Perhaps the most satisfying buying experience is when you are dealing with an expert who knows their stuff, helps you make a decision, takes the time to show you what you’re purchasing and understands what makes you happy.
The truth is that much shopping these days no longer delivers this experience. We recently blogged about the demise of Comet which has been attributed to poor customer service as well as a poor understanding of their customers needs.
Where I live there is actually an old fashioned butcher’s shop, with a real expert behind the counter who remembers his customers and provides great service.
Video can help onlne recreate some of this experience. Many businesses are starting to combine online video with social media in order to bring back the kind of customer service that we all crave. Video gives the selling experience personality, enables expertise and guidance and also shows the customer what they’re buying. Social media enables the chit chat of the marketplace. Geat sales automation of course also then ensures the customer is shown stuff which is likely to be of interest.
Here are a few good examples.
How Web Presenters are helping businesses to communicate better
Avis Portugal wanted to highlight the benefits of a new service that they introduced to their website last year. It’s a more complex sell than straight car hire – but it delivers peace of mind to those renting a car abroad.
We developed a WebPresente presentation with them which has helped their revenue jump by 90% year on year – this is just through a single video:
How can video improve the website customer service experience?
Virgin Mobile in Australia have put together a series of customer support videos that help customers through basic functions on their phones as well as things like online payments. Here is the help video explaining online payments:
This is a screenshot of their help video playlist on YouTube:
Using Video to Give Customer Service Like Your Local Butcher’s Shophttp://www.youtube.com/playlist?list=PL857C7956C116A7E4
I would hazard a guess that they looked at the questions their customer service team most frequently answered and created videos for them.
For products that are a little more complicated and that receive frequent customer service enquiries it is good to create a series of tutorial videos that will walk you step by step through a process.
Vimeo have a very personable help section with images of the support team, a forum and of course the tutorial videos:
Using Video to Give Customer Service Like Your Local Butcher’s Shophttp://vimeo.com/help
The videos are a simple blend of human presenter along with screencast videos so are incredibly easy and cost effective to make.
Product videos can take a number of forms; the basic benefit is the ability to give users more in-depth information than you are able to give through text and images.
The video below is an example of how a company can use video to show the product in its native environment – something you can’t of course do in a shop.
This has the dual benefit of giving detailed product information and answering some customer questions on how to use a product and at the same time it can benefit sales. Users will see the other products that can be used in conjunction with the specific product that they are looking to buy which will aid cross selling.
Live Video Customer Chat
Live Chat has gained significantly in popularity over the past few years and now is a common customer service tool on many websites. However Lands End have taken it to another level with live video chat.
Using Video to Give Customer Service Like Your Local Butcher’s Shop
Their customer service representatives are on hand to chat with a web cam (the customer does not need to use their web cam).
The customer service rep can then provide a personal shopper service where they navigate the site live with the customer to show them products and compare with others, they can give detailed product information and can establish personal relationships with the customers.
Here is an interview with the Lands End Customer Care VP.
Shopping online is getting more interesting,and the ways to differentiate ecomerce sites are growing. Smart retailers are bringing their sites to life, and delivering some of the experience we hope to get in store – and even more.
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