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Video has risen in recent years to the forefront of any marketing campaign, recognized as the optimum medium to elevate brand awareness and share a company’s latest product buzz with an increasingly diverse and sophisticated audience. It’s so easy to work with; platforms are readily available, simple to learn, and hyper affordable.
High-quality results can be achieved on a budget; wonderfully powerful camera devices reside perpetually in customers’ pockets via their cellphones, and editing software often comes either built-in with install packages or as an included feature in video content management systems. To sum up a lot in a little, video is a marvelous marketing democratizer.
Naturally, video and marketing make for the perfect fit. However, your company can find a multitude of other uses with video elements that will expand the scope of your video infrastructure to simplify and augment a plethora of facets for your business.
Your video strategy shouldn’t just be reserved for delivering marketing materials via social media platforms like Twitter, Facebook and Instagram in the hopes of catching a scrolling eye. Your customers want video content. They interact with it all day long in their personal and professional lives — but that doesn’t mean they’re dying to see more advertisements!
If your ultimate goal as a business is to construct a base of customers who can flow freely through your funnel and become customers for life, with opportunities to facilitate stronger bonds, video is the key.
Harnessing its power gives you the opportunity to pursue it at every stop along the way as a means to create constant customer growth, maximize customers’ personal experience and cater your products and services using a method that will target their goals as a business and help them to succeed. It’s a true B2B pathway toward mutual success through an emphasis on the customer service portion of the relationship.
There are many ways to redirect video content as a tool to advocate for your customers needs. The following approaches could be most vital in creating sustained growth for them and for you.
Creating and Maintaining a Self-Administering knowledge base System
As much as we love our customers and appreciate hearing from them on a regular basis, managing a lot of accounts can be incredibly time consuming. Besides the time we devote, we can’t always be sitting at our phones available for them on a whim. There’s only so much of us to go around, but we want our customers’ needs to be met.
From a tech support and customer relations perspective, having a one-stop shop to handle the bulk of customer requests and inquiries that can be self-administered is an absolute godsend for sales representatives. That is why taking the time to set up a committed self-administering knowledge base system can be so crucial to assisting your sales team and providing post-product purchase support for your customers.
The knowledge base is essentially a video memory bank of documentation as it relates to the most frequently asked questions about the products or services you provide. It might provide additional insight into company details as well, including corporate structure and staff introductions. More than anything, it’s a source of knowledge meant to help your customers access answers to their most urgent questions on their own when you can’t be there for them.
In-depth troubleshooting instructions for completing certain common tasks and product deep-dives are great uses of the knowledge base. It should be centrally located and a focal point of your post-purchase support, developed and advertised as a self-service station for your customers to scan through and consult.
Video instructionals are the focal point of the self-service knowledge base. The goal should be to recreate, as much as possible, a true, authentic real-life customer experience in the video setting, avoiding impersonal narratives to deliver face-to-face communication via a digital method.
Include in the videos that comprise the knowledge base visual personalization, including introductions with your face in the video. Consider including a second screen throughout the video showing you talking, replicating a Skype call, during the process.
Add humor, and reference past company meetings or conferences attended to create a true connection that customers can latch onto. If a user on the opposite end can think to themselves, “Oh! I totally remember the speaker at that trade show last year. That was awesome!” then you’ve leveraged your interpersonal character to pull into the past and demonstrate the depth and length of your customer relationship.
Using a program such as a video content management system (VCMS) will streamline the entire process, allowing you to host your knowledge base and customize the layout that your customers interact with on a daily basis. From the aesthetics to the content organization, you can choose your own adventure with knowledge base structures to maximize your support.
Organize by product or service, or by question type, and keyword searches will scan both video titles and video content to deliver tapplicable videos that will best address your customers’ questions.
Just as well, the video production itself doesn’t have to be a masterpiece. Using just the webcam affixed to your computer and a built-in mic or podcasting USB microphone, you can deliver awesome results that will get the job done.
With all of this said, the knowledge base should be a supplemental program and not the sole source of your customer support and relations. It’s a bonus to buying your product, a perk for your customers with positive time management aspects on your end.
Some people simply may not find the audio component useful during self-serving; it may be distracting for certain types of learners. In other cases, video just isn’t as user-friendly as other outlets. Sometimes a basic scanning of a text step-by-step PDF will fair better, so consider including video transcripts and additional support materials linked to your videos.
Overall, the entire process of the knowledge base is the ideal way to deliver a customer service supplement that you can tout when trying to sell customers on follow-up support for your product. By offering the knowledge base as just one more service they’ll receive as a customer, you can get a leg up on the competition. With simple video production methods and affordable programming software options, you can get the job done on a budget.
Tech Support Video Messaging Services
People absolutely love having a face to go with the name. It’s a lot easier to deepen a client relationship when those personal, visual elements are involved. If you evaluate body language and determine cues to direct a conversation a certain way, your relationship will blossom.
When possible, always offer a video messaging option to customers over the strict phone option. This is particularly important when you know in advance that the call is going to be tech related. Being able to discuss and pull in computer…