Over 80% of traffic is devoted to video. More than 27% of users claim to watch more than 10 hours worth of online videos per week. Users watch over 1 billion hours worth of video every day. These numbers prove that video content keeps on gaining popularity. Businesses can leverage it to help and engage their customer base.
In this article, we'll cover:
Perks of Video in Customer Service
Health Threats Elimination
Video can reduce the amount of human-to-human communication. In 2020 alone, video connection and conferencing have reduced the need to travel by 47%. Moreover, 56% of CFOs around the world are planning to invest more into developing internal video communication to further decrease the need to travel and commute. This will promote the usage of videos instead of personal connection everywhere, customer support included.
These measures are sure to help fight the spread not only of the ongoing pandemic, but of the possible future pandemics, as predicted by WHO.
Remote Onboarding Makes Everything Easier
Remote onboarding, be it of the client or of the new member of the team is the first step of preparing everyone for future remote processes. It can provide customers with seamless support services, even though the entire team might work remotely. This lays a perfect ground for 24/7 availability — remote teams are 65% more efficient in their work than those working in the office.
Customer Journey Personalization
72% of users say they are extremely likely to do business with a company with great customer service. Customer experience personalization is one of the best ways to make sure your customers feel special. Video chat for customer service, although not the most popular of tools (yet), provides ultimate personalization. Eye contact, exclusiveness of current communication and the sense of connection with the support consultant will provide the best experience and make loyalty closer.
Increase in Revenue
Video can help up- and cross-sell. Some businesses claim their cross-selling and customer conversion rates increased by 20% after having implemented video solutions. All due to the personal bond established between a customer and a brand representative with the help of the video chat which makes working with a specific brand easier and more pleasurable.
Where Can Videos Be Used?
1.🚢 Hire and onboard the teams
Remote workforce grew 91% over the last 10 years. 34% of the professionals are ready to take a 5% compensation cut, to be allowed to work remotely. Videos can make their process of hiring and onboarding easier.
There are resources that allow HR specialists to pre-record interview questions and the candidate can answer them without ever leaving their homes all the while getting a personalized experience of communication with the HR department.
2.👀 Conduct wares and services demonstrations
A third of customers get frustrated when they have to wait for an answer or a resolution. Video chat for customer service can help speed up the resolution process especially for hardware, DaaS and e-commerce. Using video, support teams can identify even the most difficult and technical issues quicker. The faster the issue is identified, the faster it can be resolved.
3.📚 Develop and diversify the knowledge base
70% of customers use businesses’ knowledge base to find answers instead of contacting the support team. Videos are perfect for developing and diversifying it. They tailor to customers’ desire not to contact the support team and gives them the satisfaction of resolving their issues themselves.
Businesses with complicated products and services can also use videos that can be watched multiple times until a customer has a full understanding of all processes. This eliminates the need to contact the support team every time there is a product-related question.
4.🤝 Provide remote customer support
98% of modern professionals want to work remotely at least several days a week. The same is true for those working in customer support. Especially now, when remote processes have been normalized by the pandemic. Plus, the more people are able to work remotely, the less health threats there are.
5.🎥 Video for customer communication
68% of customers abandon a business because they feel the brand’s irrelevance towards them. By communicating through video chats, making customers feel special, retaining and turning them loyal becomes easier. Seeing the face of the support consultant and having their full attention will help establish a bond between the customers and a support consultant.
It is also perfect for inclusiveness as video communication can help customers who can only use sign language to communicate. For them this is a faster-than-chat-or-email option to explain the issues they experience with the product and virtually talk to the support consultants who must know the sign language to communicate with this type of customers.
Video Solutions — How to Implement Them Without Disrupting Your Processes?
There are three steps that could help integrate videos without causing too many disruptions:
1. Asses your needs and most important KPIs
A business needs to implement video solutions in their customer service if:
- Customer satisfaction KPI is low or decreases rapidly;
- A business aims to add value to their services;
- A business wants to gain a competitive advantage;
- A business seeks to significantly improve its services.
Before implementing video, make sure a business and the customers have a real need for them.
2. Engage existing technology in test runs
FaceTime, WhatsApp, Slack, TeamViewer, AnyDesk — there are plenty of existing solutions a business can test before developing their own video chat or co-browsing tool. Test the demand using existing video tools to see how successful they will be.
While testing, track all possible KPI and conduct weekly QA’s. They will expose all faults and bottlenecks and the need for video materials and communication channels will become even more evident.
3. Prepare your team for the changes
The team will need additional training for facial expressions and non-verbal communication which can influence the quality of service and customer satisfaction KPI. Be sure your team is ready to go before launching a new video-based marketing strategy.
Video and Customer Experience — An Unlikely Duo of the Future
Right now videos are used mostly as promotional or educational tools. They can be leveraged and turned into an advantageous and engaging customer service tool that can help improve the conversion and satisfaction rates of the existing customer base and help attract new customers.
It is the innovation customer service needs to go fully omnichannel — text, audio and video communication rolled into one system will provide the ultimate personalized and smooth journey.
Anna has been working as a writer for 5 years. She previously wrote about financial markets, conducting the research on the state of bonds and stocks on a daily basis. She is a keen reader with interest in historical literature and international cuisine. Her latest obsession — customer communication and ways to perfect it. If you want to connect with Anna, follow her on LinkedIn.Posted on