Why you should consider enhancing your CX strategy by bringing video into the customer service landscape
Video has already taken the internal communication landscape by storm. In recent years, the rise of hybrid and remote working practices has pushed more companies to embrace video as a tool for powerful, contextual collaboration.
With video, teams can meet face-to-face to share ideas and solve issues at speed. So, what happens when you bring the power of video into the contact centre too?
Engaging customers with video is one of the best ways to enhance customer experience and deliver an effective omnichannel solution for customer service. Studies indicate companies implementing video as a customer service avenue can reduce contact centre abandonment rates by 70%.
Today, we’re going to look at some of the reasons why companies should be considering enhancing their CX strategy, by bringing video into the customer service landscape.
Today’s customers expect to interact with brands across a multitude of different platforms, from text and live chat, to email, phone calls, and even video. As video becomes a more natural part of the communication landscape, thanks to the changes imposed by the pandemic, your customers are beginning to expect it as an option within the contact center. Around 85% of customers say video chat is a helpful tool for customer service.
Offering customers an enhanced form of real-time support in the form of video conferencing can be an excellent way to set yourself apart from the competition and differentiate through customer service. Your customers may even build deeper relationships with your brand through the human connections created via video. Delivering the kind of customer service experiences your customers ask for also leads to higher customer satisfaction levels.
Lack of visual contact can be a major challenge in traditional contact centres. To get a solution to a problem, a customer often needs to describe features and services they may not be fully familiar with. This can lead to a lot of confusion. When diagnosing an issue relies on a customer’s ability to accurately relay information, it’s easy for the path to resolution to become frustrating.
Video as a tool for customer support can eliminate this problem. The right video solutions can allow customers to show a piece of equipment or a tool to an agent in real-time, so they can make their own diagnosis using their technical knowledge. Video conferencing tools often also allow for things like screen sharing, so it’s easy to provide visual context on software problems too.
Customers don’t like to feel as though they can’t understand something. The more confused your client becomes when you explain how to fix a problem or use a certain feature, the more customer satisfaction levels drop. Video, with a combination of audio, visuals, graphics, and text, can help to provide a more comprehensive insight to clients who need help resolving an issue.
According to research, when oral and visual information is combined, we can retain information up to 600% times better than when we only have access to spoken words or separate visuals. Video in the customer service landscape can help agents and service providers to deliver information customers can more easily understand and leverage. This can empower users to solve problems for themselves, troubleshoot issues, and complete important tasks.
While today’s more digitally-focused approach to customer service is convenient, it has its limitations. For instance, we can’t always form the human connections with customers we would create if we were communicating in-person.
Engaging customers with video allow companies to bring a more human element to conversations, even if people aren’t actually interacting face-to-face. When you can see the facial expressions and body language of another person, you can form a deeper emotional connection with them. Video helps customer service to feel more authentic, human, and personalised, which can make a business more memorable in the eyes of clients.
Video is a flexible, scalable, and contextual solution for communication. Bringing video into the contact centre and customer service environment allows agents to instantly access all the information they need to solve a problem at-speed. There’s less time wasted trying to understand an issue through a verbal description alone.
What’s more, if an agent needs additional support from another member of staff, they can also bring subject matter experts and colleagues into the conversation and provide them with the same contextual knowledge they have from the video content. This approach to customer service significantly reduces average handle time and improves first call resolution rates, leading to happier customers, and less frustrated employees.
Incorporating video into your customer service strategy might seem like an expensive initiative at first, but it could actually be an important step in saving money for many brands. With access to video as a tool for customer service, it’s possible for professionals in a team to evaluate and diagnose a problem, then provide step-by-step visual guidance to help a customer fix the issue.
This means a problem can be addressed and resolved from a distance, without the need for engineers to visit a specific site in-person. As new tools continue to emerge in the CX landscape, like XR and virtual reality, the need for expensive travel to resolve issues will reduce even more.
Engaged and satisfied employees are essential in running any successful team. In today’s landscape, if companies want to achieve higher levels of customer experience, they need to start by ensuring they get the employee experience right. With video, you can tackle a lot of the problems which make the workplace more frustrating for your team.
Video enables hybrid employees to interact with customers wherever they are without having to go on lengthy commutes and travel to various destinations. Employees can access more of the visual guidance they need to solve problems instantly, and even collaborate more effectively with their peers when an issue or customer service strategy requires more than one person.
Video is an excellent way to set your business apart in today’s competitive marketplace. You can use video interactions to deliver more personalised and meaningful interactions with your target audience, and to make your brand stand out from the crowd. It’s even possible to create videos as part of a comprehensive self-service strategy for customers.
For instance, screen-recorded videos featuring your products and services can help customers to learn how to troubleshoot issues and address common problems themselves, without relying on guidance from a professional. This significantly increases customer satisfaction by allowing clients to access solutions faster, while also potentially reducing the strain on your team.