Videos in Customer Self Service

Attaining the highest level of customer service is the lifeblood of any business. It is not always easy to deliver top-notch service as the contact centre technology ecosystem becomes more complex with new communication channels and touch points. While phone-based interactive voice response (IVR) systems are still the largest channel for customer interactions, self-service via the Web and mobile channels are quickly gaining ground. New research by Forrester suggests 67% of consumers use web self-service knowledge to find answers to their questions.

Videos are emerging as the most effective tool in the self-service arena. Why have videos clicked so widely compared to other media? Here’s some quick insight:

How much time does a customer waste during a customer support call?
Per a published survey on whatsupinteractive, “The average American spends 15 minutes each week “on hold” waiting for service. That’s a whopping 780 minutes — 13 hours per year!’ Further statistics indicate it takes 12 positive customer experiences to make up for one negative experience. Long waiting periods can result in a loss of customers.

How do various customer support channels fare on cost? A quick comparison of the costs of various channels demonstrates the following results:
Customer Support through inbound phone calls is effective and proven but costs significantly more than other options, as seen in the chart above. The benefits of Self-Service Web are tangible. About half of executives who developed this capability with Web or mobile self-service capabilities report measurable reductions in phone inquiries.

Chat and Email provide effective solutions; however Self-Service Web far surpasses all of them in terms of operational costs. The opportunities Self Service present for quality customer support, instant, useful information, online assistance and technical support are endless. The creative challenge is to create engaging, accurate content that is self-explanatory and caters to all needs.

Why do videos stand out on Self Service Web?
Videos provide an exceptional level of consumer engagement. They are easy to consume; appeal to all demographics; and offer real solutions to customers’ problems. Speaking at the Gartner Customer Strategies and Technologies Summit in London, analyst Johan Jacobs explained that a video can be used in a variety of ways in the service environment, including how-to videos, video check-in and virtual receptionist.

What’s the take away?
Videos offer a great alternative in customer service space today. They are fast, inexpensive and provide quick turn-around to real queries. Videos can be consumed easily on the go with mobile devices. Experts predict more than 50 billion devices will be connected to the network by 2020. This surge in the number of devices, compounded by the growth of mobile video usage, presents tremendous opportunities. There cannot be a better time to use video as a means to respond to queries, and to educate and communicate to audiences around the world! Give your customers what they want!

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