Your support team are a pretty vital part of your business, mostly down to the fact they’re the front line when it comes to dealing with your customers. So it’s always a good idea to provide them with whatever tools you can in order to help them do their job in the most effective way possible. It can make a big difference to your business i.e. the difference between a good and bad customer experience.
And the difference between a good and bad customer experience can mean the difference between keeping a customer for life or losing them forever, sounds a bit dramatic doesn’t it? But it’s true.
The point is it’s 6-7 times more expensive to acquire a new customer than it is to keep a current one which is reason enough to provide all the help you can to your support team in order to keep your customers happy.
The top two reasons for customer loss, according to Harris Interactive/RightNow research, are because the customer feels poorly treated by rude staff and/or there’s a failure to resolve a problem in a timely manner. Therefore providing your support team with the tools to deal with customers can really help to avoid these issues.
One such tool you can use is video.
We all know and understand the value of using video to drive traffic to your site and convert. In fact, 69% of users would prefer to watch a video to learn about a product or service, and 74% of those who do watch an explainer video to learn more subsequently by the product or service.
But what about using video to help your support team? Absolutely!
First off, it can be a useful learning tool for your support team. As just mentioned a top reason customers stop using a product or service is because the staff aren’t providing good customer service, so using video to help train up your staff instead of a standard training session is a great way to utilise video to help them.
It only takes about 30 minutes after a training session before people can only recall about 58% of the material covered, which drops down to 35% in 7 days, and dips to just 10% six months later. But using video is something your support team can keep referring back to, all you have to do is keep the video materials somewhere central so they can look at them whenever they need. Plus video is proven to be much more engaging for your audience so there’s no reason why it wouldn’t be the same for your support staff. For more about this check out a blog we did called Using Video to Train Your Team.
The other reason you can use video to help your support team is in the form of self-help videos for your customers to find and watch themselves. In doing this you will lessen the burden on your team as the customers can search the answer by themselves using the video content. We recently did a survey into the ways businesses and customers use video and one of the things that came out if was 36% of businesses who use video believe that they’ve received less support queries as a result.
We also found that if customers are having a difficulty with an app or product, 68% of them would prefer to watch a video that explains how to solve a problem rather than calling the business to speak to their support team.
So giving your customers the tools to access resources themselves is both beneficial and more timely for them as they can access the materials as soon as they need them. It then frees up your support team to provide better service and focus on the more demanding tasks.
Video is a great tool for many different reasons not least because it can help free up your support teams time for more pressing matters whilst at the same time reducing the amount of support queries you receive and not only this but it can also improve your customers overall experience of your company.
For more information on this check out the following video we did, How to use Video to Reduce your Support Queries.