Simon JohnsonSimon JohnsonMay 19, 2020


Video conferencing has been established as a new communication norm since the majority of the UK population began working from home.

Whether it’s conducting work meetings or catching up with friends and family in the evenings and at weekends, major players such as Microsoft Teams, Zoom, Skype and Google Hangouts are some of the technologies fostering face-to-face interaction, albeit through a camera.

So, while this form of communication has temporarily become the go-to for many of us, will it continue to be in the future?

According to figures released in March, yes.

Pre-COVID-19, the global video conferencing market was expected to nearly double over the next seven years, growing from $6.1 billion in 2019 to $11.56 billion by 2027. The technology isn’t new and has been a trend since the early days of Webex and GoToMeeting, but continued growth is being maintained by business leaders’ desire to improve productivity and reduce international travel. Video conferencing offers real-time, face-to-face interaction anytime, anywhere around the globe.

However – when it comes to customer service – ask most people to describe their typical interaction with a brand and they’ll likely give examples of telephone calls, emails, or maybe even text-based chat. Video doesn’t even come into the equation.

But as consumers become more comfortable with video conferencing in their work and personal lives, will we see more businesses turning to video to provide customer support? All signs point towards “go”.

Here are some of the reasons why I believe a video revolution in customer service will occur. The business benefits will be too irresistible to ignore.

1. The human touch

Live video chat will represent a powerful evolution of live text chat and phone support. By providing video support, customers are more likely to feel that they are receiving undivided attention – and that they are important to the brand.

This in turn will help drive customer loyalty, provide a more ‘human’ customer support experience, and ultimately enables the business to build deeper connections with its customers.

2. Effective problem solving

Today, video tutorials are already an integral part of customer self-service. It is much easier and quicker to watch a video explaining how to solve any product issue, than it is through reading text or images. Furthermore, these guides can help build engagement and offer a personal touch across the customer life cycle.

However, while they are a great asset for solving common problems, it is not an efficient use of a business’ time to make a video guide for every single issue that could arise with a product or service.

Let’s take an internet service provider (ISP) as an example here. If your internet connection keeps cutting out and you need assistance, a tutorial video on how to reset your router or test your internet speed would be helpful.

However, if this fails to solve the problem, it is likely that you will need to call your ISP and explain the issue over the phone. If it’s a technical issue, this can present a challenge for both the (let’s assume, non-technical) customer and the (technical) agent, and could likely result in the agent sending out a technician to solve, what could have been, a fairly straightforward fix.

Had this been a video call, the agent could have combined live video chat with a screen sharing tool – simultaneously reviewing the problem in real-time and testing solutions on-the-go. Not only would this have saved the ISP both time and money, it also enables agents to build a closer relationship with the customer, and the customer to get back online much sooner, with less hassle.

3. Scale and stand out from the crowd

While many large businesses may not have the infrastructure to efficiently run live video customer service just yet, it is likely that it will become a key solution for those that provide a premium service and want to differentiate by offering a more personalised and real-time experience.

It is a cost-effective way for companies, especially those who are looking to expand their customer bases and scale-up, to provide an ‘above-and-beyond’ service.

4. Laying the foundation for future technology

Of course, video isn’t the only innovation currently being explored in the domain of customer service.

Applications of augmented reality (AR) and voice assistance (VA) are still on the horizon but could soon provide a wealth of opportunity to brands when it comes to sales and customer support.

For example, in future, businesses could use AR-enabled devices to make agents appear in a customer’s own environment – making the interaction appear more human and natural – imagine a scenario where support literally appears beside you and shows you how to overcome the ‘blue screen of death’.

We’re already seeing the huge benefits this technology can bring to customers – IKEA has had enormous success with its IKEA Place augmented reality app which helps shoppers visualise how the furniture will look inside their homes.

Investing in a video platform now will help companies keep pace with changing customer demands and enable them to use the learnings and infrastructure to deliver a superior support experience, once technology such as AR becomes more accessible for customer service.

Will it become the norm?

The business benefits of using video conferencing for customer service are clear. However, for it to really catch on, it will have to be both more effective and more efficient than traditional support channels.

Customers will always want to maintain the shortest route to an answer or solution, and they will likely sacrifice the human experience to get there. This doesn’t mean that humanising the customer support journey isn’t crucial, it is, and video conferencing has an important role to play in this.

It will, however, need to be part of a wider omnichannel strategy, and used to augment, not replace, existing self-service support channels.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Masterclass enquiries:
Tel: +44 20 86385584

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


cbd oil: cbd oil and seizures reviews cbd oil cbd stone terpene cbd oil vape best wattage cbd oil massage near me can you use cbd oil as lube cost of cbd oil near me highest cbd strain 2015 cbd oilk marijuana nutrients chart putting cbd oil in coffee can some people not get high cbd store springfield mo healthy human bottle cbd cream 750 mg magic carpet ride lyrics charlottes web cbd oil stock delta 9 battery ethos serum cbd how to use smok review medical term for weed cbd vape juice for anxiety come by food grade terpenes for sale we know what how to use thc oil cbd oil sierra vista az med shipping co best 3rd party tested cbd oil cbd infused shisha cbd oil and alcohol interaction can cbd cause headaches cbd oil peoples pharmacy holistapet cbd oil dosage

weight loss: best exercise for weight loss non surgical weight loss procedures ricki lake weight loss vegan diet weight loss menu weekly meal prep for weight loss green coffee bean for weight loss venezuela weight loss piyo weight loss 3 months weight loss eca weight loss realistic weight loss goal calculator low carb weight loss stories 21 day juice fast weight loss results the sun diet pills endomorph weight loss success stories pure ephedra diet pills mama june post weight loss potassium weight loss how much weight loss keto gaba for weight loss cold laser weight loss beginner weight lifting for weight loss cinnamon tea recipe for weight loss do weight loss wraps work rate of weight loss how weight loss pills work weight loss services near me vyvanse weight loss reviews weight loss pills for 17 year old heart rate and weight loss lipo 6 diet pills turmeric weight loss recipes liquid diet shakes weight loss how do laxatives help weight loss

male enhancement: vidalista 20 impotance causes injectable ed medications average dicksize best otc erectile dysfunction pills lovely lilith viagra falls medication cialis hand on dick cialis hearing loss breast expansion pills tip of penis alphamax pill cut your own suspensory ligament male enhancement knox a trill how often to use penis pump how to help a woman climax rhino 5 male enhancement is rome safe dick size statistics erection supplements viagra reddit que es sildenafil blue pill a average penis size ginkgo biloba erectile dysfunction niacin benefits for men black mamba sex pill average african american penis size ginseng show fake libido boost what makes a man good in bed small teen penis male enhancement mercury drug what makes guys come quickly

vape: vape n ape best all in one vape vapor rub on feet west bridge ecig barn ecig dripper tank best coil for uwell crown tank led lights ecig mods voopoo uforce sub ohm tank review v2 ecig ripoff coils burning out after 2 days where to buy ecig flavoring rba vape meaning how to fill juice in bo vape vaping statistics 2019 liquipal squared e cigarette voopoo ecold e cigarette x5 regular 6 vapor 93 how much nicotine do you absorb from vaping atty vape pen rda vs sub ohm euc replacement coils smok baby v2 voopoo uforce n1 coils best settings for smok alien wismec theorem rta kit kangertech evod cleaning 20w ecig mod batteries juul pod leaking from top vegetable glycerin vape review of the voopoo caliber 110w uwell crown 4 checkmate edition vs standard whats the difference how to adjust ohms voopoo box mode vaping when sick