Three of my clients are deep into website redesign projects, and I’ve been involved in a lot of related conversations about customer service team communication, FAQs, and online resources. Each client wants to make sure that their site is as user-friendly as possible, because we all know that keeping existing customers happy is a critical part of any successful company’s equation. It’s also a lot less expensive to retain an existing customer than it is to acquire a new one!
My colleague Melissa Copeland is one of the country’s leading call center experts. She recently wrote an insightful article, YouTube, Google, And the Future of Customer Service, that’s about using a multi-pronged customer support strategy to meet customers where they are when they need help.
She points out that we need to think of customer support more holistically, beyond just our website and customer support team. This can include using chatbots, YouTube, and even, where practical and relevant, live video-based support.
It’s an interesting, quick read.
After reading Melissa’s article, I’ve started having conversations with my client, Challenger Breadware, about creating several new “How To” videos to supplement their website FAQs. The first two we’re talking about are How to Season Your Pan, and Pan Handling Tips.