (SCIM)




4. Can you generate and collect segmented data from video calls with customers?

If you’re using video calling to interact with customers, then the goal is to eventually generate business value from those interactions. 

The only way to know if video customer contact is adding business value, is to measure all video call data relevant to your organisation.


With technology made for customer contact, you can collect data on video call KPIs like meeting quality, duration, conversion, revenue, NPS and CSAT scores. You can also segment this data based on the topic of the video call, or split per product, team, individual agent.

And by integrating video call data with your Business Intelligence dashboard or CRM software, you get to compare the data on Video Customer Contact with the performance of your other customer engagement channels - e.g. NPS scores on video calls compared with chat, email, phone calls or meeting with customers face-to-face. 

Key features to look for

  • Measure NPS & CSAT
  • Performance tracking with custom review forms & agent feedback
  • Data visualisation integration with BI tooling and leading CRM & Contact Center suites


5. Does the technology integrate with your existing Customer Engagement suite?

 A final but crucial criterion if you want any new technology swiftly adopted, and track the right data along the way.  Make sure your technology for Video Customer Contact can be integrated in your existing CRM, Contact Center or Customer Engagement tools. 

By embedding video call technology, you make your agents’ workflows a lot more efficient. 


When agents are already ‘living’ and working in one software suite (like Amazon, Genesys or Salesforce), technology that is embeddable allows you to simply add the video call functionality to the other channels they have at their disposal for customer interaction.

In other words, you make it super easy for agents to schedule and start interacting with a customer in 1 click - whether that’s via a chat message, phone call or a video call.

Key features to look for

  • Integration with your:
    CRM system
    Leading Contact Center & Customer Engagement systems

You might also like:
Discover how 24sessions' video calls integrate with your IT architecture > 


Choose video call technology made for Customer Contact

It's a simple and sound conclusion.

Choosing technology made for Customer Contact is the only way to ensure the best customer journeys, smooth workflows and 100% compliance for your video calls with customers.

3 of our clients first piloted generic tools for Video Conferencing like Zoom and Microsoft Teams. Discover the 5 risks & shortcoming they encountered when piloting these generic video tools 👇


Topics:Technology for CX

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