How to use B2B SaaS Videos For Customer Success Teams
Customer service is probably the most important factor that decides the success of any business.
When it comes to B2B SaaS, customers expect even a higher level of customer experience as the competition is more intense. The quality of customer service is often a deciding factor for many B2B SaaS customers. According to Microsoft, as many as 90% of Americans consider customer service before they do business with a company.
Good customer service can help increase customer satisfaction and help companies achieve Customer Lifetime Value from every customer they are doing business with. Most importantly, looking after existing customers well, they can afford to have a few lean months where finding new customers may be difficult.
Needless to say, building a competent SaaS customer support team and streamlining your customer service workflow is essential for the success of B2B SaaS businesses.
If that sounds like a lot of work, it is!
Fortunately, B2B SaaS customer support videos can help you do that. Customer service is a broad term and therefore offers a lot of scope to the use of training videos to create a bunch of satisfied customers.
In this guide, we will look at 10 examples of B2B SaaS customer support videos that caught our attention for various reasons:
A B2B customer service video is a type of customer support video that is used to look after the needs and improve the customer experience of a business-to-business customer by teaching their employees how to better serve customers.
SaaS customers are more likely to use B2B SaaS customer support videos as a means of communication than other types of customers. They prefer onboarding video because it’s easier to get the information they need from the company they’re purchasing from.
The goal of these onboarding videos is to make sure that the customer understands what they are purchasing, and that the customer has all the information necessary to help them make their purchase decision.
Customer service videos are important because they help customers understand things like filing a complaint, getting a refund, troubleshooting, and so on.
In addition, customer service videos can be used to keep customers informed about product changes or updates. By providing concise explanations and demonstrations of how to use various features of the company’s products or services, customer service videos can make interactions with the company much more pleasant for both parties.
There are many different types of B2B SaaS customer service videos. The most common types are product demo videos, customer testimonials, and onboarding videos, collectively known as customer service or customer support videos.
How can product training videos be used as B2B SaaS customer support videos?
Since the introduction of software as a service (SaaS) products, businesses have been using these applications to manage and automate their operations.
While this shift to the cloud has eliminated the need for companies to maintain and upgrade their software installations, it has also created a new challenge: How can employees be quickly trained on how to use these new tools?
Let’s see how B2B SaaS product training videos can help:
Example: CRMNEXT
This training video example is created by Content Beta for CRMNext, the financial CRM. The beauty of this customer support video is that it is about a minute long but demonstrates how to improve customer interactions.
It uses the example of a customer, Joe, who is traveling abroad and wants to update his credit and debit card profiles. A simple-enough task only if you know how.
The customer service video uses simple graphics and screenshots to show how CRM Action Center guys can do it using just a few clicks. This simple customer support video has just taught customer service reps how to do it the right way and make sure that Joe has a great experience with his business trip.
Example: HubSpot
Hubspot is a company that specializes in B2B solutions for inbound marketing, sales, and customer service. They are known for their “Keep it Simple” philosophy, which is evident in their products and marketing.
This customer service video does a great job of introducing the company and getting its message across.
The video addresses a pain point that many businesses have, which is the difficulty of growing their customer base. HubSpot offers a solution to this problem by providing a platform that makes it easy to track and engage with potential customers.
It is important to make sure your employees know how to answer your customers’ questions and concerns in the right way because if they don’t, you will get negative reviews from your customers.
For a large budget, you may want to consider a more comprehensive online video course.
Typically, a video course is divided into short videos that deal with one topic at a time, making it easier for employees and customers to learn about a new feature at a time.
Customers, on their part, do not have to call up customer support to ask for help if they run into an issue while using your software.
Example: Kissflow
This video course from Kissflow is path-breaking for several reasons. They wanted to revamp Kissflow Academy to cut down time for support tickets as well as the onboarding process.
Apart from its high production values and how user-friendly the course is, the results achieved with the video course are impressive. Look at the statistics after 6 months of launching the course:
Plays – 4918 | Hours watched – 275 |Average Completion Rate – 75%
Here is one of the training video lessons from the video course:
As B2B SaaS companies continue to grow, customer onboarding videos are becoming increasingly important to help onboard new customers and keep them engaged.
These customer support videos can help explain the features of the platform and answer any questions new users might have. They can also be used as a way to introduce company personnel, highlight key product features, and provide tips for using the platform.
These training videos can be used to introduce a company’s products and services to new customers. They should be short, but still contain all of the necessary information that a new customer would need to get started.
In addition, they should be well-designed, informative, and easy to understand.
Example: Asana
Asana is a company known for its well-made customer support videos and this one does not disappoint at all.
This onboarding video shows viewers how Asana can make it easier for teams to get the work done by helping in assigning, organizing, and focusing on the most important work.
What is impressive about the video is that it uses an analogy to drive home the core message of the app. The graphics and transitions are top-class and go well with the calm voiceover.
These training videos show potential customers how they could use the product to solve their problems or achieve their goals. Use cases can also include explanations of how to get started with a new software or app, for example.
Example: WIX
Wix is a popular website creation tool, which allows users to build websites using a drag-and-drop approach. This means even people without coding knowledge can create highly functional websites.
This customer service video is 8:28 minutes long and teaches viewers to add products to WiX eCommerce sites. Sitting behind a desk in a room with minimalist decor, Henry, the young instructor puts viewers at ease immediately.
The instructor, a learning designer at Wix, uses his eCommerce store that sells streetwear, cosmetics, and accessories as an example. He starts by assuring the viewers that by the end of this course, the users’ online store would be ready to start selling.
The video has been divided into four sections that take the user, step by step from Intro and adding products to updating product details and tracking inventory.
No flashy graphics or eye-dazzling transitions. Just transfer of knowledge from the teacher to the taught!
This customer support video is a lesson in how conventional training videos with screenshots and annotations can work wonders.
‘How-to’ videos can be a great way to add value to your B2B SaaS business by allowing them to use it in several ways.
If a customer has a problem, it is quick and easy for your employees to search for the ‘How-to’ video which fixes the problem, helping them to cut down on unnecessary work.
In fact, these customer support videos can help both your customers and your employees. They can help your customers to look at the product in a different way and understand the different aspects of the product or service.
Best of all, they are a great way to reduce customer support tickets.
Example: TapClicks
Look at this example of a customer service video from TapClicks. The video is simplicity itself. The host presents a topic and proceeds to explain how it is done. The presentation is professional that puts users at ease immediately.
There is no rush or skipping over steps. True to its genre, the video explains how to do that task efficiently.
If you have a small budget, you may want to consider a webinar, which is typically cheaper than video courses and is available on demand. Furthermore, they are live and they provide the opportunity for interaction with the instructor.
How do B2B SaaS webinars help with customer service?
By providing a live, interactive experience for customers and employees, webinars can be extremely valuable for customer support. This is especially true for B2B SaaS companies, as webinars allow customers to ask questions and get help from the company’s representatives in a setting where they are comfortable and familiar.
In addition, webinars can provide employees with the opportunity to learn new techniques or improve their existing skills.
Example: Drift
Drift is a top player in the conversational marketing space. When they do their webinars, it is time for both aspiring and seasoned marketers to drop everything and catch the action.
Some sample topics covered by them include, “A complete guide to account based selling”, “Hey Marketers, this is how you can actually get started with AI”, and so on.
These customer service videos show how the product works in a live scenario. They can be used to answer questions about the product, show how it works, and demonstrate its features.
Product demo videos can be used as effective customer support videos.
A customer service rep is expected to provide great customer service by being able to effectively demo the product. Thorough product knowledge helps them quickly and easily explain what the product can do and answer any questions customers may have.
A good B2B SaaS product demo video will:
Example: Pendo
Pendo is a product intelligence platform that helps companies improve their products.
In this product demo video, Pendo walks us through the key features of their platform. They show how their product can help companies understand how their users interact with their product, and make improvements.
This customer service video relies on funky graphics to show the functionality of the product. Colorful cards containing important features pop up on the screen as the narrator explains the utilities and benefits, all without having to use a single line of code.
Certainly, it is an interesting concept that is different from the usual product demo videos.
How do video tutorials help with B2B SaaS customer service?
As customers increasingly turn to online resources for assistance with their SaaS businesses, companies must offer a quality customer service experience through video tutorials.
In order for these tutorials to be effective, they must be created with the customer’s needs in mind. Additionally, well-made video tutorials will provide customers with the information they need in an easy-to-understand format.
This can help reduce the number of phone calls or emails that need to be made to resolve a problem or question. Therefore, video tutorials are an essential part of providing good B2B SaaS customer service.
Example: ManyChat
ManyChat is a Facebook Messenger Chatbot SaaS businesses can use to increase product sales, customer engagement, and generate qualified leads. It delivers instant support through personalized conversations.
With so much functionality on offer, if you thought that a tutorial would be a good addition to their learning resources, you would be exactly right. Have a look at this well-made video tutorial that explains the working of ‘Live Chat Roles’ with clear, step-by-step instructions:
These B2B SaaS videos explain what customers think about the company and its products. These can be interviews with satisfied customers or short clips of customers talking about their experience with the company’s products.
Customer video testimonials are a simple and effective way of getting feedback from customers. This can be used to train customer service teams on the best ways to handle customer queries.
Customer testimonials are a great way to:
A remote customer testimonial, they tell you, should ideally have one client talking about how wonderful your product is and how it helped their company to tackle some long-standing problems.
Well, there is always an exception to every rule that produces surprising results. This video from Metadata.io where satisfied customers take turns to talk about the app. And their testimonials are packaged into one kickass remote video testimonial.
Before we wrap up, let us recap how can SaaS videos can help improve poor customer support and service.
Customer service is an important aspect of a SaaS business. It helps with customer retention and client loyalty. Poor customer service, however, can turn away customers from your business for life.
Offering great customer service is the only way B2B SaaS businesses can keep their customer relationships strong
And the easiest and the best way to do it But an often forgotten way SaaS companies can better retain customers is by offering high-quality, compelling, and easy-to-understand customer service videos that are easily accessible via their SaaS platforms.
First, identify your target audience, who you’re hoping to reach, and what their needs are. Knowing who you’re catering to will help you create videos that you can tailor solutions to meet those needs. With video, your choices are unlimited because technical information is best conveyed with videos. So anything from onboarding to webinars, they all help.
By watching these customer support videos, customers can learn how to use the product in the most efficient way possible. This can lead to better customer success and satisfaction. In addition, product training videos can help to build customer loyalty by providing an excellent customer experience.
Customer onboarding videos are an excellent way to build brand loyalty and retain customers. By providing a clear overview of the product and helpful tips for using it, companies can ensure that their users are satisfied from the start. Additionally, customer onboarding videos can help reduce support costs by helping new users get up to speed as quickly as possible.
Video courses are an excellent way to improve customer service for B2B SaaS businesses. By providing step-by-step guides and how-to videos, businesses can show their customers exactly how to use their products and services. This can help to reduce customer support requests, and also help customers to get the most out of your products and services.
Video tutorials can be used to answer common customer questions, or to provide more in-depth training on specific features. They can be used as a self-service resource for customers or can be used to supplement live customer support. Either way, video tutorials can help improve customer satisfaction and reduce support costs.
