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How Video Responses Turn Customers Into Brand Advocates

Video ResponsesThe growing number of online purchases has officially eclipsed in-store transactions, according to data from comScore. But while the number of face-to-face experiences is declining, brands are arguably more connected to their customer bases than ever before.

Thanks to social media, online chat tools and other tech-enabled solutions, customers can quickly and easily raise questions, address concerns and provide feedback. However, there's one especially personal method that stands above all others: video responses.

Video may seem time-consuming and challenging, especially for smaller businesses with fewer resources. But thanks to the proliferation of cutting-edge gadgets and ever-present smartphones, sending personalized videos to your customers now takes mere minutes. Here's why video responses are so powerful, and how you can use them to boost customer satisfaction.

Why Customers Love Video Responses

As a marketer, you know there's more to driving customer loyalty than competitive pricing. Providing a positive and memorable experience is just as crucial. In fact, 59 percent of shoppers who experienced personalization reported that it influenced their purchasing decision, according to a study by Infosys.

While a friendly email or chat message is welcome, imagine the delight of a customer who, after reaching out for help, receives a personalized video response. Knowing a brand representative took the time and effort to personally address their needs — rather than sending a canned email or template social response — helps transform customers into advocates.

How to Make Video Responses Work for Your Brand

You're probably thinking, "That's great, but I don't have the resources to create videos for every customer."

You don't need expensive equipment (or a recording studio) to create videos for your customers, so long as you have a phone with video capabilities. Simply shoot the video, save the file and send it over.

If you're receiving the same question or concern from multiple customers, you can easily repurpose how-to videos for each instance. Or better yet, publish these videos on your blog and social media accounts so you can quickly share the knowledge with your entire audience.

Whether shared one-on-one, broadcast to all followers or via some combination of the two, response videos can be the customer service strategy you need to make buyers fall in love with your brand.

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