Helping customers should feel easy for them and for you.

When customers reach out for help, they want fast solutions. But with so many digital tools available, it can be hard to know what to use, and when.

Let’s break it down. Here's a quick guide to today’s most common digital support tools and how to choose the right ones - at the right moments -  for your team and your customers.

1. Chatbots: fast, 24/7 help for simple questions

Best for:

• Order status
• Password resets
• FAQs

Why they work:

Chatbots never sleep. They’re great for handling high volumes of simple requests, instantly.

But watch out:

When a customer’s issue is more complex or emotional, a chatbot can’t deliver the empathy or problem-solving a human can. And a bad bot experience (think: getting stuck in a loop) can leave customers more frustrated than they started.

2. Live chat: real conversations with real people

Best for:

• Guiding customers through choices
• Fixing minor issues in real time
• Pre-sale questions

Why they work:

Live chat offers the speed of digital with the warmth of a human voice (well, text). Agents can handle multiple chats at once, which boosts efficiency without losing the personal touch.

Keep in mind:

Live chat works best when agents are empowered with quick access to customer data, support tools, and the ability to escalate when needed.

3. Cobrowsing: helping customers by seeing what they see

Best for:

• Complex processes (like filling out forms)
• Technical issues
• Customers who feel stuck

Why it works:

Cobrowsing lets agents instantly view and interact with a customer’s screen (with their permission, of course). It’s like sitting next to them, pointing and clicking together, without ever leaving your desk. It’s collaborative, clear, and helps representatives quickly solve challenges.

The result:

No more “Can you click the blue button on the top right?” confusion. Just fast, clear help that gets things done.

Glance reduces average handle time by 20% and delivers a 394% return on investment (ROI).

4. Video chat: the human touch for high-value moments

Best for:

• Onboarding new customers
• Explaining complex products
• Building trust in sensitive situations

Why it works:

Video chat puts a friendly face to your brand. It builds confidence, reduces churn, and helps customers feel genuinely cared for.

Use with care:

Video is powerful, but not always necessary. Offer it when it adds value, not as a default.

How to choose the right solution for the right moment

Ask yourself:

• Is the customer’s issue simple or complex?
• Do they need quick info or guided help?
• Is this a high-stakes moment, or just a routine check-in?

The best support teams mix and match tools to meet the moment. Chatbots handle the easy stuff. Cobrowsing and video come in when things get tricky. And throughout, humans stay at the heart of the experience.

Because at the end of the day, great customer support solves problems in a way that makes people feel seen, heard, and helped.

Want to level up your digital support tools?

Explore how human-guided CX can help you deliver faster, friendlier, and more effective customer experiences every time. Learn more and take a demo at Glance.cx.