We are currently reviewing the way we do benefits for providing help & support over YouTube. We've previously worked on the assumption that it has a 10% contact deflection effectiveness for every video viewed. So we've claimed a correlation between YouTube growth and contact reduction in channels such as Voice.
However the science behind this has been challenged. I am interested to know how other organisations may have approached YouTube benefits? Does anyone know of any research in this area to show the effectiveness of recorded video for customer service?