The Impact of Interactive Video Technologies on Customer Satisfaction
Improving customer satisfaction with interactive video
Recently, two industry experts, Ben Lilienthal, founder of ScreenMeet, and Mike Milburn, president of Salsify, met to discuss the use of video in real-time customer engagement. Here are highlights of that discussion, and download the eBook to read a more in-depth version of their conversation.
The need for remote video interactions in business
People have grown accustomed to video interactions in their personal lives and now expect it in business interactions as well. Today the service sector is moving from voice and text conversations to real-time video and screen sharing.
And while many businesses had been moving toward supporting a remote workforce, the COVID pandemic accelerated the need for companies to provide collaboration tools for their employees to share design ideas, conduct training and onboarding, and participate in departmental meetings.
The next generation of customer service
Video services, including real-time conversations, screen sharing, and more, is changing the way businesses interact with their clients. The technology not only provides a human element to virtual customer interactions, but each interaction can now be added to customer records in the company’s CRM system and tracked, like a trouble ticket or support call. Having
that system of record where the interactions are logged, auditable, and reportable helps the enterprise deliver on the KPIs around the business case to support the service being provided.
Customer support teams have found that the technology allows them to resolve a higher percentage of customer issues on the first call within minutes rather than requiring multiple calls over several days. The result: greater customer satisfaction, higher Net Promoter Scores, and elevating the company’s brand.
Preparing the customer for a new paradigm
But not everyone is ready for real-time video interaction. Some customers might be reluctant to share their image with the agent or might find the technology overwhelming. In those cases, the service team must provide the customer with several alternate methods of communication that will meet their support needs and comfort level.
The company should also increase efforts to explain to its customer base that the company invests in these new technologies to provide them with improved service, better support, and better connectivity.
Real world example
Recently, a technology product and services company that serves consumer and enterprise clients globally moved its CRM (Salesforce) and ITSM (ServiceNow) to the cloud. The project was deployed in 65 different countries, allowing support agents to open a session on customer devices remotely, enter into a video chat with screen sharing, and provide remote access through a browser. All session information and recordings become part of the CRM record for incident tracking and follow-up.
Looking ahead
Video is going to mean deeper connections with every client in almost every industry.
We predict accelerated growth of real-time video interactive technology to occur on the service and repair side. Giving customers the ability to provide video evidence of a problem during a support call viewable by the agent and saved as part of the customer record will be invaluable for customer satisfaction and problem resolution in the future.
Companies are relying on improvements in their customer service to differentiate themselves. And remote sales, service, and support have become the norm for both businesses and consumers. Interactive video technologies are quickly becoming an essential tool for companies to build closer relationships with their clients, increase brand loyalty, and improve
customer satisfaction.
To learn more about how remote video technology is changing the way businesses interact with their customers, read the eBook, The Evolution of Video: Trends in Real-Time Customer Engagement.
