When you add depth to your customer experience process, it makes everything more meaningful. The more senses you can engage, the more memorable the experience. And when you stay top of mind in your customers’ heads, they’re more likely to return for more—improving your bottom line.
Flying above the crowd
As a kid growing up in the Washington DC area in the 70s, I have an indelible memory from the first time I saw the film To Fly at the National Air and Space Museum on the Mall. To Fly was one of the first IMAX films ever made, so I wasn’t sure what I was in for.
Sitting in a colossal theater with a 6-story screen extending beyond my peripheral view as well as a 6-track sound system, my visual and aural senses were overtaken. Suddenly, it felt as if I was strapped to the belly of a 747 as it took off in flight. At one point in the movie, I even had the sensation of plummeting off a cliff. I had to grip my seat to stop myself from almost falling out!
The adventure was so spectacular that my dad and I watched it a second time that day and several times thereafter during my youth.
Customer experience—engaging the senses
Bringing visitors into a real-time, multi-dimensional experience makes experiences more meaningful, no doubt about it. The movie To Fly was a huge success and still is today (40 years later!) as it continues to be enjoyed by museum visitors from all over the world. Likewise, 3D movies continue to be popular and today you can even experience 4D and virtual reality (VR). These latest technologies are pushing the limits of the on-screen customer experience yet again.
As state-of-the-art technology continues to impact people’s experiences, it also influences brand perceptions. The more positive and engaging the experience, the better the perception. That’s why it’s important to think about brand perception at each and every touchpoint and customer interaction during their journey.
When an organization creates an exceptional and memorable experience, consumers will not only come back for more but are more likely to promote that brand to their friends and social media.
Using technology to improve brand perception
To stay ahead of the competition, companies today are searching for better ways to differentiate themselves through the customer experience. Additionally, consumers shop using more digital channels than ever before.
It is easy to buy the same product from multiple online locations with not much difference in price. That’s why today’s organizations’ value-add must be the services and support they provide. Next generation visual engagement technologies such as instant screen sharing, cobrowsing, and one-way agent video engage the customer more by stimulating more of their senses, thus providing a better and more memorable service experience.
How does visual engagement work?
To explain how visual engagement works, let’s look at an all-too-common customer service scenario that maybe even you have experienced at one time or another.
You are struggling to fill out a form on a website and decide to contact customer support for help. Instead of addressing the issue-at-hand, you waste precious time because the agent can’t determine exactly where you are on the site. The agent starts blindly asking you questions such as “What do you see?”, “Can you click on it?”, and “Now, what do you see?” Frustration escalates because you aren’t able to follow their instructions. Likewise, since the agent can’t manage to figure out what you see, it becomes more difficult and time-consuming to resolve your issue.
If that agent had used visual customer engagement technology instead, the conversation would have gone much more smoothly. Sharing the visual experience, both parties would have been able to see the same browser view.
The problem would have been solved much faster too because with just one click, the agent would have the ability to jump right into the customer’s world. The conversation could begin with a discussion of the issue, instead of trying to figure out where the customer is on the site.
Furthermore, when using visual communications software, customers and agents are more connected, both socially and emotionally. That’s what sharing more of the senses—seeing and hearing—does for customer service.
ROI of visual communications
But how does this technology affect the bottom line, I hear you ask.
According to a recent study by the Aberdeen Group, companies that use visual engagement will outperform those that don’t in year-over-year overall annual performance. Here are a few telling statistics comparing organizations that use customer engagement technology to those that don’t:
- An increase in company revenue (8.8% vs. 4.8%).
- An improvement in customer effort score (8.5% vs. 3.2%).
- A better website conversion rate (7.9% vs. 3.2%).
- An increase in customer retention (7.6% vs. 0.8%).
Unleash the power of visual customer engagement technology
The most loyal and satisfied customers are those who get their problems solved quickly and easily through a positive and memorable customer experience with your brand. As technology continues to evolve, unleash its power by tapping into your customers’ senses. Doing so will allow you to soar above the competition and create a first-class experience your customers will never forget!
Ready to learn more about live visual engagement? Download Visual Engagement: The ROI of Customer Experience Excellence today.