Visual engagement technology is a growing strategy in achieving top customer experience (CX) priorities including building customer trust (67%) and delivering an effortless experience (62%), according to a global study released by LogMeIn and conducted by Forrester Consulting.

Of the 300 survey respondents at management level or higher in customer experience/support, eCommerce, or digital innovation, 89% are looking to invest in technologies such as video, co-browsing, screen sharing, and annotations, over the next 12 months. In return, respondents expect improved customer trust (56%), customer experience (52%), and customer satisfaction (56%).

While visual engagement technology holds potential, most tools lack the capabilities needed to build trusted, effortless experiences. Current visual engagement tools often require undue effort from the customer and lack the security features needed to impact customer trust.

Companies that don’t pay attention to the features of their technology feel the consequences with survey respondents noting that current visual engagement tools require the customer to download software or an app (70%), do not support mobile apps (62%), or don’t mask the customer’s private or personal data (58%).

Ideal capabilities for a visual engagement tool are the ability for a customer to initiate visual engagement sessions within the mobile app (35%) and the ability to mask private or personal data and creating a secure experience for the customer (31%), according to respondents.

“The dramatic shift to remote customer engagement and limited in-person interactions has pushed digital transformation as a top priority for every company,” LogMeIn head of product support solutions, Anand Rajaram said.

“Brands must close the digital divide and bring more personal customer interactions to the online experience. Visual engagement technology is a highly effective way to do this, but because of the absence of innovation in this area, many existing tools lack the features that are crucial for reducing customer effort and building trust. In other words, agents are often left without the resources to help them both understand the customer’s issue and guide them through a resolution,” he added.