If a picture can speak a thousand words, then a video can sing them in soprano. Considering that ninety percent of information processed by the human brain is visual, moving pictures are a game changer for unlocking effective customer self service. As contact centre managers, video content is the cool kid we all need to befriend as a tool to disseminate information. We need its enviable ease and swagger to enable effective self service. This means including video in our self service customer knowledge bases.
Download Now: ‘Power of Video’ Top 10 Takeaways
Why is video content so effective for self service?
Rapid recognition
Not only is 90% of the information we process visual, but we process visual content 60,000 times faster than text. Our eyes are attracted to movement and our minds love it, meaning that video barely breaks a sweat to grab our attention, whereas phone conversations and written articles have to work harder. Which means video content is a vital component for composing customer knowledge bases!
Give me a self service example…
Consider self service knowledge articles for a coffee company. The pain-free alternative to talking under-caffeinated customers through renewing their subscription over the phone is a quick video tutorial on how to set renewal dates. The second option empowers the customer and avoids any agent roastings over the phone.
Retention
Visual content is way more likely to lodge itself into our long-term memories. The trick is to give it three days. After this space in time, we’re only likely to remember 10% of information we’ve heard or read, compared to 65% of information that we’ve seen. Which makes video content gold dust for troubleshooting common customer issues. Visual knowledge bases are capable of accurately, concisely and sustainably troubleshooting FAQs by sharing information in a memorable way, through video.
Give me an example…
Goodwill Hunting. Just kidding. An effective self service video article doesn’t need to be an arthouse masterpiece. It can be as simple as a short clip letting customers know how to check if their favourite groceries are in stock. The joy of knowledge articles is that a box of porridge can be the main character.
Emotional Response
Whilst we’re not trying to win Oscars with self service videos, customer self service tools undoubtedly need to make customers feel connected and valued in order to achieve seamless self service. Visual communication is often better retained because it really reaches people, which helps them to remember it. The shapes, colours and structure of visuals spur multi-sensory responses in the medial temporal lobes of our brains, which is where our emotions are processed and memories are formed.
Give me an example…
Are you more likely to read a long email about how to book train tickets, or watch a step-by-step video which makes it clear where to click, whilst playing some music that gets you psyched about the journey? Self-service doesn’t have to be dry.
Improve understanding
Video content can often make things more digestible. Images are universal in a way that words aren’t, removing such a regular need for translation and localisation. Videos can also be consumed at someone’s preferred pace, optimising the accessibility factor of self service. Video also breaks down complex concepts quickly. Imagine if you had a step-by-step animation to help put up the new bed on move-in day, instead of the scrunched-up pamphlet you threw at the wall. You’d actually sleep that night! Infographics have been reported to make complex data 80% more digestible than text alone. Visual content saves time and energy for both customers and agents.
Give me an example…
Imagine if you had a slickly produced set of onboarding videos on the first day of a new job, instead of 73 patronising meetings with Claud from IT who thinks preaching is the same as teaching. Imagine. Self service FTW.
What makes an effective self service video?
You are more than welcome to let us at Adexchange worry about this bit, but here are the vitals:
- Script. Words very much still have their place in driving effective communication. Write like a human and choose them carefully (make ‘em snappy), place them like fine china (strong structure)….and watch them work a good honest shift.
- Visuals. We’ve banged on about how powerful these are, so it’s important to use the right ones to drive the self service results we need. Does each visual component serve a purpose and back up the script? Are they also in line with your brand guidelines? Have you considered captions for accessibility?
- Audio. Sound is often the glue between, as well as the flourish on top of, text and visuals. It’s worth taking time to find the right brand voice, the right music and the right overall sound of slick self service.
How does video affect customer experience?
We’ve established that video is the preferred medium for the world’s number one contact centre: the human brain. Our customer knowledge bases should always be married with visual cues for the following reasons:
- Content with strong optics empowers and connects with our customers.
- This leads to smoother customer journeys, effective self service, unlocked knowledge and greater brand loyalty.
- It also replaces repetitive emails and phone conversations, which massively eases the load on our customer service team.
- Making self service videos a solid investment for boosting customer knowledge, journeys and satisfaction.
But with all power comes responsibility.
Whilst effective visuals can convey information quickly and profoundly, ineffective visuals can muddy our messages. A misguided infographic or ineffective screen walk-through can cause chaos by complicating information and confusing our customers. But do not panic.
If identifying how best to visually deliver your content sounds like a cumbersome task for your business, don’t worry, it’s our favourite kind of conundrum at Adexchange. Drop us a line so we can help paint the pictures.