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Is it time for business to call “ACTION!” on video?


12 October 2016

Dr Nicola Millard

Blogs by author: Dr Nicola Millard, Head of Customer Insight and Futures, BT


Video may have killed the radio star, but does this medium have further to go in terms of connecting with customers? Dr Nicola Millard explores in her latest paper.

Setting the scene — digital video.

Smartphones, tablets, laptops and PCs are all well integrated into most people’s everyday lives. Combined with faster, cheaper and more reliable internet connectivity, they’ve ushered in the huge success of video services like Skype, FaceTime and YouTube.

But now that instant video is a standard mode of communication, is it time for industry to take another look at this technology? Customers are comfortable using it so, arguably, companies should be too.

A personalised experience.

Despite the increasing personalisation of brands via social media channels like Twitter and Facebook, in many ways, the customer experience is becoming more automated and remote. And this is having a negative impact on brand loyalty and identification.

Video is a way to counter this. It provides customers with a more personal experience, and the ability to share real-time content. Take a complaint over a faulty item, for example. Via video, the customer not only has the satisfaction of knowing that their concerns are being taken seriously by a real person, they can also provide footage of the issue itself.

The research suggests customers are ready.

In the UK and around the world, there’s a positive response to using video chat for various services — both public and private. And, although there are still cultural and social questions that need to be navigated, trials suggest that video has a positive impact on customer experience.

But that’s not all. It also has the power to make customer service easier for contact centre employees. So video could be a win-win for both your people and your customers.

Important considerations before you call “Action!”

Video may well be the next big thing in customer experience. But it needs to be done right. And there’s plenty more information about what customers do and don’t want, as well as what a successful video strategy looks like, in Dr Nicola Millard’s new white paper — so make sure you have a read.