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Insightful Video

Release Date: February 9, 2021 • Episode #152

It’s no secret that within the social media and marketing worlds, video is a highly engaging medium. If it works to push your company’s message out to the world, why wouldn’t it work in reverse – as a way to collect feedback from your customers? Host Steve Walker welcomes Jenn Vogel, VP for marketing at Voxpopme, a company specializing in uncovering human insights with video survey software, to discuss using video to gather customer insights.

Jenn Vogel

Jenn Vogel
Voxpopme
Connect with Jenn

Highlights

Getting to the “why”

“So I think that where the real power of the video comes in is in how it works alongside the traditional CX surveys that you’re used to using. So the value that it provides is that that answer to ‘why’ in all of the data that you’re capturing… And ‘what’s the context that that data is coming through?’ is is the power of the video. So having seeing all that, that the charts and the trend lines and the stats are really crucial, but it’s not the full picture of your customer.”

People are more comfortable with video

“Everyone is comfortable pressing the red button on their phone and recording. Some people have a difficult time texting or typing in a response. You think about how long it takes to type out a sentence in a survey or something like that. But to record a 60 second video is a really seamless experience, and it’s the medium that we want to communicate to each other. So it makes sense that it’s the medium that we want to communicate with brands.”

Transcript

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Steve:
So how do you gather customer insights? Surveys, site intercepts, call center data? What about video responses?

Jenn:
You can think of it as a video question for a survey, and the respondents are able to record via video on their phone and really tell their story really quickly and easily.

Steve:
Using video surveys to help build empathy and gather powerful insights on this episode of The CX Leader Podcast.

Announcer:
The CX Leader Podcast with Steve Walker is produced by Walker, an experience management firm that helps our clients accelerate their XM success. You can find out more at Walkerinfo.com.

Steve:
Hello everyone. I'm Steve Walker, host of The CX Leader Podcast and thank you for listening. On The CX Leader Podcast we explore topics and themes to help leaders like you leverage all the benefits of your customer experience and help your customers and prospects want to do more business with you. It's no secret that within the social media and marketing worlds, video is a highly engaging medium. You know, I'm a numbers guy, so I looked up a few figures. According to a recent study by Wyzowl Research, 93% percent of marketers say video is an important part of their marketing strategy. And 91% feel the pandemic has made video more important for brands. So if it works to push your company's message out to the world, why wouldn't it work in reverse as a way to collect feedback from your customers? Well, I'm excited today to have our guest for this podcast because she's going to tell us that video does indeed work to gather insights from your customers. Jenn Vogel is the VP for marketing at Voxpopme, a company specializing in uncovering human insights with video survey software. Jenn, thanks for being a guest on The CX Leader Podcast.

Jenn:
Hi Steve, thanks for having me on today.

Steve:
Well, it's great that you're willing to do that. And I'm really looking forward to this because I've I'm pretty familiar with your company, but I think not maybe as many of our listeners are. So if you wouldn't mind, just give us a little background on yourself and how you got into this space and then tell us a little bit about the history of Voxpopme.

Jenn:
Sure. Absolutely. So I've been in the market research and CX space at different companies for more than 10 years now. And I met the the founders of Voxpopme and some of the other folks who worked here through industry events back in the day when we used to go to conferences and really loved the technology and what they were doing for the industry. And so I joined Voxpopme in 2018 and lead the marketing team here. And, you know, Voxpopme, We really believe obviously in video as a as a medium for feedback. You know, it's, it's really crucial to have that qualitative understanding of whatever audience you're trying to gather insights from. And you know, you mentioned before about the importance of a video, especially given the pandemic. You know, this is a really crucial medium right now. And we're seeing it kind of expand in all different areas of our lives. And and when it comes to customer experience, feedback and insights, it's a really crucial way to get that deep understanding of of whatever audience you're trying to gather insights from.

Steve:
Will, tell me, just like how does it work? How does Voxpopme work? If I were to engage your organization, how would that go?

Jenn:
Sure. So essentially you can think of it as a video question instead of a quantitative question for a survey. So in some cases, a video survey is embedded into the context of a quantitative survey. And in others it's a video only survey, kind of as an alternative to a fuller scale qual study. And the respondents are able to, instead of answering a tick box questions or filling in an open ended text box, they're able to record via video on their phone, on their laptop or desktop device and really tell their story, give additional context to whatever question you're trying to uncover really quickly and easily. So that video response, which is traditionally difficult to work with and unstructured data, gets fed into the Voxpopme platform and we put some structure around that unstructured data so you can really work with it very easily. So our platform transcribes the audio into text and then layers analytics on top of it. So it uncovers key themes from the responses it codes for sentiment and allows you to kind of filter and dig into the insights that are really important to you really quickly and easily without the need to kind of watch every second of video. So you're able to take something. The use of video in terms of gathering insights isn't a new idea. We've been using video and recording focus groups or recording interviews with people for years and years and years. But traditionally it's very hard to work with. So our platform takes away that pain of working with the video responses and turns it into something you can analyze really quickly and easily and actually drive actionable results.

Steve:
So you mentioned the text analytics and that's logical. Do you do anything with the facial recognition or the other aspects of the video.

Jenn:
At the moment, we don't do anything with facial recognition, we've done a lot of testing over the years and find that that tends to be more accurate when someone is consuming content and not speaking or interacting with it. It's a lot less accurate when you have movement and you're turning your head or your chin is blocked. It's tough to read the emotion from that. So we haven't felt comfortable with the accuracy of it in the context of how we use video. So it's something we continue to test and we get asked about a lot, but not something that we currently have.

Steve:
So is the survey is it with a live agent or is it just recorded or…

Jenn:
So the survey is asynchronous, meaning there's not there's no need for a moderator, interviewer to be on the other side, which really helps to kind of get consistent questions to the respondents and eliminate any sort of bias so everyone gets the same question and response to it asynchronously.

Steve:
When was it started?

Jenn:
We launched in 2013 as a mobile respondent app and have evolved the analytics platform over the years since then.

Steve:
Well, I think you've given us a good background on that. But what ways is it different, say, than maybe our traditional CX pro has thought of, or where some good applications that somebody might want to consider using video as opposed to just a regular online survey?

Jenn:
Sure. So I think that where the real power of the video comes in is in how it works alongside the traditional CX surveys that you're used to using. So the value that it provides is that that answer to why in all of the data that you're capturing. So we know how important it is for CX leaders to be measuring NPS and trends over time and keeping track of CSAT and things like that, but really understanding why is someone unhappy or why is someone having no positive experience? And what's the context that that data is coming through? Is is the power of the video. So having seeing all that, that the charts and the trend lines and the stats are really crucial, but it's not the full picture of your customer. So adding a layer of video layer to the quantitative data really gets helps to uncover the root cause and identify areas where you can improve or remove friction or understand better what exactly is it that's delighting your customers and how can you repeat that? So I really think about the the quantitative data as the what. What's happening? What are people thinking, what are people doing. And the qualitative being the why. And it's so important to have those two things together, which is the advantage of layering video on top of those surveys that you're probably most used to using.

Steve:
Yeah, I get it. I… My research skills are are a little rustier than they were, say, 10 or 15 years ago, I must admit. But, you know, we've we've always used the qualitative to add more description to what the quantitative data says. You know, like we can make a conclusion that this customer segment is saying this. And, you know, we found out that two thirds of the people rated this very important. But here's a real live open end of how they express that. How do your clients react when they start to get this feedback from the video? I mean, what's the I imagine it's much more powerful in that respect. How does the client then use the the data or how do you organize it in terms of reporting it back to the client?

Jenn:
Yeah, I think that when people first see the videos, it's it's a little shocking in a really positive way. It's all of a sudden there's real people behind that data that we spend so much time in. And that's something that I hear about a lot in talking to our customers and other CX leaders is there's a big disconnect oftentimes between stakeholders and companies and who their customers actually are because we spend so much time in the data and in the numbers and in the trendlines. You almost forget there's real people on the other side. And so when companies start to see those people talking directly to them, it's a really powerful experience. It bridges that gap that in the connection with the customer that we see so often in so many companies.

Steve:
My guest on the podcast this week is Jenn Vogel. She's the VP of Marketing at Voxpopme a video survey software company. We're having a fascinating discussion, I'm learning a lot about how you might be able to incorporate video into some of your CX listening. Jenn, I know it is a more of a qualitative approach, but are there certain types of industries or are there certain applications where you think that the video is even more important or fits better?

Jenn:
That's an interesting question. I think we work across all different industries. So there are so many different kind of specific use cases and applications for where video can fit that it really works across all different industries. So we have a lot of companies on the customers on the CPG side of things that are doing a lot of product testing and maybe marketing, testing, content testing, things like that. We have a lot of customers in the travel and retail space who are just trying to understand, you know, their customer behavior. And, you know, as we were talking before about the quantitative and qualitative, a lot of our travel customers, they might have airlines, they have ongoing always-on listening surveys that are happening. And I love talking to those customers and hearing them say, hey, we've got this this response that keeps coming up know this is an issue on our on our airlines. Like this is an issue that that our travelers are having on planes, but we don't actually know what they're looking for. We see it's a problem, but we don't know what they're looking for. And then using the video alongside that that quantitative data to actually find out, well, what is it that we could change that would make this a good experience for you? So, again, it's like having that video alongside the quant is so valuable and actually being able to make a decision about what to do differently. But, yeah, the use cases are just slightly different across all different all different industries.

Steve:
How is it that you go to market then? How do you identify your your customers and your clients?

Jenn:
So, I mean, we we drink our own champagne in terms of identifying our customers. We do a lot of our own customer research, whether that's in profiling personas or interviewing our active customers, our turn customers. And we use quantitative surveys and video surveys just as our customers do. In terms of going to market, you know, there's there's a lot of a lot of tactics. We're going to market through traditional marketing channels for B2B, through digital and sometimes events, although not at the moment where we go and we talk to CX leaders and market researchers and marketers and product folks and talk to them about the benefits of video.

Steve:
Do you do some work through the agencies themselves, though? The agencies really just incorporate in your technology and their designs?

Jenn:
We do have a partner ecosystem as well, so we have some technology partners where we integrate into their software survey platforms and companies like Qualtrics and Alchemer, Fuel Cycle communities, Elita Communities. And then we also work with full service agencies that resell our technology, essentially.

Steve:
I want to take a moment to tell you about Walker's new report, "Next-Level CX for B2B Companies," which focuses on helping B2B companies rise to the next level of CX excellence. Walker collaborated with the Qualtrics XM Institute and discovered some insightful conclusions about CX maturity and how B2B is performing compared to B2C. Download the report for free today at cxleaderpodcast.com/NextLevelCX.

Steve:
So what's an ideal use of video and I mean, maybe if you have maybe an alternative to that, where maybe that they didn't really do it right, just kind of what are the aspects of it that make video really work well for the client?

Jenn:
So I think where where where have seen it done really well is actually on the the kind of back end of how the video ultimately gets used. I think where companies fall down is by capturing the video and then not really making good use of it, not socializing it well internally or, you know, not really spending the time to attach it to the rest of the data and kind of centralize it within the rest of the work that's been done. One example from a recent relatively new customer for us, a retailer who they capture video response at the end of a purchase in store purchase. So kind of back of the receipt type customer experience survey, there's a video component to it. And when the videos are captured, they have set up TVs in the back rooms of their of their retail stores so that the employees who are working there when they go on their breaks, they can see the videos of the customers that have been in the store that day, that week and and hear their feedback. It's a real sort of like in the moment, connection with the customers and where they're having good experiences, where they're having challenges and really putting that front and center with the people who can actually influence, change and do something different or continue to delight. If you've got a lot of positive feedback from customers in the store and the employees are hearing that it's really motivating and exciting for them. And if there are challenges that need to be addressed, it's front and center. So this company has done a really good job in socializing the responses with their employees. And I think that's when it really has a big impact.

Steve:
I imagine that with COVID and all we've been living through the last 10 months or so, that you've seen a pretty good boost in your business. Would that be fair to say?

Jenn:
Yeah, I think we've we've done OK. It's definitely a time when video has become more important than ever, whether it's through Zoom and how we communicate with each other or just interacting in social media with the people that we care about. And then when it comes to customer experience, feedback and and market research, it's kind of the only way you can get qualitative research these days. You're not going and sitting in a room with 12 people and asking them questions. So it's been really interesting to see a trend that was already growing sort of accelerate during these times.

Steve:
What's the experience like for some of these actually taking the survey? I mean, how does it work? And then what are some of the reactions that you get from people that are responding?

Jenn:
Yeah, so I think this is one of the reasons why we're so passionate about video at Voxpopme is that, you know, it's become the medium that we want to communicate with each other. Everyone is comfortable pressing the red button on their phone and recording. Some people have a difficult time texting or typing in a response. You think about how long it takes to type out a sentence in a survey or something like that. But to record a 60 second video is a really seamless experience, and it's the medium that we want to communicate to each other. So it makes sense that it's the medium that we want to communicate with brands. So I think when it comes to customer experience, it's not only a matter of gathering feedback to improve our customer experience, but it's actually improving the respondent experience as well. I was talking recently with someone: I bought a car last year and about three or four weeks later I received a twenty five page survey in the mail that I had to fill out by hand and had it like a stamped envelope that I could send back. I tossed that thing right in the garbage. There was no way I was going to do that. But if when I got home from picking up that car, I had gotten a prompt to record a video about my experience with that purchase or whatever, I would have done it in a heartbeat. And so just really meeting people where they want to be and and giving them a platform to really speak to you as a brand, I think is really important. We we had a customer not long ago. One of the very first responses that they got within their video survey was someone who said, I've been waiting to talk to you for 30 years. This customer really felt like they were speaking directly to the brand, and so providing that platform for them created a connection that you just can't create in any other way. So we really see it as a way to improve the respondent experience, improve the customer experience even during the feedback stage.

Steve:
Thank you, Jenn, for sharing all this information. I've learned a lot and I hope our listeners do. We've reached that point in the podcast where I ask every guest their biggest take home value or what what's the one thing that you want are people that are listening here to take from this podcast that they could use to really improve what they're doing for their customer experience?

Steve:
Yeah, that's a great question. And I think, you know, we may be touched on this a little bit earlier about the importance of empathy and really creating a connection between companies and their customers, because we we see and hear that a lot in the industry, that there's a big disconnect. And so I think the one like tip or trick for a customer experience professional is to kind of reframe the language and maybe not think so much about customers or consumers or users, but think about people. And that just kind of creates a connection with them that I think is really important for understanding their needs and and then starting to meet them. So that that would be my little one tip or trick is to reframe the language and don't think so much about customers, but really think about people.

Steve:
That's a great tip. Thank you. Jenn Vogel is the VP of marketing for Voxpopme, a video survey software company. Jen, thanks again for being a guest on the podcast. Really appreciate you coming on.

Jenn:
Thanks for having me.

Steve:
Now, if anybody wants to check out Voxpopme, can you give us the website?

Jenn:
Sure, yeah. You can find us at Voxpopme.com. And we also I'll just plug my podcast really quickly. We have a weekly live stream. We stream live on Twitter, Facebook, YouTube, and we post on all podcast channels. The podcast is called "Real Talk The Customer Insight Show." So check us out there.

Steve:
Again, Jen Vogel, thank you for coming on The CX Leader Podcast and continued success to you and Voxpopme.

Jenn:
Thanks, Steve.

Steve:
If you want to talk about anything else you've heard on this podcast or about how Walker can help your business customer experience, feel free to email me at a podcast@walkerinfo.com. Be sure to check out our website, cxleaderpodcast.com, to subscribe to the show and find all our previous episodes, podcast series and our contact information so you can drop us a note, let us know how we're doing, or suggest an idea for a future podcast. The CX Leader Podcast is a production of Walker. We're an experience management firm that helps companies accelerate their XM success. You can read more about us at Walkerinfo.com. Thank you for listening and we'll see you again next time.

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