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 .

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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 .

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 .

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 faceto-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 . SEPTEMBER 2024 47