“Customer experience” is the sum total of all interactions a customer has with your company — from the time they first learn about you to the sentiment they have throughout (and after!) their customer lifecycle. 

Many enterprises assume that simply providing good customer service is enough to nurture a relationship and promote retention, but a strong customer experience strategy encompasses far more. It’s about identifying their needs and pain points and crafting a memorable and seamless omnichannel content experience that exceeds their expectations. One of the easiest and most effective ways to bring your brand into your customers’ homes? Producing branded video content.

Over the last few years, video has proven to be a powerful communications tool and central to customer experience strategy best practices. Today, the medium has become an optimal method of information delivery that engages your current customer base and allows you to reach more potential customers through SEO. As well as creating an intimate connection with customers that builds watertight brand loyalty, company-branded videos can be a valuable troubleshooting and support tool. 

However, you can’t churn out just anything and expect it to attract attention online. The quality of your video content has a direct impact on customer experience, so it pays to plan, script, shoot and edit polished, professional-looking videos. In this blog post, we’ll outline four ways enterprises of all sizes can leverage video to strengthen their customer experience marketing strategy. In doing so, you’ll transform the way you communicate with your target audience.

1. Make your customers feel appreciated

It’s no secret that emotions impact purchase decisions. By appreciating your customers, you develop an emotional connection that fosters trust, boosts brand credibility, and enhances conversion rates. The easiest way to make a customer feel appreciated — and the most tried-and-tested customer experience strategy — is personalization. According to a study by the University of Helsinki in Finland, personalized recommendations are associated with a 29% increase in company revenue.

Videos are easy to personalize at all stages of the sales funnel, from connecting to closing. Whether you follow templated scripts and shoot a personalized greeting for each client or create a more general video and simply annotate the frames with relevant information, you can still capture their attention. With just a few personalized touches, you’ll be able to provide a tailored resolution to their specific problem. 

The post-purchase phase also provides an often-overlooked opportunity to build loyalty and trust. Conclude the sale with an individual thank-you video and let the customer know who to contact if they have any issues, questions, or problems. 

2. Sell the benefits of your products or services

Explainer videos are a valuable addition to any well-structured customer experience marketing strategy. Whether you’re demonstrating new products and services or offering hints, hacks, tips, and tricks to get the most out of your existing range, high-quality video plays an important role in promoting the features of your offering to new customers and explaining how existing users can utilize its full potential. 

Other video-based customer experience strategy examples include behind-the-scenes footage and customer testimonials. The ultimate promotional tool, an “access-all-areas” video, bolsters your customer experience management strategy by giving your audience exclusive, intimate access to your brand, while video recordings of customer testimonials humanize your enterprise and put a reassuring face to your product or service.

3. Improve customer support

Customer retention is essential to the long-term success of any company. Not only does it ensure a steady stream of revenue, but it also encourages word-of-mouth marketing. Creating a wide array of self-service options for frequently asked questions — such as podcasts, voice-over videos, and tutorials — gives customers the instant support they’re looking for, freeing up your customer service team to tackle complicated issues. And with collaborative screen recording software, it’s easy to resolve queries, give product demos and share creative proposals wherever and whenever suits you and your viewers.

4. Empower your team

Organizations that are serious about customer experience understand that motivated and engaged staff are vital. That’s why employee training is such an important part of a customer experience marketing strategy, and one of the best ways to train employees is through interactive learning content. Engaging and effective, video can be used in various training scenarios, from one-on-one coaching to recorded webinars and large-scale e-learning programs. Since emails and virtual meetings quickly fill calendars, flexible video options are the most cost-effective way to share thought leadership and place busy executives and industry experts directly in front of your staff.

Mike Pritchett

Author: Mike Pritchett, Founder & CEO, Shootsta