Brother International is planning to deploy video versions of frequently asked questions on its sewing machine support site for a half-dozen new models. The plan follows the rollout of video FAQs for a high-tech machine late in 2006, which was designed to head off customer service phone calls and product returns.
Brother found customers who bought its SE-270D model sometimes either didn’t understand the print instructions or couldn’t figure out how to use the instructions to fix minor problems and would return the machine to the place of purchase.
“We work with a lot of mass marketers and they are known for their liberal return policies,” says Ron Morella, Brother International’s technical support manager for home sewing products. “Even a half-percent or 1% reduction in returns is huge.”
Morella says the initial use of video FAQs was successful, although his measures are anecdotal rather than hard numbers. “While we’ve had some reduction in returns and calls, it’s difficult to measure to see if we’ve reduced returns in direct relation to the video FAQs,” he says. “But we run a complaint center and sometimes no news is the best news. Things have been quiet and so we think this is going to be an integral part of our business going forward.”
The Flash-based video FAQs were developed by MindWorks Multimedia, a provider that specializes in web content development and video production. The vendor already worked with Brother on other video projects and suggested it could develop and produce video FAQs that demonstrate common and complex problems people might encounter with the machines.
The cost of the video FAQs wasn’t disclosed, but Morella says a 15- to 20-minute video could cost $40,000 to $50,000. “The video FAQs are nowhere near that,” Morella says.
In addition to the video FAQs, Brother has begun using the technology for the online certification of service technicians, Morella adds.
The first video FAQs addressed issues such as how to load, wind and install a bobbin, how to choose the right needle for the right fabric, and how to properly clean the machine. In addition to visual demonstrations, the vendor built animated explanations that coincide with the visual demonstrations to better explain techniques and appropriate ways to change or install various components.
The video FAQs are included on a CD in the sewing machine packaging, along with the printed owner’s manual.
Brother plans to use the technology for five or six new products soon to be released. In addition to online availability, the videos will be included in a CD packaged with the sewing machines, Morella says.
Back...
