BT gets personal with on-the-fly video message service
BT has formally announced the availability of a personalised video capability as part of its Cloud Contact portfolio of services following pilot projects with two UK retail banks.
The system, which allows businesses to email individually tailored videos to millions of customers by integrating relevant data with video templates, was developed by Israeli marketing technology specialist Idomoo.
BT has been demonstrating the capability for some time as part of the Branch Showcase area of its Adastral Park research and development labs in the UK. According to Iain Monteath, lead consultant at BT, the software can generate each new message in two seconds. He said that the trials had shown a “seven-fold increase in sales compared to cold sales emails” (Banking Technology, November 2014).
The service is delivered from the cloud, meaning there is no initial capital investment. It can be fully integrated with an organisation’s web presence, enabling near real-time creation of personalised videos, delivered direct to customers’ computer, tablet, smartphone or smart TV.
It can also be used to provide video guides for online users over different channels, For instance, the system can be configured to give help information in video format to a smartphone or tablet while the customer is holding on a call to a helpdesk – BT reckons this can reduce calls by as much as 30%, while increasing customer satisfaction by solving their problem.
Andrew Small, vice-president for unified communications and customer relationship management at BT Global Services, said: “Our new service helps businesses connect with their customers in a much more creative and engaging way. It helps them create deeper, more personalised interactions, thus improving customer service and increasing sales. This ultimately leads to greater confidence in brand and increased customer loyalty, resulting in great business outcomes. Whether it is sending account updates, loyalty-point notifications, new offers or any other kind of customer communications, personalised videos provide a new way to reach customers.”