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No business can afford to provide poor customer service. Keeping clients satisfied is key to ensure repeat purchases and encourage brand-loyalty – especially when the internet offers countless forums for unhappy consumers to share their negative experiences.

Your company should use the most innovative, convenient and personalized customer-service methods available – and video is one of the best. Without doubt, videos are a huge part of the online experience: they account for a swelling portion of global internet traffic, and videos will drive up to 80 percent of traffic by 2019.

Here are five of the best ways to use video for improved customer service.

# 1. How-To Videos

How-to videos are a fantastic way to build a personal connection. You can help buyers get the most out of their purchases through brief, informative demonstrations hosted by your in-house experts.

For example, let’s say you manufacture air conditioning units. A short, dynamic video running through each model’s unique features and functions is fairly easy to produce and is much easier for buyers than scouring an instruction manual.

If you’re an online-only business, video is also your only chance to show customers how to use their purchase in-person (except for the occasional expo). While reps can discuss using products over the phone, their advice can be less effective and harder to follow.

Of course, viewers also have the freedom to watch videos again and again, going back to more difficult areas without having to ask a rep to repeat themselves.

# 2. FAQ Videos

Many businesses feature FAQ pages on their websites, providing prospects with answers to obvious questions without the need to call or email.

However, customers have to search through your FAQ section themselves, scouring one question after another to find theirs. Social media may be seen as a faster and more convenient alternative, as prospects can simply send a quick message to a company’s account from their phone and get direct communication without calling or emailing.

Rather than having reps type the same Tweets or Facebook messages over and over, wouldn’t it be easier to simply reply with a link to a video?

Producing a portfolio of FAQ videos ensures customers get a quick answer to their question without having to search through chunks of text or wait on hold. Your videos should be as engaging as possible, perhaps with visual aids, like on-screen directions, or images (if needed) to make answers clearer.

# 3. Live Video Chat with Your Customers

Live chat is one of the most popular ways to provide customer support, with 31 percent of online buyers claiming they would be more likely to make a purchase following a live chat.

However, video chat is steadily becoming a viable alternative and offers numerous benefits over other customer service techniques. First of all, video provides face-to-face communication between clients and company reps for a more personal level of care than a voice call or email.

This intimate interaction helps to humanize even the biggest brand, adding a little personality to what may otherwise to be a faceless corporation. Service reps can also read customers’ facial expressions to judge their mood, and better handle calls with the appropriate level of sympathy or humor.

Video chat is also much faster than text-based live chat, as both parties are typically forced to wait while the other types their response. This faster process ensures greater productivity, meaning fewer reps are needed for your customer-support department.

Certain video chat software development kits (SDK’s) available today allow you to seamlessly integrate video into your app or website, with a simple ‘click to call’ button, giving customers a direct link to your business. This function is easy to add, allowing for clear, crisp, face-to-face communication with a minimum of fuss.

# 4. Customer Review Testimonials

The internet has given everyone a voice, and review sites provide customers of all demographics the freedom to share their own opinions. This can make managing your online reputation difficult.

Many businesses use testimonials from satisfied customers on their site to provide reassurance for new prospects. If previous buyers are happy to record video testimonials instead of writing messages, you’ll help to encourage customers in a more engaging way.

Just be sure to use real customers. Hiring actors might seem like a smart way to get a more professional feel, but creating fake reviews may put potential buyers off. Even if real customers are a little wooden or shy on your videos, others will appreciate their authenticity.

You can also share these videos on your social feeds from time to time, but keep them brief. Anything longer than 30 seconds may seem like overkill.

# 5. Webinars

Hosting webinars helps viewers feel closer to your brand by providing a platform to showcase the personalities behind the brand that have helped build and create it.

Webinars can cover almost anything you like. You may like to provide a longer tutorial on using specific products or invite customers to submit questions for your team to answer.

Using interactive, live video broadcasts makes webinars into an ongoing conversation between your business and customers. Any questions or comments can be dealt with there and then, showing how much your brand values their customers’ opinions.

Once your live webinars are finished, you can then post them to your site to be watched again or perhaps separate them into relevant categories.

Using video to build stronger bonds with customers and minimize time spent chasing answers is the future. While more and more companies are catching on, if you integrate video into your customer-support strategy now, you can get an edge over less-innovative competitors.

About the Author(s)

JT Ripton

JT Ripton is a freelance business and technology writer out of Tampa. He loves to write to inform, educate and provoke minds.

Freelance Business and Technology Writer
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