We’ve all had a bad experience with a service or product at some point. The kind of experience that makes you want to try something else. The moment when you’re thinking “I’m never gonna do this again” while angrily drudging through whatever you’ve committed to. This is never a good thing.

One of our key missions at Kyro is to help you strengthen your brand (through video). In a very saturated market, we want to help you stand out by curating videos to your audience with strategic wording & visuals.

But that isn’t all. At the end of the day, we want you to win more business by crafting a better customer experience. So, today, we’ll look at how to improve your customer’s overall experience by using video.

What’s The Big Deal?

Alright, alright, sure – customer experience is important, but is it really that important? Well, according to McKinsey & Company, “companies that offer best-in-class customer experiences” actually “grow faster and more profitably” than those who don’t.

Although written for the insurance industry, McKinsey explains the importance of a great customer experience – “improving the customer experience can do far more to drive profitable growth than raising advertising spending or lowering prices.”

We see this all around the globe. According to Gainsight’s “State of Customer Success” report, hardware/networking, real estate, and even agriculture are focusing on the customer experience. The airline industry is also capitalizing on this, seeing “customer service as one of the few remaining ways to stand out” (McKinsey & Company).

If you’re solely using video to market yourself, that’s great, but you must start to use video to build a better customer experience. How? We’re glad you asked:

1. Turn Written Content Into Video

Articles and blogs (like the one you’re currently reading) are helpful…to a point. There’s so much written text out there that customers are gravitating to something that requires less “work” – video. We’ve covered this idea in a few other blog posts, but video does a great job of getting right to business.

In addition, customers expect video. But it’s not just having a video available, it’s making a great video. According to an article by Forbes, “good content, executed well, equals a good content experience.” This is by no means to say that you should never write content, but your customer experience improves the more video you have available.

If you’ve got written content in mind, why not put it into a video? You’re more likely to drive results and get more engagement from your buyers. On our end, although we have this blog available, we’ve also created a video explaining its’ purpose (see Our Blog page).

2. Consider Where & When Your Video is Watched

We covered this topic somewhat extensively when we discussed video strategy. However, I’ll reiterate one of the main points: know the overall strategy of your business. Are you assuming that customers will run into your business in a noisy environment? Will they be watching a video from their phone on the bus? Or do you expect them to be quietly seated in a theatre? Perhaps reading something out of an email you sent?

Once you understand the environment where your customer will watch your video, you can tailor it for that. You want to integrate smoothly into your buyer’s life, rather than jumping out and screaming for attention. When you have a clear idea about this, you’ll be moving toward a better customer experience.

3. Explore New Modes of Distribution

UnitedHealthCare recently began to create personalized videos for their clients; someone can log in to the site and see a quick video explaining their unique health plan. They’ve found that this has “increased customer retention rate” and improved both their ratings and their customer experience.

When you’re looking to use video, you shouldn’t confine yourself to thinking that it’s only going to be seen through ads. Think outside the box. Could you send your customer an email with a video inside? How else could they receive your content?

If you start to look to new ways to get your video out, you’ll benefit. Plus, you’ll stand out!

4. Educate, Don’t Just Sell

Related to the last point, your video is serving a purpose for your business. That purpose shouldn’t just be to market. You can use video to inform your customers of a problem they have or even to show them how to use your service after purchasing. You can distribute company notices and you can use video internally to grab your employees’ attention (more than a large email ever could).

Start viewing video as a vehicle – a way to communicate something.

5. So What?

Lastly, you always want your video to answer this question: “so what?” It doesn’t matter if you have an amazing video with fantastic visuals and great writing – your viewer is asking “so what?” It’s great that you can give them software with a lot of features, for example, but what’s the value that you add to their life?

You want to be very clear on this. For your customer experience to be really great, every video you make should clearly answer this question. If, after watching your video, a viewer lands only on “that was cool,” then you’ve missed the mark.

Ever video you make should be intentional. There should be a specific reason for everything that you do. Whether announcing something new or simply informing employees of a company policy, your video must answer this question.

By ensuring that you craft a video to these 5 points, you will be sure to improve your customer experience. These aren’t the only points you need to keep in mind, but there are plenty of other articles out there on this topic. We’ve also found that it’s pretty intuitive to determine what makes a good customer experience. If you’re ever uncertain, ask yourself if you’d find it enjoyable.

By even considering the use of video, you’re taking a step in the right direction. We hope that these tips will help you continue to thrive!