Top 5 Ways Video Content Can Improve CX

1. Product Videos (aka Demos or Explainers)

What: These videos are designed to raise awareness and showcase your product or service by highlighting key features and benefits at earlier stages of customer engagement.

Benefits: Product videos help customers make informed decisions, in fact 89% of customers say they are more likely to purchase a product or service after watching a video.

Example Product Video – Lenovo

2. Personalized Videos

What: Personalization is the key here. Utilize customer data to craft engaging videos that provide a ‘wow’ experience, making customers feel valued and understood. Particularly effective for existing customers at renewal stages or to help drive retention.

Benefits: Personalized videos build a human connection and significantly increase response rates and engagement. When done in a transparent way, they can be effective to drive sales, renewals, and overall customer loyalty.

Example Personalized Video – Hiscox

3. Help Videos (aka ‘How-to’ Videos)

What: When customers are seeking support, instructional ‘how-to’ videos are designed to help customers use or troubleshoot your product or service effectively. They can also be used to share interesting or useful information, educating customers on best practices.

Benefits: Help videos reduce the need for customers to contact support, resulting in a smoother self-service experience and improved customer satisfaction overall.

Example Help Video – magicJack Wireless

4. Videos for Events

What: Video content for significant events or milestones, such as new product or feature launches, pay-per-view events, conferences, or major brand announcements.

Benefits: When anticipating a surge in customer demand, video provides an effective way to engage with a large audience ‘just in time,’ delivering critical information and reducing load on support channels.

Example Event Video – Mars Treat Town

5. Added Bonus – Focus your CX strategy with Customer Documentaries

What: Customer documentaries reveal how customers use your products or services and how their behaviors are evolving. Primarily for internal use, these insight-rich films are used as part of CX research to inform product/service design and improvement.

Benefits: By better understanding customer needs and behaviors, you can refine your offerings, ultimately leading to a better customer experience across the entire lifecycle.

Example – Research Films Showreel

Integrate video into your CX strategy

Video is a versatile and impactful tool that can be seamlessly integrated into every stage of the customer lifecycle. If you are ready to unlock the full potential of video to enhance your customer journey, sign up below for exclusive insights and resources on using video effectively for CX.