Log in and let’s take a stroll through how your customers use your videos so you can optimize them for impact. Take location or device data, for example: Customers from different countries may have different language preferences Urban and rural customers are likely to have different questions Mobile and desktop customers are likely to have different viewing habits These differences can be illuminating, and if you don’t tailor your videos to your audience, customers may not find the answers they’re seeking. If most of your viewers are on mobile and you don’t include subtitles, they probably won’t watch your support videos. Find out how they watch Use persona-based viewing data to compare individual videos to each other. Do customers commonly watch some videos all the way through and not others? Here are a few areas you might explore with customer research: Ask customers how they feel about self-help videos Track video as a touchpoint in the customer journey Ask customers how you might improve their usage of support videos Track whether video resolves complaints or serves as a precursor to a support call With data in hand, you can start to optimize and improve your video library. Watch our Chalk Talk, Increase Customer Satisfaction and Reduce Support Load with Video. We were unable to load Disqus. Attach Log in with or sign up with Disqus or pick a name Disqus is a discussion network Disqus never moderates or censors. Load more comments Powered by Disqus Subscribe Add Disqus to your siteAdd DisqusAdd Privacy SECURITY WARNING: Please treat the URL above as you would your password and do not share it with anyone.
Congratulations if you’re among the thousands of businesses that have created a library of customer support videos! Just don’t celebrate too hard—creating them is only the beginning.
Like any product, your videos are targeted to solve a specific customer problem. You can’t know if you’ve achieved your purpose and whether they are measurably impacting your support metrics until you start looking at the data. Data which, if you’re using a video support platform, you should have access to a treasure trove of through your analytics.
Log in and let’s take a stroll through how your customers use your videos so you can optimize them for impact.
How to know if your customers find your videos useful:
Find out what they’re watching and where
Knowing how, when, and where your customers consume your videos can tell you a lot about what they’re seeking. Take location or device data, for example:
- Customers from different countries may have different language preferences
- Urban and rural customers are likely to have different questions
- Mobile and desktop customers are likely to have different viewing habits
These differences can be illuminating, and if you don’t tailor your videos to your audience, customers may not find the answers they’re seeking.
Just consider the phenomenon of the silent mobile video. Over 85 percent of videos on Facebook are viewed without sound. Why? Because most Facebook users are on mobile, most people on mobile are in public, and most people in public don’t want to bother others. If most of your viewers are on mobile and you don’t include subtitles, they probably won’t watch your support videos.
Always collect post-video feedback: Use a pop-up to query customers on whether videos sufficiently answered their questions. Learn more here.
Identify all the location, language, and device characteristics of your customers and review your videos to make sure they’re a match.
Find out who is watching what
Filtering your customers by customer persona can reveal a broad range of viewing habits. You may find that certain complaints are specific to specific industries, such as banks being overly concerned with data security or software startups being ravenous for technical details. You may find that new users commonly exhibit a deep interest in setup videos while long-time users are far more interested in upgrades, workarounds, and patches.
Write down the viewing habits of each persona and compare those to their support metrics. Are videos having…
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