Why Video Guides Make Great Customer Support

Imagine knowing a potential customer so well that you knew exactly what they were going to ask. You’d know their concerns, their worries, and what information they’d need before they’d feel confident enough to buy.

You could prepare answers to all of those questions, and as soon as they asked, you’d be able to pull up your sheet and reel off the answer.

It wouldn’t be thrilling, would it?

The potential customer would know everything they need to know. But the experience wouldn’t be engaging.

And yet that’s exactly what websites have tried to do for years. They create pages of Frequently Asked Questions, and wait for their potential customers to dig around until they find the information they need. It saves time spent by customer support staff answering questions that come up again and again but it also forces the customer to do all the work. They have to teach themselves what they need to know.

On the customer journey, browsing those pages would be a negative experience.

A good content strategy regards that need for customer support not as a problem that has to be overcome but as an opportunity to make new customers welcome. It’s a chance to do more than supply information. It’s an opportunity to display understanding, create engagement and build a relationship.

Instead of simply listing the information for the customer to read, a content strategy turns that information into content for the customer to enjoy. By choosing the right presentation method, the company has a chance to introduce itself and show its personality. One way to do that is to use a training video, especially when the topic is complex.

Buyers of financial products, for example, often struggle to know what to ask. For Migdal, one of Israel’s leading insurance companies, we created a video that explained how pensions work and how customers should invest for the long term.

As we designed the video, we didn’t think only of the information we needed to communicate. We also thought of how a viewer would have wanted to absorb that information, and how they could feel that they were becoming smarter as they watched it. We wanted them to believe that they were watching because they wanted to know the advice it contained, not listening to something that they felt they needed to know.

Above all, we wanted the video to cause the viewer to see Migdal as a welcoming, friendly place, a trusted company that understands the level of their knowledge and can be relied on to guide them to the right financial product for them.

Companies always need to be available to answer their customers’ questions, and they often see that task as a chore. A content strategy turns that chore into a chance to create trust and form the start of a new relationship with a new customer.

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