In today’s digital landscape, the battleground for brand loyalty unfolds across a multitude of online platforms. Every interaction a customer has with your brand carries significant weight, capable of either solidifying their allegiance or driving them toward competitors.
To break through the noise, businesses must embrace innovative tools. And among them, video stands as a potent yet often overlooked asset.
Video has the power to revolutionize customer experience (CX), transforming interactions with your brand from static to dynamic.
Video provides a multisensory journey and an immersive platform that showcases your products and services in more compelling and relatable ways to your customers than text or static images alone.
Through powerful narratives and emotional storytelling, brands can leverage video to forge authentic connections with customers, fostering both engagement and loyalty.
With the advent of artificial intelligence (AI)-powered or “intelligent” video tools, organizations can more easily deliver the modern experiences customers demand. Namely those that are infused with greater personalization and more self-service functionalities.
Video has the power to revolutionize customer experience (CX), transforming interactions with your brand from static to dynamic.
From interactive video tutorials to virtual video assistants, the possibilities for enhancing engagement and satisfaction are boundless (SEE BOX).
Video Use Cases
Here is a list of ways you can use video to improve your customers’ experiences both directly and also indirectly.
- Clarify complex procedures, reduce errors, and ensure consistency in service delivery.
- Showcase your latest innovations with promotional videos that highlight your newest products and improvements.
- Streamline catalog development, ensuring consistency and user-friendliness.
- Resolve mechanical issues to minimize downtime, keeping your customers satisfied.
- Help users discover new ways to use your solutions with video content featuring innovative applications.
- Equip your contact center agents to fulfill your brand’s values and commitment to customer satisfaction with onboarding videos.
- Provide step-by-step video tutorials for tasks like product setup to enhance user proficiency.
- Create customer portals with videos to simplify onboarding processes, easing customer understanding and building trust.
You may be thinking that video sounds great but are overwhelmed with the content you have to create.
But you’d be surprised at what has probably already been created. Consider the webinars from product launches, user or special interest groups, or industry events. You can also tap your training or marketing departments for how-tos, promotional, or ask the expert videos.
And, depending on your product or service, there might also be relevant partner, manufacturer, or reseller videos that would be helpful.
The CX Benefits of Video
In this article, we delve into the myriad benefits of video for customer engagement, identify untapped video features, and outline best practices to maximize video’s impact.
1. Improved Task Efficiency. Video significantly boosts task efficiency within CX by providing clear, visual instructions, eliminating the need for extensive reading.
Research at 3M Corporation concluded that the human brain processes visuals 60,000 times faster than text, leading to nearly tenfold higher information retention.
Anyone who has embarked on a DIY home project or attempted to assemble a piece of Ikea furniture has likely turned to video as an efficient resource for learning and guidance.
In the same manner, organizations can integrate video tutorials, troubleshooting guides, and customer support articles within their customer journeys.
By adding video, brands can optimize CXs, make processes more efficient, and economize time for both support personnel and clients.
2. Faster Time-to-Resolution. Video reduces time to resolution by allowing support teams to interact in real-time with customers.
With video, support agents can demonstrate solutions more effectively and efficiently. This can minimize errors, reduce possible misunderstandings, and, ideally, eliminate the need for follow-up interactions.
On-demand video resources like how-tos and user guides can provide customers with enhanced self-service opportunities. They empower them to find solutions to common problems independentl,y, reducing the need for direct support interactions.
This dual approach can help customers solve problems faster and has the added benefit of helping organizations save on support costs.
3. Higher Customer Satisfaction. Video drives engagement by capturing attention through dynamic content. It fosters an emotional connection by conveying tone and expressions, and humanizing interactions through face-to-face communication.
This personal touch makes customers feel valued and understood, enhancing their experience. Brands that build video-centric CXs foster greater trust and build loyalty. The combination of these factors leads to higher satisfaction by creating a more relatable and impactful customer journey.
Untapped CX-Improving Video Features
Video has been around for contact centers for nearly three decades. But only relatively recently, with the technology improvements, explosive bandwidth growth, and consumer experience through their phones has it begun to achieve its potential.
Here are several CX-improving features:
1. Personalized Video and AI. Personalization is key in customer support, and video content can address pain points directly.
For instance, personalized explainer videos can simplify the process of using a new product or service, onboard new customers more efficiently, and/or help troubleshoot common issues.
These videos can draw on customer data, preferences, and behaviors to present tailored information, making complex concepts approachable.
Tapping into the power of AI, video can be seamlessly incorporated into existing customer service processes. It can then provide suggested resources at exactly the right moments in the interaction. The same is true for field services workflows.
When a piece of equipment breaks and a field service agent is dispatched, the agent can access video resources from their mobile devices and follow along as they make the repairs. They can even document via video the steps they took to remedy the issue for others to access when faced with the same problems.
2. Live Streaming. Despite its popularity, many organizations still overlook the potential of live streaming for customer engagement. Live webinars, Q&A sessions, and product launches offer real-time interaction opportunities that foster a sense of community and exclusivity.
3. Interactive Video. Interactive videos are transforming customer engagement by enabling two-way conversations with subject matter experts and customer support professionals.
Imagine browsing online video content and being able to directly interact with others. Regardless of whether it’s participating in an “Ask Me Anything” (AMA) session, attending a webinar, or navigating an intricate onboarding process.
Your customers can choose their path within video content, exploring FAQs, or delving deeper into topics of interest. They can foster a video-powered experience that aligns closely with their interests and addresses their pain points.
4. Video Analytics. Comprehensive video analytics provide valuable insights into viewer behavior, preferences, and engagement levels.
By analyzing metrics such as viewing times, drop off and completion rates, and viewer demographics, organizations can refine their video strategy, optimize content, and drive better results.
Integrating AI-powered video features into your customer service management processes allows you to intelligently deliver the right video resources at the right time...
Best Practices to Maximize Video’s Potential
Here are several excellent ways to ensure video will deliver on its potential to your customers.
1. Infuse Intelligent Video into Your Support Tools. Integrating AI-powered video features into your customer service management processes allows you to intelligently deliver the right video resources at the right time to your agents and customers.
This move can increase self-service opportunities, help resolve issues faster, and ultimately, increase customer satisfaction.
To do this, the first step is investing in an intelligent enterprise video platform. One that can serve as a centralized location to aggregate your video content and also seamlessly integrate with your existing support tools.
2. Know Your Audience. Understanding your target audience is key to creating impactful video content. Conduct thorough research to identify their preferences, pain points, and interests, then tailor your videos to resonate with them effectively.
3. Optimize for Accessibility. Accessibility is paramount in ensuring that your videos reach and resonate with all audiences.
Provide closed captions, transcripts, and translations to accommodate viewers with disabilities or who speak other languages. This makes your content inclusive and accessible to everyone globally.
4. Iterate and Improve. Continuously monitor the performance of your videos and gather feedback from viewers. Use this data to iterate on your content strategy, experiment with new formats and features, and constantly improve the quality and relevance of your videos.
Conclusion
Video can serve as a potent tool for businesses to connect, engage, and delight their customers.
By tapping into video’s full potential, leveraging underutilized features, and adhering to best practices, organizations can elevate their CX to new heights, drive meaningful interactions, and deliver unparalleled value.