Customers want their expectations met always, and exceeded whenever possible. They will remain loyal to brands that deliver these kind of experiences.

The key for enterprises is to focus on delivering an excellent customer experience using the appropriate communication platforms to exceed client expectations.

A recent article published on the Super Office blog, a leading CRM software provider, explains the importance of delivering a positive customer experience. The article also recommends several strategies companies should leverage to provide an exceptional experience that sets them apart from the competition.

Every interaction with a brand offers an incredible opportunity to build positive relationships with clients. And favorable interactions leads to happy customers, which results in clients becoming loyal brand evangelists who help companies grow organically through word of mouth marketing.

So how can enterprises provide an exceptional customer experience that creates and retains loyal brand evangelists?

For starters, enterprises must focus on creating an emotional connection with their clients once they have a clear customer experience vision in place and a clear understanding of who their customers are.

Results from the Journal of Consumer Research mentioned in the Super Office article indicate that “more than 50% of an experience is based on emotion as emotions shape the attitudes that drive decisions.” When companies create emotionally engaged customers, these customers are three times more likely to recommend the company’s brand, and they are three times more likely to repurchase the company’s product or service offering(s).

Another important strategy is to identify, develop and implement a quality framework to train each member of the customer support team. Companies that go beyond the standard of evaluating the quality of phone and email interactions by tracking team development through coaching, eLearning and training are better suited to deliver a positive customer experience.

Lastly, companies must act upon regular employee feedback to enhance the overall customer experience. Ongoing employee feedback allows for staff to share ideas on how to improve the customer experience. Managers can also use this opportunity to see how their team is feeling towards the business.

Creating and Retaining Loyal Customers with Video

These strategies are necessary for enterprises to leverage when attempting to deliver a positive customer experience. What’s also critical is using the right communication tools that provide a human element to better capture emotions, increase sales, and improve customer satisfaction and experience in a cost efficient manner.

The vast majority of communication is nonverbal. Body language, facial expressions, the tone of voice and posture impact emotions. Companies that invest in people who are great communicators and technology to remove the barriers to excellent communications, such as video, are in a better position to capture these emotions.

For high-level escalation calls, for instance, face-to-face interaction is a better form of communication versus trying to solve the critical issue over the phone, email or chat. A visual explanation of how a product or service works through video interaction is more efficient than trying to decipher instructions that are poorly written or explained over the phone. Face-to-face interaction via video is also a much more effective communication tool to interpret nonverbal cues of what is really being said without actually saying it.

Boretti, a leading manufacturer of high-end kitchen appliances based in the Netherlands, is an example of a firm leveraging video as a collaboration platform to interact with customers in real-time. Boretti’s field sales teams leverage video from their tablets to visually explain and demonstrate latest appliances from their showroom to customers. Customers can also connect with Boretti’s product experts at the call center via video to help identify, diagnose, repair and/or troubleshoot issues in real-time.

Using video as a powerful internal communication platform

Many companies operate with a distributed model in which customer support teams work autonomously. And being that customer service is a field that experiences high turnover, companies must be smart in how they train new and existing employees.

Video is an efficient and effective platform to train and develop dispersed teams. Stored trainings can also be saved and disseminated with the team, or accessed by the team as needed. Customer service agents can also connect with managers and peers via video to provide their suggestions, and managers can share their feedback in real-time.

Help Scout, a popular web-based help desk designed for a great customer experience, uses video for effective internal collaboration among their distributed work teams. One of the ways Help Scout drives internal collaboration is through a fun, weekly video series that shares informative updates. These creative videos keep the remote team up to date about latest features for their customers, company-wide news, birthdays, and more.

Some of the more common ways enterprises use video internally among dispersed customer support teams include:

  • Video conferencing for 1:1 meetings to deliver praise or address performance issues.


  • Using video as a content management platform to capture, store and distribute training.


  • Using video conferencing for team calls to discuss and highlight examples of best practices, or to job shadow individuals handling live interactions.

Customers are the most valuable asset for an enterprise. Companies that leverage video as a communication platform to exceed client expectations set themselves apart from the competition by enhancing the customer experience. This helps them be more successful by turning customers into loyal brand evangelists.