Looking for a way to improve your customer experience? Have you considered adding video to your customer-facing communication?
Marketers have long since discovered the benefits of video for attracting and converting new customers. But video can also be used throughout your relationship with your customers, not just at the beginning. You can use video to build trust, convey your organization’s unique personality, and forge a human connection even if you’re not physically in the same space as your customer. These days, as we deal with numerous health concerns that prevent us from being face to face with our customers, we can use video to practice social distancing while also providing the human touch.
In this guide, we’ll highlight the top ways you can use video to improve your customer experience. Let’s get started.
Why Video?
Video is one of the most popular forms of business-created content. From brand introductions to product tutorials to team brainstorming sessions, businesses use video in various ways to connect and share their vision. When given the choice between reading and watching, customers actually prefer to use video.
Video is effective at grabbing the attention of an audience and quickly conveying an idea. Beyond ideas, you can also use video to convey tone and personality, which presents your brand as more relatable and makes it easier for your intended audience to understand your message.
Here’s another reason to consider video for communicating with your customers: It’s affordable. Video, whether in marketing, instructional, or entertainment form, is cheap to produce. You don’t have to have a fancy studio to create content that is relatable to your target audience. All you need is an idea along with a video creation and editing tool to carry out your idea. Such tools can be found online and many of which are completely free to use. These tools include Canva, Adobe Spark, and Biteable, just to name a few.
Beyond ideas, you can also use video to convey tone and personality, which presents your brand as more relatable and makes it easier for your intended audience to understand your message. Click To TweetHow to Use Video to Transform Your Customer Experience
Let’s discuss practical ways to use video in your customer experience.
Share a Demo
When you have a new product on the horizon, you must spread the word to your customers about it. video is the perfect medium to do it. Whether you have a physical product or a service, you can use video to demonstrate how your product or service works. Your video demo can give customers a bird’s eye view of your product’s benefits and how to use it effectively. Your video could also briefly touch on pain points that would initially lead a customer to seek out a product or service like yours.
Your demo video can also highlight key features that you want your customers to know about. In the demo, you can highlight actual beta customers as they use your product or feature for the first time in real-time. You can also capture actual feedback from these customers that you can use in future marketing.
Create a Series of Onboarding Videos
When you have a new customer who has signed up for your product or service, they may be excited but they are also overwhelmed and unsure of how to get started.
If you don’t have the bandwidth to provide hands-on training for every new customer, you can turn to video to guide them. With a series of onboarding videos, you can show your new customer how to use your product in order to obtain their desired results. Your onboarding videos can provide a series of action steps that take your new customer to a confident beginner. These action steps can ensure that your customer experiences small wins which will encourage them to continue using your project.
By the way, if you have multiple customer types consider creating multiple onboarding video series—one for each type of customer. This will ensure that each customer type has a clear path to solving their problem with your product.
Establish a Video Knowledge Base
In addition to your onboarding videos, consider creating videos for your entire knowledge base. These videos don’t need to be lengthy to be effective. Even if your video is only two to three minutes in length, it can still be extremely effective at communicating ideas that may otherwise get lost in written form.
Be sure to include plenty of visuals that show the action a customer should take to solve a dilemma.
Create Video FAQs
If you don’t want to do a full-blown video knowledge base, you can still use video in your frequently asked questions (FAQ) section.
Compile a list of the most common questions you get asked. Then create videos to answer these questions. Also, remember to keep your video FAQs short and to the point. The goal of video FAQs is to provide a quick and simple answer to a commonly asked question. But for those who need more info, always point to a more complete resource, whether that is a longer written response or a way to contact your staff via phone, chat, or email.
Enable Video Chat
Do you find customers reaching out to you via email all the time? Instead of keeping your communication to email, give your customers the option to enter a video chat with your team.
Video chat is a great way of connecting with your customer because it allows you to see each other face to face, even if you’re remote. Tone and intention can often get lost in written messages, but it’s easy to convey your intent through video chat. For those interactions that can benefit from a more human connection, consider using video.
Face-to-face communication can often diffuse anger and frustration. For example, if your customer is exasperated, instead of picking up the phone, consider setting up a video meeting or chat so that you can meet eye-to-eye and tackle the issue.
Not everyone will want to do video chat but, if you offer it, some of your customers will enjoy this option.
Video is especially useful when it’s incorporated into troubleshooting. And, by the way, video troubleshooting isn’t only for computer-related issues. You can also use video troubleshooting when walking a customer through a complicated issue that they may benefit from the use of visual cues.
Film Webinars
Webinars provide another opportunity to connect with your customers. Use webinars to demonstrate your product and answer their questions. If you have a product or service that you want others to know about, host a webinar. This event is convenient for your customers because they can attend on their terms and from the comfort of their desktops. That’s because many webinar tools give you the ability to offer on-demand viewing options, making it easy for customers to attend the webinar when they choose, even if that’s after the webinar has gone live.
Share Video Case Studies
Last but not least, create video case studies of your happiest customers. You can use video case studies to highlight a particular pain point and to show how you helped your customers remedy that pain point. When used in case studies, videos are particularly engaging because they show real-life people, not slick marketing and paid actors. This is why video case studies tend to be even more persuasive than your own marketing content.
Tips for Creating Effective Customer-Facing Videos
Let’s discuss ways to effectively produce customer-facing videos.
Choose an Easy-to-Use Tool
The first step is to use a beginner-friendly video creation and editing tool. If you’re not planning to be a full-time video producer, there’s no need for you to bother with a professional-grade video editing tool. You can use a simple tool like Canva for all of your video creation needs. You can create videos from scratch with Canva, including adding graphics, mixing music, and splicing videos together to tell one cohesive story.
Understand What Your Audience Wants At All Times
When making videos, always remember your audience. What information do you want to convey to your customer? What do you want them to feel as a result of watching your video? Set out to create a video that inspires those feelings and produces the desired action. You’ll successfully do that by always remembering that your videos are for your customer first and foremost. They should be easy to digest, in terms that your customer can understand.
Make every video that you create for customers action-oriented. Your customers should know exactly what to do next as a result of watching your video, whether that is to complete a step, call your office, or forward the video to another person.
Add Captions
Don’t forget to add captions to your videos.
Not everyone will be able to listen to your videos with the sound on. Make it easy for customers to consume your videos by including captions that transcribe what you’re saying in the video.
Final Thoughts
When you use video, you can connect with your customers in a human way. Video, whether in the form of chat or instruction, is able to elevate your communication and help you build trust with your customers. Consider incorporating video into your customer-facing communication to take advantage of the many benefits that this medium offers.
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