video-for-customer-service
Dóra Rapcsák
Dóra Rapcsák
Content Strategist and Copywriter
in Customer Experience 5 min read

How to use video for customer service

Reading Time: 5 minutes

Information is power, especially in our connected world. And these days, customers expect to be offered all the information they need before making a purchase.

The traditional way of contacting customer service lines via phone is becoming less and less popular. Instead, the trend is for customers researching and resolving their own problems.

So, if you want to stand out from the competition, don’t expect your customers to wait on your customer service line until being transferred to an agent.

You need to come up with something that will educate them, entertain them, and most importantly, quickly resolve their issues. So why not use video for customer service purposes? 

In this article, I’ll show you some ways in which video can be a great tool for delivering exceptional customer experience.  Read on and make sure you know how you can leverage video for customer service!

Video for customer service is more important than ever

They say “a picture is worth a thousand words”, and for good reason: images and videos can deliver a message much faster than any other way, so it’s no surprise that visual content has started to dominate our lives.

You may not think so, but using video for customer service purposes is also definitely on the increase. Leveraging visual engagement, through tools such as video, allows businesses to add personalization to their customer service, reduce customer complaints, improve first call resolution and reduce call-backs.

How? It’s simple: video solutions help agents be better understood, and customers connect emotionally to a brand. A friendly and smiling agent, for example, conveys a positive attitude that can help reduce customer frustration. In addition, video for customer service can provide the perfect solution for reducing call-back requests and improving FCR rate by teaching customers how to solve certain issues.

So, what kind of videos can be used for customer service purposes? Check out our list below!

Video chat

As we all know, companies are constantly on the lookout for new customer service channels. Amongst other new innovations, the popularity of video chat is, without doubt, on the rise.

Perhaps one of the main advantages of video chat is that it gives customer service agents the ability to provide enhanced real-time support. In fact, customers often choose video chat support so as to better understand the do’s and don’ts while using a product or service.

For example, during video communication, agents can analyze facial expressions, as well as gestures, to make it easier to interpret what the other person is really trying to say. Because of this, video chat is probably your best channel for receiving and delivering clear messages without them getting lost in translation or complexity.

Furthermore, video chat has the potential to work effectively with features such as co-browsing and screen sharing, allowing your agents to remotely guide customers and gain control of their screen when necessary. (If you want to know why co-browsing is unbeatable in call centers, make sure to check out our recent article on it.)

How-to videos

When it comes to resolving an issue, would you rather watch a 3-minute how-to video or read a 5-page long article? There’s no doubt, most customers would go for the first option.

By creating how-to videos and using them for customer service purposes, you can walk your customers through important issues such as how to set up an account, essential workflows, and other procedures, depending on the nature of your service.

How-to videos can not only convey important instructions in a straight-forward and easy-to-understand way, but also help your customers better engage with your brand. For example, in practical terms, if a customer is struggling to keep up with the contents of a video, they can simply watch it again, instead of requesting a time-consuming call back from your customer service team.

As a result, you’ll be able to free up your customer service lines, and your agents can allocate more time to taking care of complex issues that require their full attention.

FAQ videos

There are probably a number of questions that your customers ask all the time. And, as the majority of such questions can be quickly answered without the help of a customer service agent, chances are you already set up a self-service portal or FAQ page to address these questions.

However, FAQ pages often contain too much written information, and if your customers are unable to find the right documents, then your page becomes useless. So, why not add some videos, addressing the most important questions? By leveraging FAQ videos, your customers will receive a quick answer to their questions without having to read through your way-too-long documentation.

In addition, as we all know, customers like to buy from innovative companies. By having a video FAQ page, a feature that is still rare, you’ll be able to offer a customer service channel that will highlight your commitment to innovation. So maybe it’s time to implement it before your competitors do.

Webinars

There’s no doubt that personalization dominates customer service. Customers can choose from plenty of products or services online, and sometimes it’s not easy to find what they are looking for.

However, by giving a (literally) human face to your business, you can stand out from the competition and easily build more personal relationships with your customers. By using webinars, for example, your customer service team can offer personalized onboarding and training sessions, while also presenting the agents who are at the other end of the phone when customers call.

Besides building more personal relationships, agents can also show their positive attitude towards customers via one-way video, creating trust and personalizing interactions.

Last but not least, by creating education webinars, you can share your industry expertise with your audience and perhaps even create a community who will crave new content.

If you need some inspiration, check out how Hubspot created their own academy using high-quality training courses and webinars to educate their customers.

 

So, as you can see, using video for customer service purposes has plenty of potential. Video is a great channel for helping create personalization for your customer service and build relationships with your customers, potentially reducing the time they spend looking for answers to their questions, and highlighting your organizations commitment to innovation.

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