Customer Experience Is About Creating Positive Interactions Between Brands and Consumers. Video Can Help.
Think about all the different ways consumers interact with your brand.
They buy your products (hopefully), but that isn't the end of the story. Do they ENJOY using that product or do they get frustrated and curse you under their breath?
That's what Customer Experience, or CX, is all about, and it involves every aspect of your brand, not just product design.
How about your online purchasing process? Is that completely thought through? Any glitches? Do you have a mobile app? A website? How does the user experience compare to your competitors?
Do you have a brick-and-mortar store? Think about the look and feel. The traffic flow. The speed of check out. The helpfulness of the sales staff.
Whenever consumers and brands interact, you want it to be a positive experience. And there are many ways video can enhance those experiences.
ASW and CX
I shot some videos a while back for American Spirit Whiskey, or ASW, and was impressed with their approach to Customer Experience.
They realized early on there was more to selling bourbon and whiskey than bottle design and the taste of their products.
From the beginning, they were looking for ways to interact with their customers in a positive way.
The Craft Spirit Movement
At ASW, they see customer interaction as an opportunity—a way to teach people about the craft spirit movement.
They offer distillery tours every 45 minutes, and barrelhouse tours every hour. No reservation required. And they offer public tastings on Thursdays, Fridays and Saturdays.
They also have quite an online presence, with products and recipes featured on their website and blog. Plus, social media videos were designed to capture the distillery experience.
Even non-visitors can enjoy the ASW experience.
Other Ways to Use Video
Another brand that uses video to enhance CX is Purple, a company that sells mattresses over the Internet.
Bryant Garvin, formerly their head of advertising, grew that company's revenue from zero to $169 million in just two years. And he credits video with a big part of that growth.
Here are some of the ways they used video to enhance CX:
THANK YOU VIDEOS
Every customer that placed an order received a short thank you video from someone in the company. These were not elaborate productions—usually a sales person talking into their phone. But each video was personalized with the customer's name, and specific information about their order.
Purple also had online videos about how to use their products—how to take your new mattress out of the box, how to put the frame together, etc. Much more engaging than your usual FAQ page.
FACTORY TOUR VIDEO
Customers were also interested in how their new mattresses were manufactured, so Purple featured a factory tour video on their website.
NEW PRODUCT VIDEOS
A current, happy customer is your best bet for repeat business, so Purple sends new product videos and demonstrations to their entire email list. Customers get this information before the general public—just one one way Purple uses video to enhance the customer experience.