Customer retention and growth are key parts of any business, but it’s becoming more difficult than ever to retain your customers. The key to customer success is not just in forming great relationships, but in delivering an exceptional experience throughout the entire customer life cycle.

My name is Rebecca Rogez, and in this Chalk Talk, we’ll discuss how you can use video to create a remarkable customer experience that helps drive satisfaction and build brand advocacy for your business.

Customer success and customer service are both so important for turning your customers into advocates. Video can be used to help enhance your customers’ experience and build brand advocacy because it’s human and it’s authentic. It helps you to create personal connections quickly and easily.

Video is also a great tool for education and support, and it’s the best medium to help bring your customer stories to life. In customer success, video is so impactful, because it helps make your communication more personal. When new customers sign on with your business, you can use video to welcome them to the team. Whether it’s from the new customer success manager, the account executive, or the CEO, video helps a customer put a face to a name. Video also helps to communicate how excited you are to be working with them and how passionate you are about what you do. It really is the next best thing to being there in person.

These videos don’t have to be high Hollywood production quality. With tools like Vidyard, you can create and send quick, authentic videos to help establish that human connection from your first point of contact.

Onboarding New Customers with Video

Video can also be used to help onboard and train new customers. While this doesn’t necessarily replace in-person training or conversations, on-demand training assets are great to have because they can be shared with other stakeholders and with new users as they join the business. After onboarding is complete, video can be used throughout the entire customer life cycle. Any time you think about sending an email or making a phone call, you can create a video!

Two ways video is especially effective in ongoing communications is when there’s things like new product or feature releases.

Reps can send a personalized video to their customers telling them about the new release and how it impacts them. This can help with adoption, because you’re showing the customer what the new feature is and how to use it rather than relying on them to find the information out themselves.

The second way that you can use video in ongoing communications most effectively is if there’s ever an account transfer that needs to happen, or if you need to bring someone else from the business into your day-to-day interactions. This makes the transition much smoother, and it shows the customer who it is that they’re going to be working with.

Video for Customer Support & Training

In customer service, video provides a better way to connect, share, and educate. Video has always been a great complement to any kind of technical or educational content. That’s why video fits great inside of a knowledge base or a product guide. These videos can be higher-level explainer videos, or you can have more simple how-to videos. Again, just like in customer success, these videos do not have to be high-quality production. You can use animation or you can use something like a screen capture to get across how to do something.

One of the great ways to use screen capture in customer service and support is using it to help solve support tickets or cases. Customers can submit a ticket, and reps can respond back with a video showing the customer how to do what they’re trying to do. This provides a better customer experience, because the customer knows someone is working with them and trying to help them, and it can help support reps close tickets more easily. They’re not waiting on the back and forth that often comes with emails or with chats. For more advanced users, you can add interactive elements into your videos, like a form at the end that say did this video help to support, or help to resolve your issue. Customers can then click yes or no, and tickets can get closed faster.

Sharing New Product Updates

Finally, video can also be used in customer marketing and advocacy efforts. In monthly customer communications, very similar to the customer success model, the marketing team can complement any text-based email with video. It’s much more powerful to have somebody from the company explaining a new feature release or sharing company news than it is to read about it in text. Video can also be used to help activate your advocates and really bring your customer’s stories to life. These videos don’t necessarily have to be high production quality testimonial videos that you see on a lot of businesses’ websites. You can have customers create authentic, short selfie videos, where they provide feedback, answer questions, or provide references.

This information can be used internally with the team or it can be shared externally as on-demand reference materials. You do always have the option to have the high quality production case studies, which are always great because they really help people to feel what your customer is saying. You get much more out of hearing someone say something than you do by reading an article or paragraph that they might have written.

Hopefully all of these ways have shown you how you can use video to help enhance your customer experience and build brand advocacy for your business. My name’s Rebecca, and this has been a Vidyard Chalk Talk.

Jon Spenceley