Personalised
videos are videos which combine data with text, images, other video segments
and audio to deliver a video completely unique to each customer. Personalised
videos enhance the customer experience by delivering the right information to
the right person in an engaging multimedia format. Some people refer to it as
“mail merge on steroids”.
As business continues to
shift from in-person to on-line, one of the biggest challenges is how to make
customer communications friendly and personal.
Companies that simply send out bills or statements each month could
hardly claim to be offering an engaging customer experience. A technology known
as personalised videos is changing all that. Personalised videos can replace boring bills,
static emails and impersonal mass communications with warm and personal videos tailored
to each and every customer.
These videos are created by
combining data (from CRMs, billing systems or other customer databases &
forms) and multimedia content, either in advance or in real time. This new and
innovative way of using video not only results in a better experience for the
customer, but improved outcomes for the business.
Real business outcomes
Some of the outcomes organisations report from adoption of personalised videos include:
·
increased revenue through relevant marketing
and cross-selling to existing customers – a financial services client reports
an 18% uplift in member contributions when the quarterly statement is delivered
via video versus standard email, based on A/B testing.
·
stronger brand engagement – typically 80-90%
of customers who click a personalised video watch it to completion, and video
is a more effective channel than static text and images to build an emotional
relationship with customers
·
an increase in Net Promoter Score
·
better customer retention
·
an increase in click-through rates and lead
conversions, and
·
a reduction in customer service demand
through call centres and branches, as a key objective of personalised videos is
often to educate customers about self-service options and pre-handle questions
and objections.
“A superannuation/pension
fund experienced an uplift of 18% in funds received as a result of personalised
video statements.”
Applications and metrics
Personalised videos are used
to engage, retain, attract and educate customers. Typical candidates for
personalised videos are:
·
financial services statements
·
telecommunications and utilities bills – for
example, an energy company can personalise a video on how to save on power and
include the customer’s energy use compared with other households, and potential
savings if certain tips are followed
·
not-for-profits, looking to attract more
donations from past donors and deepen the level of engagement and understanding
·
universities and health funds onboarding or
welcoming new students & customers
·
clubs and other membership based
organisations looking to reduce churn and create buzz.
Figure
1: Key metrics for
personalised video technology
Features to look for
When selecting a provider of
personalised videos, look for:
·
compatibility, by producing standard MP4
videos with no overlays to ensure the broadest device support
·
creative quality
·
flexibility in the personalisation
possibilities
·
how re-usable the final videos will be.
Consider privacy and
security factors, such as whether the videos are hosted locally in the country
of origin, whether publicly or privately, and compliance aspects like being
able to store the videos for reproduction, if required.
The typical production time
of a personalised video ranges from 4 to 12 weeks and generally pricing is cents
or pennies, rather than dollars or pounds per unique video.
Send me more info on personalised videos or contact us.
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