Using Video for Customer Service

The Secret to Using Video for Customer Service

By Barry Moltz October 29, 2013

In this 24/7 instant gratification world of the Internet, customers with questions are too impatient to wait on the phone or for a reply through email for their answer. It is also expensive for small businesses to staff this function so customers can receive a reply quickly. Instead, customers would much rather use Web self service and watch a short one minute video for customer service purposes to get their answer.

Ultimately, this will decrease company service costs while increasing customer satisfaction.

How to Use Video for Customer Service

Successful small business owners use video for customer service effectively in three areas:

Pre Sale

These videos show how their product can be used. Studies prove that a video showing it in a real life situation by customers increases the purchase rate. This video for customer service answers the most important question, “But, how does it really work?”

Photos and descriptions are not nearly as effective. FibreGlast, a commercial distributor does this very well.

Post Sale Q and A

Using video to demonstrate common installation questions others have experienced will not only minimize calls to the company, but will relieve customer frustration. Photos and descriptives are not nearly as effective.

It is critical to be preemptive here and post a video for customer service before customers voice their concerns. This feature from Amazon is very popular.

One on One Replies to Customers

This is a perfect way to build a more personal relationship with a customer. It can be as easy as a 15 second recording from a desk cam where an employee thanks a customer for calling or posting a comment.

The key is to mention the customer by name and the specific issue that was identified. The video should then be posted on social media so other customers and prospects can see the brand promise in action. A link can then be sent to the customer with thanks. Here is an example from Nextiva.

These videos for customer service can be created by employees, but customers should also be encouraged to submit their own versions. Companies testing their products could never dream of all the ways their products could be used or issues that might eventually come up.

Videos submitted by real customers using products in their environment are a very powerful testimonial. Eighty seven percent of customers check reviews before completing their purchase.

This article, provided by Nextiva, is republished through a content distribution agreement. The original can be found here.

Barry Moltz gets small business owners unstuck. With decades of entrepreneurial ventures as well as consulting with countless other entrepreneurs, he has discovered the formula to get business owners marching forward. His newest book, BAM! shows how in a social media world, customer service is the new marketing.

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