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How to Harness Video to Improve Your Customer Experience

By Ron Welty, Founder & Chief Client Officer

Video may have been around for some time, but it’s revolutionizing the customer experience for many customer-obsessed brands today. Visual communication, including best practice videos, video marketing materials, and video chat, not only helps teams across organizations communicate more effectively, but can also help improve the customer experience. Here’s how you can harness the power of video at your organization.

Best Practice Videos

Research shows that the human brain processes visuals at nearly 60,000 times the speed of text. Furthermore, Forbes reports that viewers retain 95 percent of messages when they watch it in a video, compared to 10 percent when reading it in text.

As business operations and practices become increasingly digitalized, video has replaced the outdated classroom training model and company training manual, with more than one-third of the videos being created by businesses attributed to associate training and education.

Training videos provide many benefits to businesses, such as increased productivity and reduced travel expenses. Additionally, businesses can experience greater associate retention, as best practice videos can boost associate engagement and create training opportunities that are critical to their career growth. By reducing turnover and decreasing travel expenses, corporations tend to experience cost savings between 50 and 70 percent when they implement video learning.

Explainer Videos

Videos are not only used to train your associates but can also be utilized as a marketing tool to educate your customers about your products and services. According to HubSpot, 72 percent of customers would rather learn about a product or service by way of video.

Demonstration and troubleshooting tutorials, often referred to as explainer videos, can educate consumers on how to solve challenges with a brand’s products and services. These are often much more effective than text-based “About Us” or “How It Works” pages. These videos force brands to compress information into a few minutes or less, making information more digestible. As a result, some businesses, like Dropbox, have reported conversation rate increases of 10 percent or more with explainer videos.

Live Video Chat

As e-commerce continues to rise, businesses must find innovative ways to assist and engage with customers in the online space. While chatbots are great for providing quick responses to routine questions, according to Harvard Business Review, customers still prefer human interaction when making complex purchase decisions.

Video chat offers a visual element and human interaction to your customer support channels. According to Gartner, 1 in 5 of the world’s largest global businesses have introduced video chat for customer-facing interactions, with nearly 1 in 2 consumers saying it’s the most efficient communication method.

Customer Experience Insight

It can be natural to feel biased toward your business; however, this can result in substantial differences between your perception and how a customer experiences your brand. A Deloitte survey found that while 80 percent of businesses believed that they provided “superior” customer experience, only 8 percent of customers felt the same about those companies. 

Details like body language and tone of voice are often challenging to convey with words or measure with numbers but can make the difference between a customer experience that is acceptable and one that’s exceptional. With 59 percent of executives preferring video over written reports, video mystery shopping can provide the most objective information available to challenge organizational assumptions and gain unparalleled insight into your customer experience.

Put the Power of Video to Work to Optimize Your Customer Experience

When it comes to improving your customer experience, you’ll need to find a partner that will take the time to understand the ins-and-outs of your specific business needs. Through IntelliShop’s video mystery shopping program, you’ll receive reality-driven feedback and access to certified video evaluators and high-quality video equipment to capture real customer interactions. 

Furthermore, we can turn the videos into best practice content that can be used as a direct coaching tool to replicate the ingredients of an extraordinary customer experience. When associates see their peers in real-life situations, we’ve found through our client partnerships that they tend to be more perceptive to the information being taught in the video.

Contact IntelliShop today to request a consultation.