Your customer expectations are changing. They’re demanding the highest engagement from your customer support team as possible. Hi, my name is Craig Stoss. I lead the technical support team at Vidyard and today in this Chalk Talk we’re going to discuss how you can use the power of video to engage with your customers from your support team.
Video is a very powerful tool for support. It can engage with your customers in a way that goes deeper than images or text could ever do. Within that support context, if you use video, you’re going to see an increase in your customer satisfaction, you’re going to see a decrease in your time to resolution, and you’re going to see your time to resolution go down as well.
Explaining the Complex, Simply
Now, how are we going to do this? Think of something like tying a bow tie. If you were to describe that in text or images, you would have many, many steps. Your images would have to have arrows and diagrams and be very complex. But with video, you can describe exactly where to hold that tie, where to loop that through and make sure that your customer has a perfect bow tie every time.
Video can help describe these complex things very easily, and if you have a product or service that has many of steps, you can create 30- to 60-second videos and aggregate them into a video knowledge center that is branded and contains all of your content. This knowledge center is searchable, it has SEO components to be found by search engines, and it gives your customers a way to engage with you and your content in a direct way. And it’s not just one or the other. If you have a current knowledge center that’s text-based, you can embed these videos directly into your text-based knowledge center and engage with your customers at both levels.
By providing that level of self-service you’re going to see an increase in case deflection because you providing clear, less confusing examples using video. But, if a client or prospect does contact your support team, they can still send video to try and answer the question. And at the end of the video, with a tool like Vidyard, you’re going to see a call-to-action to say “Did this video solve your support case?” And when the customer clicks yes or no, it will immediately notify your CRM and your tech support reps so they can either close the case or contact the customer directly. And it’s not just for self-service. You can create just-in-time solutions that help explain those complicated ideas by providing a more engaging experience.
Personalizing the Support Experience
For example, I could say “Hi, my name is Craig Stoss. Jessie, you just contact us about tying your bow tie and I’m going to provide you with a video with all the instructions. Right after this video you’re going to see a 30-second clip with all those details on how to tie your bow tie and you can contact me if you have any trouble.” Then I can include that video on how to tie a bow tie in my reply email and Jessie will be immediately able to say yes or no, this helped me.
I’ve provided him with my name, my face and talked to him as a person and that allows me to engage with him in more deeper way. It also shows there’s no automation or bots in the background. And within Vidyard we actually think that this is quicker than writing an email because these videos are very short and very engaging. It also eliminates a lot of assumptions. Video allows you to add captions or descriptive video so that you can reach a broader spectrum of your customers with the same content.
So, today we learned how you can use video for technical support to increase your customer satisfaction, reduce your time to resolution, and reduce the cost per call. My name is Craig Stoss and I hope you learned something today.
Jon is the former Content and Social Media Manager at Vidyard, and is passionate about helping companies get the most out of their video. In his spare time, Jon’s an amateur longboarder, distiller-in-training, and is a sucker for breakfast foods.