When to Turn to Video Calls

Posted on February 7, 2019


Video calls have become a standard communication tool throughout many industries. Recent developments in mobile devices and changes in demographics have propelled further interest in communicating via video and using video to disperse information anytime from anywhere.

Many organizations have realized a competitive advantage using video chat/calls. Business agents resolve problems faster, develop and introduce products more quickly, and pull together everyone needed to make a decision without the need to travel or wait for the opportunity for an in-person meeting. Here we explore the benefits of video calls and the leading 6 use cases.

Benefits of Video Calls

Generic applications of video calling, chatting, or conferences are too numerous to mention. When two remote participants - internal or external to the business - need to communicate, video calls provide opportunities to streamline the conversation and enhance the personal feel. It is appropriate to use video calls to:

  • share information and build a relationship with potential customers,
  • answer questions or resolve customer issues,
  • connect dispersed staff members,
  • provide a presentation to customer(s),
  • interview potential job candidates,
  • provide employment verification,
  • bring in remote experts for consultation or training, and
  • receive information at any time or place.

Video call solutions have the potential to increase productivity and efficiency by reducing unproductive travel time, preventing meeting delays, creating shorter more structured conversations, and reaching a broader audience. Furthermore, today’s customers are looking for businesses to establish more personal communication. Video calls allow them to have the “face-to-face” conversation they seek.

Video Call Use Cases

While video calls can be helpful in a variety of situations across the organization, the use cases outlined here have the most significant impact on business outcomes:


Video calls can be used to provide customers with a face-to-face representative while eliminating many business travel expenses. This tool can be used for conversations and can further enhance the efforts by allowing salespeople to specialize in particular products or industries. In doing so, the customer can talk to an expert in their situation. At the same time, the business does not incur the time or expense of deploying these experts to customers.


Video calls provide agents with non-verbal communication cues, allowing them to respond appropriately to customer concerns and questions. Furthermore, customers can more clearly express their requirements or show an agent the problem on a video call. With the addition of cobrowse, agents can guide customers through any number of complex actions on a webpage. The opportunity for personalized guidance ensures that agents fully understand customer needs and address them without any errors or delay.

Internal Meetings

Video calls support a variety of internal business meetings. These can happen at all levels of the company and with a wide range of total participants. Video can enhance everything from a one-to-one video call between a salesperson and a lawyer to respond to contract negotiations to a management meeting or a company-wide presentation. These meetings can also be recorded and securely provided to any person who may have missed the live conversation.


Marketing departments use video to communicate with other members of the department, agency partners, and freelancers. Additionally, some video call solutions allow digital experts to curate content that is distributed via video conferences or webinars. Using the tool this way enables businesses to define themselves as experts and engage with potential customers using new mediums. Recordings of these conferences can be stored, and participants can watch at a time that makes the most sense for them.


Before video calls, HR departments spent hours on the phone interviewing potential candidates and then paying to fly them in for final interviews. Video interviews now speed up the process and make it easier for employers to select the right person to hire. Furthermore, many organizations now use the tool to complete an employment verification process for remote employees and freelancers.


Video calls have been a significant benefit for training by internal and external subject matter experts. No longer is travel required to bring together trainers and pupils, and multiple people can be trained at once. Additionally, from remote locations trainers can guide and show trainees the material or process. Simultaneously, trainees can communicate questions or thoughts both verbally and non verbally.

Video calls provide tangible benefits to many organizations. Today, the technology is easier to use, delivers a high ROI, and connectivity happens almost anywhere. Explore how video chat can impact a fast-growing business by checking out our latest case study on the impact it made at Upwork.

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