Editor’s note: Carl Wong is co-founder and CEO of technology company LivingLens, Liverpool, England. This is an edited version of a post that originally appeared under the title, “How video drives impact across customer experience programs.” 

User-generated video is becoming a ubiquitous part of modern life. According to research, consumers spend more than 80% of their screen time on mobile devices.

Each and every one of us now has access to the tools needed to capture and record our thoughts, feelings and opinions on a diverse range of topics.

It’s no surprise then that video is playing an ever-increasing role in customer, patient and employee experience programs, too. Organizations are able to understand their audiences better than ever before, and through new AI technologies such as machine learning, we can quickly derive data sets that inspire action and drive ever more impact.

By utilizing video as part of their voice-of-customer (VOC) programs, organizations and brands across the world are able to get even closer to the holy grail of CX – the ability to get under the skin of what makes their customers tick, and gain insight into how their expectations can not only be met but exceeded.

Greater use of video as part of VOC programs can also empower CX practitioners within their own organizations to drive change. With the aid of filmed customer feedback, CX professionals have the means to convey emotive stories that are both relatable and impactful when it comes down to changing internal attitudes and customer operations.

But, what does video have that other tried and tested forms of customer data capture don’t?

In short, the answer lies in its unique ability to capture authenticity and emotion. Video provides organizations with the opportunity to really hear the authentic voice of their customers, allowing them to make better business decisions quickly.

What’s more, ...