CUSTOMER RESPONSE TO VIDEO
When TruVideo initially started with video, we wanted customers to see and understand the repairs they needed or the vehicle they wanted to buy. The video experience was able to build trust and allow the customer to see everything on their terms. What we learned was that we missed a lot of the benefits video would ultimately provide. On top of building trust, all of these benefits immediately drove up the CX scores. As a matter of fact, we were contacted by multiple OEMs early when they saw the number of written survey comments that included a positive experience with getting a video.
Actual Customer Feedback
VIDEO & NET PROMOTER SCORE
As part of our report, one OEM partner, who we view as a leader in video utilization, shared some of their data with us. From the beginning, they compared repair orders with a video communication and those without. They did this with customer experience metrics and revenue.
In this OEMs first year of digital service they showed a sharp difference in Service Intent to Return NPS when a video was taken. This jump in customer sentiment was coupled with a simultaneous rise in revenue, which we will discuss in the revenue section.
AVERAGE VIEWS PER SERVICE VIDEO: 1.31
When we saw the average customer watching the video two times, we considered how that affected CX. We asked ourselves: if a customer gets a transparent video directly from the expert and feels the need to watch it twice to absorb the message, how would a customer without a video feel? Without video, the customer does not see the repair, speaks to a middle person, and has to try to recall that conversation.
THE AVERAGE VIDEO IS SHARED 39% OF THE TIME.
One big eye-opener for us was realizing that many customers were not just watching the videos but also sharing. There was more than one decision maker in the transaction. After a comparison with life before video we further discovered video was fixing the communication chain. The exact inspection from the technician was reaching everyone in the communication chain for the first time.
AVERAGE RESPONSE TIME FOR SERVICE VIDEO: 2:27 minutes
In service, customers love being able to watch transparent videos on their terms and respond quickly. Repair shops love quick responses because they are selling a very perishable item called time. If you lose a minute, it is gone forever. It truly is a win for everyone.
FIXING THE COMMUNICATION CHAIN
Lost Repair Dollars $1480
One item we humbly admit we did not understand going in was how video would fix the communication chain. For example, techs were doing a great multipoint inspection (MPI) and posting six recommendations.
The advisor was watering down the recommendations for three main reasons:
- They were afraid to sticker shock the customer.
- They thought the tech might be over-selling.
- They were new to the industry and didn’t understand what they were selling so
they omitted items.
Whatever the reason, the six recommendations reduced to four, then the advisor tried to verbally articulate them to a customer, who then tried to explain them to a confidant. By the time the final person heard the message, it did not sound anything like what the tech had recommended. It was like a complicated version of the phone game.
By watching the data on sharing, we were able to see the exact inspection go through the whole communication chain. The same message from the tech was making it to everyone involved in the transaction.
AVERAGE VIEWS PER SALES VIDEO: 1.13
Video communication is exploding in sales. The experience of giving the customer a communication that is remote and personalized is valuable to customers. Buyers like to see the vehicle they want, with the features they want, in the condition they expect. On a large purchase, like an automobile, being able to view a video presentation multiple times can be the difference between whether someone buys a car or not.
THE AVERAGE VIDEO IS SHARED 36% OF THE TIME
As we have learned in service, there are often multiple decision makers and sharing videos is the best way for customers to get feedback from people they know and trust. Unlike service, in sales there are multiple types of videos being sent out which can affect this number. As we progress into the future, the ability to tag videos will be important to clean up the data. We want to know how customers engage with every type of video execution.
AVERAGE RESPONSE TIME IS 27:27 minutes
Different videos are sent out for different reasons. Some are sent from the Business Development Center as an introduction, some from sales people to show a vehicle, and others may be to confirm an appointment or thank a customer for stopping by. The point is, because there are different types of sales videos, the data is not as clear. You can see that in how the sales share numbers on all videos tend to be lower and average response times tend to be higher.