A video just for you: How personalized video is changing the game

by Jen Bergen |

In the last few years, we’ve seen personalization emerge as an exciting new trend in interactive video. This technology pulls data about users to create unique personalized video experiences, making users feel as though they’re having a live, one-on-one interaction about their specific situation.

How does personalization work?

A good example of personalization would be a wireless carrier’s customer bill. Because companies usually share these statements in a static format—either online or in print—the customer must take it upon herself to navigate the disparate elements of her bill, seeking out explanations for voice or data charges, and context/comparison against past months’ charges on her own. If she doesn’t understand something or has questions about her bill, her only recourse is to locate the contact information for customer service, and then call or submit an email inquiry. This process can be confusing, frustrating, and time-consuming for customers—especially new customers unfamiliar with the billing process.

In that same scenario, a personalized video bill would save time and create fewer headaches for the customer. By seamlessly weaving the customer’s personal information, preferences, and billing data into a guided navigation of her bill, a personalized video experience would provide answers to her questions before she needs to ask them. The effect simulates the experience of a well-trained and friendly customer service representative personally walking a customer through her charges one step at a time.

How is personalization evolving?

Be they customers, employees, or members of the public, end users highly value personalized one-on-one engagement. And that’s why the trend of personalized video has been spreading across varied industries (from financial services to healthcare) in recent years.

In 2012, AT&T made national news for its partnership with SundaySky to create one of the first iterations of this technology. Together, in an effort to help customers better understand their bills, they utilized individual customers’ data and billing charges to customize their viewing experiences.

Since then, personalized video has continued to evolve—both in its subject matter/usage and in its sophistication. Pitney Bowes, a global technology company that provides innovative products and solutions to power commerce, is helping to lead the charge on this technology.

Pitney Bowes’ EngageOne Video (EOV) includes templates for clients who want to engage their customers, employees, and stakeholders with personalized, interactive video content. These templates marry the best of personalization with the best of branching interactivity to create a truly compelling and customized experience for users.

What are the benefits of personalization?

One of the best examples of this technology in action is the EOV billing explainer template, which dives deep into a customer’s individual bill and unique situation, using interactivity to swiftly and efficiently address his or her specific needs.

Customers using this bill explainer can click on different portions of their bills to review payment options, initiate service charges, and more. They can also opt for new services and preferences within the video experience—whether that means signing up for paperless communications, selecting complementary products and bundles, or accepting changes based on individual usage.

These choices, combined with the personalization of the billing walk-through, work together to further bond customers to companies. Pitney Bowes has already noted significant customer results thanks to the implementation of personalized, interactive video, including:

  • 98 percent positive viewer feedback
  • 32 percent reduction in support calls
  • 34 percent reduction in average call handling time
  • Higher revenue, due to a 20 percent click through to cross-sell and cross-promotional content
  • Lower costs and greater operational efficiencies
  • Increased customer satisfaction, including a 7-point increase in Net Promoter Score

The final word

As Pitney Bowes continues to expand its EOV offering, developing more sophisticated and compelling video experiences, these metrics are expected to improve even further. Take a moment to try out the company’s bill explainer video to get a feel for the benefits of personalization. The overwhelmingly positive response from users makes it clear that personalized video is here to stay.

Rapt Media and Pitney Bowes recently partnered to expedite time to value for interactive experiences. Read more about our partnership here.

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