A few years ago, I had a full load of laundry to do, but my washing machine wouldn\u2019t start. Faced with the prospect of an expensive professional repair (and wearing dirty clothes for the next few days), I took things into my own hands.\nI found a helpful customer support video on YouTube diagnosing the problem. Following the video\u2019s instructions, I was able to fix the machine\u2019s faulty door sensor for the low cost of a single cable tie.\nStories like these are the new normal of customer support. Customers want quick and timely resolutions to their issues\u2014preferably in an easy-to-digest format. Most people have quit a brand because of poor customer service experiences. To keep your customers, you need to provide fantastic support.\nAnd speaking of quitting brands, with current economic forecasts, retaining customers in B2B is becoming more challenging than ever.\nVideo for customer support is the perfect way to deliver quicker and more effective solutions to customer woes. It speeds up the resolution process. Customers are happier with their support experience. It even boosts customer retention by helping them get more out of your product or service. And can provide the perfect opportunity to upsell them on additional services, products, or solutions that can further help them.\nIn this guide, we\u2019ll scope out the benefits of customer support videos and using video for customer experience and success. We\u2019ll dive into ways you can weave video into every part of your support framework and customer journey to delight and retain your best customers.\nThe Benefits of Customer Support Videos.\nMarketers and sales professionals have long known how great video is for explaining things. And customer experience teams are catching on too. In fact, 74% of customer success pros report being satisfied with the results they get from video, and nearly 80% agree that video messages have increased their response rates.\nThe reason video is growing in population with this group is clear; video explains vast quantities of information in very little time and can connect personally in a way that text-based comms often can\u2019t.\n\u201cHow-to\u201d is one of the top four categories on YouTube. It\u2019s often the first place people go to get answers to all kinds of questions\u2014like troubleshooting an issue or learning how to use a product.\nPeople would rather watch a video to solve a problem with a product or service than contact the business\u2019s support team. And when 42% of consumers are willing to pay as much as 16% more for a product with a friendly, welcoming experience, it\u2019s in your best interest to make your support workflow shine.\nAnd it works! Here at Vidyard, 80% of our customers watch our videos to learn how to use our platform or solve an issue they\u2019re experiencing.\nWhat Video Customer Service Can Do for You.\nDecrease time-to-resolution by answering questions faster.\nDeflect tickets by helping your customers help themselves.\nSave on support costs by closing tickets sooner.\nIncrease customer satisfaction by transforming the support process into an experience.\nDrive retention by providing personalized connections and attentive care.\nBuild relationships from a distance\u2014translating into retention and upsell opportunities.\nGood customer service videos deliver knowledge in an easily consumed package. The best customer service videos build individual connections between customers and support agents, making users feel heard and cared for.\nThe Stats on How Customer Experience Teams Use Video.\nIn our State of Sales and Virtual Selling Report, we found the use of custom-recorded video messages for outreach to prospects and customers continues to rise.\n68% of customer success pros are using video messaging in their processes. (Translation: Chances are good that at least one of your competitors is already producing their own customer service videos.)\nNot only that, customer experience roles are seeing some of the most significant impacts with video\u2014nearly three-quarters are highly satisfied with their results, and 79% report higher response rates with video messaging.\nIn our survey, customer support and experience pros ranked their top use case for user-generated video:\nOutbound prospecting to uncover new business.\nProduct and solution demos to educate and troubleshoot.\nFollow-ups to initial outreaches to continue to build relationships.\nIn addition to user-generated video, these are the top traditionally produced types of video (usually created by marketing teams):\nProduct demos.\nExplainers\u00a0.\nHow-To\u2019s.\nCustomer Testimonials.\nRecorded webinars.\nReady to learn how to improve customer satisfaction by incorporating video into your support resources? Let\u2019s explore seven surprisingly easy ways to get it done.\n7 Ways to Put Video to Work for Your Customer Support and Experience.\n#1: Build a Video Knowledge Base.\nMost customers prefer self-service support, making a knowledge-centered service (KCS) methodology a must-have. When a customer asks a question, add it to your publicly-facing knowledge base so other users can quickly and conveniently find the answer.\nYou may already have a knowledge base, but you can take it to the next level by loading it up with video. Videos are concise ways to replace cumbersome written guides, PDFs, and manuals. Your customers will love how much quicker (and more engaging) it is to watch a video than it is to read a mountain of documentation.\nCommon Use Cases for Video in Your Knowledge Base.\nTroubleshooting: Solve customers\u2019 problems with pre-packaged video instructions that are easy to follow and understand.\nAccount Setup: Walk customers through getting their accounts up, running, and calibrated to their needs.\nVideo FAQs: Compile answers to customers\u2019 most common questions into a video FAQ. Customers can refer to the FAQ for basic queries instead of contacting support. (You can expand these FAQs into full-blown webinars on key support topics.).\nUsing video for these knowledge base topics (and more) makes them easier to digest. Answering these low-hanging how-to questions upfront increases your deflection rate, saving you time for cases more deserving of support\u2019s attention.\nIt also improves the overall B2C and B2B customer experience. Wouldn\u2019t you be happier finding a convenient video answer in a knowledge base search instead of waiting for support to get back to you? Learn From the Pros\nOur own Knowledge Base is full of video guidance. This particular video, which covers how to embed videos into emails, lives on the relevant Knowledge Base page alongside text instructions, letting users choose whether they want to read or watch.\nHow a Video Knowledge Base Boosts Your Video SEO.\nSearch engine algorithms prioritize pages with high-quality content. Video is a great way to increase your site\u2019s level of quality.\nBut search engine crawlers need a little extra help figuring out what your videos are about. Adding descriptions and tags to your knowledge base videos closes the gap. SEO-optimized videos that live on your site\u2019s URL are a low-effort, high-impact way to give your site an extra search engine boost.\n#2: Resolve Support Tickets with Video.\nSometimes, a simple how-to just won\u2019t cut it. When your knowledge base can\u2019t solve the problem, customers contact support.\nVideo shines here too. Where once you would send a text-based response, a video message lets you stand out. Create individually tailored walkthroughs and demonstrations to resolve complex issues quickly. Just record and send.\nSave Time with Asynchronous Video Support.\nPre-recorded (or \u201casynchronous\u201d) video can minimize or even eliminate:\nEmails, Calls, and Chat Support: Compress your text novella, marathon call, or endless back-and-forth chat conversation into a video that the user can watch, rewatch, and respond to at their speed.\nAnnotated Screenshots and Remote Logins: Directly record your screen to show the user exactly what steps to take on their end. They can replay confusing segments to ensure they\u2019re doing it right.\nVideo\u2019s precision comes from showing instead of telling. It streamlines support, making it easier for both the agent and the customer. Tickets close earlier in the support process. Support personnel can be more productive. Plus, videos can be repurposed for future support requests or as knowledge base content. It\u2019s a win\/win\/win.\nSave Live Video Support for High-Tier Customers.\nBut sometimes, a pre-recorded video just doesn\u2019t cut it, especially when a one-to-one connection is a key part of your customer experience.\nIn this use case, synchronous video becomes even more powerful. Video chat customer service lets you link with customers on the other side of the world to provide them with the same level of care they\u2019d receive walking into a brick-and-mortar location.\nPremium brands that pride themselves on a concierge experience have the most to gain from this kind of video chat support. Personalized video customer service facilitates purchases with big price tags. It\u2019s also a better way to support tailored product implementations that require more advanced troubleshooting than basic how-tos.\nGetting Ahead with Video Customer Service.\nVideo is so much more personal than a text or a phone call. Remember how we said that customers want their support experience to be, well, an experience? Responding to a ticket or reaching out using video is the perfect opportunity.\nCustomers pay the most attention to your service\u2019s quality when they\u2019re trying to fix an issue with your product. Even if your support staff can\u2019t provide a perfect solution, they can make a personal connection through video to salvage the customer relationship (and maybe salvage future sales, too).\n#3: Send Thank You Videos.\nIt\u2019s a great move to reach out to users after a support conversation to thank them for their time\u2014especially if they didn\u2019t receive the resolution they wanted.\nReplace those dry emails with a personalized video from the support agent. The best thank you videos use the customer\u2019s name and refer to the specific details of their support request. An engaging thumbnail, like your agent waving at the camera or holding up a piece of paper with the customer\u2019s name, catches the viewer\u2019s attention and seals the deal.\nWhen an agent sends a personalized thank-you, a happy customer will be even more pleased with their quality of service. For the customer who didn\u2019t get their issue solved, they will likely appreciate the effort to make amends. Either way, the extra bit of attention propels that net promoter score (NPS) a little higher.\n#4: Create Customer Onboarding Videos.\nGetting started with a new product or service can be confusing. You can smooth this process using video, too.\nBefore onboarding, consider recording and sending an account hand-off video. Typically this is done by the account manager to introduce the customer success rep to the customer and outline the next steps in the onboarding process.\nA video library of customer onboarding videos that you can send to new users makes their first few days or weeks with your product a breeze. Use these videos to take customers through the startup process. Then, you can show them how to use some of the best features your product has to offer.\nA high-quality onboarding experience makes it easier for customers to start using your product. It also reduces the number of onboarding-related tickets they send to support. Plus, it makes it more likely that users will get invested in using the product, use it to its full potential, and ultimately become promoters of your brand. Learn From the Pros\nVidyard\u2019s Close-Up video series details key features of our platform. We send these videos to new signups as part of the customer onboarding process. They help them better understand everything they can do with Vidyard.\n#5: Optimize Support with CRM Integration and Video Analytics.\nVideo integration is an amazing chance to increase the efficiency of your entire customer support org. Tools like video CRM integration and video analytics make your workflows cleaner and improve support outcomes.\nSupport CRM Integration.\nBy integrating video right into your customer support software (CSS) or customer relationship management (CRM) system, you can connect users with the videos that can solve their problems most easily and directly.\nAgents can create and share videos from support responses, automatically tie videos to customer case records, and trigger further actions. For example, if a customer only watches a part of a support video, agents can be notified to reach out to provide further help. Alternatively, if a customer watches a support video and indicates that it resolved their issue, they can provide feedback without leaving the video and automatically close the support ticket.\nVideo Analytics for Customer Experience.\nVideo analytics gives you a look into what is and isn\u2019t working for your support strategy.\nWith emails, portals, and PDFs, you send the content to the user and hope for the best. But with the right video analytics solution, you can see how much of each video a user views and where they\u2019re pausing and rewatching.\nAnalytics also lets you continually optimize your entire team\u2019s performance. As agents create, send, and save videos, your team can review what worked and what didn\u2019t and see where they can improve.\nAnalytics is an excellent resource for insights to fuel training and coaching to make your customer experience the best it can be.\nHere are a few examples:\nIf viewers often skip a long intro sequence, you know to trim it down.\nIf one agent\u2019s videos lead to drastically lower handling times, you can analyze what they\u2019re doing differently and pass it on to the rest of your team.\nIf your customers consistently access a support video on Feature A but rarely on Feature B, you know to prioritize more content and agent training around that feature.\n#6: Leverage Video for Customer Retention and Upsell.\nEconomic uncertainty and budget constraints are top concerns among sales organizations, so customer and revenue retention will continue to be a priority across the board. When retaining and upselling customers, customer success reps can follow traditional video prospecting tactics to stay connected with customers and share renewal or upgrade paths.\nThe benefit for customer experience teams using video for outreach is the relationship is already established. Unlike traditional cold prospecting, sales reps often have difficulty connecting with prospects and booking meetings. See it in Action\nSince using Vidyard, Pipedrive\u2019s Growth team has experienced a 2x increase in upsell monthly recurring revenue. The reps using video messaging to engage with accounts have a 62% higher engagement rate and a 25% higher close rate.\nRead the full story to learn more and hear from customer success rep Stacey Clarke on her success with the video below.\n#7: Train Your Customer Service and Experience Teams with Video.\nThe power of video for support and experience teams doesn\u2019t only lie in external video. Video for corporate communications and collaboration can help scale training and onboard new hires effectively. It\u2019s also a creative way for remote teams to collaborate more efficiently than always hoping on a live meeting.\nUpskill Reps Efficiently with Customer Service Training Videos.\nShowing someone how to do something using a visual aid makes the process so much easier. (That\u2019s basically what customer support is, right?)\nThe same goes for training reps. Customer service training videos help learners easily grasp complex topics or workflows by seeing them in action on screen.\nBest of all, they\u2019re a snap to put together. Just record a video once, then re-use it forever.\nNew hires can progress through your library of customer service training videos at their own pace or review modules they\u2019re struggling with. Training videos also make great quick references for your existing employees: They\u2019re ideal for introducing new tools or approaches to your reps, and they get way more engagement than a multi-page Word document.\nOnboarding Remote Customer Support Hires with Video.\nIf you\u2019re working with a hybrid or fully remote customer support team, you already know how difficult it can be to bring them up to speed.\nThis is where customer service training videos come in. Getting videos from your manager is way more personal than faceless emails or PDFs. They help remote employees feel more connected with their team and the overall corporate culture.\nFor a little extra insight, check out the 13 things our own team learned from onboarding remote employees.\nHow to Get Started with Using Video for Customer Support.\nNow you know all the different ways that video can be used to enhance the experience for your customers, how do you get started? When recording personalized videos to communicate and troubleshoot with your customers, with a tool like Vidyard, you can get started for free.\nThen it\u2019s a good idea to work with your documentation and marketing teams to create the right mix of how-to content and organize it in a video library, so it\u2019s easily manageable. Check out the Vidyard Knowledge Base for inspiration on how you can incorporate video into your support streams.\nThis post was originally published on October 21, 2020. It was updated on February 24, 2023.