In this 24/7 instant gratification world of the Internet, customers with questions are too impatient to wait on the phone or for a reply through email for their answer. It is also expensive for small businesses to staff this function so customers can receive a reply quickly. Instead, customers would much rather use Web self service and watch a short one minute video for customer service purposes to get their answer.
Ultimately, this will decrease company service costs while increasing customer satisfaction.
How to Use Video for Customer Service
Successful small business owners use video for customer service effectively in three areas:
Pre Sale
These videos show how their product can be used. Studies prove that a video showing it in a real life situation by customers increases the purchase rate. This video for customer service answers the most important question, “But, how does it really work?”
Photos and descriptions are not nearly as effective. FibreGlast, a commercial distributor does this very well.
Post Sale Q and A
Using video to demonstrate common installation questions others have experienced will not only minimize calls to the company, but will relieve customer frustration. Photos and descriptives are not nearly as effective.
It is critical to be preemptive here and post a video for customer service before customers voice their concerns. This feature from Amazon is very popular.
One on One Replies to Customers
This is a perfect way to build a more personal relationship with a customer. It can be as easy as a 15 second recording from a desk cam where an employee thanks a customer for calling or posting a comment.
The key is to mention the customer by name and the specific issue that was identified. The video should then be posted on social media so other customers and prospects can see the brand promise in action. A link can then be sent to the customer with thanks. Here is an example from Nextiva.
These videos for customer service can be created by employees, but customers should also be encouraged to submit their own versions. Companies testing their products could never dream of all the ways their products could be used or issues that might eventually come up.
Videos submitted by real customers using products in their environment are a very powerful testimonial. Eighty seven percent of customers check reviews before completing their purchase.
Apps Photo via Shutterstock
This article, provided by Nextiva, is republished through a content distribution agreement. The original can be found here.
ed pierce
Video marketing seems like a very popular concept even on a small scale levels. Does anyone know of a good company that can provide high quality scripted videos for a decent price?
Jemma W
Hi Ed, I don’t think you need high quality scripted videos. I think content is king. Get your customers talking about your brand will build high credibility for your business. Social proof is great value.
Barry Moltz
The quality of your videos should match your brand
I know for me, I prefer seeing how something works before I buy it. A post-sale Q & A which includes a visual installation demonstration would also be great as manuals aren’t always my best friend.
Martin Lindeskog
Has Luke in the video agreed on being included in the video greeting?
Aira Bongco
Videos never fail to emit that personal vibe. It makes people feel more special that you go through the trouble of shooting a video just for them. And yes, that makes them perfect tools for customer service.
Agreed- video really connects!
Heli Iso-Aho
Thank you for your article.
Yes, video marketing is very important part of your business marketing tools. People love watching videos and it’s a great way of building a relationship with your audience. Videos add value to your customer’s experience and we will give a personal touch to your product.