Today, more than ever, customer experience is critical. Yet, how we support and educate our customers hasn’t changed in decades.
In an Instagram and Snapchat-fueled world, support teams must move away from user-manuals and knowledge-bases that look like encyclopedias. Modern organizations must embrace video as a new medium for educating and helping users.
Why is using video for support so important? Humans process visuals 60,000 times faster than text. Simply, video beats text at helping users understand complex tasks.
Just think about it, when you have a question about how to assemble that Besta cabinet you purchased at IKEA, would you rather read the instruction booklet or watch a YouTube video? Video can be an incredible asset for enabling customers to be self-sufficient while also providing incredible customer support.
There are several emerging ways your team can use video in its customer support process, and we’ve highlighted several below.
Real time video
Amazon popularized real-time video support with its Mayday feature. Kindle Fire users can instantly use Mayday to connect live with a support expert, who can then talk with the user and even share screens. These support sessions are quick, pain-free and quickly answer each user’s questions.
Using real-time video is an opportunity for your team to instantly interact with customers at the moment they need help. Often times, with email or chat, the details of the issue can get lost through text descriptions. With video, your team can quickly understand the full issue and work closely with the customer to resolve it.
- For customers, they are able to quickly receive help and resolve their issue. If the issue cannot be immediately resolved, they get the benefit of knowing a person is aware of their issue and is working towards a resolution.
- For support teams, live support eliminates the bottlenecks of having to reply to emails, request more information from customers, and follow up with unresponsive customers.
Recorded video for customer service
Recorded videos and tutorials are very effective in explaining complex tasks. As we mentioned, would you rather read an instruction manual or watch a “how to” video?
And, recorded videos can help customers learn at their own pace. 67% of survey respondents stated they would prefer to resolve an issue via self-service than speak with a customer support representative.
Recorded videos are helpful in many ways:
- Teaching users how to complete common tasks that require multiple steps.
- Announcing new product updates and features.
- Welcoming new users and introducing them to your team.
Mailchimp uses a two-minute video to explain the concepts covered in a knowledge-base article that is 1,100 words. While it’s important to have both text and video-based support available, it’s evident how much easier it is to follow along with Mailchimp’s video, as opposed to trying to read through a thousand words.
The benefits of using recorded video are numerous. Your users benefit because high-quality training and support are available to them whenever they need it.
For your support team, videos help reduce support cases submitted by customers. They also increase customer satisfaction, as users are able to resolve questions on their own, as opposed to having to spend time on phone or email with a support team member.
On demand video for support
What if you need to see specific information from a customer, but don’t have time for a 1:1 call? What if you need to send instructions to a customer, but don’t have a pre-recorded video available?
On-demand video sharing lets you communicate with customers over video while avoiding the need to speak with them in real-time. It’s like Snapchat. A customer may submit a help ticket with a video or screen recording attached to it. Then, your team can respond with a video recording showing the exact steps for the user to resolve their issue.
For instance, when a customer submits a ticket with a problem using your product, you can ask them to record their screen and/or microphone for exact details about their problem. This lets you understand exactly what they are experiencing, while still enabling the customer and your support agents to respond at different times that work for their schedule. (As opposed to a live, 1:1 call, which requires each person’s schedule to align.)
Your team can then create a new screen recording or video specifically for that customer, showing them how to resolve their issue.
For example, if a user doesn’t understand their data in a specific report within your application, you could record a 2-minute response explaining the data and how the reporting works.
Feeling a bit more whimsical? Create a quick recording just to tell a great customer “thank you!”
- On-demand recordings let your team see a recording of the customer’s screen and diagnose their issues without having to engage in a 1:1 call or chat session. Customers can also record their audio and microphone for additional details.
- Your team can create custom screen recordings or video responses to walk customers through how to resolve a unique issue.
- Issues are typically resolved faster. Support reps can quickly get the information they need without having to schedule a 1:1 call in the future.
- Ad-hoc videos do not require a high-degree of polish, or a large time commitment to create.
In an Instagram-fueled world, communicating visually is more important than ever. Research shows that video is magnitudes more effective than text in helping customers understand complex issues.
Getting started with video is easier than it has ever been, and your customers will be thankful for any way your team can visually communicate instructions and tutorials.
Visual support not only helps customers resolve issues on their own, it can also dramatically reduce ticket queues and issue resolution time. And, all of this leads to happier customers.