From silly GIFs to sophisticated branded content, video has been exploding online but hasn't really entered the enterprise feedback management space. With its video feedback solution, InMoment is turning video into a key voice of the customer (VoC) channel and enabling companies to use customers' video testimonies to gain insight into the customer experience.
InMoment's video feedback technology not only takes advantage of the digital video's popularity on the consumer side, but also helps companies make the most of the video trend by breaking down the barriers to analyzing video.
"If you're giving a person in an organization a bunch of videos that they have to watch, slice, and analyze, then you're asking them to do a lot more than what they're used to doing. This has been the barrier for other vendors to get into the video space. It's never been an easy thing to analyze and to utilize in an actionable way," John Grover, vice president of product at InMoment, says.
To simplify the video analysis process, InMoment partnered with Voxpopme, a vendor that incorporates videos into surveys. Together, the companies have created a process that's "100 percent automated in terms of getting actionable feedback out of video," according to Grover.
The process involves two routes—either a standard survey or an email request for video feedback. Once the video is captured, it's sent to Amazon Mechanical Turk, a workforce marketplace, where human transcribers view the video and compile a transcript. "We went down the human road versus the automated road because the quality of the transcription is a lot better. Automated transcription has been improving, and we've got our engine, but human transcription is a lot better," Grover explains. Armed with the transcript, organizations can leverage the insights in text or video format.
There are a number of use cases for InMoment's video solution. For example, video in its original format can be used to build advocacy for a brand. Authentic, user-generated content resonates well with consumers online, Grover explains, so companies will benefit from customer feedback being presented on their sites. On-demand answers are another important use case—rather than waiting for insight to be delivered through extensive market research, companies can be more proactive and quick about collecting this data. Organizations can send targeted questions to customers, which can be segmented into specific audience groups.
Grover says he demonstrated the tool at the company's conference recently, posing a question to his company's customer base. Within 30 minutes, there were about 25 responses. "One of our users came up after and said, 'I wish I knew about this two or three months ago because I just spent $40,000 on a market research study that I'm just getting the responses and the results back today.' I'm not saying this replaces market research, but it's a powerful way to get answers to questions that you have internally," Grover says.
As for customers, Grover expects that using video to provide feedback will be a natural transition. "We find that customers across the demographics, not just millennials, want to give feedback in storytelling mode, and instead of having to write a comment, it's easier for them to leave a video," he says. Currently, InMoment see a 2 percent rate of response, which he says is solid for video. "You have to look at video very differently than you look at your text comments," he adds.