At this point, using video for marketing is pretty much a no-brainer. But more and more, we’ve seen companies adopt video more widely across other teams, including sales and HR. And then there’s customer support, where video has increasingly become the best way to prove value effectively and quickly.
Few companies do this better than Unbounce, the Vancouver-based landing page experts. While they’ve certainly led the charge in creating polished conference wrap-up videos and educational on-demand content, one of their most widespread uses of video flies much more under the radar.
We asked Ryan Engley, VP of Customer Success at Unbounce, to shed some light on how his team is seeing positive feedback, happier customers, and higher NPS scores, all with a little help from video.
The proof is in the score
Marketers obsess over sign-ups, sales reps pore over conversion rates. But what do customer support reps look to when they want to see tangible results from their efforts?
Net Promoter Score (NPS) is a widely used index for determining customer satisfaction. After they’ve interacted with a company, customers are asked to give feedback about whether they'd recommend the brand on a scale of 1-10. From there, an aggregate percentage is compiled out of 100, resulting in the final NPS score.
With thousands of customers’ responses to track and monitor, Unbounce is constantly looking for ways to build stronger relationships with their customer base. Thanks to Ryan’s fervor for the medium, video has been Unbounce's go-to in fulfilling those needs, and it’s clear that investment has paid off in the long run.
Take this NPS rating for example, which shines a light on how delighted customers have been to receive personalized video responses from agents (in this case, Becky from Unbounce) to their support tickets:
Support NPS: 10/10
Comment: Hey, I want to thank Becky for exceptional support. I've been struggling with a few issues in the Unbounce builder, but with Becky's tutorials both were fixed in 10 seconds. She was very nice, explained things in a clear and concise manner, and responded promptly. It was a pleasure to talk to Becky. :) I love that you're recording short video tutorials—it really helps to save time, unlike exploring documents (however, both documents and your community forum are also good help). Overall I'm very happy with customer support and Unbounce’s product in general. Good luck! :)
It’s comments like these that continue to encourage Unbounce’s support team to use video in their ticket replies. When you’re saving customers time and answering their questions in a personalized way, it’s a win-win.
The Unbounce customer support team
Although Unbounce has yet to do a deep statistical dive into the correlation between higher NPS scores and video support, the evidence is there anecdotally for Quinn Omori, Unbounce’s Customer Support Manager.
“On our end, it’s a pretty low time commitment [to make videos for customers], but we get a lot of positive feedback from people who are surprised when they receive a personalized video,” Quinn said.
A video-first approach to support
Making videos for support might sound taxing, but Unbounce has perfected it to a fine art, with a surfeit of pre-existing videos that live in their documentation. “Ideally, we capture 90% of our support answers in our documentation, and then send customers those pre-made videos,” Quinn said.
But it’s another question when someone has a more detailed request that can’t be solved with a one-video-fits-all approach, something Quinn calls “on-the-fly support.” “Certain questions come up that can’t be captured in a screenshot or listed out in a long series of steps,” he said. “Making a quick video is an easy way to show them exactly what they’re looking for.”
When dealing with those sorts of in-depth technical questions, using video has made a lot sense for Unbounce. “One of the things that makes Unbounce such a powerful tool is that there are a lot of things going on within the product, which is great, but sometimes that brings about frustrations for users,” Quinn said. By having step-by-step videos on hand to guide users through their questions (like adding video to a landing page, in the example below), faster resolution times are easier to achieve.
Higher scores, happier customers
In addition to seeing positive NPS ratings from video replies, Ryan believes there’s a positive connection between NPS and new customer referrals. “We know there’s a correlation between the relationships we have with customers and a higher likelihood to refer our product,” he said. “And with video, it’s easier to build those relationships at scale.”
For Quinn, what ultimately matters most is making life easier for the customer. “If that means making a video, then we’re going to do it.” But also, he wants his team to save time in the process. “Writing out 10 really detailed steps on how to do something isn’t going to be the most efficient way to give information,” he said. But taking 5 minutes to make a video for someone? “It makes way more sense—and you’re setting yourself up for receiving positive feedback.”