How to use video for better customer service
It doesn’t matter what business you think that you’re in; your real business is increasing customer retention and conversions. Without these two factors, you don’t really stand a change against competition, whether they be new or incumbent. In fact, just a 5% increase in your customer retention rate can improve your profitability by 75%, according to a study by Bain. Those types of numbers aren’t an accident either, and it shows that customer acquisition is the cost that should be keeping you up at night.
The hidden secret of online sales is that, while they expose your business to a huge customer base, they can often be lacking in the personality and physicality that selling in person offers to you. Video can help you bring back the experience of working with a customer in real-time, whether to troubleshoot a problem or close a sale. Here are five ways that you can take your customer experience to the next level by using video.
Offer a live chat service
One of the best things that you can do for the customer experience is show your customer that they are interacting with an actual person when they come to you with a question. Having someone on the other end of the line that a person can interact with and actually see face-to-face will allow you to provide better customer service and leaves your customer feeling better about the overall experience.
Today, you can use video chat services like Agora.io to improve your live chat by adding an easy press-to-call button into your app or website that instantly connects your customer to a member of your team with seamless, high quality HD voice and video.
Introduce webinars and Q&A videos
Video webinars are an excellent addition to the sales, onboarding, and troubleshooting process. You can set up live and recorded webinars on a regular basis to cover all of the above, and customers will benefit from being able to ask you questions in real-time and get answers to your questions. You can even record these videos (provided that they are high quality and they show you in a good light) to use on a Q&A page later, which provides a sense of social proof as well, since you are responding to real customer questions in real time.
Video testimonials can spike conversions
The next step that you can take with your testimonials is to ask your customers to leave video testimonials. This has a huge impact for new customers, who immediately feel more connected with the brand, all through the power of social proof.
If you don’t believe it, then all you have to do is look at the numbers: Beachbody (the makers of P90X), saw a 3X conversion rate improvement from YouTube customer testimonials versus organic visitors to their website, according to Techcrunch. That’s a serious improvement to the bottom line!
You don’t even need to look at the numbers to realize that this is true. Think about the last time that you saw someone leave a video for a product. How did it make you feel? Think about the customer who loves a product so much that they take the time to record a video. That’s a much more serious testimonial than a three sentence email which could have been dashed off on a cell phone on the way to a meeting.
Add video to your onboarding process
When you first acquire a customer, you want the process of onboarding them onto your product or service to be as strong as possible. Using video can do a lot to improve the way that you are initially viewed during your onboarding. Not only is it often a much better way to connect with customers and show them around your product/service, but it will allow your customers to visualize who they are working with, and it can be just as effective as working with a customer in their home or office, particularly if you combine it with video chat.
Video chat is a great way to manage the onboarding process. Not only does it allow your team to skip out on travelling to a customer, but it also allows you to connect with your customers to matter what time of day, or how busy your schedule is. It also gives you the opportunity to up-sell, cross-sell, and answer questions about your product in a much more real-time format than a Q&A section on your website allows for.
Use video to introduce your team
We’ve all seen the generic ‘Our Team’ pages, with their standard copy and boring expose on the team that ‘runs’ the business a customer is looking to work with. That’s enough to put any customer to bed, but when you can utilize video in your team page, it can personalize the experience that your customer gets when they view the page. These videos can be an introduction to your business, or they can be something more special, the result is the same.
Now, your customers aren’t just interacting with a faceless website, but Tim from Customer Support who has three dogs and loves hiking on the weekend. Adding introductory videos to your Team page can do more than you think to improve your company’s online presence and impact with customers.
Video (live or recorded) can have a serious impact on your business, but this is particularly true for live video. When you implement live video for customer troubleshooting, onboarding, or elsewhere on your website or app, you give yourself an undeniable advantage over your competition, as borne out by the statistics on live video (or video of any kind), and the overall feeling that you get when you are able to speak to someone face to face, versus a faceless chat window.
Are you using live video to take your customer service above and beyond for your customers? Let us know your thoughts on using video in the comments.