5 Reasons Your FAQs Should Be Answered with Video
5 Reasons Your FAQs Should Be Answered with Video - A Complete 2025 Guide for Contact Centre Managers
UK contact centres operate at the intersection of operational efficiency and customer expectation, meaning senior leadership is under sustained pressure to resolve issues quickly and reduce costs without compromising high CSAT scores.
For those not in the sector, this is a formidable juggling act (to put it mildly).
Yet, despite paradigm-shifting advances in omnichannel support and automation in the last decade, a significant portion of the customer self-service infrastructure remains reliant on static, text-based FAQs. And, in our opinion, this is a big mistake.
When today’s customers seek swift, unambiguous answers without resorting to a phone call, the inadequacy of dense, technical or poorly articulated text entries often becomes a significant barrier to effective self-service.
This leads to avoidable escalations, extended handling times and elevated service costs.
For contact centres looking to reduce inbound volumes, improve First Contact Resolution (FCR) and enhance the customer experience, video offers a significantly more effective medium.
By combining visual demonstrations, verbal prompts and structured narration, video FAQs deliver clarity, consistency and accessibility at scale.
Watch the video below to observe how we successfully addressed numerous common FAQs for our client, Cuckoo, as part of their Installation Guide.
In this article, we will examine five compelling reasons why contact centres should adopt video rather than text for their FAQ sections and we also attempt to delineate the very tangible benefits of doing so.
Contents:
- Reduction in Call Volume and Operational Overhead
- Improved First Contact Resolution and Shorter Handling Time
- Elevated Customer Experience and Satisfaction
- Greater Accessibility and Inclusive Design
- Enhanced Training and Knowledge Consistency for Agents
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Reduction in Call Volume and Operational Overhead
To put it plainly, traditional FAQs often fail to prevent incoming calls; users often misinterpret written instructions or simply lack the time or patience to sift through dense text.
Video FAQs, by contrast, demonstrate exactly what to do, minimising ambiguity and increasing user confidence in executing solutions independently. From a resource standpoint, this translates into meaningful reductions in inbound contact.
Common queries (think billing explanations, device setup or password resets) can usually be resolved asynchronously through short, well-crafted video content, decreasing both agent workload and cost per contact.
More complex queries can be addressed through a follow-along format that is both pausable and rewatchable. For high-volume environments, this shift can yield substantial operational savings and boost customer and agent satisfaction.
Premier CX’s client, BPP, recorded 30,000 video views on a single video in a single month, enabling large numbers of students to self-serve and learn technical processes independently, without requiring assistance from the BPP contact centre.
The results were demonstrably beneficial to both students, who gained autonomy, and agents, whose support burden was reduced.
VIEW THE FULLL BPP CASE STUDY HERE
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Improved First Contact Resolution and Shorter Handling Time
In the contact centre world, providing clarity is critical to contact resolution. Whereas written content often requires interpretation and may prompt follow-up contact for explanation, video guides illustrate processes in real time, reducing the likelihood of missteps or misunderstanding, providing the certainty unique to video that written communication frequently fails to convey.
This has a measurable impact on both customer outcomes and agent productivity. Agents can proactively share video content during live interactions, accelerating comprehension and enabling faster wrap-ups, and customers are more likely to complete tasks correctly on their own, improving FCR and decreasing repeat contacts.
When we helped with the adoption of a video-first FAQ strategy at Cambridge City Council, it resulted in significant operational gains. Specifically, average call duration for the housing management department that fell by 18%, translating to a 45-second reduction per call - a remarkable efficiency improvement (if we may say so).
VIEW THE FULL CAMBRIDGE CITY COUNCIL CASE STUDY HERE
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Elevated Customer Experience and Satisfaction
Those working in customer-facing roles are already well aware that expectations for support have never been higher. Today’s customers seek not just accurate answers, but fast, frictionless, and - ideally – intuitive and humanised interactions.
On this front, video vastly outperforms text by allowing for greater tonality, empathy and reassurance (elements all often lost in static content).
Even more so in an era where AI is increasingly employed to generate content that is often formulaic and transparently machine-produced.
Rather than resolve complaints, this approach can often alienate customers who perceive a lack of appreciation from the company, particularly when their concerns are not met with an easily-implemented resolution.
Video’s emotional layer contributes directly to satisfaction metrics such as CSAT, as customers who feel informed, supported and respected are more likely to remain loyal and recommend a brand.
In addition, video FAQ content reflects prevailing trends in customer experience, which increasingly favour visual, accessible and on-demand forms of support.
Wyzowl recently report that 79% of consumers would rather watch a video to learn about a product, than read text on a page. This means that from marketing to learning and development, video now stands as the preeminent king of communication.
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Greater Accessibility and Inclusive Design
Written FAQs inherently assume a certain level of language proficiency, literacy and cognitive engagement.
This presents a significant challenge for contact centres, particularly if they overlook the fact that, according to the National Literacy Trust at the time of writing, 6.6 million people in the UK possess 'very poor literacy skills'.
VIEW THE NATIONAL LITERACY TRUST FINDINGS HERE
This makes written FAQs less effective (or even exclusionary) for users millions of people with reading ability difficulties, limited English fluency or other accessibility needs.
Well-designed videos transcend these barriers with voiceovers and visual cues that make information more universally digestible and understandable.
For UK contact centres, video can mean supporting a more diverse customer base while aligning with accessibility standards and inclusive design principles.
One of the key outcomes Premier CX delivered for BPP was the provision of more accessible communication for students with hearing impairments, achieved through the use of visual content and subtitling.
This approach not only enhanced accessibility but also fostered greater inclusivity, ensuring that critical information is available to all, regardless of auditory or cognitive ability.
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Enhanced Training and Knowledge Consistency for Agents
The benefits of video are not confined to customer-facing applications. Internally, video also transforms how contact centres onboard and upskill agents.
Unlike static manuals or ad hoc shadowing, video modules ensure uniformity, repeatability and, importantly, accelerated learning.
This consistency is particularly valuable in environments with high agent turnover or seasonal scaling. Agents trained via scenario-based video simulations demonstrate faster proficiency and reduced error rates, contributing to overall service quality and confidence.
Our client, ESPO, regularly partners with the Premier CX creative team to produce video content for internal learning, development and cultural initiatives.
As they noted, 'Having the ability to create videos for internal use helped us to bridge that gap, ensuring that staff across the business are aware of our CX strategy and feel informed.'
VIEW ESPO'S BRAND VALUES VIDEO BELOW
This approach directly supports enhanced training and fosters knowledge consistency among agents by delivering clear, engaging and standardised messaging at scale.
Our final thoughts.
Text-based support content is increasingly misaligned with the realities of modern service delivery. It lacks immediacy, emotional nuance and accessibility, attributes that are foundational to efficient, high-quality customer interactions.
Video, by contrast, provides a dynamic, scalable and user-centric medium that enhances resolution, deflects unnecessary contacts and supports both customers and agents more effectively.
For contact centre leaders seeking to modernise their support infrastructure and drive measurable improvements across KPIs, video-based FAQs present a high-ROI opportunity.
To explore how video can be strategically integrated into your contact centre ecosystem, get in touch with us today.
Our team can help you identify high-impact use cases, design compelling video content and implement a scalable video FAQ library tailored to your customer needs and operational goals.