The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years 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 can do today is to create and deliver a better experience for your customers. Learn how sales, marketing and customer success experts create internal alignment, achieved desired outcomes and exceed customer expectations in a personal and human way. This is the customer experience podcast. Here's your host, Ethan Butte Hey. If you've been thinking at all about video in your sales or CS process, you're going to love this episode. My name is Ethan but I'm the cohost of the CX series on the BB growth show and the host of the customer experience podcast, and there's been a ton of talk about video lately. Not produced video, but simple personal videos, video voice mails, if you will, simple casual conversational videos to communicate more clearly, to connect with people more effectively and ultimately to convert at a higher rate. And this is something that I've been working on with the team of bombomb for about a...

...decade now. We literally wrote the book on it. We've got about a thousand people in our database who've sent a thousand or more videos each and of course we've got a lot more competition than we did even two or three years ago. So the strategy or tactic of adding video into your communication process, whether you're in sales, marketing, CS, leadership and management, recruiting and employee engagement, really is a smart next step, a nice compliment to the phone calls, the emails, the text messages, the social messages that you're relying on to be successful every day. And there are a variety of reasons why that is not the topic of this episode. But again it's about human connection, clearer communication and higher conversion from micro conversions like email replies and return phone calls and clicks to fill out that form, let's say, to the macro conversions of sign contracts and things like that. What I do want to share is where to start. If you like the idea but you're not sure where it belongs, you need to look at all of the touch points across...

...the marketing, sales and customer success cadences. Look at your employee communication. What does it like to recruit and engage and select and hire and on board and make productive new team members? Same thing for all of your customers. How do you generate awareness? How do you engage those folks? How do you get people to set appointments and actually show up for them to see you as the preferred supplier for whatever product or service you're offering, to make that commitment to make your business part of the way that they do business, and then, of course, on boarding, engagement, activation, expansion, renewal, upsell, cross sell and all those other things that make our businesses successful. So as you look at all the different touch points you have for your prospects 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. Number...

One, where can you build stronger human connection? Where in that process would it be super valuable if the person on the other side of that message felt like they knew you before they ever met you? This goes to things like initial outreach or cold prospecting, actively reaching out to engage in recruit of potential employee. These early in the process pieces, but in addition it's getting back in front of a customer or reaching out and congratulating an employee. Anywhere where that human connection is super valuable is a great place to stop relying exclusively on plane typed out text and instead be truly personal, where you look someone in the eye through a Webcamera smartphone in in a casual, unscripted way, connect and communicate with them more effectively. You know, ultimately in a sales process, whether it's recruiting an employee or generating a new customer, the goal is to get to a facetoface meeting. We do that a lot on zoom because we work nationally and internationally here at bombomb. You probably do similar if you...

...work locally. You might actually physically get together with people, but the goal in any of these processes is to get face to face. Why not get their faster and earlier and build that human connection by getting facetoface through a simple personal video? This allows you to humanize yourself and humanize your business. You're no longer an email signature, you're no longer a faceless company. You're a real person with the real opportunity and real solutions to their challenges. One of the powerful things here is that time and attention are gifts and they cannot be faked. When I look you in the eye and send you a truly personal video answering your question or patting you on the back, or helping you take the next step forward. That time and attention cannot be faked. It allows someone to know that they've been seen and heard and felt and understood, and that's all any human wants period. That's the most important thing that we need,...

...is that time and attention of other people, validation and affirmation of who we are. Video delivers that in a way that other mediums just can't. And, by the way, if you reach out to me with a piece of feedback about the customer experience podcast, email me Ethan at Bombombcom I'll send you a personal video back. Number two, when you need to manage emotion or tone, and this could be positive or negative. Obviously, if you want to add that emotion or add that tone in a message of gratitude, a thank you message or congratulations, write a personal or professional one. If you see that someone just got a new promotion or a new job on Linkedin, sure, you can click like and you can add a comment, but how much more meaningful would it be if you look them in the eye for third five seconds and congratulated them on the move and made yourself available if they need any help in the transition or, let's say you're on facebook or instagram and you see that someone's son or daughter made captain of the team, how nice would it be to reach out, not just by clicking the heart or clicking like or dropping a comment? Those are nice things to do too,...

...but how much more meaningful would it be to reach out with a simple twenty or thirty second video to congratulate the parents and wish that child and awesome season? Simple stuff, positive emotions, but it delivers it in a way that a little typed out message with an exclamation point and even an emoticon cannot do. But on the other side, negative emotion, negative tone, you need to manage that as well. I hear this a lot. Is specially in customer service, customer support and customer success. People are confused, frustrated, sometimes even angry. How do you manage that? How do you reach out an empathetic way to manage that situation, deffuse it and help people take the step forward? Video is a great way to do that. Bad News messages and apology messages are awesome in video, and there's an interesting reason why, and it's that bad news is cognitively more engaging. It's heavier, it takes longer to process. So when we reach out with bad news directly on the...

...phone or directly in person, we're basically just through the dynamics of that exchange. We're expecting an immediate reply or response to the bad news in the moment, on the spot. If instead you record a simple message, be sure to manage that tone properly, empathize with the person, let them know that you see them and hear them, and then use something like the email open alert or the video play alert to know that they've received it and reach out after that. You're giving them the time and space to process that bad news so that when you do reach out, you can start in a very productive direction. Sales, and we're all in sales, is fundamentally the transfer of emotion. When you want to capture emotion, especially positive emotion, video is a great way to do that. Third and finally, when there's detail or complexity, so many of us have what is often termed a complex sale. If it wasn't a complex sale, humans would need to be involved. I don't need a human when I'm going to go online and order a widget from,...

...let's say 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 prospect inquiry 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 them click record and speak back to them and lay persons terms, help them understand the situation and help them move forward? Just talk to people. It's so much more effective. It's typically easier and faster for you to do this and it's a better experience for your customer. They understand the information even better because it's your tone, it's your pace, it's your inflection, it's your face, it's your body language and all those other rich elements. It's not just what you say, but it's how you say it that gives meaning to the message. And when that detail or complexity involves, say, document or...

...a presentation or a report that you have on your screen in excel or Google sheets or in power point or a pdf that you want to walk someone through, the detail of screen recordings are a great way to do that. It's a great way to show and tell in a way that helps people understand what needs to happen or the detail or complexity involved in that report, in that presentation or in that form. One pro tip here always keep your face on the screen. In a screen recorder like ours at bombomb you can go full screen just with the document, full screen just with yourself, or full screen document with your face in a little bubble. I always recommend at a minimum keeping yourself in that bubble. That eye contact, that facetoface, is so powerful for you being the trusted advisor and for helping people feel more connected to you, to the company and to the information that you're presenting. Another pro tip here, when you've made an important point, that detail that you don't...

...want them to forget, stop, look directly into the camera and restate yourself. When you're doing a screen recording, a natural tendency is to look at the screen and explain what you are looking at, but what you're doing there is breaking eye contact with the camera. That eye contact is so valuable to building that relationship and again becoming that trusted advisor, that trusted expert that they can always go to when they need help from someone like you. So again, when you want to build human connection, and have people feel like they know you when you want to manage emotion or tone, positive or negative, or when you need to tackle detail complexity of your nuance. These are three great signs that video belongs in that touch point along the customer life cycle. Not every single one of these videos needs to be truly personal where you greet one person by name and speak very specifically to him or her. You can find points for evergreen videos, and by that I mean a video you record once and use over and over and over again as the situation comes up frequently.

Ask questions, are a great basis for producing these evergreen videos. Ultimately, though, if you want that engagement, you want people to truly feel seen and to know that you value and appreciate them, that one to one video is by far the most powerful connection emotion detail. Three signs to look for. My name is Ethan Beaut if you have any questions at all. Again, we literally wrote the book on this. It's called Rehumanize Your Business. It's been an Amazon number one best seller in business sales, business communication and customer relations. So obviously you can fide it in Amazon or you can learn more about it by visiting Bombombcom forward slash book. That's bomb bombcom book. Thanks so much for listening. I hope you found this valuable and I look forward to you adding some video and your sales, marketing and CS processes to rehumanize 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 the messages you're sending every day. It's easy to do with just a little guidance, so pick up the official book rehumanize Your Business. How personal videos accelerate sales and improve customer experience. Learn more in order today at Bombombcom Book. That's bomb bombcom book. Thanks for listening to the customer experience podcast. Remember, the single most important thing you can do today is to create and deliver a better experience for your customers. Continue Learning the latest strategies and tactics by subscribing right now in your favorite podcast player, or visit Bombombcom podcast.

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