March 7, 2018
Video resonates with your customers and personalized video gives your brand a human touch at scale. That’s important because more than 70% of enterprises expected assisted service volumes to rise in the coming year. While customers will interact with brands more often, the bar for those experiences will climb too.
In our recent report “Personalized Video Creates Better Customer Service Experiences,” Ian Jacobs and I examined the format as a way to deliver unique, positive customer experiences at scale. We talked to companies in insurance, financial services, travel, and utilities that used personalized video platforms from Pitney Bowes, SundaySky, NGDATA, Vidyard and Idomoo.
For example, one energy company in Europe sent nearly 500,000 personalized videos in the last two years and found that they resulted in better payment behavior, an increase in Net Promoter Score, and more than 80% of customers opening a self-service payment account.
In our research, we found there are two different types of personalized video and that the most successful applications used both. These two types include:
- Dynamic scene creation. Imagine a bucket of scenes that the platform assembles on-the-fly. For example, an insurer would deliver a different set of scenes based on the type of claim—fire, flood, or car accident—but some of the core components of the video might remain the same. Personalized video platforms give brands the flexibility of delivering the right content in the right scenario.
- In-video personalization. This type of personalization pulls in customers data and inserts it into the video. Some companies use it to recap benefits. An insurance company found that customers who watched personalized videos renewed at a rate 12% higher than those who didn’t. Airlines have also sent year-end summary videos that recap loyalty and banks use it for onboarding. (See image below.)
The production of personalized video content can be challenging though because it’s different than producing a linear video. Connect with me and Ian to learn more about the technology and how to use to boost customer service.