Gone are the days when customers had to send emails or call your customer service team just to get the answers they’re looking for about the product you offer. In this fast-changing world, if you want to provide a superb customer experience, you must focus on ease, effectiveness, and emotion.
That’s why videos play a powerful role in creating great customer experiences.
Today’s customers want quick, helpful information, and they aren’t moved by generic or mediocre content.
Thus, more than 72% of customers said they would rather learn about a product or service by watching a video.
By combining both visual and audio elements, this engaging medium can be a powerful tool to improve your overall CX. But, “how is it?” you might have asked.
Here are some reasons.
Provide 24/7 Customer Support
With 24/7 customer support, your customers get a seamless experience that will keep you in their minds long even after the initial sale. But, it’s almost impossible for your customer service team to be available at all hours of the day.
In this case, video can be accessible 24/7, which makes it an ideal collaboration with your manual customer support system. You can examine the most common questions, queries, and complaints that your customer service team encounters, then create FAQ videos, explainer videos, how-to, etc., to answer all of them.
Moreover, customers prefer video because they can get their questions answered quickly and efficiently while watching on-screen demonstrations or step-by-step instructions– no matter what day or time it is. They don’t have to wait for hours to get their email replied to or their call picked up. This is why it’s very important to listen to the Voice of the Customer, here a short video with further informations :
So, customers don’t have to contact the help desk, helping eliminate lengthy email chains and repetitive calls. If you create a blog for your company, you can include videos in your blog posts to keep the visitor on your blog post, which helps you boost your SEO performance.
Did you know that 82% of consumers look for an immediate response from brands on marketing or sales questions?
Through live-streaming videos, you can give your customers easy access to your live customer service team, and also provide them with an immediate answer.
For instance, you can utilize social media platforms like Instagram Live, Facebook Live, etc. Of course, even phone calls can help the customer get their issues handled, but a live-stream video makes the whole process more personal as they show the human face. This way, they can connect to your brand emotionally.
By all means, you’re not only able to improve the overall experience for your current or potential customers– but can save money in terms of cost per resolution on past issues as well.
A study conducted by PwC found that over 64% of U.S. consumers and 59% of all consumers feel companies have lost touch with the human element of customer experience.
We’ve mentioned briefly before that videos can show human emotion, so it’s not only a great way to improve customer satisfaction, but also helpful for establishing a meaningful brand-customer relationship– which later results in better customer loyalty.
Whether it’s pre-recorded videos or live-streaming videos, you can always take advantage of the human element by using humor, compassion, and empathy.
It only takes a few clicks for a video to be shared and for your message to get out. With this high shareability, you can create a single customer support video and put it on your website,taking the time to develop the site beforehand, then share them across your social media profiles. That way, if customers have a question or concern, they can easily find it and get their problems resolved efficiently.
Whether it’s through YouTube or social media, customers can easily share videos on their own terms– sharing them with friends, family members, or co-workers who may also have the same question/concern about your product or service.
Not to mention that having shareable videos on different platforms also means that you make your brand more reachable and approachable, so you’re opening up other channels for sales as well.
Put a Face on Your Brand
Although they’re not often talked about in the same conversation, branding and customer experience go hand-in-hand. Strong branding leads to a positive customer experience. Meanwhile, positive customer experiences help you build a solid brand.
Your customers always want to see that your brand is built with real people – that it has a face and a personality that they can relate to and engage with. That is what customers remember about your brand, as they know how your brand is different from your competitors.
In that case, videos allow you to showcase your brand voice, personality, even unique selling points. With all of that, you give customers ideas about what to expect. And customer experience, therefore, is how well you live up to those expectations.
Show and Tell
There are tons of video types you can use to level up your customer experience. Each type has its own way to guide customers and solve their problems. For example, FAQ videos will answer all the frequently asked questions, customer onboarding videos are effective for showing the step-by-step guide, and explainer videos can be helpful in breaking down complicated processes.
No matter what video types you create, an ideal video combines both visual and audio elements. It means that they don’t simply tell your customers what to do, but they also show you how to do it– in the easiest, most straightforward way possible.
Remember that humans, by their very nature, are visual learners. That’s why providing customers with a clear visualization of how to solve issues can improve their retention.
The more they understand how to handle their own concern using videos, the better experience they get.
Today’s customers have no time to wait to get their issues or concerns solved. They need an instant response from the brand they’re associated with. If your brand fails to provide quick support, you risk them feeling uninformed, lost, or unheard for. That’s where they get poor customer experience.
Videos are a powerful tool you can use to compliment your customer service team, so you can cater to more customers effortlessly and create an outstanding customer experience.
However, the onus of creating good-quality videos is still on you. Just like any other strategy, not all videos can boost customer experience and bring you all the benefits you’re hoping for – only those well-planned ones.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
LinkedIn: Andre Oentoro