WHAT IS “AT YOUR LEISURE” COMMUNICATION?
At TruVideo, we learned that in sales and service the best execution was, what we call, “At Your Leisure” video communication. (In tech terms: asynchronous) It is not live nor is it real-time. The four main reasons “At Your Leisure” is the best method are:
- Customers can view the communication (mostly through text) when they have time, at their leisure.
- The video can be viewed multiple times, allowing the customer to absorb the content at their own pace.
- The video can be shared with a confidant or another decision maker.
- These communications produce rich, bottom-funnel, data and analytics, that businesses and marketers have never had access to before.
PERSONALIZED VS. STANDARDIZED
There are two types of videos that are sent to clients: Personalized and Standardized.
At TruVideo, 96% of the videos sent by dealers are personalized. Personalized videos dominate because the text and video executions are a part of a specific conversation with the customer. A conversation which includes details on repairs for that customer or details on a car they want to buy. Personalized video allows for clearer and more transparent explanations while texting allows for more convenient and efficient communication. It is for these reasons we see these communications effectively replacing a standard telephone call. For the customers, there is no pressing “1” for sales when they call, there is no ringing, and no waiting on hold. For businesses, there is no interrupting, no excessive explaining, and no chasing the customer around. We believe text and video communication will continue to grow as customers want to avoid the inefficiencies of a traditional phone call. While some phone calls are necessary for targeted conversations, the majority will migrate to asynchronous communication in service or sales.
Personalized videos dominate because the text and video executions are a part of a specific conversation with the customer.
Standardized videos are excellent to convey consistent messages for a company and its brand. During Covid, we witnessed creative applications of standardized videos. One, in particular, was a “What to expect when you stop in for service” video. With customers nervous and repair order volume dropping, some dealers decided to use a standard video to articulate a safe and sanitized experience to their customers. This was very important since the job of providing a service with a great experience wasn’t enough anymore. Businesses also needed to make sure the customer felt safe.
In addition to a consistent message, standardized videos can express so much more than a typed automated email. Communication cues like tone of voice and visual experiences help the customers better understand the message you are wanting to get across and, as we expressed earlier, customers like watching videos.
Standardized videos are excellent to convey consistent messages for a company and its brand.
Most Common Standardized Videos
- Repair explanation videos
- What to expect from a service
- Special Order Parts
- Thank you for your inquiry
- Introduction to Service
- Equity mining message from management
- Why buy here messaging
- “How to videos”