Video marketing is exploding!
Take a look at how the latest data stacks up:
According to research, an overwhelming "91% of marketers feel video is more important for brands in light of the coronavirus pandemic."
On the customer's side, around 96% of people have watched an explainer video to learn more about a product or service.
And finally, 89% of video marketers claim that video, in general, gives them a good return on their investment.
Clearly, video marketing is here to stay. Let's explore how your business can leverage this all-powerful tool to improve your customer support standards.
Before we jump into the "how," let's look at the "why."
Why does your business need exceptional customer support?
The need to enhance your customer support through remote support technology is on the rise. According to research by the Harvard Business Review, the customer support industry has been one of the hardest-hit industries due to COVID-19:
The average company witnessed a 100% increase in the percentage of calls being scored as "difficult".
Furthermore, companies also claimed that their hold times grew by 34%, and escalations increased by more than 68%.
It goes without saying every business should up their CX game and prioritize their customer's needs if they want to stay on the good side of their customers! This is where self-serving tools such as videos can truly shine.
4 Ways to use videos to improve your customer support
Brands can use a variety of video formats to provide a stellar customer experience—from explainer videos and social media videos to sales videos and video ads—the options are plenty. Let’s explore four proven ways in which you can use video to support your customer support efforts.
1. Knowledge base support videos
Self-service support has long been a customer favorite.
Instead of filling your knowledge base page with complex and long guides, manuals, and PDFs, give short knowledge base videos a chance, as Groove demonstrates below:
The content is complemented by useful videos to ensure that users truly understand the platform with unparalleled ease and convenience.
Knowledge base videos allow brands to convey the mountain's worth of information in an easy-to-digest and fun format.
When creating a video, make sure to keep the customer's common questions in mind. The idea is to resolve the user's actual (and perceived) queries with concise and to-the-point videos.
Pro tip: You can create knowledge base videos around a bunch of topics such as "Troubleshooting" videos, "Account setup" videos that follow a walk-through format, or simply FAQ-style videos that answer your customer's common pain-points. Remember that your FAQ videos can later be created into extensive webinars on important support topics.
2. Explainer or demo videos
Recent research points that around 96% of people have watched an explainer or demo video to learn more about a product or service. Plus, Google claims that How-to videos are among the top four content categories being watched on YouTube. Needless to say, its popularity cannot be questioned.
When creating how-to or explainer videos, ensure that your content is high-quality and SEO optimized. You can do this by adding relevant descriptions and tags to your how-to videos.
For inspiration, take a look at HighQ's how-to videos page that comes power-packed with simple, short, well-synced, and visually-appealing videos. Moreover, the videos strike the right balance between content and visuals.
Pro tip: Keep your videos short to the extent possible as 69% of viewers said that they’d prefer to watch a short video in a recent survey.
3. Customer support videos for resolving tickets
If your product/service demands more complex questions from the users, a simple explainer video might not be sufficient. You can instead create pre-recorded personalized walkthroughs and demonstrations to provide more in-depth and comprehensive knowledge to the users. There are two ways to go about this:
Refer to your live chat/support calls and emails and convert the key content into an informative video that customers can watch as many times as they want at their own convenience.
You can directly record your screen and provide useful screenshots and use visual cues to literally guide users out of troubled waters. This streamlines and personalizes the customer experience. The end goal is to 'demonstrate' the solution to your customers instead of simply 'telling' them about it.
Pro tip: If you have plenty of content to make multiple ways, you can also create a dedicated YouTube channel as it is the most widely used platform for video marketing.
4. Live chat video support
If you want to take your customer support experience to the next level, offer video support live as Lululemon does:
The website allows customers to connect with customer service representatives in real-time and establish a one-on-one rapport, enhancing the customer experience through the roof:
This particular strategy empowers brands to connect with customers on a global scale and provide hyper-personalized and instant service with one click of a button.
4 benefits of using videos in your customer support
1. It can accelerate the process of solving queries and provide customers with quick and easy solutions at the click of a button. As per data, 84% of customers say that they’ve been convinced to buy a product or service by viewing a brand’s video.
2. It allows customers to easily and quickly understand the product/service with 94% of video marketers claiming that video has helped boost the user understanding of their product or service.
3. It lowers the support call burden (since customers understand the product/service better) and lowers associated costs, with over 43% of video marketers attributing Help videos as the reason for the reduced number of support calls they’ve received.
4. It empowers customers to self-serve and view a solution 24x7. In other words, people can resolve their queries at their own convenience, making it a preferred medium for extending seamless customer support.
The takeaway: All these factors lead to a more positive and productive customer experience, boosting customer satisfaction and turning brand skeptics into lifelong loyalists.
Happier customers: one video at a time
Whether you’re marketing a new product or wish to iron out critical customer issues, use video to provide solutions to your customers that they can access 24x7.