Engaging Customers with Video
Many brands are now choosing to tell their stories through video, and it’s not surprising to see why. 90% of customers say video helps them make buying decisions and 64% of customers say that seeing a video makes them more likely to buy (Forbes).
Consumers want and expect video content to both educate and entertain. It has become the norm across social media platforms, with “stories” being a relatively new addition.
However, while brands are capitalizing on the power of video in their marketing, many are missing a trick when it comes to understanding the customer experience, and socializing the results of CX programs. After all, CX professionals, researchers and senior execs are consumers too!
In this day and age, video content is found to be more engaging than written reports. In fact, 59% of execs would prefer to watch a video, rather than read text on the same subject.
If something connects with us emotionally, we will find that more memorable. And I don’t know about you, but I’ve never felt emotionally connected to a PowerPoint chart!
Finding the Story
Although videos are a fantastic way to tell stories, you still need to identify the right story to tell.
CX programs can provide us with insights into the key drivers of satisfaction or NPS with open-ends and text analytics, providing a view on the all-important question, “why.”
Sometimes we need to go deeper. We need more detail, and we need a to unlock the emotional connections that customers have with our brands. The cultural shift towards video that has taken place, facilitated by advancements in technology and the extremely high adoption rates of mobile devices, means that consumers are able, and willing to video their experiences, thoughts, and behaviors. Video questions can easily be incorporated into CX programs for a seamless experience for respondents. Not only does it provide consumers with an engaging way to provide feedback, but it gives you more data, greater context and brings the customers to life.
Through video, consumers provide at least 6 times more words in their reviews than they would in a traditional free text response. And not only do they say more words to provide greater detail on a topic, but they actually also talk about more topics, providing additional themes for your business to analyze and attend to.
Getting Emotional with CX
As the great storyteller, Maya Angelou, has said….
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
So much of our decision-making as consumers is driven by emotion, yet it’s actually one of the hardest things to capture. By getting closer to uncovering how interactions and experiences make customers feel, there comes a certain understand of what is working, and what needs improving.
When you talk with someone face to face, you can get a real sense of how they feel – even if they are trying to hide it! Our facial expressions and our tone of voice give away clues to our emotional reactions. Video not only captures those reactions, but the capabilities exist to extract the meaning from that content, giving you great insight into the emotional highs and lows. And it matters as, 86% of buyers will pay more for a better brand experience, but only 1% feel that vendors consistently meet expectations (Oracle).
Why Isn’t Video Used More?
Historically, video has been challenging to work with. Before the advancements in AI and machine learning, gaining insight from video content was a long and painful process, requiring hours of watching, tagging and time-stamping content. Now the technology exists to automate this process, so you can benefit from the richness of video feedback without the manual headache. This frees up time to focus on the interpretation of the data and the creation of the insight story.
There also seems to be some nervousness in inviting video feedback from customers. Through social media, people have the opportunity to tell everyone what they think anyway. By incorporating video feedback into a CX program, you have the ability to focus on the areas that matter most and to understand feedback in a wider context such as the customer type, customer journey or touch points.
The Inescapable Truth
Videos are hard to ignore. They can sometimes be quite shocking or hugely inspiring, but either way they are memorable. It’s quite shocking to see some stories in the news sometimes, like the video of that passenger who was removed from a United Airlines flight. But truthfully, if we had just read about the incident, would it have had the same impact as the visual context?
Video delivers the inescapable truth: it can’t be rationalized the same as text, scores, or charts: video provides an emotional connection which drives action.
Showreels can be created in minutes that bring insights to life, using real customers, talking about real experiences. These videos can be game changing for your CX program – they deliver powerful stories that make people sit up and listen. CX programs should be a way of constantly improving the experience, not just a means of giving the experience a certain score.
So, if you want to understand your brand’s story, get in touch today and incorporate video from LivingLens into your CX program.