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Video to engage customers, employees

We work with several customer centric companies that use video in very effective ways. In this blog I’ll focus on the "invitation" video or the "please provide your insights" video.

The customer invitation video

What is it: Rather than sending a standard email inviting customers to take a survey, some customer focused companies are sending a video for a more personal and thoughtful invitation to gather their insights.

Key content: The main thing you want is for them to click on the link and provide thoughtful feedback. The way you’ll get it is by setting accurate expectations (how long, etc.), explaining why you want their insights, and sharing how you will put them to use. Short, sweet, and personal.

Benefits to customers: This can be a noteworthy touch point which enhances your brand. It is one of those personal touches that reflects positively on you.

Benefits to employees: Often overlooked, this is a great way to engage your employees. When they see a video from a senior executive issued to customers, they take notice. It sends and important message to them that feedback from customers is priority and will be actively put to use.

The video below is a quick attempt to provide an example. See what you think.

In a future blog I’ll share how companies are also using video to follow up after customer insights are collected.

About the Author

Patrick Gibbons

Patrick Gibbons

As Principal and Senior Vice President of Marketing for Walker, Gibbons has global responsibility for definition, branding, and promotion of the company and its solutions. Gibbons has published and/or contributed to a number of articles, papers, and blogs on customer intelligence topics and has a regular column in CRM Magazine. He has been a featured speaker at a wide range of conferences, and has produced a series of educational events for customer experience leaders.

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