SmartVideo Summit 2014 – Recipe for SmartVideo Program Success

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The document discusses best practices for achieving success with a SmartVideo program. It recommends maximizing potential viewer volume by delivering videos through multiple channels like email, IVR systems, and call centers. It also stresses the importance of personalizing videos based on viewer data to increase engagement rates. Metrics from sample programs show higher completion rates, action rates, and improved perceptions when viewers engage with personalized SmartVideos across different delivery channels.

Tony Kyberd
HEAD OF CUSTOMER SUCCESS, SUNDAYSKY

!  Positive results from when someone watches
a SmartVideo?
!  Trying to get more videos in front of more
customers?
!  Using more than one way to deliver the
opportunity to view a video?
!  Using / planning to use more than one
SmartVideo to connect with customers?
SHOW OF HANDS

CORE INGREDIENTS

POTENTIAL
VIEWER
VOLUME
DATA =
PERSONALIZATION =
ACTION / BEHAVIOR
MEASURABLE BEST PRACTICES

LINK TO SMARTVIDEO
IN OTHER CUSTOMER
COMMUNICATIONS
OPTION TO REQUEST
SMARTVIDEO THROUGH
IVR SYSTEM
PROVIDE CALL CENTER
AGENTS ABILITY TO
SEND SMARTVIDEO

Subject Line:
Tony watch your
personalized video
from Skyline insurance
Subject Line:
Tony see your policy
whenever you need it
20% OPEN RATE
27% OPEN RATE

Average % of video viewed was 83.94%
75.32% of customers completed their video
75% video completion rate
84% of survey respondents ﬁnd the video
bill helpful
70% of survey respondents found video “very helpful”
68% of survey respondents said video provided info
they didn’t know before

76% video completion rate
29% viewers clicked CTA
80% of survey respondents had more favorable
opinion of Skyline after viewing
Improves overall perception of Skyline
More likely to watch a personalized video vs. a
generic ‘static’ video

MEASURABLE

KPIs ASSOCIATE A VALUE
SURVEY DATA TO MEASURE KPIs
PRE-VIEW:
DELIVERY
CHANNEL
VIEW:
VIDEO
VIEW
POST-VIEW:
ACTIONS &
BEHAVIOR

RESULTS

SHORT TERM LONG TERM
BUSINESS
IMPACT
VALUE OF BEHAVIOR
CHANGES

METRIC TOTAL
Addressable Churn Rate 29.2% ➡

Delinquent Payment Rate 43.4% ➡

Paperless Sign-Up 29.3%
Autopay Sign-Up 25.8%
55% OPENED EMAIL
42% CLICKED TO PLAY VIDEO
OF THE TOTAL EMAILS SENT,
23% VIEWED THE VIDEO
EMAIL
ONLY
VIEWER VS.
NON-VIEWER

0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Open Rate Click Rate Click to Open
Rate
Total Response
Rate
Control
SundaySky
EXAMPLE PROGRAM

EXAMPLE PROGRAM

0%
50%
100%
150%
200%
250%
300%
350%
Sept Oct Nov Dec Jan Feb March
Email
Redesign
Mobile Email
Remail
30-Sec AD
IPTV
Remail

TAKEAWAYS

REACH, DATA,
MEASUREMENT
INGREDIENTS &
BEST PRACTICES
SMARTVIDEO AS
A CONVERSATION
VALUE NOW
& OVER TIME

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SmartVideo Summit 2014 – Recipe for SmartVideo Program Success

2. Tony Kyberd HEAD OF CUSTOMER SUCCESS, SUNDAYSKY

3. RECIPE FOR SMARTVIDEO PROGRAM SUCCESS

4. GUACAMOLE

5. GUACAMOLE

6. SMARTVIDEO RECIPES

7. !  Positive results from when someone watches a SmartVideo? !  Trying to get more videos in front of more customers? !  Using more than one way to deliver the opportunity to view a video? !  Using / planning to use more than one SmartVideo to connect with customers? SHOW OF HANDS

8. CORE INGREDIENTS POTENTIAL VIEWER VOLUME DATA = PERSONALIZATION = ACTION / BEHAVIOR MEASURABLE BEST PRACTICES

10. ALTERNATIVE DELIVERY CHANNELS

11. ALTERNATIVE DELIVERY CHANNELS

12. LINK TO SMARTVIDEO IN OTHER CUSTOMER COMMUNICATIONS OPTION TO REQUEST SMARTVIDEO THROUGH IVR SYSTEM PROVIDE CALL CENTER AGENTS ABILITY TO SEND SMARTVIDEO

13. Subject Line: Tony watch your personalized video from Skyline insurance Subject Line: Tony see your policy whenever you need it 20% OPEN RATE 27% OPEN RATE

14. 18% CTR 30%CTR

15. 50% OPEN RATE 36% CTR Skyline

16. 73% CTR 2-5X MORE Skyline Resorts

17.

18. DATA, DATA, DATA

19.

20. Average % of video viewed was 83.94% 75.32% of customers completed their video 75% video completion rate 84% of survey respondents ﬁnd the video bill helpful 70% of survey respondents found video “very helpful” 68% of survey respondents said video provided info they didn’t know before

21. 76% video completion rate 29% viewers clicked CTA 80% of survey respondents had more favorable opinion of Skyline after viewing Improves overall perception of Skyline More likely to watch a personalized video vs. a generic ‘static’ video

22.

23. PERFORMANCE & VALUE

24. MEASURABLE KPIs ASSOCIATE A VALUE SURVEY DATA TO MEASURE KPIs PRE-VIEW: DELIVERY CHANNEL VIEW: VIDEO VIEW POST-VIEW: ACTIONS & BEHAVIOR

25. RESULTS SHORT TERM LONG TERM BUSINESS IMPACT VALUE OF BEHAVIOR CHANGES

26. METRIC TOTAL Addressable Churn Rate 29.2% ➡ Delinquent Payment Rate 43.4% ➡ Paperless Sign-Up 29.3% Autopay Sign-Up 25.8% 55% OPENED EMAIL 42% CLICKED TO PLAY VIDEO OF THE TOTAL EMAILS SENT, 23% VIEWED THE VIDEO EMAIL ONLY VIEWER VS. NON-VIEWER

27. BEST PRACTICES

28. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Open Rate Click Rate Click to Open Rate Total Response Rate Control SundaySky EXAMPLE PROGRAM

29. EXAMPLE PROGRAM 0% 50% 100% 150% 200% 250% 300% 350% Sept Oct Nov Dec Jan Feb March Email Redesign Mobile Email Remail 30-Sec AD IPTV Remail

30. TAKEAWAYS REACH, DATA, MEASUREMENT INGREDIENTS & BEST PRACTICES SMARTVIDEO AS A CONVERSATION VALUE NOW & OVER TIME

31. 101 FUN THINGS TO DO WITH GUACAMOLE

SmartVideo Summit 2014 – Recipe for SmartVideo Program Success

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