The Key to Unlocking Zoom Fatigue for Your Customers
We’re all becoming fluent in video conferencing thanks to the shift to remote work in 2020. Since it’s likely we’ll continue to work from home in some capacity, our reliance on video conferencing tools will persist as well. And while these tools provide a convenient way to connect, a recent phenomenon, “Zoom fatigue,” is affecting all levels of the remote workforce.
According to Stanford researchers, excessive amounts of close-up eye contact is highly intense, and it requires a lot more mental investment. It disrupts our typical movements, which can inhibit cognitive function. In other words, these meetings are wearing on you, your employees, and your customers.
If we’re in Zoom meetings during our work hours, when it comes time for personal interactions, whether that be with family and friends or customer support, we may turn away from one-to-one, live interactions in favor of more passive interactions like chat.
goMoxie’s SVP of marketing, Tara Sporrer, recently shared how you can meet your customers’ changing digital expectations, while alleviating your support team’s burden in a Business 2 Community article titled, “How to Combat ‘Zoom Fatigue’ to Create a Better Customer Experience”, and the key is to: Save your customers time.
If your customers are jumping in and out of video calls all day long, chances are if they have to interact with a brand in any capacity, they want to avoid a face-to-face, personal dialogue that contributes to their pre-existing Zoom fatigue.
In the place of face-to-face dialogue, many businesses are turning to chatbots. However, replying on a completely impersonal automated form of communication may not be the answer either. Recent studies show that customers don’t trust chatbots, and don’t feel they’re effective at addressing their needs. In fact, only 22% of survey respondents had a positive impression of chatbots.
So if one-on-one personal dialogue is too much and impersonal chatbots leave something to be desired, what is the best way to deal with customer support issues? Enter proactive guidance.
“By offering proactive guidance at key points in the customer journey, brands are able to give customers the tools they need to solve their own level-one questions without turning to customer support, or worse, chatbots,” says Sporrer.
Proactive guidance can take many forms during the purchase process and throughout the post-sales support portion of your customer’s journey. From including helpful information at the perfect time, to document downloads that help inform customers, to instructional videos that help answer questions, you can leverage these items to guide your customers through any pain points in their purchase cycle.
When you offer rich media like downloads and instructional videos, you can avoid contributing to the two-way virtual interactions that are dominating your customers’ days. Put the power back in your customers’ hands and decrease the demand on your support team while consistently delivering the answers your customers need, when and where they need them.