I have spoken to a number of support leaders who have tried video for support without success. The process of creating and maintaining videos is challenging, but is now the right time to reconsider video for support?
When I was a support engineer (many, many years ago), my team leader tasked me with managing our customer-facing knowledge base. Soon enough we started talking about ticket deflection and moving from the 300-page physical manual we used to send our customers, to online help within our knowledge base.
Over time, we transitioned from email to the creation of tickets online, where we offered knowledge on-demand and ticket creation and tracking within the same system. It also helped us improve our internal tracking and documentation of issues.
The next big thing was online chat. We wanted to reduce our back-and-forth and provide immediate relief for issues that can be resolved quickly. Moving from email communication to live chat helped us understand the customer better. It also helped us clear misunderstandings quickly and solve issues that were taking several days to resolve before.
In the decade+ I've been managing support organizations, the ways to consume support content have evolved from the isolated knowledge base to the customer portal, and now to in-app widgets that provide one shop for all customer support needs within the product.
One area that did not see much innovation over time is how we deliver knowledge to customers. Regardless of the medium and platform (article, email, chat, etc.), the way we share how-to knowledge remains heavily based on text and screenshots.
I've invested significant effort over the years as a manager in ticket deflection, productivity, and scale. Among other efforts, I push my teams to generate customer-facing articles and create canned responses/macros as one of the main team KPIs. It helps to an extent, but the medium has its limitations:
This results in a situation that creates a glass ceiling in terms of how much metrics can be improved. This hinders our ability as customer support leaders to increase scale and enhance the customer experience.
The video format seemed to be the solution as it presented a level of personalization that text and screenshots cannot reach. Customers loved our marketing videos so why not take support to the next level by utilizing its advantages:
I've pushed my team to try it out and send customers videos instead of text and pictures, and it worked as expected. Customers understood the explanation better, and the customer satisfaction score was higher compared to the alternative, but there was one major hurdle.
The team did not like recording videos, and they had a difficult time adding video creation to their day-to-day workflow.
So what stopped the team from buying into videos:
Ultimately, it didn't take with the team and became a habit. Although I'm a huge fan of video, the transition was too challenging for my support team to handle.
One of the main things that attracted me to Guidde when I joined to lead the customer success organization was that the product that we have created is focused on addressing the exact pain points that I've experienced as a manager and that my employees have experienced when recording videos.
We've interviewed a large number of support leaders. We've heard about the challenge of doing more with less. We've heard about knowledge preservation as a result of attrition, and the desire for more ticket deflection.
We've combined the feedback from the wide variety of leaders that we've met with, with our own experiences and conclusions, and as a result have launched our Automated step-by-step video format.
The brand-new format makes video creation easy while keeping the content professional looking (based on the look and feel that our marketing team designed). Removing friction from the process and delivering an engaging format that customers can understand better.
We've tested it on our own support team since the first beta, and we found it easy to create and share. Our system of choice is Intercom, which we use to deliver in-app customer assistance and enablement. We've added our automated videos to our help center, macros, and in customer tickets. The results so far have been very positive: 80% of tickets are closed with the first touch, and looking at our help center reporting, we see customers are consuming our articles and we see a significant improvement in the number of views resulting in tickets. On top of that our satisfaction score has been a constant 5 out of 5 since we started using the format.
I invite you to give it a try and see if it can help your team as well. We welcome your feedback!