Webinars are considered a marketing move. So, how are they connected to customer experience?

Enhancing Customer Experience with Webinars

Many people get bored and leave such events, while others get annoyed when the speaker constantly tries to sell a product.

Yet, many specialists use webinar customer experience as a trampoline for sales, and they do it successfully, with satisfied clients coming back many times.

What’s the secret? Is using webinars for marketing the only goal? How to use this tool wisely to build trust and improve CX? I’ll answer all these questions in the article below.

What makes a great customer experience?

Firstly, what is customer experience?

CX is your customers’ overall experience interacting with your brand. Every interaction counts when someone builds their first impression of the company, from the first visit to your website, how long it takes to load, etc., to conversations with the support team and how fast you manage to deliver the product.

Whether the buyer had a good experience determines whether they will come back or not.

Why is it important to retain customers by providing a great experience? Because people who already bought from you are the best source of potential income in the future. A tiny 5% increase in retention may provide 25%-95% more profit.

Besides, 50% of buyers say that CX is more important for them now.

Every year, people look forward to better shopping conditions. Nowadays, a good CX includes:

• Honest marketing helps to build realistic expectations
• Self-service opportunities that are easy to access
• A live support team, preferably 24/7, that helps solve brand-related issues
• Accessible information regarding the most common concerns
• The intuitive website and product design, etc.

1 in 3 customers will switch to a competitor after having one bad experience with a business. Moreover, 92% of the people sticking with a company after a poor CX will leave if the tendency continues. It takes 2-3 negative interactions to ruin someone’s experience with your brand.

A perfect customer experience makes it very easy for the buyer to achieve their goal of using your product or receiving your service.

And interestingly enough, webinars can become a helpful part of CX.

Why use webinars to improve customer experience?

Using webinars for customer experience is logical. Back in 2020, 96% of users increased their time watching online videos. Plus, 9 out of 10 looked for more videos of a brand they liked.

It’s predicted that in 2022, the average user will spend 100 minutes a day watching various videos. The same positive video stats apply to B2B marketing.

A webinar is more than just one step in a sales funnel where you share some useful information and then use the rest of the video to promote your products and services. Online workshops, live classes, and virtual training sessions can also count as webinars, which means web-based seminars.

The usefulness of webinars for business is clearer now, right?

So, why use them?

Easy. Educate your customers on wise and productive ways of using your products and services. Such an approach will:

• Improve customer satisfaction
• Increase retention
• Build trust
• Increase customer loyalty.

Educational materials and practical advice can become a part of your branding and increase brand awareness and trust in the company in the long run.

Using webinars for business customer experience wisely

Simply using the customer experience webinar technique isn’t enough. You have to do it wisely to get the results you want. That’s why I’ve compiled a list of handy recommendations for you:

Answer questions

Many people attend webinars to get useful info about products and get answers to their questions. That’s why so many web events have a special Q&A part. (You can answer some questions through the web if it’s convenient for you.)

Answering several queries will help you build trust and show people that you care. Who doesn’t love a business that cares?

You can also ask customers to leave some questions in advance and adjust the flow of the webinar and topics covered accordingly.

Consult with your teams

Regularly engage with your social, support, and sales teams to find out what topics they often discuss with customers. What questions do people ask about your company, products, etc.? Do they have any concerns? Are any gaps in content?

Maybe they’re interested in a new line and want to know if there will be one. Perhaps they want more customer cases to find out whether the product or service is good enough. But, on the other hand, they may not know how to get the most use out of your product.

Most of the time, potential and existing customers clearly tell your representatives about the knowledge they lack. Have a Q&A webinar or one connected to the topics in question, and you’ll see customer satisfaction rise due to a better CX.

Invite experts

It can be an internal or external expert or both. Letting an internal speaker provide helpful information, answer questions and tell people about your products will build trust and let people know how the company works from the inside.

Getting an external specialist on board will give a fresh view on the products or the topic of interest and build trust between you and the customers since the customers will see that someone outside the business is talking about you (the talk should be for the good of the company, of course).

PLUS! People following the expert will also come to your webinar, which means a new audience and, potentially, new customers that will enjoy their stay and return.

A kind tip: invite senior specialists that your customers can’t usually access.

Hold webinars for each stage of the customer journey

There are so many types you can do:

• Thought leadership webinar helps you prove that you are the true expert in your niche, and as a result, you will notice a clear increase in both sales and customer trust.
• For leads, you should motivate them to make a purchase by explaining the product or service features in a clear and engaging way. This approach is an essential part of creating a good customer experience. You can use workshops and case studies to do this effectively.
• Product demo webinar just because about 67% of buyers look for product information online before reaching out to sales. You can make that process easier for them by hosting an engaging product demo webinar that guides their research. After all, good education is an essential part of a great customer experience.
• Customer onboarding webinar is the most important type of webinar for new customers because it sets the tone for their future experience. During this webinar, you have the opportunity to make their experience better or, if handled poorly, to disappoint them.
• A new product website helps you make sure everyone learns about your latest products or features. Hosting an engaging and informative webinar is a smart way to do this, and it also helps you keep your customers interested and loyal.
• An on-demand webinar makes webinars easy to access because the recording is always available to watch at any time. This approach helps ensure that most leads and customers actually view them.

These improve CX in one way or another and promote customer retention.

• Promote your webinars and make them accessible.
• I talked about accessibility already, but I want to mention more ways to promote webinars. For example, along with recording videos and making them downloadable, you can write transcripts, and blog posts featuring quotes from the webinars, offer downloadable materials, presentations, etc.
• Simply making your webinars accessible isn’t enough. Make sure you promote them. Write about them in newsletters, mention them on social media, and use other distribution channels to ensure the knowledge you provide is out there.

To conclude

Webinars should be a regular part of how you connect with people. With so many topics and formats to choose from, clear and engaging educational videos can easily become an important part of your marketing strategy and overall customer experience.

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