Video Humanizes Experience Feedback, Provides Deeper Insights Into What Customers Think and Feel


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In the last few months, a sizable portion of the workforce was ordered to stay home, and the remote working tools that were once just a convenience suddenly became a necessity. Video became a new way of conducting business and communicating with peers. While some industries suffered setbacks caused by the stay-at-home orders, video communication companies like Zoom, Skype, and HouseParty experienced an increase in usage.

There’s no doubt that this usage will only increase, as how we communicate will never be the same. The pandemic took video communications from a business tool for some to mass usage in just a few short weeks. With this shift, individuals have increasingly turned to videos—recorded on their smartphones and other devices and uploaded to social media and company websites—to share their reactions, opinions, and reviews. Many businesses are exploring ways to use this video feedback to capture, analyze, and understand how customers and employees feel about their experiences with a brand or their own company. And this feedback is being used to change customer, patient and employee experiences for the better. 

What can video do for customer experience?

Customer experience is dependent on customer feedback, which in the past took the form of written reviews and surveys – all with limitations. Often, negative written feedback can be discounted by stakeholders as being a one-time issue or a problem that the “usual” customer does not have. With video feedback, however, it’s hard to come to the same conclusion because we’re able to see genuine people explaining what they find right or wrong about their experience right in front of us. Video humanizes experience feedback with rich and real emotion.

By using video feedback, customer experience professionals can gain a deeper understanding of their customers, employees, and patients, learn how to improve their respective journeys, and exceed expectations. New, easy-to-use tools are allowing organizations to capture thoughts and feelings through video, giving them a deeper understanding of their audience than what we have seen in the past.

Not only does video add the human element back to Voice of the Customer programs, but with the addition of advanced machine learning technologies, it also gives organizations the ability to empirically analyze facial reactions, speech patterns, and body language in video archives to better understand how people feel. There is more to communication than words, and with video feedback, we can now hear more clearly what customers and employees are telling us. With the power of artificial intelligence and machine learning, the data behind video feedback can be analyzed speedily, providing experience management leaders information on sentiment, likes and dislikes and other data points quickly without having to wade through hours of video. 

Video gives customers a vehicle to say exactly what they want about their experiences – in the moment. Written surveys only provide answers to questions when the real goal is to address the issues your customers have or celebrate their positive feedback. Because written surveys can’t reveal how a customer feels in their language in the moment, video feedback can take center stage. 

What does a video feedback program look like?

While each organization will have unique uses for video feedback program, we can break most programs down into four steps:


First, take a look at your current technologies and discover where you can integrate video so it works well with your platforms. Put yourself in the shoes of your customer, if you want to collect in the moment video feedback you can integrate feedback collection into the video communication platform or for post engagement and relationship feedback integrate the invite into an email. Today many organizations are using video feedback for product reviews, adding the option for video is a huge advantage and encourages longer and richer feedback.


Next, it’s best to capture video feedback from both live video and existing video content and store it so that you can retrieve it easily for viewing or analysis.


To get more out of a video, you need to be able to extract sentiment, objects, topics, and contextual data from your video archives.


The last step of the process involves creating showreels and reports that bring all of this data together. If a picture paints a thousand words, a video paints a million. Taking video feedback right into the boardroom leaves no question about what customers think and how they feel about their experiences and what actions need to be taken at all levels of the organization to improve. 

How are companies putting video to work in customer, patient and employee experience?

GE Health discovered that 81% of consumers are unhappy with their healthcare experience. Recent patient experience programs have shown that patients were more engaged in the feedback process when video was added, providing healthcare professionals with higher quality insights. Patients also found video to be an easier and more natural way to air opinions on their healthcare experience. 

Video research also makes gathering insights from focus groups easier. Members of a focus group no longer have to meet at the same location. Instead, they can now meet using video chat remotely. Notes are not required when video can be analyzed for key points, allowing users to jump to important sections of videos. Stakeholders can be provided with impactful showreels to bring stories to life.

Employee feedback has improved with video research. Employees are more likely to respond and be engaged when they have the opportunity to voice their opinions with video, and mobile applications make this task even more convenient. The resulting videos give the employees a voice in the boardroom, where they can be seen as real human beings instead of only statistics.

Video use in product testing has seen an improvement in the success of product launches. Video allows organizations to better understand how customers view and use their products before they come to market so they can adjust their launch plans to ensure success.

What does this mean for you and your audience?

Video research is the future of customer, employee, and patient experience. Your audience is already using video daily to communicate with the rest of the world; the pandemic simply brought a fresh audience to video communication when they were required to work from home. If your organization is not using video to capture feedback and stories, you’re missing out on hearing from users on a human level. You’ll also lose the opportunity to gather insights from video archives that advanced machine learning can offer. This is only the beginning of the changes video research can bring to businesses.


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