The customer experience has become the deciding factor in the buyer’s journey. That’s right, gone are the days where the key to winning customers resides in your product or service. Rather, a recent Walker study indicates that in 2020, customer experience will overtake price and product as the key brand differentiator.
Consumers today believe a personalized experience is the standard they expect from brands. In fact, 86% of buyers are willing to pay more for a positive customer experience.
Focusing on customers helps distinguish yourself from your pool of competitors. Not only that, but companies who focus on their customers tend to outperform their competition on a number of fronts including faster revenue growth, higher conversion rates, shorter buying cycles, and lower churn.
Set The Standard Early On
So, how do you initiate a positive customer experience from the first interaction a buyer has with your brand?
A prospect might first visit your website, but as they move down the funnel, their first influential and human interaction comes during the sales process.
That first interaction sets the tone of how your relationship will follow. Research suggests that when making a positive first impression, the distinguishing factors reside more in nonverbal elements rather than the words you say.
Healthline noted, “It appears that simply being expressive can make a good first impression. These emotions can be expressed through body orientation, posture, eye contact, tone of voice, mouth position, and eyebrow shape.”
Using Video For First Impressions
Non-verbals, such as a smile or a laugh, set us apart from one another. So why are we relying on plain-text emails and cold calls to bring in new business? Video brings you face-to-face with your audience and adds humanization to the sales process.
We spoke to Chuck Bauer, a sales professional and Covideo client, who noted using video email for this very purpose.
“On the sales side, I train based on the fact that you never get a second chance to create a positive first impression. The Covideo platform allows us to do that right away. So when a salesperson gets a lead —no matter how the lead comes in—they are to respond with a 30-to-45 second Covideo introduction video that will immediately give them an edge up on the competition. It’s a beautiful thing to use a video to start off a great relationship between a salesperson and a potential client.”
By using video throughout your first interactions, you immediately create a personalized experience for the buyer, setting the expectation of what’s to come next.
Create a Personalized Buyer Experience
Thanks to tech tools, creating a personalized experience is easier than ever before. Regardless of size, your company should invest in a CRM (Customer Relationship Management) system that manages all the interactions you have with a client or prospect. It tracks buying patterns, customer service issues, and sets notifications for check-ins. With all the details in one place, you can send timely and relevant messages based on their needs, which will make them feel valued and appreciated.
While your CRM outlines when and what should be communicated, sending your messages via video continues to engage the buyer. With personalized video, you see an increase in response rates and return on investment because the buyer feels valued and comfortable when interacting with your company.
Today, sales professionals do more than close sales; they are encouraged to maintain a strong rapport throughout the customer’s buying process.
Most companies have their own system in place for managing and retaining their customers. Don’t leave them hanging after purchasing – check in, and send a video asking how everything’s going. This creates the impression that you remembered their needs, and it keeps your company at the top of their mind too!
If there’s an opportunity for your customers to upgrade their service, personalization will play to your advantage. When the time is right, send a personalized video relaying the value in upgrading.
As the year comes to a close, it’s time to outline your strategy for 2020. Over the course of 2019, we’ve seen a rise in video usage and personalization throughout sales and marketing efforts. Covideo offers a 2-week free trial, so you can get familiar with a new communication style today and start the new year on the right track.
Keep your customers happy and take advantage of your company’s biggest asset: you! Elevate your business today.