Which of your customers are the happiest? The answer is simple: it’s the successful ones.

No matter their size, they’re all on a journey to sell more, save more, optimize more, or just plain improve their image, and the more you can help them along that path, the more you both benefit. And, while your support team can’t always afford to throw more human-hours at the challenge of educating them, you can deploy self-help resources that hand them the keys to their own success.

To this end, customer support videos can do more to improve the cost-per-quality of your support, educate them with less effort, and retain them better than any other support tool.

Here’s why.

How video leads to better, faster, cheaper support:

1. Video improves the cost and quality of your support

According to Forrester, 77% of US adults online say that valuing their time is the most important thing a company can do to provide them with good service. This probably comes as no surprise to most support organizations, but if speed really is your goal, there’s nothing faster than instant: a library of well-curated self-help videos is available to all customers at once, 24/7, without the wait time.

Compare this with other channels like voice, email, and web chat, all of which take much longer and cost more. According to customer support platform Conversocial, this is the approximate cost per-contact for each:

  • Phone call: $6
  • Web chat or call-back: $5
  • Email: $2.50 to $5

But self-service videos? They’re a fraction of the cost, at $0.10, and customers enjoy them more. According to eMarketer, customers rated the phone as the most frustrating form of customer service, followed by digging around the website, live chat, and email.

customer service most frustrating

The support advantage for video is clear and that’s why companies like AT&T use personalized videos to explain complex topics like their bills to their customers.

Faster resolution means happier customers and a higher quality of support. Build out your library of customer service videos to answer common questions!

2. Video creates more self-sufficient customers

Video itself is also a perfect medium for education. Our brains are highly visual and we process images 60,000 times faster than text according to Psychology Today. Because videos are a multi-media mashup of text, images, and audio, they transmit more data directly into our brains.

This means that if you’re trying to onboard clients, answer questions, or educate your customers to higher levels of proficiency, video does it better.

Additionally, according to freelancing platform Fiverr, “This matters today more than ever, as customers have shorter attention spans … you only have about eight seconds to hold their interest.”

Video captures customer attention, teaches them how to solve their own problem, and leaves them feeling happier. To take advantage of it, build out your knowledge-base to include videos that help customers master your product.

3. Video increases retention

Finally, video creates the type of human connection between customers and your brand that can’t be bought. According to Dr. Liraz Margalit, Ph.D., writing in Entrepreneur, “It’s much easier for us to become emotionally attached to something we watch in a video than something we read in an article.”

Why is this? Because the neurons in our brain mirror what we see on screen. That is, our brains are tricked into thinking that we’re doing whatever we’re seeing, and psychologically, “there is no difference between the cinema and real life.”

The implications here are vast: customers learn faster and feel more connected to things and people they watch.

Our friends at DoubleDutch, a Vidyard customer, knew this when they decided to create a “meet the team” video series. They sought to cultivate long-term relationships with their customers and that the more their users saw of them on video, the deeper of a bond they forged, and the stickier both they and their services become.

Videos give customers the immediate help they crave, educate them to be more successful, and build a bond that binds you together. Invest in video and your happy, successful customers will thank you for it.

We’d love to hear your thoughts! What is your video support story?

Craig Stoss