Field service technicians often juggle multiple service calls a day as well as handle emergency repairs that don’t always run smoothly. One way that service organizations can give customers a behind-the-scenes pass to the maintenance and repairs that go into their products is through video.

“Employee-generated videos give customers an inside look at how the company operates and exactly who the techs are, ultimately creating a connection between the brand and the customer,” says technology and business writer Courtney Buchanan on Shep Hyken’s Customer Service Blog. Here are a few ways video can make a lasting impact on any service organization:

1. Add a Human Voice to Your Organization

Employee videos can serve two purposes, writes Tony Gnau, founder of video production boutique T60 Productions. They can both feature the great work that your employees are doing as well as humanize the service and repairs that are being done.

2. Spotlight Employee Passion and Pride

Gnau recommends selecting employees who care deeply about their work and the customer. Their enthusiasm will be apparent to the customer viewing the video. “The net result is an audience that’s learning more and more about the people who work at the company,” Gnau says. “They get to know them. They learn to like them. Considering we buy from people we like, you begin to understand how powerful these videos can be.”

3. Encourage Internal Knowledge Sharing

Video can improve communication flow inside the organization too, Gnau says. Employees will gain deeper appreciation of and insight into what their coworkers do, which can improve both productivity and collaboration.

4. Use Customer Feedback to Motivate Employees

While employee videos can strengthen brand loyalty for customers, the reverse is also true when it comes to retaining service technicians.  According to research form Adam Grant, management professor at the Wharton School, employees are more productive and motivated after seeing the positive impact of their hard work. “Employees generally see end users as more credible than leaders as sources of inspiration,” Grant writes on HBR.