HOW TO IMPROVE BILLING EXPERIENCES USING PERSONALISED VIDEOS
Learn how highly personalised videos, sent alongside bills and statements, can help educate consumers on what’s driving the cost of their services and the real value they receive from service providers.
In many industries, especially telcos and utilities, it is not uncommon for consumers to blame higher bills on price hikes rather than on the real issue of increasing household usage and consumption.
In other industries – such as insurance – it is commonplace for consumers to overlook or under-utilise the full range of benefits provided by their policy. In these and other cases, the value received is misjudged or under-estimated.
Fortunately, it is now possible to address ‘information-disconnects’ of this nature using personalised Data-Driven Videos.
What Are Data-Driven Videos?
Typically 60 seconds or so in length (30 – 45 seconds optimal), DDV’s provide customers with a high-level snapshot of their interactions with a brand or service over a given period.
They can also present personalised information relating to service usage, benefits received, and benefits available.
Helpful tips optimised for individual customers can also be incorporated.
Data-Driven Videos (DDV’s) help customers understand the value they get from a brand or service by presenting account statement, billing, service-usage and other personalised information using video storytelling.
Whereas any video featuring a gimmicky “Hello [INSERT CUSTOMER NAME]” can be called personalised, as much as 80% or more of the content in a DDV is unique to the recipient.
The real magic for large firms is that the technology now exists to compose millions of these highly personalised videos quickly and cost-efficiently for distribution via MMS, which enables instant viewing (without opening a web-browser).
The many benefits of DDV’s differ subtly from one industry to another. For example:
DDV’s can be used to give healthcare insurance customers a better understanding of their policy by explaining the benefits on offer and encouraging policyholders to take advantage of what’s on offer.
DDV’s can be composed and delivered during the customer’s onboarding process with regular updates after that. Packed with personalised data, DDV’s share and explain all kinds of information such as:
- A summary of claims activity and bills paid to date
- An update on Extra Services including:
- Available benefits
- Annual limits
- Amount used to date
- Available balances
- A prompt to use the benefits of their extra before they expire
Watch this prototype DDV for a healthcare insurance policyholder – around 90 seconds long, the video features a massive amount of highly personalised data and information:
Turn up your sound 🙂
Membership Rewards Programs
The challenge for membership program operators is to help members understand reward-collection opportunities; keep members abreast of their balances and encourage members to use their points. In this context, DDV’s could be used to share:
- An update on members’ points balances and how they are tracking
- A reminder of the value of their points balance
- An update on how often they are collecting points, and how that compares to the previous quarter
- A summary of where points are collected
- A reminder about how they have used their points recently
- Some encouragement to use bonus points schemes available
Mobile service plans can be notoriously complicated, especially pre-paid plans with rules around what charges are in and out of plan for voice calls, text, multi-media services and data allowances. Customers do not always read telco statements or may scan over them, because they are long and or complex.
DDV’s give customers a video-based and personalised synopsis of their telco bill with messaging that connects them to products and service that fit their needs and circumstances.
Utility Companies (Water, Electricity, Gas)
While most households can save water or use less energy, public debate tends to focus on unit cost price inflation rather than conservation. Every utility invoice is, therefore, an opportunity to:
- Remind customers of how bills are calculated
- Demystify complex pricing structures
- Explain complex terminology
- Highlight that some costs are Government legislated/driven
- Cast a spotlight household or business consumption patterns and trends, and encourage customers to use less as appropriate
- Help utility users recognise that their habits may be a more significant contributor to rising bills than unit cost inflation
Producing and Distributing DDV’s At Scale
“iLiveIT was designed and developed from scratch to create hyper-personalised customer communication tools dynamically at scale using the information held in your customer data. Once we’ve set up the master template, mapped your customer data and established appropriate business rules, we can compose and send millions of DDV’s in a matter of hours.”
says Riaan Groenewald, iLiveIT Australia Chief Operating Officer.
Share DDV’s with customers between or alongside traditional account statement and billing cycles: they don’t replace standard customer communication tools, but they do provide helpful additional context in a most engaging form.
DDV’s are distributed directly to smartphones using MMS or using hyperlinks within traditional emails, text messages and in-app messaging such as via WhatsApp or Messenger.
Ultra-fast one-time pin mechanisms help protect customer data and provide extra security.
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Contact the author
Chief Operating Officer
iLiveIt Australia Pty Ltd