In this highly dynamic digital environment, the customer is not looking for a product or a service; they are looking for an experience. This can be most easily accomplished using video, particularly in customer support and onboarding. But why video? Well, let’s face it, how many times have you skipped through a 20-page guide instead of looking at a YouTube tutorial? Exactly. And that’s why video is taking a new twist in how companies, including Indian brands, engage with their customers.
How Video is Vital for Customer Support and Onboarding?
1. Attention Span is Shrinking
As the saying goes, people are in a rush. With the human attention span only slightly shorter than that of a goldfish (roughly 8 seconds), it is important to grab attention in a hurry. Video does just that. A well-produced video conveys complex concepts in minutes, even seconds.
2. Visual Learning is Effective
For example, research has found that people remember 95% of what they’re shown in a video, as opposed to only 10% when they’re reading. Whether it’s a product introduction video or a solution manual, people want to watch and not read.
3. Human Connection
Video humanizes your brand. Face, voice, emotion makes your business personal. This semblance of individuality is particularly vital in areas such as customer care and onboarding where users can feel rushed.
4. Convenience
Video viewing is a thing of the past. Whether it is a short video on your website or a full product demo in WhatsApp, Indian customers love the ease of on-demand videos.
Case Studies of Indian Brands Using Video for Onboarding and Customer Support in real life situations
1. Zomato: Making Onboarding Fun
Onboarding using video is one of the best ways Zomato, one of India’s largest food delivery apps, has perfected it. When new delivery partners come on board at Zomato, they don’t just receive a boring primer. Instead, they watch short, digestible videos on everything from the app’s operation to customer care best practices. The videos are short, simple and multilingual— thereby being accessible to a range of staff.
2. Tata Sky: Simplifying Tech Support
Tata Sky has a YouTube channel for solving issues and customer care. Instead of waiting on hold for a customer service agent, you can watch videos that show you how to reset your set-top box, change settings, or solve simple technical issues. This has slashed the load on their call centers, and enabled customers to independently resolve issues.
3. Airtel: Personalized Video Bills
Airtel, the telecom juggernaut, upped the ante with custom video bills. These are videos that break down your monthly bill into a simple language, explaining each expense in a walk-through format. This not only avoids confusion but it also builds trust through transparency in billing practices.
What Videos Improve Customer Support and Onboarding?
1. Explainer Videos
These are compact, single-minded videos that demonstrate the functionality of your product or service. They are great for onboarding new customers or employees, bringing complex features down to a digestible level.
Example: Paytm has explainer videos explaining how to send money, pay bills, or top up accounts. These videos are also translated into different languages to avoid any user losing out.
2. Tutorials and How-To Videos
These are step-by-step instructions that walk users through specific steps. They’re ideal for customer service, especially with products that might need to be set up or troubleshooted.
Ex: Flipkart’s YouTube channel features “How to Order” and “How to Return” videos, which make navigating through the app a breeze. This preventive service lowers customer queries and increases user satisfaction.
3. Interactive Live Sessions
Live broadcasting on YouTube or Instagram allows you to communicate with your clients in real time. You can get answers to questions, show the product or troubleshoot problems directly in the chat, making support a more individualized experience.
For instance, UrbanClap (now Urban Company) routinely launches on social media to demonstrate new services or respond to customer queries in real time. This not only generates engagement, but also instant responses to customer questions.
4. Customer Testimonial Videos
Video testimonials establish legitimacy and trust. Adding real-world customers to showcase how your product or service addressed their issue is extremely effective onboarding or support.
Example: PolicyBazaar provides testimonial videos of their customers explaining how they found the appropriate insurance plans for them. These videos are not only relatable, but also act as a social proof that entices the prospective customer to believe the brand.
How To Make Customer Support and Onboarding Videos that Work Best Best Practices
1. Keep it Short and Simple
People are tired and do not want to be bombarded with lengthy, complex explanations. Your videos should be less than 2 minutes. If it’s something in depth, try distributing it as multiple shorter videos.
2. Speak the Customer’s Language
India is a multilingual country and your target audience might not understand English. Provide videos in regional languages. These can be seen on Zomato and Paytm, both of which provide Hindi, Tamil, Telugu content, etc.
3. Be Visual
Don’t rely on ranting. You need visuals (animations, screenshots, or live demonstrations). What people remember is what they observe rather than hear. Diagrams, charts and step-by-step visuals help you make your videos entertaining.
4. Optimize for Mobile
Most Indian customers watch videos on their mobile devices, so make your videos mobile friendly. On mobile phones, you can opt for vertical or square instead of widescreen.
5. Add Subtitles
Users tend to stream videos in silence, especially at public venues. By adding subtitles, you’ll be able to tell what you’re trying to say even when people aren’t able to hear it.
What is Media’s Effect on Customer Satisfaction and Engagement?
Video isn’t just a fashion statement, video creates outcomes. According to a study, 33% of people would rather watch a video than read about a new product or service. More importantly, 84 percent of customers agree that they are more likely to continue doing business with a brand that guides and educates them through video.
In Indian brands where loyalty is defined by the customer experience, video in customer care and onboarding is a no-brainer. Whether you’re a start-up or an established company, the right video strategy can decrease customer churn, support expenses, and increase customer satisfaction.
Making it Easy with Video – A Sweet Sell for Reset Media
If you’re considering using video for customer support and onboarding, you’re on the right track. But it takes time, talent and tools to make a high-quality, entertaining video. That’s where Reset Media comes in.
We’ve assisted some of the top brands in India with creating personalized videos to reach their audience, be it explainer videos, tutorials, or live sessions. We know what’s in the Indian market and we can help you create videos that inform, delight, and engage your customers.
Are you ready to take your customer service to the next level? Let’s chat.
Conclusion
In an era of low attention and high customer expectations, video is now one of the most effective means of improving customer support and onboarding. Whether you’re training a new customer to use your app or diagnosing a problem with a long-term client, video makes the journey easier, faster, and more compelling.
Learn from the successful Indian companies like Zomato, Airtel, and Tata Sky and follow the best video production practices to increase your customer’s satisfaction and retention. And if you need someone to help you launch it, well, you know we’re here for you.