How video feedback will enrich your employee + customer experience management program and 4 steps to a seamless implementation

Ashley Edgar | Nov 4, 2020 Ashley Edgar 11/04/20

Presented with a never-ending stream of seemingly disconnected data, experience management (XM) leaders often struggle to engage stakeholders and drive action.

But when you can layer video feedback on top of quantitative data, you’re able to humanize the experience and build the kind of stakeholder empathy that results in real change. Additionally, an intuitive video feedback solution makes it easier for brands to:

  • Close the loop with customers to recover poor experiences
  • Recognize employees for delivering great customer experiences
  • Apply deeper insights to open-ended feedback
  • Research + gauge sentiment on products and services
  • Amplify CX insights for employee training opportunities

Here are 4 steps to help you seamlessly integrate video feedback into your XM strategy and successfully leverage insights for more meaningful change:

1. Align video feedback goals with your experience management strategy

Prior to implementation, your team should assess how video capture will optimize your experience management program. Establishing this connection on the front end will help streamline feedback down the road and uncover richer insights quicker.

Start by answering these questions:

  • What key performance indicators do we want to measure + move?
  • What specific pain points/gaps should be our top priorities?
  • How can we use this tool to achieve our program goals?

This shouldn’t require a major overhaul. Understand how video capture best fits into your XM strategy and establish clear-cut objectives that don’t disrupt current goals.

2. Collaborate with your experience management partner

Standing up a new video solution with your current program can be tricky, but it doesn’t have to be. Your XM partner should be working alongside you, helping you uncover the most succinct way to integrate the tool.

In the December 2019 report Humanize Feedback To Drive VoC Engagement And Action, Forrester advises brands to, “Have a conversation with your vendor(s) about what you are aiming to accomplish in order to identify whether they can support you — or if you need to supplement your tech stack. Then, identify where you want to conduct a small proof of capabilities. It is important to implement these feedback methods in a controlled way to be able to demonstrate the real benefits.”

With an insights-driven XM partner that combines best-in-class technology and professional services, you’ll have the support you need when it’s time to implement big program changes.

3. Ask customers for feedback early

Now that you’ve figured out what you’re going to ask in your video feedback, the next question is when to ask. Since survey abandonment can be an issue and even the most well-constructed, engaging surveys are vulnerable to a distracted user, it’s always good practice to put your most important questions up front.

Additionally, the length of comments left in video feedback are typically 6­–8X longer than responses collected in traditional feedback channels. By providing your video feedback option early in the survey, before any response fatigue sets in, you are most likely to receive the most thorough, honest input.

4. Use video feedback to drive action

When customers use video to provide feedback, it adds a face to quantitative data that’s hard to ignore. By bringing customer feedback to life for employees, you’ll spur stakeholders to prioritize changes that can have an immediate impact on boosting revenue and reducing churn.


With video feedback technology, you’ll have the ability to search themes, explore sentiment, and stitch together showreels—driving empathy in your organization and enabling informed action.

Transform your XM program with video feedback

SMG and Voxpopme are now working together to provide brands with the ability to pair real-time video feedback with holistic experience data—helping humanize experiences by bringing them to life. Watch this short video to learn more about our partnership and reach out for information on how to get started using video to enhance your CX + EX programs.

Ashley Edgar | Director, Product Implementation

Customer Experience Update