Roxio Moves 60% of Support Inquiries Online, Saving $20 Million
Annually with Camtasia Studio
Benefits realized:
- Saved $20 million in annual support costs
- Successfully moved 60% of support online in 14 months
- Maintained customer satisfaction
- Staff produced videos quickly, inexpensively
- Increased support staff job satisfaction
You may be familiar with Roxio products such as Easy Media Creator, Toast (Macintosh), and PhotoSuite. These applications help people create, manage and share digital media.
With massive global distribution and a huge user base, it's no surprise that in 2004 Roxio received 1.2 million customer support inquiries.
This is the story of how Roxio invested $600 in Camtasia Studio software and saved $20 million annually by shifting the majority of support inquiries to online video tutorials. That's like buying a set of golf clubs...and getting the course thrown in for free. Every year.
The Challenge of Self-Serve Support
To provide more cost-effective and convenient support for millions of users—while enhancing overall satisfaction—the company adopted a 60/30/10 self-serve support model. Sixty percent of customer inquiries would be served through Web-based video tutorials and virtual agents, 30 percent through low-touch services such as instant messaging and email, and 10 percent via traditional phone support.
"Camtasia Studio is just so easy to use. Recording screen activity, adding narration and editing the final output is a breeze. The power and simplicity are remarkable." –Garry Schultz,
director of worldwide support, Sonic Solutions
In order to move 60-percent of the inquiries to self-serve support—without sacrificing quality—Roxio needed clear, compelling software demonstrations and self-help videos.
Video tutorials would also have to be compact in file size and duration: a critical factor when serving million of users with various connection speeds and levels of patience. Above all, video tutorials had to be realistic and engaging, so customers would choose to watch them rather than pick up the phone.
Finally, the support team needed a tool to create professional videos quickly and with a minimal learning curve. A tall order!
Roxio Support Staff Create Flash Video Tutorial Library
The support team first identified the top ten call drivers. Why do people call Roxio? The team then wrote narration scripts (with an emphasis on brevity) to guide production of video tutorials addressing top support issues.
Next up: identify the best tool for creating the videos. Flash authoring tools were discarded because of their expensive learning curve. They were also inadequate for capturing and recording what is actually on the screen. "Show and tell" video tutorials that show the customer's actual product are best for helping the customer follow along.
"After we identified the support topics for which we would need videos, we looked for the ideal product to create them," said Garry Schultz, director of worldwide support for Roxio. "It was a slam dunk. Camtasia Studio is just so easy to use. Recording screen activity, adding narration and editing the final output is a breeze. The power and simplicity are remarkable."
Success with Camtasia Studio
Since 2003, Roxio has relied upon Camtasia Studio to produce its Easy Media Creator tutorials. These Flash video tutorials have been an enormous success. Thanks in part to Camtasia Studio, the company realized its 60/30/10 support goal in less than 14 months!
During 2004, Camtasia Studio saved Roxio approximately $20 million (based on the industry standard of $28 per customer support call). The support team uses two copies of Camtasia Studio to create all their video tutorials. At $299 for each license, $20 million saved is an extraordinary return on investment!
"People talk a lot about ROI in the support business," said Schultz. "The real ROI from our use of Camtasia Studio is that people aren't calling us; they are happy helping themselves. A true win-win for the consumer and the company."
Screen Recordings Help Thousands
The Flash video tutorials receive thousands of viewings a month. They address customers' most common questions, leaving live agents free to handle more in-depth issues.
When a new product version is released, video support effortlessly scales to handle spikes in traffic that would overwhelm a call center.
And because support videos also demonstrate new features and functionality, many prospective customers watch them to see what the product can do before purchasing or upgrading.
Not only does this increase customer satisfaction and reduce support costs, the lower call volume enables agents to receive more frequent training, which increases job satisfaction. That would make Camtasia Studio a win-win-win.
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