WHY VIDEO MESSAGING ?
Showing is better than telling , from DIY projects and IT hiccups to customer service needs . Video helps people explain ideas more quickly , clearly and effectively than any other medium .
For customer service teams , video messaging provides all the tools your team needs to solve problems and satisfy customers while building personal connections and giving customers hands-on , tailored support .
Responding to a support inquiry with a short video helps alleviate confusion and speed up resolution . Incorporating video messaging into your customer service strategies allows teams to improve their communication ’ s effectiveness .
Covideo data shows that adding personalized videos to email increases :
• Open rates by 19 % when using " video " in subject lines .
• Click-through rates by 65 % with a video thumbnail .
• Response rates by 200 %.
Here ’ s an example of how video messaging can improve customer service interactions .
A customer service center receives an email asking how to add more users to a customer ’ s account . With a plain text email , the representative would have to write out every step of the process . On a phone call , the representative would have to verbally describe what a customer should see on the screen .
However , a short , casual video with built-in screen recording lets the representative show how to add users and provides a personal touch .
HOW UTICA UNIVERSITY INCREASED ENGAGEMENT WITH VIDEO MESSAGING
Utica University , located in Utica , N . Y ., and established in 1946 , is an esteemed institution offering a diverse range of academic programs and fostering a dynamic learning environment for students seeking excellence in higher education .
Utica ’ s recruiters wanted to connect with prospective students and families to increase enrollment while offering customization and personalization to stand out from the competition .
To personalize its communications and encourage accepted students to enroll , Utica University added video messaging to its recruiting process . The team needed a powerful digital component to reach students in their preferred channels .
With the technology ready , the university ’ s president , Laura Casamento sent over 4,000 video messages : one for each student who applied and was accepted . Her messages had an overall 91 % engagement rate , including from students who clicked on the video link , followed a CTA or replied to the video .
Utica University now plans to incorporate video messaging at other vital prospect touchpoints to :
• Encourage application submission .
• Send event invitations and reminders .
• Share virtual tours .
• Provide personalized digital follow-up after a visit .
• Introduce admission counselors to incoming students .
• Send FAQ videos and screen recordings . By incorporating video messaging , Utica University recruiters offered 18a highly CONTACT personalized CENTER PIPELINE journey and gained actionable video analytics to prioritize the most interested prospective students .
A robust video messaging platform enables teams to :
• Welcome new customers .
• Improve the handoff from Sales to Customer Service .
• Set up initial training , including reminder and post-training videos .
• Answer FAQs .
• Provide educational material .
• Share visual updates on customer status and progress .
• Offer expanded services , secure upsells , and prepare for renewals .
• Request video testimonials using a reply function .
OVERCOMING VIDEO MESSAGING CHALLENGES
Customer service teams juggle a variety of systems to satisfy customer needs , so they might balk at adding a new outreach method . Follow these four strategies to overcome common challenges and gain team buy-in for video messaging .
1 . START SIMPLE Choose one way to incorporate video into your customer service approach , like sending a follow-up video after resolving a service ticket or sharing a personalized FAQ video the first time a customer reaches out for assistance .
Provide clear expectations around video messaging use and give your team a fixed amount of time to incorporate video messaging : we recommend 30 – 90 days . This strategy allows your team to ease into the video messaging process .
2 . ENCOURAGE PERSONALITY
OVER PERFECTION Your team may be slow to adopt video messaging because they ’ re intimidated by the prospect of recording themselves . They might fear “ messing up ” or failing to get a perfect video the first time .
To increase their use of video messaging , encourage a mindset shift : from focusing on perfection to creating personal connections and demonstrating the unique qualities that help them solve problems and please customers .