In a former life I was the CMO at Genesys and when I was there, we commissioned several surveys on how consumers felt about customer service. I was stunned by how many people were reluctant to use the phone. As companies start to add video to the array of channels they propose to their customers, it is important to reflect on what should be done differently to make sure it doesn’t face a similar fate.

Vidyo has garnered an impressive experience deploying video services allowing enterprises to engage customers. I want to share a bit of knowledge in the form of a checklist to ensure the experience offered during a video session lives up to the promise.

Don’t spoil the moment!

Video quality matters. One of the shared frustrations with calls to customer service is the time commitment they require. Wait times and transfers to get to the right person are taking too long by our new attention deficit standards. Time has indeed become a currency. Many of us have no longer the patience to block several minutes to make a call to get a question answered. So, when we give our time, we expect an impeccable conversation. The same expectation exists with video. It is actually further exacerbated by the fact that video sessions tend to be longer. Video quality must be on the top of the agenda for your video projects.

Offer universal access

Regardless of the device used to communicate, and the network used to connect, video services need to always be accessible. Moreover, video usage by consumers is highly correlated with smartphones. It is thus critical the video channel accommodates consumers on the go and let them choose when and where they want to engage.

Ensure it is uneventful

For many new technologies, consumers are willing to accept “good enough” solutions, but video communication is measured using a different yardstick. Derailed attempts to make a video call or the inability to consistently rely on it working have a devastating impact on video usage and adoption. There is a table stake expectation of a predictable and reliable connection.

Make it effortless

Like any customer experience provided, a video interaction must be effortless. It means that a video connection needs to be as simple as pressing a button. In addition, it needs to be immediate and on the customer’s terms. Many video services are designed to offer zero-wait time.

Brand the experience

In today’s customer’s economy, a brand is defined by the experience it offers. It is critical that all customer interaction channels offer the same branded experience. Two things make video unique though. As an emerging channel, the experience should be customized in the context of what the customer is trying to accomplish. In addition, video interactions are most often offered as part of a broader experience and need to be woven into their workflows.

Provide a seamless engagement

The purpose of a video interaction is to have a quality conversation with a person. Be they knowledge workers or contact center agents, employees have other duties. So the video experience has to be integrated into their workplace. Furthermore, it needs to manage potential employee interruption and maximize access to the broadest pool of talents.

Guarantee a secure and private connection

Adoption of video hinges on a zero-compromise on both security and privacy. Consumers should be put in control and decide if and how they can activate their video channel.

Video brings a unique, personal touch to customer communications. It adds the necessary face-to-face element to omnichannel interactions. It requires, however, an impeccable experience.