Building Brand Value with Customer Service Training Videos

Learn Top 10 Tips to Create the Best SaaS eLearning Videos

Building brand value with customer service training videos

Are customer service training videos the answer to the most vexing of challenges faced by many businesses? Let’s discuss the merits of the approach.

As far as workplace humor is concerned, customer service jokes are one of the most popular categories. And the best part is that it is a dynamic space, with people waiting out there waiting to provide fresh material and much-needed amusement to the customer service people.

Let’s start with this conversation from a radio newsroom:

Caller: I just wanted to let you know you’re off the air.”
Host: Yes, we know. The engineers are working on it.”
Caller: It would be nice if you put something on the air that says that.”

So how should the ‘Host’ respond in such or similar cases?

Use humor, which is at best subjective? Point out the obvious and risk the caller’s wrath? These are decisions your Customer Service persons will have to make almost instantly.

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In reality, not all interactions are funny but can go on endlessly with neither side being able to make significant headway.

“Remember, customers, are not expected to be knowledgeable. The onus is on you to satisfy their needs as a business, whether you are selling a product or offering a service.”

If you fail to do that, the customers who are feeling benevolent might simply shrug their shoulders and go elsewhere—in a majority of the cases, to your competitors.

We should not like to guess what an irate customer might say!

So is there a case for using Customer service training videos to train your staff or continuing the use of the classroom using PowerPoint slides, PDFs, and handbooks?

Let’s first look at some statistics:

Source Findings
Microsoft 96 percent of consumers around the world cite customer service as a key factor in choosing a brand.
Dimensional Research 52% of consumers say they have purchased from a company again after a positive experience with customer service.
American Express American consumers will pay 17% more for businesses with excellent customer service reputations.
Bain&Co Even a 5% increase in customer retention can result in 25% more profits.
Zendesk Over half of people shared their bad customer service experiences with more than five people.

These are an eye-opening collection of statistics from credible sources no business can afford to ignore. A lot is at stake for your business here—goodwill, revenue, and sustainable brand value.

Luckily, there are several ways to reduce the time and energy spent on answering customers’ questions.

“Customer service training videos are emerging as a reliable way to address the issue.”

PART 1: Why Should You Take Customer Service Training Seriously

With the advent of the Internet, customer service training has become a very important part of running a business because customer expectations are high and the competition is fierce.

Providing good customer service means that a potential customer will stay with your company for longer and spend more money. They will get more satisfaction from your product or service than they would from your Providing fantastic customer service products alone.

Customer service training mainly teaches employees how to treat customers, how to ask the correct questions, how to listen to their customer, how to be understanding, and how to treat the customer as an individual.

Employees who are well trained in customer service will communicate well with others. They will understand what customers are asking and respond accordingly.

“Having great customer service does not mean that it has to be over the top.”

Some simple training means that your employees will be given the confidence to ask for the order change to the exact amount that the customer wants. So, can Customer service training videos really help?

What's the Best Way to Measure Customer Service Quality?

Before we examine how Customer service training videos can help improve service quality, let us understand that customer experience is more important than ever.

In simple terms, customer experience is what your customers think and feel when they use your product or service. It is something which they think about every time they use your product.

It is not a simple thing to measure, but measuring the quality of your Customer Service is your company’s key to growth. It will help your company to communicate well with customers, making them feel more comfortable with your company and stay longer.

Having fantastic customer service does not mean that it is enough. You need to measure it. Here’s what you can do:

Why Customer Feedback is Important for your Business

Do take your customer feedback seriously because it tells you what your customers feel about your product or service. Make sure that you ask your customers questions that elicit a response. This will help to determine what areas your company needs to improve.

Wonder what’s the best way to measure customer service? Simply ask your customers to rate your company on various aspects of customer service. You could use test surveys, send out feedback cards or set up feedback platforms. The questions can be as follows:

  • How much value for money do they believe your product or service provides.
  • Are they happy with how quickly service is delivered?
  • How do they rate the overall level of customer service they received?
  • Would they recommend your product to family or friends?

You can also look at how your employees communicate with your customers. Are they all responding to the customer’s questions? Do they all seem friendly and knowledgeable?

How to Define Good Customer Service?

So, what’s the benchmark as far as customer service is concerned?

According to HootSuite, it is the ‘White-glove Customer Service’. And it is to be accorded across the board, regardless of whether the client is of ‘high lifetime value’ or not.

The rules are simple; be the best you can with the care you provide and the attention you give your customers:

  • Client needs come first.
  • Try to exceed their expectations.
  • Care about their success.
  • Provide them with a personalized and memorable experience.
  • Be proactive in resolving their problems.

PART 2: How Customer Service Training Videos Can Help

10 Benefits of Customer Service Training Videos

If you are a small business or self-employed, you may feel that training events are not for you. After all, you have enough to deal with in running your business.

The alternative is to create your own customer service training videos that can captivate your audience and leave them feeling engaged and interested in what you have to say.

So, why should you use them? Customer service training video are:

1. Cost-effective: Videos tend to be a lot cheaper per head than traditional training events. In addition, you don’t need to travel anywhere, hire extra hands, or rent a space to host the event.

2. Flexible and convenient: Most training events take place at a fixed venue, forcing you to adjust your work schedule to be able to attend. With videos, you get to watch the event at a time that suits you.

3. Productive: Training events are usually scheduled during working hours, leading to lost productivity. As videos can be watched at any time, you will still be able to be productive.

4. Learning at your own pace: Not everybody can absorb information or knowledge at the same rate. With videos, you have the freedom to learn on your own or as part of a group.

5. Documented learning: You can pause at a particular part or skip parts of a video that you think are unnecessary or re-watch the parts you did not understand. This is impossible with traditional training events. The only option you would have is to re-enroll by paying the fees.

6. Easy accessibility: With videos, you can watch training videos at a time and location that suits you and on a device of your choice.

7. Better topic understanding: Oftentimes it is difficult to understand or remember something, especially if it is something you have not done before. They allow you to show your customers a variety of different examples or situations.

8. Better training: Training is often difficult and boring. Using videos allows you to show your employees a different side of training. You can show them different approaches and scenarios which they can then replicate in their role.

9. Better overall customer service: You can create training videos not just on a specific topic but on customer service in general to help your employees to understand that they are dealing with people, not computers. With video training, your customers can see that they will be spoken to in a friendly manner and that their problems will be resolved quickly.

10. Increased engagement: By using videos, you can improve audience involvement significantly. For example, if you are training your employees on how to deal with a difficult customer you can ask your audience for examples of difficult customers they have dealt with.

5 Great Examples of Customer Onboarding Videos

Customer service training videos come in many flavors. Let us look at them and get a feel of why they are invaluable to your business.

1. ManyChat

Topic: Using Live-chat for customer support

Length: 3:34 minutes

Company: ManyChat – The #1 Facebook Messenger chatbot that automates getting and keeping customers happy

Why: The co-founder, Nic Frachon is at hand to explain to you the many useful features of this well-made video that uses simple graphics and annotations to explain the product features.


2. HubSpot Academy

Topic: 7 Essential Customer Support Skills Every Rep Needs

Length: 1:30 minutes

Company: HubSpot Academy is the global leader in marketing, sales, and customer service/support training. HubSpot Academy is the global leader in marketing, sales, and customer service/support training.

Why: The video tells all you need to know about what you need to know about the subject using onscreen text and simple graphics.


3. Kissflow

Topic: Using a process

Length: 6:59 minutes

Company: Kissflow – With products like Workflow and Process management and Digital workspace minimal disruption of work is possible Kissflow – With products like Workflow and Process management and Digital workspace minimal disruption of work is possible

Why: The onboarding video may be considered longish at under 7 minutes (which goes against the conventional wisdom of keeping the length under 5 minutes). But the narration, UX, and flow seamlessly blend to make it an enjoyable watch.


4. Awkward Puppets

Topic: Customer service call

Length: 2:37 minutes

Company: This is a sort of odd choice. Awkward Puppets is a series that focuses on mainly puppet characters who are usually in comedic scenarios.

Why: A humorous Customer service training video that uses real scenarios, real conversation, and puppets. YouTube views: 4.1 million.


5. VWO

Topic: How to measure landing page conversions with VWO

Length: 1:44 minutes

Company: VWO is a connected platform that allows you to easily test your product and feature experiences.

Why: A concise video that tells customers about how to set up free trials but at the same time also briefly introduces other product features.



Before we wrap up, let us summarize the process, step by step, for creating customer service training videos:

1. Brainstorm: Before you begin to create the video, it is important to develop the concept. Think about what you want to make your video on.
Do you want to teach your employees how to treat customers better or do you want to teach them how to resolve customers’ problems?

2. Research: It is important to research the topic and make sure that you provide information which your audience can use in a real-life situation.
For example, if you are wanting to teach your employees about how to deal with a difficult customer, then show them a practical example of difficult customers.

3. Script: The heart of your video. Spend time to fine-tune until you get the flow right.

4. Create: Make sure you have all the resources and tools to create a good video.

5. Edit: From this step onwards, you are in the post-production stage. Editing the video is what gives your video the final polished look.

6. Customize: Personalize by adding subtitles and make sure your video uses the right format.

7. Publish and share: Choose the correct channel and platform to publish your content.

8. Measure: Your job is not done yet. Now is the time to start measuring your ROI based on pre-decided metrics.

9. Feedback: Improve based on the customer response.

Frequently Asked Questions (FAQs)

The main benefit comes from the reduced customer tickets, less pressure on employees, and increased brand value. Any customer-facing or service industry including SaaS, health, hospitality, or call centers can benefit by reducing costs significantly.

Content Beta’s transparent pricing policy removes the guessing game out of video production costs. Our 3-minute video costs about S600 and is delivered in about 10 days. We believe in creating media for your software within your budget.

There are mainly 3 production options. The first option is to do it yourself in-house, the second is to hire a freelancer to do the job for you, the third is to hire a reputable Video Production Agency. It depends on factors like your budget and how much time you can spend.

This largely depend s on the topic being covered. The recommended length is about 3-6 minutes, but longer ones also work well for specific topics. The script plays an important role in the duration of your video. So, make sure you cover all the important points in the prescribed time

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