According to your customers, support just got personal. In Salesforce’s 2017 State of Service Report, 69% of consumers and 82% of business buyers now expect support to be personalized to them. That doesn’t sound unreasonable until it’s stacked upon their additional desires to receive faster resolutions, be routed to the right agents, and be recognized across a multiplicity of channels.
Where can support executives turn for help shouldering the growing weight of modern customer expectations? To the power of video.
Video Has the Greatest Explanatory Power of Any Support Channel
Video is impactful to support because it delivers higher informational throughput than legacy support channels like phone, email, or live chat. Video uses visuals, audio, and body language simultaneously, which increases comprehension and recall. It shows, tells, and demonstrates all at once. Just think about it—when you need to understand how to fix something around your house, where do you go? Likely, to YouTube, where the fastest growing category for the past several years has been “how-to” videos.
To really understand the video difference, take the example of helping a customer make a software account change. Traditionally, your support agents had only three options:
- Talk customers through step-by-step, constantly checking-in and backtracking.
- Send them an FAQ or novel-length email replete with screenshots.
- Boot up a screen-share service to spend agent man-hours handling the issue for clients.
With video, however, you get the best of all worlds. Your support agents can talk the customers through the problem as they show it. Unlike text or voice alone, video leaves little room for interpretation.
And because video can be asynchronous—that is, once recorded, it can be viewed any time—customers can watch it on repeat, save it, and return to it. This frees agents to move on to other tickets. And the kicker? Support videos often take less time to record than emails do to write.
How to Launch Your Video Support Strategy
If you’re convinced of the power of video, we recommend a two-pronged approach. First, create a passive video strategy to answer common questions and deflect tickets before they reach your overworked agents. Second, arm your agents with tools to quickly snap and share custom support videos with customers for more personalized resolutions.
#1. The Passive Strategy: On-Demand Videos
Your passive support strategy will:
- Increase ticket deflection
- Rank video answers on Google’s search results
- Save on support costs
Self-service is all the rage these days, and for good reason. According to TSIA, 68% of customers expect a self-support solution and 48% of customer self-service visits are successful. Your video strategy should supplement this approach.
Begin by creating a library of on-demand support videos. If you use a platform like Vidyard for Support, you’ll have a publicly hosted video knowledge base that serves up videos based on customer needs. If not, you’ll need to create this functionality on your site.
These videos should cover your most common and most intractable support issues: password resets, returns and exchanges, and technical questions. Organize them by topic and optimize them for SEO with accurate metadata so customers find them on Google before they find your contact information.
With an on-demand solution deflecting a greater number of support tickets, your agents will have more time to dedicate to each customer. They’ll resolve issues faster and reduce your overall support costs.
#2. Active Strategy: Arm Agents with Just-in-Time Videos
Your active support strategy will:
- Speed up time-to-resolution
- Increase first-call resolutions
- Measurably increase CSAT
Just-in-time videos can dramatically increase agent productivity because they replace other forms of communication. Video is faster for both the agent and the consumer—it takes less time to create and offers clearer information. To begin, you’ll need to arm your agents with the tools they need to quickly capture, share, and store just-in-time videos.
Without a dedicated video support platform, sharing videos can be challenging. Most desktop video tools like QuickTime can’t easily be shared because of email file size limits and social media sites like YouTube are difficult to control and restrict. Video platforms such as Vidyard for Support, on the other hand, arm agents with one-click recording tools, video tracking, and enterprise features that make video a force multiplier.
The most efficient just-in-time videos are often a mixture of pre-recorded and custom content. With a video platform, agents can select clips from a library of pre-recorded videos and pair them with a custom introduction.
The result of these playlists is that agents communicate more quickly, more effectively, and increase their CSAT. Customers feel that they’ve received an entirely personalized experience and because videos are easier for them to understand, they also savor the ultimate joy—a first-call resolution—which is why your organization exists, after all. For the 69% of consumers and 82% of business buyers who now expect this, there’s nothing better.
Video Supercharges Your Support
For support executives straining to provide personalized experiences amidst customers’ many demands, video is the ultimate aid. It offers greater information throughput than traditional channels like phone, email, or live chat and leads to quicker resolutions and greater customer satisfaction. As your customers demand more from your support, meet that demand with video.
To learn more about video for support, read Vidyard’s free eBook, A Beginner’s Guide to Vidyard for Customer Support. Or, click learn more about Vidyard for Support.
This post was originally published on the tsia blog.