Rethinking the Customer Experience in the Video Age: Tips for Small Businesses
From financial planning to fitness classes to food festivals, many of the in-person activities and meetings companies once relied on to generate revenue have all gone virtual. A new era of social distancing has entrepreneurs and small-business owners rethinking how they do business, and video opens up a wide world of opportunities to communicate and engage.
With video conferencing, you can create a virtual experience that enables greater accessibility, improves customer service, and helps you build trust and credibility with existing and potential customers.
Win new customers with virtual consultations
Virtual consultations create an ultra-low barrier to entry that makes it easy for potential customers to engage with you without investing much time, money, or effort. A "FREE" virtual consultation can help you reach new audiences and gain customers you may never have had a chance to capture before.
Some tips for optimizing your virtual consultation:
Make it short and simple
Prospective customers in the consideration phase do not want to be burdened by long initial meetings before they have had a chance to decide if they want to do business with you. Advertise your virtual consultations as taking no more than 15-20 minutes. Let them know what they can expect upfront: a short walkthrough of their home or business, a quick discussion of their financial goals, a demo of your product ...
Make it easy to join
Use a video conferencing application that integrates with tools like Google Calendar and Microsoft Office so you can schedule meetings and send an email invite with the click of a button. To join a meeting, all your prospect has to do is click the meeting link in their email. There is nothing to download, log in to, or sign up for.
Delight customers with virtual classes and services
Virtual events may not offer the same type of interaction as in-person activities, but you can still create a rich and immersive experience over video. Here are a few ways to design a virtual event with maximum impact:
Blend physical and virtual elements
Help your customers bring the excitement and convenience of your in-person experience. Develop kits for upselling, or send a free gift as part of an all-inclusive event package.
Design the environment and ambiance
Create an environment that allows you to present a polished virtual experience: play soft background music; have a well-lit space; create a branded virtual background that is professional and distraction-free.
Continue educating and engaging
Keep creating touchpoints to engage with your customers via video, whether a weekly virtual coffee talk where they can drop in to chat about the latest products, an interactive class, or a webinar that you record and upload to your website as educational content.
Want to learn more about rethinking the customer experience?
It will be 2022 before any semblance of normality. Let me help you navigate through this COVID-19 Pandemic.
Michel Ouellette JMD, ll.l., ll.m
Systemic Strategic Planning / Crisis & Reputation Management