Are Customer Support Videos Worth It?

Whether a person chooses to do business with you or not depends on a lot of factors, but great customer service can stack the odds in your favor.

According to Microsoft, when asked “how important is customer service to you in your choice of or loyalty to a brand” 59% people said it’s ‘very important’.

If customer support is fast, reliable, and offers a solution in a convenient format, such as video, it can become your competitive advantage.

If you’re wondering, what does video have to do with customer support? Then keep reading because you’re about to find out.

 

How customer support videos help businesses

In this fast-paced digital age, if you can’t offer an engaging customer experience, you’ll have a tough time winning new customers and retaining old ones.

So, how can you make customer support engaging?

With customer service videos! In fact, in our recent video marketing statistics survey, 63% of consumers said that video keeps brands top of mind.

A creative, multipurpose tool like video works well with almost any customer service strategy. And it’s simple to incorporate. Plus, many people would prefer watching a quick video over sifting through pages of FAQs.

Customers can also refer to the content whenever they need to, and watch it at their own pace. It doesn’t get better than that.

And the best part, you can create funny customer support videos. In this one, Michael, Dwight, and Jim teach sales representatives exactly what not to do when interacting with a prospect.

 

 

This one always gets us because we’re big The Office fans.

Related: How to Increase Customer Lifetime Value with Video

Now, let’s get practical because if you don’t approach support videos with some tact and planning, it won’t be as effective

 

Tips for maintaining customer support video standards

• Infuse customer support with empathy. Pay attention to your customers’ struggles and make them feel understood.
• Practice social media listening. Keep a pulse on the discourse surrounding your product on socials and note down the problems or concerns people have.
• Create a video library of explainers and tutorials addressing those problems.
• The video library you create should be easy to navigate.
• If you have enabled comments on your videos, make sure to check those and respond.

So with the basics out of the way, let’s look at the different types of videos your customer success team can take advantage of.

 

Six customer service videos for your business

 

1. Customer onboarding videos

First impressions matter.

If your client has a negative experience out the gate or struggles to use your product, you’ve lost them.

That’s where customer onboarding videos come in handy.

From the point of initial sign-up to the moment they experience their first success using your product, onboarding helps your consumers.

It’s essentially a grand tour, some sound advice, and a warm greeting all bundled into one.

Onboarding video tips

• Create a library of different customer onboarding videos. For instance, a welcome video, a company introduction video, and a product explainer video.
• Create excitement and be friendly
• Try to personalize onboarding
• Use onboarding videos on your home page
• Play onboarding videos during free trials

Here’s an example from Zendesk we love:

 

 

2. FAQs Video

Businesses that have been in operation for a while start seeing patterns. They can spot areas where customers are frequently confused.

This forms the basis of a large number of FAQ pages on business websites.

The issue is that when it comes to somewhat complex products and software, a text-based FAQ section can seem intimidating.

FAQ videos, on the other hand, are a great alternative for people who prefer a more dynamic explanation.

FAQ video tips

• Keep your FAQ video concise and focused
• Offer a search feature so users don’t get lost in a sea of content.
• In the video, refer users to other content that could provide more clarity
• Use animation and avoid the use of jargon

 

3. Webinars

A live webinar allows you to connect with your customers in real-time. Your customer support team can help address concerns and solve problems on the fly.

There’s a great opportunity here to build rapport with participants.

A great example of a company that made use of webinars for customer support is Zoom.

When the video conferencing company noticed a sharp increase in new customers during the pandemic, the business held a webinar to address common queries.

Tips for webinars

• Make sure all participants get heard.
• You can record the session and provide your customers access to the video
• You can also publish them on the website or social media accounts of your business
• Keep positive language and know how to end a conversation

 

 

Read more: Webinar Marketing 101: Your Essential Guide

 

4. Personalized videos

Personalization has been a key ingredient in industries like tourism and hospitality. Now, personalization is everywhere and customers demand it.

You can add a personal touch to your customer service by sending an onboarding video with the recipient’s name for example.

This won’t be as tedious as you might think. Once you have an editable video template, you can swap out information as required.

Here’s an example of how personalization can work in video:

 

 

Tips for personalized videos

• Customers appreciate it when you address them by name.
• Personalized welcome and thank-you videos can engage your audience. You can also send interactive videos, so it doesn’t end there. When a customer can put a face with a name, they are more likely to buy.
• Automated emails acknowledging a service query or following up after a service encounter are prevalent. Instead of only-text emails, add videos in them, too.
• Key details and future steps regarding a previous query may be quickly summarized in a video email.

Related: Complete Guide to Using Video in Email Marketing

 

5. How-to videos

One of the top four categories on YouTube is how-to content or tutorials. And since most people turn to Google and YouTube to find answers to their questions, it makes sense for brands to create a channel and post how-to material on YouTube, too.

Now, if you want to make your customer’s purchase experience a good one, how-tos would be a hit.

These types of videos let you showcase specific features and so users can make the most of their purchase.

Think of any Adobe software, now look it up on YouTube. You’ll find scores of how-to videos and tutorials packed with tips, tricks and detailed instruction on how to perform certain actions.

It’s a great way to share new features with users and involve the community.

 

Read more: 5 Reasons Why You Should Create How-to Videos for Your Brand

How-to video tips

• A consumer might not appreciate it if you try to put in too much. Stick to a topic and concentrate on a single issue, example, or action.
• It’s best to make how-to videos brief and direct; don’t stifle your personality, but get to the point
• Don’t use complex language
• Don’t be afraid to have fun

 

6. Video chat

A Microsoft survey revealed that 85% of consumers think that video chat is helpful.

It’s also a very personal form of communication and can help you build rapport with your clients.

Additional benefits such as file sharing and screen-sharing can make things go even smoother for your customer support team and your clients.

Let’s take Amazon’s Mayday function as an example. It lets you to start a video chat with a customer service representative with a click of a button.

According to Amazon, the Mayday Button was used to answer 75% of questions about the Kindle Fire HDX.

Video chat tips

• Schedule a time that works for both you and your customer
• Share your screen with the customer to solve technical issues faster
• Make sure the platform is accessible, ensure that the customers are aware of the video chat option
• Show the video chat option on your website’s support page for easy access
• Customer satisfaction can be increased by following proper live chat etiquette

 

Benefits of using video for customer support

 

1. Video speeds things up

No one likes to read long product descriptions. And people aren’t fans of being kept on hold either. Everyone prefers speedy and easy-to-understand responses.

And guess what? Video can help. For example, if a customer can find a video on your website that gives them the answers they need, they won’t have to contact customer support at all.

Great news for all the introverts who hate phone calls!

 

2. Video can be shared and reused

Once you have a video, you can do loads with it: showcase it on your website, share clips of it on social media, or upload it on your YouTube channel.

This way, you can increase your brand awareness, build credibility, and attract new customers.

Related: How to Use the GaryVee Content Model for Distribution

 

3. Video actually reduces business cost

Think of video as an asset that yields high returns.

If you create one customer support video, such as an explainer, you have that resource for life. You can share it with as many people as you want and they can refer to it whenever they need to.

And once you have a customer support video library, you won’t have to expand your customer support team. Take a look at the collection of videos on Zoom’s learning center!

 

4. It keeps things simple

Video is a great medium for simplifying complex concepts, products and services. They can also be made universal if you add captions and subtitles, thereby allowing more people to understand the content.

Animated videos are often best for explaining things. A combination of animation and screen-recorded content can also be great.

 

Final thoughts

To sum up, support videos enhance customer experience and make you memorable.

If you want to see how versatile this medium can be, give it a go. And if you need to brainstorm ideas for a video that’s right for your business, get in touch with our team. We’d love to help you smash your goals!