The Customer Journey & Video

December 5, 2023

If you’re about to close a deal with a prospective customer, odds are you’ve worked with them long enough to know how they found your company. If not, it’s never too late to find out. Understanding the entire customer journey, from awareness, to consideration, to close, is essential for a successful business. This knowledge will give you a better understanding of your customers and will allow you to provide the best experience possible for future customers.

What is the Customer Journey?

The customer journey is all of the experiences that customers go through when interacting with your company. Customers interact with your company in three phases:

Before a purchase: Customers will experience your online advertising, email marketing, social media, and more.
During a purchase: Customers will interact with your sales team and your website.
After a purchase: Customers will interact with training material, follow-up inquiries, and customer marketing communication.

Improve Your Customer Journey with Video

Consider utilizing video to improve your customer journey. To begin, step through this process yourself. Think about all the ways a customer may discover you, what they will want to know when making a purchase, and what resources they will need after that purchase. Once this process is mapped out, consider ways you can add video in each phase to help prospective customers.

Let’s review some examples:

  • Before a purchase: Customers need to learn more about your company and your product or service. Add an explainer video about your company to your home page or create video advertisements for your product or service. This phase is all about introducing someone to who you are and what you do.
  • During a purchase: At this stage, customers know who you are but might need more information about your products. Have your sales team share testimonial videos with prospects or more in-depth product videos that appeal to the customer’s needs.
  • After a purchase: Onboarding or training videos can help customers get up to speed with your product or service. Once your customer has been with you for some time, you can invite them to record a testimonial video.

Another way to use video to strengthen the customer journey is to send video messages to your customer. Video messages can be used either at the second or third stages of the customer journey when someone from sales or customer success has been in contact with them.

Your sales team can share video messages to check in with prospects and after a purchase, customer success representatives can do the same. Invite your customers to send a video message back to you. Engaging with customers at these later stages helps strengthen your connection and allows you to collect valuable feedback. Furthermore, sharing video messages helps add human connection to otherwise digital communication.

When you’re ready to add video to your customer journey, check out VideoRequest. VideoRequest is a video software solution that makes it easy to collect, create, edit, and share videos, all from one easy-to-use platform.

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