How To Improve Customer Service With Video

JT Ripton

Keeping customers happy is critical to your business’s success. That’s simple enough in theory, but in practice, delivering great customer service can be a challenge. According to the Harvard Business Review, buyers are four times more likely to walk away from a service interaction feeling disloyal to a brand than loyal.

Fortunately, businesses have more support channels available today than ever, and video is one increasingly vital tool every company should use in their customer service. What are its most powerful applications?

How-to videos

The how-to video is a simple, effective way to engage customers. Rather than expecting buyers to explore new products by themselves—which may be time-consuming and confusing, especially with complex technology products—how-to videos walk them through the item’s functions.

Smartphones, for example, can be intimidating, especially for customers upgrading from more basic models. Instruction manuals tend to be somewhat vague, and your customers should never have to scour other websites searching for answers.

Producing a how-to video that demonstrates how to get the most from their purchase shows buyers that you care.

While customers can contact support agents to learn more, simply watching a video on your website is more detailed and incorporates visual aids. They can also refer to videos repeatedly, unlike a call to a support team.

FAQ videos

FAQ pages are a common feature on business sites, for good reason. These give potential and existing buyers the chance to find key information with minimal hassle.

Still, there is room for improvement: Customers need to browse the FAQ section themselves, which can be frustrating and time-consuming, especially if these sections are long. Buyers can contact brands via social media to get quick answers to questions, but responding the same queries isn’t the most efficient use of time.

Instead, FAQ videos can walk customers through certain processes (for example, opening an account, paying a bill, finding different products, scheduling a delivery, etc.) using visuals of the website itself. It’s faster and simpler.

Brands can build a catalog of FAQ videos on their websites and respond to social media queries with a link to the most relevant video.

Live video chat with customers

Live chat is a popular customer-service tool for businesses. At the touch of a button, buyers can begin a conversation with a support agent to resolve issues and have their questions answered.

However, most chat is text-based. Articulating technical problems in text form can be difficult, while having to wait for each other’s response can take more time than customers would like.

Live video chat is a faster, more personal customer service option. Face-to-face conversations are more engaging, allowing support agents to read customers’ body language and handle situations in the most appropriate manner. Agents can also deal with calls faster, boosting productivity.

Adding a click-to-call function to your business site or app is simpler than you might think. The most high-end video chat software development kits (SDK’s) accommodate clear global calls between customers and businesses, empowering customers to initiate video chats at the touch of a button.

Customer review testimonials

Customers can find reviews from other buyers on specialist sites or social media. Any buyer can share their thoughts on a business’s services or products to help others make their decision. They have real value, too, with 88% of consumers claiming to trust reviews as much as personal recommendations.

Asking satisfied customers to provide testimonials gives prospective buyers peace of mind and cultivates a positive image, but a certain level of trust is required—after all, anyone can write a testimonial under a false name.

If satisfied customers are willing to record brief videos explaining how your business helped them, you can create a more engaging, authentic overview of your services or products than simply using a few lines of text.

Always use real customers, not actors. Prospective buyers will be put off if they suspect videos have been staged.


Webinars can show the human side of your business, revealing more of the skills and expertise that bring your products or services to the market. Webinars may demonstrate upcoming items, a Q&A (with questions submitted by customers), or anything else you have in mind.

Hosting live webinars allows viewers to interact with your presenters, and any questions or concerns may be addressed instantly. This demonstrates your business’s willingness to be open and involve customers.

After webinars have ended, you can add them to your website and share them across social media for repeat viewings. They may even be edited into smaller sections to cover specific topics for easier reference so customers don’t need to search through a longer video.

Video has the power to help you build a stronger connection with your customers while providing faster, more convenient support. Integrating video into your customer service strategy today will help you stand out from your competitors before it becomes more common.

For more on video as a marketing tool, see Selling To Goldfish: Responding To Decreasing Attention Spans Of Customers.

About JT Ripton

JT Ripton is a freelance business and tech writer out of Tampa FL. JT likes to write to inform and intrigue