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The number of customer service interactions requiring human support, which stood at 60 percent in 2014, is expected to drop by half over the next two years as self-service alternatives grow more popular, Gartner reports.
According to Forrester's Kate Leggett, 67 percent of consumers already use web self-service to find answers to their questions, and 90 percent seek solutions online before emailing or calling for help, Synthetix reports. To meet this self-service demand, business performance consultant Barry Moltz suggests several ways companies use video. These strategies are already being used successfully by many companies, both large and small.
One advantage of using YouTube for support is that you're not limited to the platform's native features.
To take full advantage of YouTube's customer support capability, the best practice is to use embedded videos on your site in conjunction with a full-featured cloud support center such as Aspect's Zipwire, which combines its own video interactive feature with a full range of support options, such as interactive voice response, mobile self-service, inbound and outbound voice, email, SMS texting, and chat.
To optimize your customer service, it's always best to track your performance, and this applies equally to video support. Searching for any references to the tobacco brands Marlboro, L&M, Benson and Hedges, Winston and Mild Seven, the team discovered that clips associated with Marlboro were the most watched, attracting an average of nearly 104,000 views each. Of 40 Marlboro videos, 39 had the name Marlboro in the title and 33 appeared to be related to the brand, with images of a man on a horse or the Marlboro advertisement theme.


Tobacco brands deny this, however, several having signed a voluntary agreement to restrict direct internet advertising in 2002. Videos will play an increasing support role, with 50 of the 500 largest global companies currently planning to introduce video chat support by 2018. In pre-sale communications, demonstration videos can show prospects how a product works and how it can benefit them.
High-tech thermostat supplier Nest, for example, uses YouTube product demonstration videos to educate prospects about how their product functions. Upload a video to YouTube's site and then use an embedding code on your site so your visitors can view it there. This strategy enables you to deliver omnichannel customer service in conjunction with YouTube support. Getting in on this trend early will help your company's customer service stand out from the competition.
State Farm uses its YouTube channel to answer frequently-asked questions, such as how to take preventative steps to avoid filing an insurance claim. This enables you to supplement the video with features beyond those you could deploy on YouTube alone.


This tool lets you access information such as which of your support videos are getting the most traffic, how long people are watching them, and what kind of engagement they're generating. Moltz also suggests using video for one-on-one support, including sending a thank-you recording. For instance, you can add text below a video for visitors who prefer to digest information in textual format or who might be having trouble playing videos. Combine this information with your call center stats to gain a broader picture of your customer service performance.
Similarly, you can add PDF manuals, links to other pages on your site, virtual chat support, and email and phone contact information.



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