Use Video to Save Money on Customer Support

Customer support can be an expensive necessity. The longer it takes a human to resolve an issue the more costly it is – both in tangible costs (payroll) and intangible costs (an upset customer.)

With the tools now available to short circuit this connection – live chat, knowledge bases, FAQs, etc., the burden to find a resolution is thrust on the customer. Interestingly, while this reduces tangible costs,  intangible costs may increase.

Why? Because, regardless of how good your support materials are, they may not provide enough information to satisfy a segment of your customer base.

So, they will end up irritating at least some of your customers. And you probably won’t even know which ones because they often take their bat and ball and go home. So, while self-service support has reduced your tangible cost, you’re faced with incurring the intangible costs associated with losing customers. (And everyone knows it’s expensive finding new ones.)

Nope.

The answer is video.

Video is more engaging than any of the typical support tools out there. The presentation of information by a human means quite a bit. Video even competes with phone support, the budget buster nightmare of every support manager. That’s because video can more quickly guide customers to solutions. There’s a visual shorthand, no matter the context, that allows video to be the most effective tool for communication.

The great thing about these videos? They don’t need to cost you a bundle. I’ve seen great support videos made on iPhones in the office. Solve my problem? Check. Happy customer.

In the end, that (and of course saving some $ !!!) is all that matters.