As many as 59% of customers who love a product are willing to walk away after bad experiences. This is how important your customer success is. If you're like most customer success professionals, you're looking for new and better ways to amplify your efforts and automate your work.
Here's some good news. Videos help you do both of those things in a big way. In this article, we'll explain how video helps you achieve your customer success goals and present a case study of how we used video to improve and automate Customer Success.
First, let's look at how video can help you amplify your efforts.
Using Videos in Your customer Journey
Videos are a great way to get your message across. They're more engaging than text, and they can help you communicate complex concepts more effectively.
Videos are also a great way to build relationships with your customers. When you use video to reach out to your customers, you're showing them that you care about their success. Videos help you build rapport and trust with your customers, which is essential for customer success.
Finally, videos can help you scale your customer success efforts:
- You can reuse recorded zoom sessions (ongoing meetings, QBRs) with your customers or repurpose existing educational content (i.e. YouTube) and easily personalize it and reshare it.
- You can create multiple ultra-short videos with the exact content you need, in most cases they will be accurate and helpful to more than one customer.
- You can easily record How To guides: where to find a new feature, better explain current functionality.
Videos are easy to share, and they can be watched again and again. This means that you can reach a larger audience with your customer success message without having to put in the extra effort.
Video and Automation
Using video can help you automate your customer success work in multiple ways.
It starts with your product onboarding process when by using video you can be sure that they're getting the information they need to be successful. You can use video to walk them through your product, show them how to use your features, and answer their questions.
Second, video can help you automate your customer support process. You can use video to answer their questions, solve their problems, and give them the information they need to be successful at the moment. This saves you time and effort, and it helps you scale your customer support. Videos can easily be implemented to support portals or chats like Zendesk, Intercom, etc. The main benefit here is in-context video. Your customers are getting the answer they need when they need it.
At Guidde, we embedded our videos and GIFs inside Intercom. Besides the ability to supply automatic ongoing support, it allows us to onboard, activate, and re-engage customers.
From a technical perspective, it helps us to:
- Present video know-how in-context.
- Enhance the customer’s search and find experience.
- Deliver a content mix of of different types of videos: bite-sized ultra-short ones, step by step how to guides as well as videos that are relevant to specific customers (personalized and customized).
We were able to improve our customer satisfaction by 8% and deflect ticket creation by 35% and we anticipate it will only improve in the next 2 quarters.
Finally, you can use videos to automate your customer success follow-up. Use video to follow up with your customers, helping them with any next steps they should take. You can use video to check in with them, give them updates, and answer their questions.
You can also allow them to ask questions over video as part of an asynchronous communication with your customers.
By using video to automate your customer success work, you can save time and effort while still providing your customers with the information they need to be successful.
Send Personalized Video Messages to Customers
Personalized video messages are a great way to engage with customers. They can be used to thank customers for their business, give them updates about new features or products, or simply check in to see how they're doing. This personal touch can help build loyalty and customer satisfaction.
Video messaging can also be used to cross-sell or upsell customers on other products or services you offer. This can help increase revenue and customer lifetime value.
Create a Help Center Using Videos
A video "help center" or knowledge base can be a great resource for customers. Use it to provide step-by-step instructions on how to use your product or service and to answer common questions that customers have. This reduces the number of support tickets you receive and improves customer satisfaction.
In order to use video knowledge-base to improve customer success, you'll need to establish a process for creating and distributing the content. This can be done through a number of channels, including:
Your App (software)
Create a help center on top of your software (in-app), where customers can see the video in-context and when they need it. It has many benefits: easy to implement (no code), contextual recommendations, personalized content, searchable videos and more.
You can use video on your website in a number of ways. You can embed videos onto specific pages (such as your product page or pricing page), or you can create a video library that visitors access. You can also create pop-up videos that appear when someone is about to leave your site.
Your Customer Branded Video Portal
Personalized and branded knowledge bases. Each customer has different needs and wants, you can easily address those by creating a customer branded video portal. The customer can login to that portal who has all their brand features (logo, colors etc) and find all your pieces of communication there. Anything from your zoom recordings, to short videos guides, new features they asked for and tips and tricks.
Your Email List
Incorporating video into your account list is a great way to engage your customers and get them to take action. Include a video in your email signature, or create a series of educational videos that you send to your list on a regular basis. The important thing is that you need to make sure you get the analytics you need to learn and action on your activities. Who viewed your videos, for how long, did they engage with it.
To summarize it, Get Started on Customer Success Videos. Customer success is all about providing value and building relationships. Video is the perfect tool to help you do both.
As the Director of Marketing at Guidde, Moran Altarac drives the company's overall Marketing and go-to-market activities. Before joining Guidde, she served in different Marketing Strategy roles in companies like Nutanix and Rubrik. She has over 18 years of industry knowledge and vast experience leading high-growth B2B Marketing teams.