Videos have always been the most preferred medium of communication for the best customer experience across all businesses. It is the only medium to engage both the audio-visual senses of a customer. Hence, more attention can be grabbed to engage them more effectively.
Companies use videos for various purposes to engage with their audience be it marketing, sales, product demo, or tutorials. Google reported that more than 55% of customers use online videos before shopping that helps them make a more informed decision.
Every touchpoint a customer makes with a brand generates a certain kind of customer experience. A textual blog would give a totally different experience than a visual. Likewise, a visual message would be entirely different from a Vlog or video demo.
No matter which mode of communication you use, your end goal is to generate a greater customer experience to gain better results. Although videos are one of the most engaging modes, it doesn’t mean you should eliminate other options.
Read more – 5 Tips to be Confident Vlogging in Public
Knowing when to use it for the most optimum results is important. So, let’s explore that first.
When to use videos for CX?
There are many benefits of using videos towards your CX efforts. They include:
For reaching a mass audience
When you have to present a solution or a demo, it is not possible to do it manually every time for your prospects. Hence, recording a video once and sharing it on different channels gives you the liberty to reuse it for an infinite number of times. It reduces your efforts drastically and saves a lot of your time.
Moreover, it has a wider reach anytime than physical efforts. You can record a video at your home and make it available for everyone in different parts of the world. It becomes easier for the customers to watch the videos at their most convenient times without physically being present.
To simplify complex concepts
When you have to explain some complex topics about your product or a business topic, it makes more sense to visualize, animate concepts with a background narration. Textual content or static image might not be sufficient to explain some complex topics. Animation does a great job of simplifying complex concepts.
With great story-telling art, you can turn any topic into fun and engaging video content. That generates more interest from the viewers ultimately adding to a stellar customer experience.
For a shorter attention span
If a concept needs 10 mins to read and understand, a video might achieve the same goal within 2 mins. With the attention span getting shorter over time due to the abundance of information, it has become a challenge to grab the attention of your audience. Shown below is the illustration by a Microsoft study on reducing human attention span.
Apparently, customers don’t want to spend more time understanding a complex topic. Hence, to give them a better experience by suiting their attention span, videos come in handy.
Types of video content for B2B SaaS startups
There are different formats of videos to suit the various needs of the audience. They must be understood deeply before you get on board to create videos for your business. These types are:
Explainer videos are swaying the modern B2B SaaS smaller companies. They are more versatile and cover a vast array of concepts in a simple 2 minutes video or so. They work much better to explain your business offering.
In a B2B SaaS organization, the product is often targeting a very specific challenge faced by companies in a niche. As a part of story-telling, the video attempts to showcase the challenge at first and present the solution, all in a much easily comprehensible manner.
B2B solutions are often more complex and simply put, boring. Videos can bring life to those solutions and with a high level of creativity, you can also sprinkle some humor that excites your audience and grabs their attention.
While these videos are a bit similar to explainer videos, they are different in the sense that they talk specifically about the product. These kinds of videos are made specifically for the bottom-funnel prospects. Unlike explainer videos, you don’t have to start from scratch talking about the problem and presenting with a solution.
You can directly start with how best to use your product and explain its features. A live recording of your screen showing all the possible navigation in the product in a systematic way would help produce a great demo video.
Make sure to not make one long video covering every feature in your product. Rather, break them into smaller chunks and create separate videos for each functionality and upload them in a playlist format on YouTube, Vimeo, or your online collection.
Another important aspect to keep in mind while naming these video chunks from a customer-centric perspective is to give names of the videos according to the customer goal rather than the product feature name. Remember, the customer doesn’t want to memorize your product’s feature name, they just want their jobs to be done.
This is another great way of generating an outstanding customer experience. Post-sales, your customers would move into the onboarding phase. At this point, make a proper structure of all the orientation you would want to give them about your brand and the product.
You may start by sending them a welcome message from your CEO or founder. This is especially helpful for B2B SaaS SMBs because your customer might be from a different location. And you can’t reach them all manually even through a video call. Hence, create a video of giving them a warm welcome and repurpose it for all the customers as you scale across the globe.
This should be different from the demo video we talked about above. These tutorial videos should be made with keeping the user’s perspective in mind. That include:
- How should they be getting started?
- What configurations do they need to perform?
- Where to raise queries?
- A brief overview of all the features?
- Then a feature-wise collection of video tutorials.
Make sure you empower your customer with all the necessary knowledge they need to get started with your product.
Customer Support Videos
Another great way of winning your customers is by answering their FAQs through videos. Instead of just telling through text, where to go and how to solve an issue, create a simple short video to explain that.
It is a common observation that customers usually try to resolve their issues by themselves first before approaching a support representative. Hence, leverage this choice of theirs by aligning your solutions to theirs through self-service videos. It saves yours as well as their time ultimately resulting in a better customer experience.
Once your product adoption has taken place and the customer has got into the flow of using your product regularly, you must try to upgrade them from time to time. This can be done by recommending to them the new features you have added to the product.
Any new feature you add to your product, you must create an explainer video of that and circulate it among your installed customer base. This would keep them informed and provide the convenience to watch at their preferred time.
This is also one of the great ways for generating future upsell opportunities wherein you propose them to upgrade to a higher plan with advanced features you have already told them about.
Best CX Practices for Video creation
While video creation has gone much cheaper with so many media houses offering this solution, there are still certain things to keep in mind with respect to the customer experience strategies. They are:
Keep a precise goal
The goal for which you are making a video should be clear to keep the content focused and concise. Don’t try to put everything into one video. If the message is too complex or too long, the customers won’t watch it till the end. In such situations, the best thing to do would be to break it down to smaller videos with different goals.
Don’t talk about the features, talk value
When creating such videos, it is often obvious to get drawn towards showcasing how great your product is. But from a customer experience viewpoint, the customer is least bothered about knowing your product. All they care about is how you can solve their solution. Hence, the message in the video should be in the customer’s language. Show them what value they are obtaining from the product in terms of value.
Leverage emotional intelligence
Leveraging emotional intelligence is an important strategy in customer experience. Through such videos, try to hit their primal brain by connecting your message to primal emotions. If you are able to do that, your message would stay longer in their memory.
Optimize the production cost but not at the cost of quality
Video production is no doubt more expensive than any other kind of content, yet, the ROI is also not smaller than other kinds. Moreover, this is a one-time cost you need to bear and you can use it for a lifetime. Cost optimization is necessary but never compromises the quality of the video. It will only harm your reputation if you produce inferior quality content just to save a few bucks.
This blog is intended to give you a comprehensive glimpse of getting started on using videos for greater CX. But as you go deeper into each topic, there’s a vast amount of information available to dig further.
To get you going, just decide upon the type of the content, the audience, and the goal and you would have some clarity to what exactly you need. Ask your media production vendor to provide you with a few samples before you finalize one. In doing so, make sure you always emphasize creating fresh and unique content.
Who knows, the next sensation on the internet could be one of your business videos going viral overnight!