The ultimate guide to providing customer support via video interaction

All businesses generate more sales if they have loyal customers who keep coming back. One-time customers are always good news, but repeat customers are goldmines for future sales. This is why it is essential to focus on the best ways to increase customer loyalty.

Video has long been recognized as having more impact and a range of benefits over other messaging formats. From brand visibility and recall to a sales tool that can boost conversions, video is the powerful tool that can increase customer retention while providing a better experience. For businesses, video content has never been more important – and sharing video with customers starts from day one.

Onboarding a new customer is a critical time and you need to get the most value out of it. Video welcome messages are extremely valuable and can be used in a variety of ways, including turning customers into brand ambassadors and/or providing all the information the customer needs.

Beyond integration, top ways to engage customers through video include:

After-sales customer service – To ensure customers get the most out of the product or service you’re selling, you can create and share anything from product how-to videos that reduce the need to wade through thick product manuals to bundles more general information.

Practical Guides — An instructional video that shows new customers how to use and care for exactly what they purchased is one of the best types of video content. Explain your product(s) in short, informative video clips that highlight best practices and show how the product solves the issues that led to its purchase.

Video FAQs are great for SEO purposes and take your FAQ pages to a new level. Customers with definitive questions about you, your company or your products can be guided directly to your solutions. Check out your existing FAQs or talk to your customer service team about the questions they get asked the most and answer those questions in an easily digestible format.

Customer testimonials are a blessing and a curse in the connected world; it’s easy (and all too common) for brands to get hundreds of written reviews across different sites and platforms. The problem is that these written reviews are often anonymous or fail to connect with potential customers; putting a face to the claims is much stronger. Video testimonials facilitate customer retention and improve trust in your brand and products among potential customers.

Have a brand face — Contrary to what social media algorithms might tell us, people buy from people — and what better way to improve brand awareness and increase customer loyalty than to showcase your people? You could opt for a unique face for your business (think Apple and Steve Jobs), humanize your brand by going behind the scenes, or highlight your entire team to reveal a more “human” side to your business.

Be personal — Personalization can be difficult to achieve, but it’s the best weapon in your arsenal to increase customer loyalty. Personalized videos are memorable and speak directly to an existing customer – if they were hesitant to take advantage of a new service, this ad could be the last compelling message.

Always measure – Watch analytics on every piece of video you create. Are they seen from one end to the other? How more likely is a person to buy a product after watching your how-to video? If conversions aren’t happening, it could be a sign that your CTA isn’t strong enough. If customers “bounce” in seconds, your hook may not be catchy enough.

Increase customer retention with video

In the age of e-commerce, brands often rely on generic sales messages with only a broad demographic intended to be their audience. Sales intelligence tools for successful buying journeys can be reinforced and complemented with a personalized sales video when a customer completes their buying journey. Feeding customers with tailored content can greatly encourage them to dig deeper into your products or commit to a purchase.

You don’t need to spend Hollywood-style budgets to create high-value video content that will increase customer retention; even the smallest business or brand will have access to the most basic resources, and there are hundreds of guides online that can help you achieve professional results with very little financial outlay.

Creating videos, like anything else in business, involves constant monitoring and improvement, but the results are transformative. If you haven’t yet made videos for new and existing customers, chances are you’re losing customers to competitors who are.

Take a closer look at the video creation tools available. You don’t have to be Spielberg to create video content that will increase customer retention, improve conversions, and increase your profits.


Richard Conn is the Senior Director of Demand Generation at 8×8, a communications platform and cloud VoIP solution with an integrated contact center, voice, video and chat capabilities. Conn is an analytical and results-driven digital marketing leader with a track record of delivering major ROI improvements in fast-paced, competitive B2B environments.

Joseph P. Harris