As we move through 2025, UK contact centres are feeling the heat to resolve customer issues faster than ever - without compromising on exceptional customer experience (CX).
While AI has helped boost overall efficiency across contact centres, many in the industry are now finding that its misuse can result in customer frustration, rather than customer satisfaction.
Consumers expect fast, accurate responses with a personal touch, and amid these rising expectations, one powerful yet underused tool is gaining a lot of momentum: video.
The Video Paradigm Shift
Once viewed solely as a marketing aid, video has become a game-changer for forward-thinking contact centres, combining the warmth of a personal, human touch with the consistency and readiness of AI automation - all while significantly reducing Average Handle Time (AHT).
Instead of relying on lengthy explanations, agents can reference concise, targeted videos that guide customers through solutions, delivering clarity and speed in one simple step.
As an example, watch how one of our clients, Cuckoo, used video to bring their Installation Guide to life.
When used to compliment and supplement agent workflows, video empowers agents to address common FAQs and customer concerns quickly and clearly.
Why AHT Still Matters
AHT measures the total time an agent spends on a customer interaction, from the moment the conversation starts to when follow-up tasks are completed.
It includes:
• talk time
• hold time
• and after-call work
Reducing AHT helps businesses optimise resources, cut costs and boost productivity - but the crucial caveat is that it must never come at the expense of customer service quality.
Where Video Fits In
As we become an increasingly digital society, videos will solve many of the common problems that traditionally prolong customer service calls.
For example:
- A customer struggles to configure a new product? Send a step-by-step, rewatchable tutorial video.
- Someone doesn’t understand how to use a new app feature? Don’t tell them, show them with video.
- A client wants to understand if there’s been a billing confusion? A 60-second animation can make the process crystal clear.
Videos of this nature not only reduce the time agents spend explaining but also improve customer understanding, confidence and satisfaction - leading to fewer call backs and greater brand loyalty.
Results That Count
Companies that adopt video in their contact centre strategy often see significant reductions in AHT - averaging 18% across the clients we work with.
But, just as importantly, they also report improvements in customer satisfaction (CSAT) and first call resolution (FCR), driving home the fact that customers prefer being shown a solution they can revisit later and in their own time.
Looking Ahead
As customer service continues to evolve, video is the bridge between speed and empathy, between efficiency and engagement.
By equipping contact centre agents with the right visual tools, businesses can offer faster, clearer and more human support.
If you’d like to know more, talk to Premier CX about our Video Managed Service today!
We’ll help you transform how your business interacts with your customers.
Call us now on +44 (0) 333 00 657 37 to get started or contact us here.
