Embedded Video Communication Can Greatly Enhance the Customer Experience

During a Loyalty360 webinar last month titled, “Supercharge Your Videos With Interactivity,” Kyle Morton, Chief Product Officer at HapYak, told attendees that video is no longer relegated to a company silo due to its immense potential to create elevated customer engagement.

“We’re at a point today where this is the new normal,” Morton said. “In the past five years, HTML technologies can synchronize with video technologies, making video work like the Web. The reason so many people are relying on video is that it’s effective communication. The human brain is hard-wired to respond to sound and sight. That’s the heart of establishing engagement and loyalty because the value can be communicated.”

According to a new report titled, “The Rise of Embedded Video Communications: Trends in Video-Enabled Apps,” communications platforms-as-a-service (PaaS) is a top choice for those who are planning embedded video projects, with nearly 50 percent of respondents saying that they plan to use a communications PaaS to initiate an embedded video project within the next 12 months.

What’s more, in excess of 45 percent of survey respondents said they embed video into a telehealth application, making telehealth the top use case across the board. As healthcare providers shift to a model of value-based care that emphasizes high quality, accessibility and low costs, they seek alternatives to generic, siloed video communications solutions, the report noted. Care providers use a communications PaaS to thread real-time video throughout clinical workflows to simplify the engagement process for both the patient and the clinician.

“In today’s digital world, real-time video is the human touch that helps organizations engage directly with their desired audiences,” said Vidyo Chief Marketing Officer Elana Anderson. “For example, telemedicine enhances continuity of care and, therefore, the patient experience. This report shows the tremendous uptake of embedded real-time video to enrich and simplify how we communicate.”

Beyond healthcare, embedded real-time video communication is used across all industries, the report says.

About 40 percent of respondents embed video into collaboration/online meeting applications while 35 percent embed video into contact center workflows, and 30 percent embed video into distance learning solutions. Other responses include field services, technical support, webcasts and webinars and gaming.

For the 47 percent of respondents who have not yet embedded video into an application, the report shows, technical limitations and high costs are widely viewed as the common barriers to adopting the technology. Full internal development of a video collaboration application requires hosted global infrastructure and high development and maintenance costs. A communications PaaS, on the other hand, offers cloud hosting, attractive usage-based pricing, and little to no need for expertise in video technology.

“A communications PaaS lets organizations focus on making their applications shine and on creating great customer experiences, rather than on the burden of becoming video infrastructure experts,” added Anderson. “Organizations need a simple and cost-effective way to integrate this critical channel into their customer engagement workflows.”

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