Customer concern and can be transformed into active engagement and positive outcomes with the right VX approach. Companies that continue to sit back and wait for a return to the past rather than moving forward may end up compromising their future.
Brands that communicate and modify customer experience in a fluid, agile manner set customer loyalty benchmarks and expectations. If companies fail to do so—and do it quickly—customers may feel misinformed, misled, or uncared for, resulting in a growing gap with competitors that may become too large to close over time.
Customers are looking for brand messaging that show humanization, which is the new personalization. Trust and positive sentiment can be evoked by relevant and empathetic experiences. When companies combine data-driven content with emotional resonance, the result is an experience that inspires action and strengthens consumer relationships.
Personalized CX can be difficult to achieve. Consider video: While it has long been a medium that marketers have wished to utilize frequently, integrating video into a distinctive CX can seem daunting and unattainable.
Video is simple to consume: it’s entertaining and engaging, and it’s available on a variety of mobile devices. However, in today’s fast-paced world, video has a limited shelf life and can quickly become obsolete, making it difficult for businesses to justify high production costs.
Also Read: Traditional Marketing or Modern Conversation Marketing – What Works Better?
People prefer video, and businesses that use B2B video marketing effectively to improve customer experience will be more successful.
The video-powered experience (VX)
Businesses today should prioritise convenience, effectiveness, and emotion. Customers expect quick access to useful information, and they aren’t swayed by generic content.
Because of video’s unique capacity to convey empathy and emotional intelligence, offer easily consumable content, and effectively engage on what is viewed as a personal level, the video-powered experience (VX) has become its own area of digital CX.
Smart organizations are already using VX for a variety of engagement reasons, including client acquisition for digital and growth marketers, value education for product marketers, and explanations of processes like billing for customer marketers. It’s proven especially beneficial for welcome and on boarding new customers, because establishing behavior when the customer is most inclined to interact is a lot easier than convincing them to change their habits afterwards.
It’s important not to underestimate the possibility of establishing the proper digital behaviors from the start. That’s why, especially in today’s socially distant environment, big brands are turning to VX to boost engagement and strengthen relationships.
Personalization with video marketing
Most companies have a B2B video marketing plan, but it’s usually separate from their customer experience strategy, and it doesn’t always resonate with viewers. Brands that use platforms to churn out static, out-of-date material ignore current and future customer needs. Those who have stuck to that strategy appear to be out of touch.
But how can brands make a difference with a static, linear video that has already cost a lot of money to make?
To use content in dynamically modular ways, CX practitioners should begin to atomize and deconstruct it. Individual parts can be updated quickly as a result, aligning content velocity with changing customer demands and expectations.
Companies can take it a step further by using customer data to develop a personalized VX that only contains information that is relevant to that individual. It’s especially easy with established consumers because brands already have a strong relationship and a lot of data points. Deep data isn’t required; all they need is the right technology and flexibility to make the most of the data that is already there.
Also Read: Four Ways to Improve B2B Commerce Productivity
Moving ahead with B2B video marketing
Companies can have the best services and products in the world, but new customers will be frustrated if they are unable to use or access them.
Video can also be used by customer service to inform people about changes to their account service and associated expenses. VX should not be overlooked by B2B technology firms with holistic customer journeys.
VX allows businesses to make adjustments to user accounts, which is useful if renewal charges are higher than expected due to increased usage or the inclusion of additional user licenses in the previous month. Using video to explain such changes, as well as demonstrating the value the customer has gotten over the previous year, streamlines the renewal process for recurring platform subscriptions and ensures a great customer experience for all product users.
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