5 Ways to Improve Customer Service Through YouTube
More than one billion unique users — roughly half of all Internet users — visit YouTube each month, amounting to over six billion hours of video consumption. YouTube users also run over three billion search queries monthly, making YouTube the number two search engine in the world (source: YouTube).
When prospects and customers search for your brand on YouTube, what do they discover?
Ideally, they find videos that leave a positive impression or trigger a purchase. Consider these business statistics on Internet video:
- 57% of consumers say that product videos make them more confident when purchasing products or services (source: MediaPost)
- 87% of consumers will watch a video that educated them about a product for at least one minute if it includes a demonstration vs. 65% if it does not include a demonstration (source: Invodo)
- 71% of consumers say that videos leave a positive impression of a company (source: Animoto)
Keep in mind that you don’t necessarily need to create expensive videos or ones that star a chubby, cute cat. What is critical is that your videos provide value or information that helps ease the customer experience, from the discovery stage (prospects) to the educational stage (customers) of your product or service. Additionally, videos that empower your customers to troubleshoot through any hiccups they encounter become part of your customer service tools.
Read our five tips below to get started on enhancing the customer experience and customer service through YouTube videos.
1. Stellar Product Demos
Customer service starts at the beginning of the sales funnel. People want to get a sense of what they’ll get before they buy your product or subscribe to your service. If you have a sales team, they likely provide product demos to targeted prospects. But what about all the potential customers who haven’t been identified by your account team? How will they discover what your company has to offer?
The solution: a solid product demo video.
The video demo can be a play-by-play of how your product works, or it can convey a broader story of how your product solves pain points within a larger ecosystem.
2. Tutorial Videos
While it’s essential to give customers the option of contacting your customer service, it’s also important to provide education around the use of your product through tutorial videos. The more customers understand your full suite of features, the likelier they are to leverage those features and remain a loyal customer.
Instructional videos are different from demos in that they hone in on the how-tos of specific product functionality, whether it’s setting up your product for first-time use or customizing a feature to better suit a particular use case.
Here’s a great instructional video from XBox One on customizing online sharing options:
3. Troubleshooting Videos
Similar to tutorials, troubleshooting videos give customers an alternative option to contacting customer service — especially for solving common, less complicated issues.
A good troubleshooting video gets right to the point, identifying the specific issue and walking the customer through easy-to-follow steps towards a solution.
A rich source for finding the most prevalent customer issues is your contact center. Identify the most common reasons why customers reach out for help and create troubleshooting videos for the easy-to-solve issues.
Check out Sony TV’s video on troubleshooting a red or blinking light.
4. Crisis Management
Corporate crises — sometimes, despite our best efforts, a problem can arise that affects a large number of customers. There’s a lot of good advice out there on dealing with a corporate crisis, and we’ve seen brands do it right and others do it terribly wrong. The best crisis management involves two factors: communication and transparency. And a video can cover both.
A transparent message from a company leader can easily be recorded on a high-resolution smartphone. The company spokesperson should clearly explain what went wrong and the resolution steps in place. We also recommend an apology, which can go a long way in assuaging angry customers.
Bear in mind that a video is only one part of crisis communications — be sure you are also communicating and responding in other customer channels, e.g., phone, web, social media channels.
Here’s an example of effective crisis communication from Skype’s CEO on a network outage:
5. Customer Stories
Positive customer testimonials may not fall directly in the customer service camp, but they are an essential part of the customer experience. Videos of real customers talking about their positive experiences are one of the most credible ways to promote and humanize your brand. Customer stories can range from the value your product brings to the responsiveness of your customer service team.
Job board aggregator Simply Hired recorded a montage of customer praises in a short and sweet video:
Remember, you don’t need a big budget to produce videos. Be resourceful with what you have — a high-res smartphone, video capturing tools like Camtasia, employee spokespeople, happy customers. The most important element of a business video is informative, helpful content.
Over to you: what are your favorite corporate videos that enhance the customer experience?