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The Differences Between CX Video vs. UX and VX

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Rachel Eisenhauer Oct 25, 2021 VP of Marketing
Customer Experience Platform

Understanding the Differences Between CX Video vs. UX vs. VX

The customer experience has changed significantly as digital marketing evolves. Tailored messaging and websites designed around customer behavior and satisfaction are at the forefront of digital marketing to build lasting customer relationships. Businesses may look at financial data to determine short and long-term successes. But customer experience metrics – including customer satisfaction, customer engagement, and customer loyalty – are more critical to overall success now than ever before. CX video improves customer experience metrics, as do UX and VX.

What is CX Video?

The customer experience (CX) commonly defines how a business engages with its customers at every point of their purchasing journey—from marketing to sales to customer service and everywhere in between. Think of it as the sum of all interactions a customer has with your brand. Great CX provides a valuable, easy-to-use, and enjoyable experience to every customer and across every touchpoint—in a way that fulfills the expectations you’ve set for your business and customers.

CX is not just a set of actions – it also focuses on feelings. How do your customers or prospective customers feel about your brand? At every customer touchpoint, you can change how your customers feel about you. Businesses turn to their net promoter score (NPS) to measure customer advocacy. NPS is a standard CX metric calculated by using a simple survey questionnaire asking opinions such as “On a scale of 1-10, how likely are you to recommend us to your friends and colleagues?” Measuring and finding a good NPS score can be a benchmark and a system to drive significant improvement for your products, services, and customer experience. 

Customer experience videos are powerful teaching tools. A positive video viewer experience:

  • Increases customer engagement
  • Influences customer behavior
  • Delivers positive customer service

SundaySky’s video platform makes agile video creation simple and scalable for generating positive CX. 

What is UX?

Almost everything you do in life—the purchases you make, restaurants you visit, even apps you download—provides a user experience, or UX. How you interpret UX shapes the likelihood of purchasing that product, returning to that restaurant, or using that app. In digital design, UX is the practice of intentionally designing a web page, website, app, or other web-based interaction for the user’s positive experience that effortlessly achieves the desired outcome. UX is a combination of:

  • Psychology
  • Engineering
  • Classic design elements
  • Web design principles

The term “UX” first appeared in UX design expert Donald Norman’s book, The Design of Everyday Things, published in 1988. It applied an age-old concept to digital media and marked a shift from the previous term “user-centered system design.” Instead of focusing on the system itself and the interface design, Norman concentrated on the user’s needs. In the last decade, UX principles such as responsive design and data-based design have been driving businesses towards unifying user experience across devices and modes, figuring out how to reach customers wherever they are.

What is VX?

For example, Verizon collaborated with SundaySky to anticipate customers’ needs and viewer experiences during key moments along their customers’ journeys. This included when a customer would purchase a new device, needed to change their phone plan, and through the billing process. SundaySky developed well-tailored, video-powered experiences for Verizon viewers’ needs. This reduced customer service calls increased Verizon’s Net Promoter Score and produced superior CX that keeps Verizon customers well-informed and loyal to the brand.

The viewer experience (VX) is a concept that has evolved out of UX. A focus on UX has resulted in improved website design and ease of use, and video has become an overwhelmingly popular medium for personalized content utilization within these designs. Viewer experience matters because video content isn’t an extension of a brand product, but the brand itself. Thoughtfully blending the customer experience (CX) with the user experience (UX) with video produces a personalized customer experience.  Every aspect of VX speaks to the brand – the imagery, graphics, fonts, and messaging –  to form a calculated viewer experience walking viewers through whatever a company desires their customers to learn.

Ways to use CX Video

CX videos are powerful teaching tools. However, every piece of CX video content for customers, or potential customers, needs to serve a purpose. A positive viewer experience increases customer engagement, influences customer behavior, and delivers a positive customer service. For example, SundaySky’s video engagement platform makes agile video creation simple and scalable. Some of the ways video experiences support CX includes:

CX Videos for Product Demonstrations

An e-commerce website can leverage CX videos to support its primary goal – selling products to potential and returning customers alike. 1800 Contacts used SundaySky to build and maintain successful video CX through embedded videos. These videos walk customers through the 1800 Contacts website, from how to upload a new contact lens prescription to how to re-buy lenses they already use. By demonstrating “how-to’s” to their customers, 1800 Contacts can keep customers coming back, knowing they’ll have a quick, easy experience because they already know how to utilize the website.

Help Customers with the Pain Points in the Purchase Journey

CX videos can actively address customer challenges and pain points. SundaySky worked with SelectBlinds, an internet retailer that offers an extensive array of easy, self-install blinds to produce informative videos on a customer-by-customer basis. The direct-to-consumer brand set out to re-engage skeptical consumers by communicating the retailer’s product portfolio as well as the ease of buying online and self-installation. The data-driven, dynamic video advertising experiences successfully engage customers and give them peace of mind to purchase. 

CX Videos to Improve Customer Support

CX videos offer a chance to be specific with what you want to convey to customers. Video tutorials are a great way to provide assistance on issues ranging from product/service features to shipping or billing examples. You can develop video tutorials based on customer feedback to address customer support needs directly on your website.

Enhance Customer Education

Customer education is the process of teaching customers about your product or service. This process can start well before a customer makes a purchase and continues throughout their customer journey. Developing a successful customer education strategy includes helping customers make informed buying decisions and getting the most value out of the product after they decide to buy. Great CX videos enhance customer education by providing videos for onboarding processes, webinars, or product demonstrations. The more a lead learns about your product and can see its value, the more likely they will become an active customer.

CX video and Mobile Marketing

Consumers are now accustomed to having all of the information they need about a brand or product at their fingertips. Potential customers can research your brand and perform in-store product research, all while standing at the shelf to make a decision. Video captures consumers’ attention with sight, sound, and motion, conveying efficient messages while vividly capturing brand personalities. Therefore, videos must be responsive for any device that might view them, including tablets and mobile.

Applying video to Different CX

The versatility of video allows its application to various CX strategies. Here’s how to use video for different types of CX:

CX Video for a Buyer Journey

Think of the buyer journey by each of the five stages:

  1. Awareness
  2. Consideration
  3. Decision
  4. Retention
  5. Advocacy

Tailored videos support all of these steps. Videos that highlight your brand, products, or services accurately will consistently speak to customers, whether they’ve just found your business or have been loyal patrons. Every customer has different needs and wants depending on their lifecycle stage, so it makes sense that your content caters to each buyer persona throughout the customer journey. 

Video for Branding and Relationship Building

Video is versatile and can be used for digital marketing tactics such as branding and relationship building for B2B sales. B2B sales video content provides important materials for potential clients. A focused and informative video with key-value propositions grabs the attention of decision-makers faster than any other method of communication. Having potential customers find you ahead of time means they’ll be well-informed before your first meeting.

Businesses today have a strong focus on improving CX through customer interactions. SundaySky’s dynamic video capabilities work with companies looking to produce video and video-centered web pages that engage customers while removing the barrier of needing video expertise to build successful web pages. The SundaySky Video Editor is a user-friendly interface that is easy to design, edit, and implement. SundaySky’s video experience platform uses a modular content approach to creating unique videos for your brand. The platform offers flexibility and agility to generate video experiences tailored to your brand, your customers, and ultimately, your business success.