The telecommunications industry is one of the largest contributors to the Canadian economy. In 2017, mobile revenues reached $24.5 billion, which was a 5.3% increase from the previous year. The adoption of telecommunication technology is rapidly on the rise as well, with approximately 92% of Canadians having access to LTE-Advanced network services in 2017. These numbers prove that the telecom world means big business.
However, an overwhelming number of telecom customers feel price-gouged or neglected by their service provider, citing a lack of satisfactory service. Ironically, the telecommunications industry seems to suffer from a communication issue with their customers.
Personalized video can help bridge the widening gap that exists between telecom companies and their customers.
Before we dive into how personalized video can serve telecom brands, it’s important to familiarize yourself with the benefits of the medium.
As you can see, it’s clear that personalized communications and personalized videos have the power to connect more deeply with customers than run-of-the-mill video content. But for those of you in the telecommunications industry, the question still remains: How do personalized videos benefit customers in need of phone, cable, or internet services?
Your customers interact with your brand at various stages in the buyer journey, meaning that their goals and needs will differ at each touchpoint.
For example, when a potential customer lands on your homepage, they are likely acquainting themselves with your brand and its ethos. But, if they browse a page containing “packages and plans”, the intent changes - they are likely looking to make a purchase decision. Even further down the road, after signing up and opening an account, they interact with you in different ways by looking for rewards, credits, or promotions.
These different interactions (or touchpoints), present you with opportunities to contextualize your communication with the customer. A personalized video can be used at the right touchpoint to address the customer’s needs at that particular moment, leaving a strong and lasting impression on the customer relationship.
Typically, brands communicate the value of their products and services through text-based content. This is the industry standard. Text-based content is light to load, easy to control, and cheap to implement. However, it’s bland, often redundant, and if the wording isn't right, text can be a source of confusion for customers.
Advancements in personalized video have removed typical barriers to using this technology. Personalized videos are now feather-light on servers with flexible content that can scale cost efficiently. With a personalized video, you can accomplish what textual content fails to provide - a customized report on what product or package a customer should buy based on contextual data. These recommendations are delivered visually to better explain features, benefits, prices, and specs.
Telecom companies, both big and small, risk treating their customers as faceless entities, not real people. Customers sense this lack of connection and the feeling damages the customer relationship, ultimately affecting loyalty and the lifetime value of the customer.
Personalized videos, however, establish a deeper connection with customers. This is extremely important in cases where a customer feels unsatisfied with a product purchase or the quality of service. But even when the customer has a positive experience, striving to recognize them an individual with concerns and goals will strengthen the brand relationship.
A great example of how to put this in action: you can present a customer’s bill as a personalized video. A narrator can break down the line items including things such as taxes, protection/warranty fees, and why their bill is higher than normal. The narrator can make suggestions on how to cut those costs down in the future, and may even suggest add-ons or options that will benefit the customer.
The gap between customers and brands continues to widen, largely due to companies who are failing to engage with their customers in meaningful ways. The telecommunications industry is not immune to this problem.
Fortunately, personalized video content offers both telecom companies and customers the opportunity to connect with each other on a more intimate basis. It is a tool that can dramatically improve your conversion rates and customer loyalty. More importantly, it is a tool that will dramatically improve your customer’s experience.