Well-known analyst Johan Jacobs, at a recent Customer Strategies and Technologies Summit in London, spoke at length about videos in service environment. “Videos can be used in a variety of ways that includes how-tos, video check-ins and virtual receptionists, to reduce contact centre costs, convert prospects into buyers and engage existing customers.”
So what are the attributes of a good video that can make it so useful? Jacobs further suggests five prominent features that can contribute towards a video’s success:
Was it self-contained and pluggable?
Jacobs calls this componentization and suggests that videos should have a maximum length of 360 seconds because customers seldom watch beyond that mark and focus on a singular topic.
Was it relevant and easy to find?
Jacobs calls this findability and relevancy; in the web world, we need a new metric, he says. Organizations should aim to deliver content that is 85% or more relevant to the question that customers have asked.
Did they like it?
Organizations need to adopt a new form of analytics to measure video engagement providing viewership patterns, looking at content that draws or does not draw attention, showing statistics about user actions that lead them to discover videos, keywords, platforms and various related parameters.
Did it have context?
Jacobs calls this feature contextuality. He says videos are particularly effective at capturing and recording deep and broad applications of various processes.
Did you talk their language?
Jacobs emphasizes the importance of locale information within the context of the question. We all know how important familiarity is for easier communication.
kPoint excels in making the insides of your video mash-up available to search engines making them easily discoverable to search engines right to the second inside the video. With kPoint, creating your how-to videos with all these characteristics and the required up-front planning become a breeze. kPoint’s modular kapsule creation process is built on the principle of componentization and reusability. Insights about viewers are obtained through powerful analytics. With kPoint, adding context to your video through a blended mash-up of slides, documents, video feed, recorded video, screen-sharing, and white-boarding. Localizing has never been easier as you can add a transcript in any language and do a voice-over with a few clicks.