How To Create The Perfect Videos For Customer Support

Koushik Marka
August 14, 2019

Videos have become an important part of marketing strategies

That is a fact both you and I know. 

But why stop giving your customers videos once the purchase decision has been made?

Creating videos for customer support is a great technique to resolve queries effectively while keeping your customers engaged. 

With 68% consumers preferring to watch videos over calling a support agent, it's about time you got on board with this trend.

Videos for customer support will cut down the number of frustrating conversations between your faithful consumers and customer service agents. This is evident from the Wyzowl survey which showed that 41% marketers vouched for the reduction in customer support calls since the use of video.

Finding quick and efficient solutions to their problems without a long-drawn conversation will definitely help improve customer satisfaction. 

Why is that important?

Because it is easier to encourage existing consumers to continue buying than to bring in entirely new customers.

Buckle up, cause now we will be looking at the various ways in which you can use videos for customer support. 

How to effectively use videos for customer support

There are a few different ways in which you can make videos a part of your customer support efforts. 

Let’s take a look at them.

Help your customers get started and solve their queries

1. Create a knowledge-base

There is no doubt that people have come to rely on videos to learn how to perform various activities. There are millions out there who have become experts at something just by watching YouTube videos for a couple of hours.

So, use videos to guide your customers and improve their experience.

You can use your knowledge base to explain the different features of your product in a series of videos. People are curious about cats. Use it to your advantage and give them juicy tidbits that will inform and occasionally entertain. 

Make videos about the little difficulties previous users had faced. You could even make videos on issues you believe people might encounter. 

These tech support videos will give a sense of security to your customers. The knowledge base will appear as a platform they can rely on, no matter the time or place. 

 Sqaure space

Squarespace, in their support section, has uploaded numerous videos on a wide variety of issues their customers might face. These videos have been divided into various sections such as Templates and Design, Tips and Advice, Marketing, etc.

Customers can browse through these different sections and learn how to go about using the product.

Or they can search for the specific topic they are interested in. The videos are simple, short and often contain screen captures with straightforward narration. 

2. Make videos on frequently asked questions

Your website probably already has an FAQ section. Why not turn the answers into videos?

Alternately, compile all the FAQs that show up from different sources including your customer service hotline. Even open up your social media accounts and ask your followers if there are any questions they need answers to. (Regarding your company and product. Don’t make an FAQ video on whether the chicken or the egg came first).

Ensure that your answers are clear and straight to the point. 

If you create some great videos on FAQs, you are sure to improve customer loyalty and maybe even attract potential buyers. 

kainen law group

Kainen Law Group has a section titled “Video FAQ” on their website. It contains several legal questions that pop up in citizens’ minds. Clicking on any of those questions will open up a video. Each of these videos contains one of their attorneys answering the question.

The viewers will feel assured that they are receiving answers from a professional. Someone who is well experienced and knowledgeable in these matters. Someone they can trust. 

Building up trust is crucial. No matter which field your company belongs to.

Best practices to follow

Here are a few best practices to follow while making these kinds of videos.

  1. Select the most relevant topics and FAQs to make videos on. Give simple, straightforward answers. Ensure that you sound conversational and get rid of all kinds of jargon. 
  2. Use online tools like Wistia’s Soapbox, Loom, etc to record your screen while simultaneously filming via your webcam.
  3. When filming, ensure good audio quality with the use of an external mic. Choose a location with suitable lighting that is also free of any distractions with a plain background.
  4. ALWAYS add subtitles to your videos. A significant number of viewers play videos without switching on the volume these days. So it is important to add closed captions.
  5. Make your videos discoverable by adding schema markup to the pages in which you embed them. Schema markup is a markup language that helps search engines understand your website content better. While you add the schema markup, including the relevant keywords in the titles and descriptions. You can learn more about how to do that here

Conduct Webinars

When creating videos for customer support, you can even get your customers involved and conduct online workshops or seminars. 83% marketers who have hosted or participated in webinars found them to be extremely effective, so I bet you too wanna host a few. 

So how do you go about conducting a webinar?

  • First, Invite a couple of experts in your field or one of your employees. 
  • Then, spread the word around that you’ll be conducting a webinar on this particular topic. Mention the date and time. Even invite your most faithful customers via personalized emails. Give out all the necessary details and let them know that they can get their questions answered in real-time. 
  • You could troubleshoot issues, discuss product specifications and talk about the different ways the product could benefit a user. Even let your audience discuss their experiences with using your product and encourage them to send in their questions. 
  • Make use of online tools like Cisco WebEx, GoToWebinar, etc. to conduct webinars effectively.
  • Once the webinar is done, don’t abandon it. Go ahead and upload it on your website and social media channels for all future viewers.

Hosting a webinar will improve customer experience. In addition, these webinars will even encourage potential customers to be associated with your brand.

Zendesk Webinar

Zendesk conducts webinars on a number of topics including explaining the new features and working of their software. They bring in a few employees from the company and give out explanations using screen capture. Zendesk also provides an option alongside this webinar where viewers can ask and receive answers to their queries. 

Create personalized videos

Acknowledging someone by their name is a great way to capture anyone’s attention.

If you do that in a video, even better!

You can improve customer service videos by making the viewer feel like you are speaking to them directly. 

Who doesn’t want to feel special, right?

The personalization can be made a part of the various kinds of videos that I mentioned. 

Take things a step further and send them these videos via email, display them during a live chat or share them through your social media accounts once you receive some queries. 

Your customer service reps could take some time, record a video on their webcam while referring to the customer by name.

Online tools like Vidyard, Wistia, and Hippo Video are great for recording your screen and/or your webcam to create personalized videos. 

These videos let them know that they matter to you. Show them how invested you are in providing excellent customer service. 

Vidyard video

Vidyard created a very personalized video for a customer. Sarah, the customer, had said that she was dissatisfied with their services in a survey. In this video, one of Vidyard’s employees' thanks to her for giving her feedback.

He then tells her that the team has come up with some techniques which they believe could help improve their service. This video will definitely convey to the viewer that their satisfaction matters the most to the brand.

All good things must come to an end. But this ending is the time for you to start thinking about including videos in your customer service efforts.

Wrapping it up

In this article, we took you through a few ways in which you can start using videos to improve customer relationships. But, the world is your playground. Who knows, you might come up with even more incredible methods. 

In case you have any queries, do get in touch with Meera, our resident video expert.

If you think we have missed out on some amazing videos for customer support, let us know in the comments section.

Koushik Marka

Founder @ Studiotale. He is passionate about helping brands grow with video and has expertise in video marketing & 2D animation. When he is not working, he loves playing video games and traveling.


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