A customer’s relationship with a business is defined by more than product satisfaction and short wait times. Both of these factors are necessary. However, a successful customer engagement strategy is the result of a core understanding of what a customer feels when interacting with a brand. From the moment the buyer becomes aware of a problem, a company should make the purchase and use of a product or service as efficient as possible.
Companies that adopt this customer-first mindset take into consideration how customers choose to interact, use technology, and spend their time, money, and attention even beyond their engagement with a product or service. By doing so, businesses place the needs of the customer at their core. From there, organizations structure a customer journey that accounts for customer needs and creates engagements that result in satisfaction, loyalty, and advocacy.
The customer experience, then, is defined by the alignment of a customer’s daily life with the end-to-end workflow established by the company including the full scope of touchpoints or engagements. Using technology and revamping the use of existing tools like video can dramatically impact the overall customer experience.
Why does it matter?
Prophet’s Brand Relevance Index reports that the companies that focus on delivering an exceptional customer experience are the fastest-growing, healthiest businesses. People find these brands indispensable in their lives for the types of customer engagements they create.
Today’s customers have high expectations. Companies like, Apple, Google, Amazon, and Uber are raising customer demands. According to the survey, State of the Connected Customer, by Salesforce, 58% of consumers agree that technology has significantly changed their expectations of how companies should interact with them.
Gartner reports more than two-thirds of marketers responsible for the customer experience say their companies compete on the basis of customer experience. In fact, analysts anticipate that by 2020 the customer experience will overtake price and product as the key brand differentiator.
Can video help?
Digital marketers have long known that consumers prefer video content. Not only do consumers (particularly young and mobile consumers) prefer video, they are more likely to convert after watching a video. Furthermore, viewers retain 95% of a message when they view it in a video compared to 10% when reading it in text.
As a result, it is clear that video can be impactful in reaching new customers, but it is also true that video can be an essential part of any customer engagement. For example, many brands use video to thank their customers for their purchase or their loyalty.
Similarly, video provides a unique opportunity to explain product updates, bugs or issues, and to provide on-going product or industry training. Because customers retain more from video than text, many businesses are now using visual elements in blogs, support articles, and FAQs.
To round out the support process, with customer-generated video tools, like Request by Recursive Labs, customers can create a screen video to show their question or issue and send it off to a business for resolution. This type of engagement allows agents a more comprehensive view of the customer request and promotes faster remediation.
Along the same lines, agents can provide live interaction with many of the same characteristics of video using visual engagement tools. Visual engagement uses video chat and cobrowse to provide live guidance. Vibrant visuals and interactive components depict a message or story in a way that allows people to connect on a much deeper level. With video these solutions, agents are better able to engage personally with customers.
A successful customer engagement strategy requires a comprehensive look at who your customers are and how they engage with their friends, family, and brands. By taking a step back and adopting a customer-first mindset organizational leaders can put into place a customer experience that consistent, personal, and timely.
Incorporating video into the customer experience has proven to be an effective strategy. From introducing a brand to closing a deal to support, video provides a more engaging and relevant way to interact with customers throughout their life cycle.