The Customer Experience Podcast
The Customer Experience Podcast

Episode · 1 year ago

52. Video Belongs In These 3 Moments In Your Customer Journey w/ Ethan Beute

ABOUT THIS EPISODE

If you've been thinking at all about implementing video into your sales or CS process — and let’s face it, you pretty much can’t be a video denier anymore — you're going to love this episode. 

There's been a ton of talk about video lately. Not that highly produced video with background music and a suite of hairstylists, but simple, personal video. Think about these casual and conversational videos as video voicemails.

I’m Ethan Beute, the cohost of the CX series on the B2B Growth Show and the host of the Customer Experience Podcast. I’m talking about adding video into your communication process on today’s episode because it’s the smart next step for you.

I’m going to tell you where to start. So, if you like the idea of video but you're not sure where it belongs, this episode will teach you 3 specific places to implement video and pro tips for how to make the video more effective. 

You’ll also hear:

  1. Why video is great for apologies
  2. The good news that you don’t need a script
  3. What “evergreen” videos are
  4. Time and attention are gifts that can’t be faked

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The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales marketing and customer success experts create internalalignment, achieve desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast. Here'syour host, ethand Beaute, hey if you've been thinking it all about video inyour sales or CS process, you're going to love this episode. My name is EthanBeute, I'm the cohost of the CX series on the BTB growth show and the host ofthe customer experience. PODCAST and there's been a ton of talk about videolately not produced video but simple, personal videos. Video Voice, males, ifyou will simple casual conversational videos to communicate more clearly toconnect with people more effectively and ultimately to convert at a higherrate, and this is something that I've been working on with the team ofbombomb. For about a decade now we...

...literally wrote the book on it. We'vegot about a thousand people in our database, whove sent a thousand or morevideos each and, of course, we've got a lot more competition than we did eventwo or three years ago. So this strategy or tactic of adding video intoyour communication process, whether you're in sales, marketing, CSleadership and management, recruiting an employee engagement really is asmart next step. A nice compliment to the phone calls the emails, the textmessages the social messages that you're relying on to be successfulevery day and there ar variety of reasons why that is not the topic ofthis episode. But again it's about human connection, clear communicationand higher conversion from microconversions, like email repliesand return phone calls and clicks to fill out. That form, let's say to themacro, conversions of sign contracts and things like that. What I do want to share is where tostart, if you like the idea but you're, not sure where it belongs, you need tolook at all of the touchpoints across...

...the marketing sales and customersuccess. CADENCES, look at your employee communication. What is it liketo recruit and engage and select? And hihe and on board and make productivenew team members same thing for all of your customers. How do you generateawareness? How do you engage those folks? How do you get people to setappointments and actually show up for them to see you as the preferredsupplyor for whatever product or service you're, offering to make thatcommitment to make your business part of the way that they do business andthen, of course, on boarding engagement, activation expansion, renewal, upcell,crosshell and all those other things that make our businesses successful? So,as you look at all the different touchpoints, you have for yourprospects and customers and your recruits and your employees you're,going to immediately find some spots to add video. But what are you looking for?How do you find those spots here are...

...three ways to think about it: Numberone: where can you build stronger human connection where, in that process,would it be supervaluable if the person on the other side of that message feltlike they knew you before they ever met you? This goes to things like initialoutreach or cold prospecting actively reaching out to engage in recruit, Opotential employee these early in the processed pieces. But in addition, it'sgetting back in front of a customer or reaching out and congratulating anemployee anywhere where that human connection is supervaluable is a greatplace to stop relying exclusively on plane, type out text and instead betruly personal. Where you look, someone in the eye, through a Webcamerasmartphone in an a casual unscripted way, connect and communicate with themmore effectively. You know, ultimately, in a sales process, whether it'srecruiting an employe or generating a new customer. The goal is to get to aface to face meeting. We do that a lot on zoom, because we work nationally andinternationally here at Bombam. You...

...probably do similar. If you worklocally, you might actually physically get together with people, but the goalin any of these processes is to get face to face. Why not get there fasterand earlier and build that human connection by getting face to facetrough a simple personal video? This allows you to humanize yourself andhumanize your business you're, no longer an email, signature, you're, nolonger a faceless company, your real person with the real opportunity andreal solutions to their challenges. One of the powerful things here is thattime and attention are gifts, and they cannot be faked. When I look you in theeye and send you a truly personal video, answering your question or patting youon the back or helping you take the next step forward that time andattention cannot be faked, it allows someone to know that they've been seenand heard and felt and understood, and that's all any human want period.That's the most important thing that we...

...need is that time and attention ofother people, validation and affirmation of who we are videodelivers that in a way that other mediums just can't and by the way, ifyou reach out to me with a piece of feedback about the customer experience,podcast email me ethon at Bombomcom I'll, send you a personal video back number two when you need to manageemotion or tone, and this could be positive or negative. Obviously, if youwant to add that emotion or add that tone in a message of gratitude, a thankyou message or congratulations- write a personal professional one. If you seethat someone just got a new promotion or a new job on linked in sure you canclick like- and you can add a comment, but how much more meaningful would itbe? If you look them in the eye for thirty five seconds and congratulatedthem on the move and made yourself available if they need any help in thetransition or, let's see you're on facebook or instagram? And you see thatsomeone's son or daughter made captain of the team how nice would it be toreach out not just by clicking the hard or clicking lige or dropping a comment?Those are nice things to do too, but...

...how much more meaningful would it be toreach out with a simple, twenty or thirty second video, to congratulatethe parents and wish that child and awesome season simple stuff, positiveemotions, but it delivers it in a way that a little typedout message with anexclamation point and even an emoticon cannot do. But, on the other side,negative emotion, negative tone: You need to manage that as well. I hearthis a lot, especially in customer service, customer support and customersuccess. People are confused frustrated, sometimes even angry. How do you managethat? How do you reach out an empathetic way to manage that situation,diffuse it and help people take the step forward. Video is a great way todo that. Bad News messages and apology messages are awesome in video andthere's an interesting reason. Why and it's that bad news is cognitively moreengaging. It's heavier. It takes longer to process. So when we reach out withbad news directly on the phone or...

...directly in person we're basically justthrough the dynamics of that exchange, we're expecting an immediate reply orresponse to the bad news in the moment on the spot. If, instead, you record asimple message, be sure to manage that tone properly, empathize with theperson, let them know that you see them and hear them and then use somethinglike the email, open alert or the video play alert to know that they'vereceived it and reach out after that you're. Giving them the time and spaceto process that bad news, so that when you do reach out, you can start in avery productive direction. Sales and we're all in sales, is fundamentallythe transfer of emotion. When you want to capture emotion, especially positiveemotion, video is a great way to do that. Third and finally, when there'sdetailor complexity, so many of us have what is often termed a complex sale. Ifit wasn't a complex sale, humans wouldn't need to be involved. I don'tneed a human when I'm going to go...

...online and order a widget from let'ssay, Amazon right, humans have been removed from most of those processes,so we're often dealing with messages that have detail some level of nuance:Some level of complexity. So instead of responding to a customer or prospectinquiry with a four paragraph, email and two links to support articles which,by the way, looks like a giant homework assignment, why not just help themclick record and speak back to them and LEAV persons terms, help themunderstand the situation and help them move forward. Just talk to people, it'sso much more effective. It's typically easier and faster for you to do thisand it's a better experience for your customer. They understand theinformation even better, because it's your tone, it's your pace. It's yourinflection! It's your face! It's your body, language and all those other richelements. It's not just what you say, but it's how you say it that givesmeaning to the message and when that detail or complexity involves, saydocument or a presentation or a report...

...that you have on your screen in excelor Google sheets or in powerpoint or a pdf that you want to walk someonethrough the detail of screen recordings are a great way to do that. It's agreat way to show and tell in a way that helps people understand what needsto happen or the detailor complexity involved in that report. In thatpresentation, or in that form, one pro tip here always keep your face on thescreen in a screen recorder like hours at Bombam, you can go full screen justwith the document full screen, just with yourself or full screen document.With your face in a little bubble, I always recommend at a minimum keepingyourself in that bubble that Ey contact that face to face is so powerful foryou being the trusted advisor and for helping people feel more connected toyou to the company and to the information that you're presentinganother pro tipiere. When you've made an important point that detail that youdon't want them to forget, stop look...

...directly into the camera and restateyourself when you're doing a screen. Recording a natural tendency is to lookat the screen and explain what you are looking at. But what you're doing thereis breaking eye contact with the camera that I contact is so valuable tobuilding that relationship and again becoming that trusted adviser thattrusted expert that they can always go to when they need help from someonelike you so again, when you want to build human connection and have peoplefeel like they know you when you want to manage amotionor tone, positive ornegative, or when you need to tackle detail complexity, your nuance. Theseare three great signs that video belongs in that touchpoint along thecustomer life cycle. Not every single one of these videos needs to be trulypersonal, where you greet one person by name and speak very specifically, tohimmer her. You can find points for evergreen videos, and by that I mean avideo you record once and u'se over and...

...over and over again, as the situationcomes up frequently ask questions are a great basis for producing theseevergreen videos. Ultimately, though, if you want that engagement, you wantpeople to truly feel seen and to know that you value and appreciate them thatone to one video is by far the most powerful connection, emotion, detail.Three signs to look for. My name is Ethan Beaute. If you have any questionsat all again, we literally wrote the book on this. It's called RehumanizeYour Business. It's been an Amazon number one best seller, an businesssales, business communication and customer relations. So obviously youcan fighdt it in Amazon or you can learn more about it by visitingBombamcom forrd book, that's Bomb Bombcom book. Thank so much forlistening. I hope you found this valuable and I look forward to youadding some video and your sales marketing and CS processes torehumanize your communication and, ultimately to rehumanize your business, clear communication, human connection,higher conversion. These are just some...

...of the benefits of adding video to themessages your sending every day. It's easy to do with just a little guidance,so pick up the official book, Rehumanize Your Business, how personalvideos, accelerate sales and improve customer experience learn more in ordertoday at Bombamcom Buck. That's Bo, MB, Bombcom Bock, thanks for listening tothe customer experience. podcast remember the single most importantthing you can do today is to create and deliver a better experience for yourcustomers, continue. Learning the latest strategies and tactics bysubscribing right now in your favorite podcast player, or visit Bombomcompodcast.

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