According to an Ericsson survey, it takes smartphone users 4.1 days to successfully complete an interaction with a service provider, on average. And this has a massive impact on satisfaction levels — the number of satisfied customers decreases by nearly 30% after more than 1 day of trying to resolve something.
To streamline the customer service experience, telecommunication companies are turning to digital tools. The issue, though, is that generic emails and automated replies lack the empathy needed during this critical touchpoint.
To add back a human touch, telecommunication companies can use videos to break down what customers need to know. Better still, make them personalized to every viewer, giving customers relevant answers when and where they need them. It’s called Next Generation Video — and we’ve seen it slash call center volume by over 70%.
Curious to see how it works? Keep reading.
What Is Next Generation Video?
Over 80% of consumers now want more videos from brands, according to our market study. Whether it’s an explanation of new policies or an exclusive offer, consumers want their content in a video format.
But we’re not just talking about traditional video here. We’re talking about dynamic video that changes based on who’s watching. Imagine an Interactive Video that breaks down every viewer’s billing statement. Or a year-in-review video campaign that celebrates every customer’s personal achievements with your brand. We call it Next Generation Video.
Rather than being static content that viewers passively watch, Next Generation Video takes the experience to a whole new level. It leverages personalization, interactivity and other dynamic elements to engage viewers in ways traditional video doesn’t.
These Personalized Interactive Videos are a great fit for the telecommunications industry — especially when it comes to driving down call volume. By addressing specific customer needs and concerns directly, they can drastically reduce the confusion and frustration that often lead to support calls. Check out what they look like in action.
How exactly do these videos increase call deflection? We’ll show you below.
Clarify First Bills
A common issue representatives resolve is confusion surrounding a customer’s first bill. What is pro rata? Why is my bill so high? Subscribers want questions like these answered fast, but often wait hours upon hours to get in touch with a live agent.
Instead of waiting for customers to reach out, why not take the initiative and anticipate their needs? Send them an explainer video made just for them, as BT has below. By providing a video that addresses billing details head-on, you’re not just reacting to questions — you’re answering them before they even ask.
Sending customers blocks upon blocks of text can easily overwhelm them. A video like this, though, breaks down everything viewers need to know about their billing statement in a matter of minutes, improving transparency and boosting satisfaction. And we’ve seen first-hand how well they work — videos like these reduce churn by 37%.
Tip: According to Ericsson, over half of smartphone users (56%) expect telecom providers to anticipate their needs. Take a proactive approach by sending customers an explainer video before questions arise.
Improve Onboarding
New customers are just getting started with your company. And a customer who fails to learn how to use your product or service is likely to reach out to customer service with issues sooner rather than later.
To avoid future calls to your contact center, create an onboarding experience that sets customers up for success. Send subscribers a Personalized Video to explain benefits they can look forward to, upcoming changes and how to create their online account.
Tip: With AI technology, creating this kind of content is easier than ever. Our Enterprise AI Video solution uses retrieval-augmented generation, which means it’s trained on your data. You can connect it to your existing knowledge base or upload documents and create fully usable, on-brand support videos for your customer portal with just a click.
Proactively Communicate Changes
No one likes being blindsided by major news, especially when it comes to changes that impact their services or payments. Whether it’s a plan update, a new feature rollout or a pricing adjustment, clear communication is key. But let’s face it, long, impersonal announcements can lead to confusion, frustration or worse, calls flooding your contact center.
That’s where dynamic video comes in. By combining multiple elements — visuals, text, audio — video simplifies complex updates and makes it easier to digest. Not to mention, the format is better for conveying emotions and tone which, when the news isn’t so great, can go a long way in softening the blow.
Add personalization to the mix and the CX becomes even more customer-centric. It’s like having a 1:1 conversation, adding that human touch that’s often missing in generic communications. Show why the news matters specifically to them, explain exactly how it will impact their account or service plan and you’ll leave no room for guesswork or confusion.
Take this Personalized Video by Mercer, which presents its customer with a Pension Increase Exchange offer. Although it’s not a telecom example, it’s easy to see how the approach could be adapted to the telecommunications industry.
Instead of offering vague, generic scenarios, the video goes into precise detail, showing George the exact numbers of how his pension payments will change if he accepts the offer. This level of personalization can easily be applied to explain a customer’s billing updates, new pricing tiers or data plan changes, making the communication process smoother and more transparent.
When customers understand what’s happening and why — and feel like the company took the time to make sure they understand it — it builds consumer trust and strengthens the relationship. At the end of the day, video helps you speak the language of your customers in a way that’s personal and impactful.
Allow for Self-Serve
Today’s consumers want a zero-touch customer experience. According to the Harvard Business Review, 81% of all customers attempt to take care of issues themselves before reaching out to a representative.
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To meet this need, give your customers the option to self-serve with an Interactive Video. This can look like:
- An interactive Q&A where customers select from a menu of common issues to get the answers they need.
- A video chat that simulates a live support agent.
- An Interactive Video calculator for customers looking to add a line, letting them calculate their new payment plan in real time.
It’s a win-win situation. Self-serve tools like these give representatives the bandwidth to handle more pressing issues, while customers receive answers when and where they need them. Plus, customers really appreciate it. According to HubSpot, 77% of consumers say they view brands more positively when they offer self-service options.
For a great example of this in action, check out the Interactive Video below. Note how the clickable buttons allow viewers to explore their choices, while chapter markers make it easy to skip ahead or revisit key topics. Give it a try and see how self-serve dynamic videos can empower your customers while streamlining your support.
Drive Down Call Volume With Next Gen Video
From long wait times to generic answers and more, customer service can be a source of frustration for customers — but it doesn’t have to be that way. Turn this pain point into an opportunity to delight customers with videos that give customers the personal attention they deserve.
Sending hundreds of thousands, even millions, of dynamic videos to your customers can seem daunting. But it’s possible, even easy, to start with our enterprise-grade Next Generation Video Platform. We’ve seen firsthand how top carriers are leveraging our tech to deliver an exceptional, personalized CX proven to cut call volume and drive loyalty.
Interested? Let’s connect.
