Presented with a never-ending stream of seemingly disconnected data, experience management (XM) leaders often struggle to engage stakeholders and drive action.
But when you can layer video feedback—a way for customers to submit their opinions via video from wherever they are—on top of text feedback and quantitative data, you’re able to humanize the experience and build the kind of stakeholder empathy that results in real change. Here are three ways video feedback will enrich your XM program.
Video Puts a Face to Stakeholder Voices
People want to be heard, yet barely half of them believe companies listen to their feedback and act on it. By giving consumers and employees the chance to share their candid, effective feedback in a video message, you’re allowing their voices to be heard and bringing more attention to their experiences.
And with self-serve capabilities, you’re able to script and launch your own video feedback surveys within your existing XM channels.
That means you can easily add video capabilities to:
- Transactional feedback
- Relationship feedback
- Intercept feedback
- Always-on digital listening
- Employee feedback
Video Analysis Enhances XM Capabilities
Using an XM platform with video feedback capabilities can provide a completely flexible one-stop-shop for video feedback along with tools that makes it easier for brands to:
- Close the loop with customers to recover poor experiences
- Recognize employees for delivering great customer experiences
- Apply deeper insights to open-ended feedback
- Research + gauge sentiment on products and services
- Amplify CX insights for employee training opportunities
Best Practices for Video Feedback Integration
Just having video feedback available isn’t enough, and if you if you implement the option without strategy and intent, it will do little to raise engagement. To properly get the most potential from your video feedback program, you need to integrate the functionality actively into your customer or employee journeys.
Here are 4 best practices to help you seamlessly integrate video feedback into your XM strategy and successfully leverage insights for more meaningful change:
Aligning Goals with XM Strategy
Prior to implementation, your team should assess how video capture will optimize your experience management program. Establishing this connection on the front end will help streamline feedback down the road and uncover richer insights quicker.
Start by answering these questions:
- What key performance indicators do we want to measure + move?
- What specific pain points/gaps should be our top priorities?
- How can we use this tool to achieve our program goals?
This shouldn’t require a major overhaul. Understand how video capture best fits into your XM strategy and establish clear-cut objectives that don’t disrupt current goals.
Collaborating with XM Partners
Standing up a new video solution with your current program can be tricky, but it doesn’t have to be. Your XM partner should be working alongside you, helping you uncover the most succinct way to integrate the tool.
Many major vendors include the capacity to bring in video feedback, but the strategy for bringing it into your existing XM plan is crucial. Engage with your experience management vendor about what capabilities for video feedback are available, and how they will partner with you on finding insights and putting those resulting insights into action. It’s important to work in partnership to strategically test, learn, and iterate different approaches over time while measuring program effectiveness.
With an insights-driven XM partner that combines best-in-class technology and professional services, you’ll have the support you need when maximizing your investment.
Collecting Early Feedback
Now that you’ve figured out what you’re going to ask in your video feedback, the next question is when to ask. Since survey abandonment can be an issue and even the most well-constructed, engaging surveys are vulnerable to a distracted user, it’s always good practice to put your most important questions up front.
Additionally, the length of comments left in video feedback are typically 6–8x longer than responses collected in traditional feedback channels. By providing your video feedback option early in the survey, before any response fatigue sets in, you are most likely to receive the most thorough, honest input.
Driving Action from Video
When customers use video to provide useful feedback, it adds a face to qualitative data that’s hard to ignore. By bringing customer feedback to life for employees, you’ll spur stakeholders to prioritize changes that can have an immediate impact on boosting revenue and reducing churn.
With video feedback technology, you’ll have the ability to search themes, explore sentiment, and stitch together showreels—driving empathy in your organization and enabling informed action.
SMG and Voxpopme are working together to provide brands with the ability to pair real-time video feedback with holistic experience management data—helping humanize experiences by bringing them to life. Watch this short video to learn more about our partnership and reach out for information on how to get started using video to enhance your customer and employee experience programs.
