In our previous post, we discussed the evolving role of video for customer interactions. Let’s explore how Customer Experience leaders are leveraging video.
Customer service is becoming transactional
A few years ago, the Corporate Executive Board released its research on customer loyalty. Published under the provocative title “Stop Trying to Delight Your Customers”1, it showed that, when it comes to customer service, customers want first and foremost their inquiries or problems to be resolved quickly and easily. It transformed the Customer Experience discipline, introducing the “effortless” imperative. Time became the currency for both buying products and getting service. This consumer expectation met enterprises’ desire for reducing service costs in a perfect storm. Many interactions were turned into transactions, often thanks to self-service. Late 2014, Forrester noted that web self-service had become the most widely used communication channel for customer service, ahead of the agent-assisted voice channel.
Not so fast!
If self-service brings convenience and speed, it is not the panacea. Indeed, we all have experienced situations where we have a question, cannot find an important piece of information, or simply need confirmation from a person. Good self-service includes the option of getting live assistance. Gartner predicted that by 2017, one-third of all customer service interactions will still require the support of a human intermediary.
Not all customer interactions should become transactions fulfilled using self-service. Some require advice and a discussion with a knowledgeable person. Furthermore, enterprises are finding it important to maintain an in-person relationship with their customers. Enterprises need to identify the important moments of their customers’ journeys and turn them into quality interactions with an associate. Google research shows that being present and engaging at the critical moments of consumer journeys has become critical2 in our digital world.
Transactions and moments
The role of video is best comprehended in the context of what consumers are trying to do. When looking to get things done, time is the currency. Consumers prefer self-service but when they need assistance, seeing and dealing with a person is the best way to handle impatience. In the context of a journey, the role of video is to maximize pivotal moments, enabling a quality conversation with a knowledgeable person. Compounded with the service and sales scenarios, we get the four main use cases for embedded video communication.
High-value interactions and high-value customers
These different use cases have in common the ability to seize the moment to either provide great service to high-value customers or to maximize high-value interactions. They find their economic justifications differently though:
Looking at video use cases from the lenses of transactions and moments, when selling or servicing customers shed a new light on its business benefits. In our next blog post, we will look at what makes video a unique communication channel.