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How Embedded Video Advances Digital Engagement
Presented By: Glance
By Tom Martin, CEO, Glance
Digital customer engagement has become the new norm. What
began last year as a quick reaction to social distancing mandates has now
manifested in consumer behavior changes that will be with us for the long run.
Research firm Digital
Commerce 360 reports U.S. consumers purchased 44 percent more via online
retail in 2020 than in 2019. In the first month of the shutdown, American
Banker magazine reported that digital banking adoption was growing so
quickly it was difficult to track the precise growth rate. Accenture noted
that in the first three months of the pandemic shutdown we saw three years' worth of digital transformation.
Even the most complex purchases are going digital
Now businesses are offering more complex products and
services through digital channels and have had to recreate in-person customer
interactions and provide white glove service in their online properties.
Embedding video into the digital property is a compelling strategy to meet all
these needs. It is a key differentiator that strengthens brands by facilitating
human-to-human support, guidance, and service within a company’s secure digital
There’s little debate that the pandemic was the impetus for
many enterprises to shift toward digital-first experiences. More sales help and
support processes have already gone down the digital path, and today selling
anything from mobile phones and mortgages to insurance policies online is a
normalized process. Bookkeeping and payroll services are now emerging in
Sales and support in this environment can be complex and
require special skills and knowledge from agents who must be well-versed in how
to handle the complexities of providing information, expediting onboarding, and
managing multiple other tasks in a digital world. A brand’s ability to serve
customers through digital channels has become a critical difference maker.
These interactions are becoming even more important to winning, keeping, and
expanding customer relationships. Companies need digital tools now to support
the broadest set of customers through their branded channels with the immediacy
and empathy that are regularly associated with face-to-face interactions.
Many enterprises are trying to strike the right balance of
human service and bot-based service and customer self-service in the digital
engagement. AI-driven chatbots can
certainly handle more perfunctory needs—such as resetting passwords and finding
online resources—but they are not a replacement for human support staff.
Customers want support, but also to feel valued, and empathy can only be
delivered in a human-to-human interaction.
Video conferencing platforms won’t quite cut it
When customers have urgent and unforeseen requirements, such
as questions with a complex purchase, they want immediate answers. Popular
video meeting software has sometimes been utilized to replace in-person
interactions lost to the pandemic, but they have proven a poor fit for ad hoc
service and support. These tools require all parties—business and consumer—to
abandon their existing conversation and try to re-create the entire experience
in a third-party conferencing environment, which is completely disruptive to
the process. Instead of enhancing service and building brand loyalty, the
improper use of video collaboration as an ad hoc customer resolution platform
can be completely counter-productive, and possibly push customers away from the
Embedded video delivers for customers
The best option for seamless, human-to-human customer
engagement is video that is embedded directly in the website or app. Embedded
video sessions can be launched either as a primary channel to meet customer
needs, or in combination with other digital tools, like co-browsing,
screenshare, chatbots, and AI-driven systems. Embedded video’s face-to-face
sessions enable knowledge workers and agents to provide that personal and
contextual customer experience that translates into greater brand value, higher
levels of service, increased revenue, and reduced churn.
Embedded video is safer and easier
Embedded video also offers security advantages. Because
embedded video interactions stay within the brand’s web property or app, the
service can be managed within the same corporate security protocols and data
privacy mandates already being managed for the app or website. This is
particularly important in regulated markets like financial services or
healthcare that have more stringent privacy requirements for customer
interactions and information. Embedded video ensures that the support delivered
is immediate, appropriate, face-to-face, and conducted in a secure and
Embedded video strengthens the brand
Most important, by embedding the video collaboration
experience within the website or app, the brand experience is not disrupted.
When customers and agents see each other within the brand’s digital
environment, it can elevate the quality of care provided to an in-person or
concierge-style level of service. This level of high-quality service is
expected by a growing proportion of customers as they become more accustomed to
world-class digital experiences.
Businesses that want to adopt more ways to engage and
attract customers can use embedded video to reimagine in-person customer
experiences where expert consultation is delivered, problems are solved,
customers feel appreciated, brands are strengthened, and loyalty is nurtured.
Embedded video offers an efficient way to deliver differentiated experiences that
enhance customer service in a market where sales and service for complex
products is rapidly going digital.
Tom Martin, CEO, Glance