In short, determining the right channel is an important part of the distribution plan. Another part of the plan is creating the right technical elements that belong to the chosen channel (for example an app or a landing page).
Step 4. The result
Now you have collected data, set clear objectives and KPIs for your customer journey and created all the elements to make the use of personal video in your journey a success. Time to go live! But what does such an end result look like? I will show you that by means of a case.
The case is an example of an implementation of personal video in the service and customer retention phase. The Belgian energy supplier EDF Luminus wants to help and motivate customers to consume less and smarter (and thus help them save money).
Customers receive a video with a personalized message by email in which their consumption is compared to their previous consumption in the previous period and the average consumption in their place of residence. All this to ensure that customers log in to the “My Luminus” environment, where they gain more insight into their energy consumption and receive tips to consume even less. Watch the video below.
With the promise of a personal video in the subject line of the email, the click-to-open ratio is 8.5 times higher than the benchmark (Dutch Email Benchmark 2017). In addition, the percentage of viewers who continue to watch the video is 22% higher than with non-personalized videos. And that while the video is relatively long. Some even watch the video multiple times.
The second case focuses on Nike’s annual running canada whatsapp number competition, “We Run Paris”. After the competition, runners received a video, depending on the information they had shared. This was personalized by name, photo,
The runner's customer journey was thus extended to Nike's online environment, so that the participants' experience did not stop after the run in Paris, but was continued online. Nike can also provide users with relevant content in the rest of the customer journey based on the data obtained. The runners were super enthusiastic, this year 12,756 of the 12,836 runners made a personal video.
Step 5. Measure!
Are you already thinking about how you are going to use personal video? Then there is one more step you need to consider. Nowadays, the world is changing rapidly. So it is certainly important to measure everything you do, in order to determine whether your case has been successful.
Determine the crucial metrics based on your goals. For example, you want to reach customers ( reach ), touch them ( touch ) and actually encourage them to take action ( move ). Engagement and conversion are only possible if these three conditions are met. Based on these three conditions, you can use the following KPIs.