Today’s consumer base is mobile-centric, tech-savvy. And expects top-notch customer service. If a product, service, or brand experience doesn’t live up to their expectations, they’ll voice their frustrations—and often, this “venting” occurs online. To remain at the forefront of their respective industries while minimizing the number of these negative interactions with consumers, many companies are having great success by turning to video as a customer service tool.
Shaping the Customer Experience with Video
Video allows customer service staff the opportunity to turn a consumer’s negative brand experience into a positive (or, in very poor circumstances, at least passable) one by humanizing the process. Customers are less likely to be as harsh with commentary when they’re face to face with someone rather than behind a keyboard, minimizing negative online comments that can affect a brand’s reputation. In addition, staff can use video to remedy consumer issues in real-time, as many video chatting programs include features like interactive screen sharing. Because video is available on most desktop and mobile devices and is a user-friendly communication tool, it brings accessibility and efficiency to an experience that is often seen as drawn-out and formulaic.
Build Relationships, Retain Customers
Consumers are used to cold automated voices and call center dial-in menus when they contact companies with customer service inquiries. Some corporations have real people manning the phone lines, which is a step in the right, relationship-driven direction. A video chat, though, can take the customer service experience even further for both the technician and the caller. It adds a sense of immediacy to resolve the issue and can help the caller feel valued. This strategy can help gain new customers and retain existing ones.
Strategies to Get Started
There is demonstrated value in the use of video for answering customer service inquiries with real-time video chatting, but there are other ways customer service departments should consider embracing the use of video as well:
• Updating FAQ pages to include company and personal narratives.
• Sharing videos on social media, thereby increasing visibility and taking another step toward brand humanization. Replying to comments can help engage audiences and bring companies top-of-mind in a positive way.
• Creating informational videos that highlight product features or how-to videos that address commonly asked questions. If a company can be seen as a resource within their industry by providing information, they can be proactive rather than reactive when it comes to customer service issues.
In sum, video can be an exceptional customer service tool, from addressing consumer issues to providing resources that answer questions before they even arise. Video is already used as a powerful tool elsewhere throughout the business world—in fact, a recent Polycom survey ranked it the third largest overall preferred method of global business communication. This statistic is not surprising, especially considering its desktop accessibility and global reach.
Adding video to a company’s customer service toolbox is a logical move in the quest for ultimate consumer satisfaction and retention.