Video has become the preferred media for consumers to get information (think YouTube, TikTok, Instagram etc) and is therefore a must-have medium for businesses to engage their customers. This trend is particularly evident in contact centres, where video content can significantly enhance customer experience (CX).
Videos capture and retain audience attention more effectively than text-based communication. According to a Forrester report, employees are 75% more likely to watch a video than read a document. Training contact centre staff is a crucial to maintaining high levels of service. Video training modules can simplify complex information, making it easier for employees to understand and retain knowledge. According to TechSmith and Panopto, 83% of learners prefer on-demand video, which allows employees to learn at their own pace and revisit content as needed. This flexibility leads to faster onboarding and improved competency, ultimately enhancing the overall efficiency of the contact centre.
This preference for video extends to customers as well, making it an ideal medium for delivering information quickly and engagingly. Video can be used for a variety of purposes, including FAQs, instructional content, and promotional messages, ensuring that customers receive clear and concise information.
One of the most significant advantages of video for contact centres is the ability to gather and analyse data on viewer engagement. The video hosting element of Premier CX’s service tracks key metrics such as views, play duration, engagement rates, and time played. This data provides valuable insights into how customers interact with video content, allowing videos to be refined and optimised continually. For instance, low view counts may indicate the need for better promotion or placement of videos, while high re-watch rates may suggest areas of confusion that require clarification.
Videos can be integrated across all digital channels, including website FAQ pages, social media, emails, and live chat and messaging (e.g. WhatsApp) interfaces. Additionally, clickable links within videos can drive further engagement by offering viewers additional resources and actions or demonstrating percentage of conversion to self-serve.
Premier CX provides a Video Managed Service specifically designed to suit the needs of Contact Centres.
