Provide a Better Customer Experience with Personalized, Interactive Video

Video has proven to be the single most engaging form of online content available. SingleGrain reports that 93% of marketers use video marketing. According to Hubspot, 54% of people want marketers to produce more video content. MarketingLand reports that as much as 62% of people agreed to being more interested in a product after seeing it in a Facebook Story. Video marketing campaigns on LinkedIn can generate view rates as high as 50%, and video is shared 20 times more often than any other content formats in the LinkedIn feeds.

Although video is highly engaging, interactive personalized video is even more effective because it engages customers with content that is personally relevant to them. It assembles videos on the fly with information about products, services, and questions that truly matter to the viewer. In a world in which companies must increasingly compete for attention, personalized interactive video is a clear differentiator.

Most people assume that it takes a good deal of effort, expertise, and money to make an effective, professional-quality video for business. In fact, the process doesn’t need to be complicated. If you have the necessary skills to create a PowerPoint presentation, you can develop your own customized content and make it available to your customers, employees, or other stakeholders in an interactive, personalized format.

Standard Video Content Is Not Enough

Traditional video presents the same content to every viewer in the same way. It lacks the customized, personalized touch that indicates a more caring, responsive approach to the customer’s needs. Users are left to sift through increasingly large amounts of video content to find what they need. That takes time. In a world in which consumers expect immediate results, this can lead to a sharp drop-off in attention. The viewer gets bored or frustrated and goes somewhere else. If you lose the engagement, you’ll probably lose the sale as well.

A 2020 study from the CMO Council and Precisely found that 57% of consumers want brands to use both personalization and interactivity in their video content.  Additionally the number of consumers who listed video in their top preferred channels increased by 64% in just one year from a similar study a year earlier.

Without personalization, there is less engagement. The one-size-fits-all approach simply does not set your organization apart from the crowd. Personalized interactive video, in contrast, dynamically incorporates data-driven content that relates specifically to each individual viewer. It uses real-time data to determine how best to engage customers and offers the high-touch feel of a one-to-one interaction.  And by easily incorporating it into your other communication methods like email, SMS, and even chatbots, it allows your customer to decide when, where, and how they prefer to take in important information.

Imagine if you could duplicate a one-on-one interaction like a phone conversation or in-person encounter, without directly involving an employee. Interactive Personalized Video uses data, video, and interactive viewer responses to tailor a personalized video that communicates an appreciation of the consumer’s valuable time and attention and the importance of the customer’s relationship to your organization. Through a combination of customer data and prompts, the technology automatically recommends the best combination of content for the consumer’s next engagement.

Better Engagement = Better Business Results

All of this translates into very real, meaningful business results. Interactive Personalized Video can drive increased revenue by attracting new customers and upselling new products to those who already buy from you. It helps to create highly personalized connections with customers and prospects, informed by intelligent analytics, for an experience that makes a positive impression. This technology enables you to prioritize the most relevant content, for example, by presenting prospective customers with videos that zero in on the specific pain points that are most relevant to them.

Interactive Personalized Video also improves the customer service experience by giving consumers exactly what they need, allowing them to engage in a self-directed inquiry, without the frustration of waiting for an agent. The personalized interactive approach also saves money by enabling observers to resolve problems themselves, freeing up customer service personnel to deal with higher value, higher priority cases.

Interactive Personalized Video can be used to perform a variety of other functions as well. For example, it can be used to explain complex billing statements or answer frequently asked questions, or to onboard new customers with quick-start guides and installation tips. Personalized video can be used to educate, train, and entertain your customers.

Using Interactive Personalized Video Internally

Many organizations are using Interactive Personalized Video for internal purposes as well. Employee training and updates can be tailored to specific roles and experience levels. This ensures that the most important information gets communicated to each employee, without being watered down amid messages that are not relevant to a specific target audience. Important updates that apply to field service personnel, for example, might not be meaningful to employees who work in the office full-time. A personalized approach gives people exactly what they need, without creating cause for confusion.

Companies that rely on independent distributors or representatives have also found this technology to be extraordinarily profitable. When a large capital-management company wanted to increase its sales from independent financial advisors, it used Precisely’s EngageOne Communicate platform to develop personalized videos for financial advisors. This process enabled the financial professionals to learn more about the company’s portfolios and then share the information with their clients. In just five months, the company increased its sales from participating advisors by 44 percent.

Creating Interactive Personalized Video Is Easy

Precisely’s EngageOne Communicate platform enables virtually anyone to create interactive communications like emails, chatbots, SMS and videos that inform, educate, and entertain their target audiences.

While the EngageOne Communicate platform incorporates sophisticated technology that integrates with web analytics, enables customization, and allows for various deployment options, the fundamental process of creating and publishing a video is remarkably simple. Anyone who is capable of creating a PowerPoint deck and browsing to a video clip stored on their computer can produce personalized interactive videos using EngageOne Communicate.

If you want to take your customer engagement to the next level and stand apart from the crowd, Precisely can help. Our entire family of EngageOne products work together to deliver clear, consistent omnichannel communications for improved efficiency and accuracy, higher customer satisfaction, and better compliance. To learn more about how you can make Interactive Personalized Video work for you, download our free white paper Interactive Personalized Media: Real-time Video for Business Success.