Written by Harry Klein, President
Customer Engagement Strategies, Inc.
In my consulting practice I define Customer Engagement as: “The degree to which Customer Experiences are equal to or better than the Customer Expectations set by your Brand Promises as delivered by Customer Touch Points.”
Let’s break that down a bit:
• Brands = Promises
• Promises set customer expectations
• Business processes – touch points – are how promises to customers are met, exceeded or not met at all
• Companies enjoy higher levels of customer engagement when they meet or exceed the expectations they set.
When customer experience falls short of brand promises a company has a “Customer Engagement Gap”. Customer Engagement Gaps result in:
• Higher Costs of Sales
• Lower Profits
• Lower Marketing ROI
• Fewer Customer Referrals
• Lower Customer Loyalty, Retention and Life-Time Value
• Higher Customer Turnover
Here are 5 ways that a professional video produced by Skillman Video Group can help you eliminate your Customer Engagement Gap:
1. Set Customer Expectations – Create a brief video for prospects and new customers in which your CEO explains the company’s commitment to them. Tell them how they’ll be treated and what to do if their experience falls short of your promise. This will set your company apart from the pack and gain you extra consideration and loyalty.
2. Start Customer Dialogues – Set your company apart by using video in your CEO’s blog. No need to do video for every posting. but think about the possibility for a monthly video from the CEO in which they addresses customer feedback and what actions the company is taking as a result. Customers will feel that they’re being listened to and that the company is taking action.
3. Provide Technical Support – For companies with highly technical products or services or for companies that supply products that require customer assembly, professional training videos that explain the most challenging parts of the process are extremely useful. Your printed or online instructions can feature alerts and URLs that a video is available that will show you that specific step and walk you through it. Customers will be thrilled that you took the extra effort to help them get off to a good start. That kind of effort generates lots of word-of-mouth marketing.
4. Help Customers Understand the Impact of Current Events – There are circumstances that arise – for example, the financial market collapse – that require a CEO to put customers at ease even if the circumstances were not created by the company. Addressing these issues with a brief video supported by additional documentation can be an effective outreach strategy when your customers are worried, nervous and not sure what current conditions mean to them. Customers will further understand that you’re in this together and for the long haul.
5. Invite customers to submit video testimonials – Video certainly brings passion to the forefront. Ask your best customers if they’ll deliver a written AND video testimonial. Tell them you’ll help them write it and will send the video crew to their place. These videos can help prospects and other customers understand your commitment to them and how other customers work with you to ensure they maximize the value of the relationship.
The above listed videos can serve more than one purpose as many will be suitable to incorporate into your social media marketing efforts. You’ll want to be certain to track how viewers are getting to those videos and what impact they have on site traffic, lead generation, sales, support and customer engagement overall.
To learn more about Customer Engagements, please visit http://www.customerengagement.com
PRODUCER’S NOTES: The Producers at Skillman Video Group are ready and willing to custom design a video program that can meet some or all of those Customer Engagement “touch points”. The Internet Marketing specialists at Skillman Video Group will be able to design a marketing campaign around your videos that includes monthly reports to track your success. Call today to learn more about how video can directly impact your customer retention.