A great customer experience is what separates successful businesses from failing ones. Care for clients and their needs is a never-ending effort. Companies constantly create new approaches to improve the customer experience. Customer support video solutions are one of the methods many businesses use to better the experience of their customers.
While video chats have been known for quite some time, their implementation is still lagging behind. As technical difficulties and cultural prejudices are fading away, the main difficulty stopping video solutions from wide acceptance is a lack of knowledge of their benefits. Let’s look into how video support can increase customer experience.
What is customer experience?
Customer experience is a set of impressions and opinions customers have about a brand or product. Unlike public relations, these experiences are formed while using the services or products. Good customer experience almost directly transforms to increased profits, while poor experience can decrease them.
While a competitive price and product quality are important, the human aspect of your brand is sometimes even more decisive. Good service and genuine rapport with representatives can transform an otherwise average brand to appear outstanding. That is why most successful brands invest heavily in customer support.
What improves customer experience?
Good design of customer experience requires considering three stages – pre-purchase, consumption, and post-purchase. Although in practice, these stages are intertwined and perceived as one, they pose different challenges. Solving them leads to improved customer experience, which serves the end goal of increasing profits.
Creating an emotional connection is one of the most common tips for a better customer experience with your brand. Studies show that positive emotional reactions toward a brand can be the main motivator for purchasing. Creating them usually falls into the pre-purchase stage and can be achieved by branding.
But keeping the rapport that you create later in the customer’s journey depends on your representatives and what tools they use. Having effective communication here is essential as it will help you to gloss over any drawbacks your products have and will ensure that customers return.
Efficient problem resolution is essential for a smooth customer experience. Too often, companies treat their products as near perfect and are unprepared to support customers after purchase. Having a clear customer experience vision and outlining it in a customer’s journey map are great first steps.
Later efforts include preparing needed resources for your customer success managers – analytics tools, internal systems, customer support video solutions, and other measures. Acting on customer pain points with the right tools and in time will ensure that they don’t disrupt the customer experience.
Being available for your customers is important for the consumption and post-purchase stages. In the first case, availability allows customers to solve problems and learn the correct ways of using your products. For example, car salesmen often follow up with their clients after the sale and help to start using their new purchase.
The reason why it’s important to keep in contact with your customers is to collect feedback after the purchase. It is the only sure way to understand why they chose your products and whether they were happy with them. Calculating net promoter score or engaging in a face-to-face conversation after purchase is best for such feedback.
Customer support video solutions
Video chat software has evolved a lot in recent years. Long gone are the days when customers needed to download additional software and acquire high-tech gadgets to join representatives for a video conversation. Nowadays, customer support video solutions are integrated into websites, and it takes only a couple of clicks for the client to join.
Zoomers and millennials prefer video calls, according to recent research. After the worldwide lockdowns, it is common in workplaces and schools, so companies do not lose much user engagement after implementing video calls into their customer experience.
Integrating live video tools isn’t difficult for companies either. Most software is well-developed and does not require programmers to set up. However, the potential of using video chats to improve customer experience is still unexplored by many businesses.
Benefits of live chats with customers
Establishing a human connection with a brand via email or phone call is almost impossible. The agent appears too anonymous to be trustworthy and caring. Taking time from other tasks for a one-to-one session or a live video conference is a better route.
It betters the customer experience by showing that a real human is there to solve their problems. Conflict resolution becomes much easier, and building a long-lasting rapport with a client is almost guaranteed. Genuine human connection helps in all stages of customer experience.
Customer engagement with brands in social media and review sites is an ever-growing trend. People expect the brands to be proactive and allow them to voice their opinions. So spending time in live video sessions with customers is an obvious next step.
Showcasing products and solving issues with live video tools can help engagement in two major ways. Creating video conferences can establish social poof as different customers will have the possibility to interact with one another. One-to-one sessions help to personalize your offers and educate first-time users.
Increased productivity is a somewhat unexpected benefit of video tools. Most companies rely on text communication or chatbots to increase productivity. However, some products are better suited for a longer face-to-face demonstration. Many luxury brands, software companies, and B2B sales have already found that customer support video solutions are effective.
Solving the problems of customers or swaying them to make the right decision is also easier with live video. The representative has more tools at his disposal. He can see the client’s emotions and body language while establishing genuine rapport.
Customer support video solutions improve products and services through increased productivity, engagement, and human connection. It is exactly what most companies aim to improve by other means. Embracing live video chat will allow your business to stand out from the rest and can only help the cause of bettering the customer experience.