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Building a Customer-Centric Digital Transformation Strategy with Video at its Core

Building a Customer-Centric Digital Transformation Strategy with Video at its Core
Building a Customer-Centric Digital Transformation Strategy with Video at its Core
Video lies at the heart of a powerful digital transformation strategy. Find out how brands can use videos to succeed in the digital landscape.
Posted in: Digital Transformation
Building a Customer-Centric Digital Transformation Strategy with Video at its Core
Building a Customer-Centric Digital Transformation Strategy with Video at its Core

If you think that good customer service is all you need to drive repeat business, you would be mistaken. In this contemporary age of technology, customers have endless alternatives. To stay ahead, your entire business approach should be customer-centric. Customers should be at the center of your digital transformation strategy.

At the heart of this journey lies a powerful tool: video. Since the pandemic, people's preference for interacting with brands via video has increased by 300%.

With an audience reach of almost 92% of internet users, it's high time we embrace video as the core element of our digital transformation strategy. This article will discover how to use videos for customer-centric digital transformation. 

What is a Customer-Centricity?

Putting customers at the center of your business

To achieve a customer-centric digital transformation, you must first understand customer-centricity. Customer centricity is achieved when a company understands customers' needs and prioritizes their preferences in all aspects of its strategies and processes. 

A customer-centric company understands that to develop a strong bond, it must aim to exceed its customers' expectations

Two fine examples of such companies are Amazon and Zappos.

Amazon-Putting Customer First

Since its inception, Amazon has made a point of providing its customers with a seamless shopping experience. They have upped the customer satisfaction standard with innovations, including one-click purchasing, customized suggestions, and speedy delivery.

This customer-centric approach has played a significant role in the company's success. 

A staggering 66% of US and EU5 countries' consumers start their product search on the platform. 

Zappos- Setting the Standard for Customer Service

Zappos is an online retailer of clothing and shoes. The business is renowned for offering top-notch client service. It goes above and beyond by providing round-the-clock customer care, free shipping, and a lenient return policy.

Their dedication to customer service has led to an increase in customer retention and loyalty. Around 75% of the company's revenue comes from repeat customers.

Even research supports the benefits of customer-centricity. 64% of consumers consider customer experience more important than price in their purchase decisions. 

What's more, a company can increase its revenue by 10-15% just by improving its customer experience. 

What Role Does Video Play in a Customer-Centric Digital Transformation?

A sales lady demonstrating her products through videos

In today's digital age, video has become the preferred medium for developing captivating digital experiences. Thanks to its aesthetic appeal, video can attract consumers unlike any other media.

This is why 91% of businesses use video as a marketing tool in 2023, and 96% continue to value it as a vital part of their marketing strategy.

Here's how videos help create a customer-centric digital experience: 

Videos Drive Communication and Engagement

Video allows businesses to connect with customers on a much deeper level. According to research, individuals remember 95% of a message when they see it in a video. To give you context, they retain only 10% of what they read.

Companies can grab customer attention and encourage action by integrating engaging videos into their websites, emails, and social media platforms. 

Videos Enable Personalization and Customization

Personalization is a crucial aspect of customer-centricity. 71% of consumers expect companies to personalize their interactions. 76% get frustrated when they don't.

Video allows businesses to personalize their communication at scale. For instance, personalized video messages addressing customers by name or providing tailored product recommendations create a more engaging customer experience.  Likewise, you can create Customer Training videos to educate your customers about product use. This will enhance customer usage and as well as increase the word of mouth advertising.

Videos Enhance Product Demonstrations and Explanations

Let's face it- long product descriptions can be tiresome to read. Videos are excellent for showcasing products and clearly articulating complex features. Customers can better comprehend the product's capabilities when seeing it in use.

As per the Wyzowl State of Video Marketing Reports 2023, 96% of people report watching explainer videos to learn more about a product, with 89% being swayed to purchase after seeing the video. 

Videos Build Trust and Credibility

Trust is crucial in customer interactions. Video helps build credibility and trust by giving the brand a face. Incorporating video testimonials, case studies, or behind-the-scenes footage adds authenticity and transparency, strengthening the bond between the brand and its customers.

2 out of 3 people say they would be more inclined to make a purchase after watching a video testimonial showcasing how a product or service benefited others like them. 

Videos Facilitate Customer Feedback and Support 

Video can also be used to provide customer support and gather customer feedback. 

Using video surveys is a more efficient and personalized approach to getting opinions. Similarly, video chat assistance enables the support team to better deal with issues. If you're interested in video editor jobs, understanding how video can be utilized beyond just editing will be a valuable skill in the ever-evolving job market. 

Since Covid, video calling has become a customer preference when interacting with organizations. 

Over one-quarter of European consumers say that they will switch brands if offered the option of video chat.

Customer-Centric Digital Transformation Strategies 

Now that we've understood how videos can elevate customer engagement, let's look at some effective customer-centric digital transformation strategies with videos at their core.

Harness the Power of Video Storytelling 

Dove's 'Real Beauty' Advertising Campaign

Videos have the unique capacity to communicate engaging stories to your viewers. Through videos, brands can communicate their core beliefs and show how they positively affect people's lives. These narratives arouse viewers' emotions and leave a lasting impact.

Consider Dove's "Real Beauty" advertising campaign. The cosmetics company used short clips to question beauty ideals and advance body acceptance, significantly improving its brand perception.

Further, brands can also communicate consumer success stories through video storytelling. Success tales that come straight from consumers have a higher level of authenticity. Businesses can help potential consumers relate to the struggles and experiences of their featured customers by using the persuasiveness of video storytelling.

These videos offer social evidence, enhancing credibility and trust while encouraging viewers to picture their own success using your product.

Personalize Your Messaging With Videos

Personalization is one of the most crucial elements of customer-centricity. Brands can develop stronger relationships with their audience by tailoring their messaging and suggestions to suit specific needs.

Personalized video messages take this game to a whole new level. Brands can use video messaging to reach customers by name, provide specific information, or even produce specialized video courses based on their needs.

For instance, a fitness app may provide users customized training videos depending on their fitness goals. This combination of video and customization creates a hyper-personalized experience that makes each customer feel valued.

A woman taking personalized fitness training on her laptop

This level of customization enhances customer satisfaction and helps drive higher loyalty and conversions.

Create Interactive Video Experiences 

When it comes to increasing customer engagement, interactive video experiences are a game changer. They engage viewers in the content beyond passive viewing.

These videos have interactive elements like quizzes and clickable hotspots. Viewers can even shape the video's outcome through their choices.

For instance, a clothing store may create an interactive video letting viewers click on certain items to learn more about them or even try them virtually.

You can keep customers interested in your products and enhance their window shopping experience by providing an interactive video journey. It's a fantastic strategy for brands to connect with their audience and make their videos memorable.

Create Interactive Video Experiences

Showcase Your Products through Video Demonstrations 

Do you not want to see a product in action before purchasing it? That's what a video demonstration does. Instead of relying solely on text or images, brands can create videos that showcase their products, highlighting their features, benefits, and practical usage.

These videos act as online manuals, helping customers visualize the product, understand its functionality, and make more informed decisions.

Tech companies often create videos demonstrating how to set up and use their latest gadget. Apple's product launch events are an excellent example. Their video product demonstrations generate excitement and anticipation among customers.

You can also see great examples of video demonstrations in the cosmetic industry. Makeup brands frequently create video tutorials showing how to apply their products for different looks.

It's a convenient and effective way to ensure customers do not miss important features or benefits of your products.

Enhance Customer Support with Videos

Video customer support strategy utilizes videos to enhance and expedite customer service in the digital environment. Customers no longer need to type out explanations or wait on hold for support.

Instead, you can provide them with personalized video tutorials and troubleshooting guides. They can even opt for live video chat sessions with support agents.

For example, a tech company may offer video tutorials on its website to help customers troubleshoot common issues. This approach not only provides clearer and more efficient support but also adds a human touch, making customers feel valued.

Considering the broader goal of digital transformation, this shift from traditional text or phone assistance to video-based support makes sense. Companies benefit from being able to dispense their services more conveniently.

A woman providing customer support through video calls

Streamline Training and Onboarding with Videos

Another area that might benefit from videos is customer onboarding and training. By giving video onboarding tutorials, brands can provide customers with clear instructions on utilizing their products or services.

This tactic lowers user discomfort, shortens the learning curve, and speeds up successful product adoption.

HubSpot Academy is a prime example of using video-based training courses to coach users on various marketing topics and how to utilize their platform for the best results.

The courses offer useful knowledge that empowers users and cultivates a community of loyal supporters.

A list of video-based training courses available at HubSpot Academy

By leveraging video training and onboarding, brands can ensure customers get the necessary support to get the most out of their products or services.

Wrapping up

Videos have the remarkable ability to captivate and engage customers, allowing brands to create personalized and immersive experiences.

The above strategies can be a great starting point for incorporating videos into your digital transformation journey. However, the list is not exhaustive. There are tons of other ways you can utilize videos for business growth.

With videos as a central component, businesses can confidently navigate the digital landscape and stay ahead in the competitive market.

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Wednesday, 17 April 2024
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