Video communication has transformed the world in the last few years. Since the pandemic, companies have been relying more heavily on video to reconnect distributed team members. However, video isn’t just a powerful solution for collaboration.
Customer experience video technologies offer organizations a powerful way to engage, and convert customers with personalized, humanized experiences. Not only does video improve the context of customer service interactions for agents, but it can also help to empower and delight clients.
Around 96% of leaders agree that videos have helped buyers to understand their product or service.
The question for business leaders is, how do you find the right video solution for your CX needs?
Step 1: Find your Customer Experience Video Use Cases
Video can serve a number of purposes in the customer experience landscape. Companies can use co-browsing tools and video technology to deliver remote support to clients. They can offer omnichannel customer service interactions, with face-to-face guidance from teams. There’s even the option to create powerful onboarding and training resources for customer success.
Some organizations may even choose to leverage video technology to create powerful webinars and events for customers in their community. Understanding your use cases for video technology, and how you can embed visuals throughout the customer journey is crucial.
Mapping the customer journey and identifying potential video opportunities will help organisations to determine the features they need from their CX tools.
Step 2: Prioritize the User Experience
User experience should always be a critical consideration when choosing any CX tool or platform. When investing in customer experience video technologies, businesses need to consider two primary users: customers, and employees.
From a customer perspective, video platforms should be easy to access at the click of a button. They should allow clients to instantly navigate from a chat or voice call to a video session in seconds. The right video solution will also offer exceptional call quality, and accessibility for all use cases.
Agents need their video tools to be accessible in the environment they use to handle all other forms of customer communication. Innovative solutions can even transcribe and translate calls in real-time, helping to improve team and customer interactions.
Advanced features like cobrowsing, or collaboration tools built into the platform can even help to streamline the customer experience and agent experience further.
Step 3: Consider Integrations and Compatibility
There are numerous ways to embed video customer experience technology into a business environment. Some companies opt for VCaaS (Video conferencing as a service) apps. Others look for a fully integrated platform of omnichannel tools.
Whichever strategy you choose, it’s worth making sure your solution can integrate seamlessly with the tools your employees already use for customer service. Integrations with CRM, helpdesk, chat, and social media channels can be extremely helpful.
Additionally, it’s important to ensure employees can leverage any device or hardware solution they choose to start video conversations. Most innovative CX platforms will allow teams to bring their own devices into the contact center, and even use mobile apps for communication.
Some solutions also allow companies to embed video communications into their existing platforms and tools, using CPaaS technologies and APIs. This could be useful for businesses with their own custom platforms for CX.
Step 4: Look for Analytics and Insights
While there are many features companies can use in a video customer experience strategy to enhance their interactions with buyers, analytics and insights can be particularly useful.
Many leading contact center and CX vendors provide businesses with the opportunity to collect insights from every video conversation. AI tools can track sentiment during calls, analyze trends, and deliver guidance to team members in real-time. Some solutions can also proactively monitor metrics for quality assurance and compliance purposes.
The more advanced the analytics solutions built into a platform, the more valuable a company’s insights become. The right tools can help organizations monitor and improve the customer journey, and even deliver enhanced training to team members.
Step 5: Ensure High Security and Privacy Standards
Security and privacy should always be core priorities for any business investing in next-level customer experience. While today’s consumers are willing to share personal information in exchange for more relevant experiences, they expect their data to protected.
At the same time, compliance and security standards are constantly evolving. The more information a company collects from a video platform, the more advanced their security strategy should be. Most video conferencing and communication tools are now equipped with end-to-end encryption.
However, some vendors can offer more advanced tools to secure the customer experience. Some platforms will allow organizations to set up data protection policies and firewalls. Others will provide complete control over how data is stored with retention strategies.
Step 6: Invest in Innovation
Finally, it’s important for any business owner investing in video customer experience tools to consider the future trends of the industry. Video in the contact center and CX landscape is evolving all the time. 5G connections are driving stronger mobile interactions. Intelligent tools are improving the quality and clarity of video discussions.
Investing in a platform provider with a focus on innovation can help organizations to stay ahead of the competition. The right tools could provide access to valuable AI assistants, compliant call recording and analytical services. Some solutions may even open the door to new types of customer service.
For instance, a comprehensive omnichannel contact center could pave the way to exploring the world of extended reality, for more immersive interactions with clients. The right vendor will allow companies to scale their platform and add new features on-demand, through the cloud.
Comparing Customer Experience Video Tech
Video technology in the customer experience landscape is growing increasingly common. Not only does it provide companies with a way to deliver a truly omnichannel experience, but it also humanizes countless customer conversations.
With the right video technology, businesses can set themselves apart from other competitors in the experience economy, and delight new generations of customers.
