What does the brand new partnership between ChurnZero and Synthesia imply for buyer groups?
Introduced this March, our integration with the main AI video platform for enterprise stands to revolutionize the best way you have interaction and educate your clients—creating and personalizing AI video messages effortlessly, then delivering them with precision.
How will you benefit from this new type of media, and the way are buyer groups already utilizing it?
We caught up with Synthesia buyer success chief Lee Beddows at ChurnZero’s annual convention and requested him to share his ideas and greatest practices on AI video for buyer groups.
ChurnZero’s crew used Synthesia to create this product announcement with an AI avatar of CCO and CPO Abby Hammer.
What are the most well-liked AI video use instances for buyer groups?
Synthesia: Probably the most vital issues that each one buyer success groups are attempting to do is construct sustainable and precious relationships with their clients. More and more, Synthesia is taking part in a giant supporting function in enhancing these one-to-one relationships.
A preferred CS use case is the place a CSM is aware of concerning the buyer’s worth drivers—the issues that they should do and obtain to achieve success—then crafts video messages that relate again to these worth drivers particularly.
As a substitute of sharing a generic ‘new options’ video from their product crew as soon as 1 / 4, CSMs are taking the knowledge and creating particular movies only for the options that particular person clients care about, and speaking about why they care.
We all know of consumers who’ve used these movies to justify continued funding in a product to their stakeholders. “Take a look at the wonderful issues that we care about on this characteristic launch.”
The message is a lot stronger and extra impactful when it’s communicated with video. Historically, although, it’s costly and troublesome to do, requiring a bunch of expertise that folks don’t have natively and aren’t educated to do professionally.
Now—for individuals who are educated—the efficiencies a video crew could make with Synthesia are huge. However the greater “unlock”, by far, is for people who find themselves now in a position to make use of video instruments for the primary time. Most CSMs don’t have the power to craft a video merely, simply, or shortly for a buyer to speak about their targets—however with Synthesia, they do.
From the shopper’s perspective, how impactful is a video in comparison with an e-mail?
Synthesia: When individuals obtain a video, reasonably than a flat e-mail, or PDF, or some slides, the extent of engagement goes up. They cease what they’re doing to pay attention and watch, not like an e-mail with which we are likely to scan the primary three strains and never learn the remaining.
The affect is a lot larger; we’ve seen it in our personal analysis on video in studying and improvement, the place we’ve examined totally different studying codecs rigorously. The evaluation outcomes for individuals educated on personalised Synthesia movies are a lot greater, with 50 to 60% extra retention of knowledge at later factors.
We additionally see vital will increase in how participating the content material is: how lengthy individuals stick with the content material. Somewhat than skipping, individuals keep and proceed to observe the entire thing.
It resonates extra as a result of individuals are used to video content material that’s both very high-quality however generic, or related and particular however low high quality, like a webcam dialog.
Synthesia combines the very best of each: high-grade video that’s additionally personalised, particular, and well timed.
Get extra actionable recommendation on adopting AI know-how in ChurnZero’s new AI information for buyer groups.
What greatest practices do you advocate for CS groups utilizing Synthesia?
Synthesia: Lengthwise, smaller, shorter movies are usually higher. I’m not of the TikTok era, however short-form content material is a lot extra participating. Individuals spend longer watching shorter clips in sequence than they do watching longer-form content material.
So, hold it quick, tight, and to the purpose. When you’re going to speak about 4 various things, do 4 totally different quick movies reasonably than one lengthy one. Synthesia makes it simple to do this. You possibly can simply edit them individually. You possibly can simply be sure that they move properly, which is rather more troublesome with conventional video creation.
The opposite greatest apply is to make use of current templates. The best way we’re creating video right here shouldn’t be the normal means. You write out what you need to occur, and it will get became video as you choose it.
This implies that you would be able to have templated content material arrange and able to go. You possibly can have your individual templated intro; your individual templated thank-you and goodbye.
You possibly can have company-wide center sections round new options and merchandise, for instance, which you’ll be able to copy and paste into your narrative, as in case you have been including a slide.
Your model and advertising and marketing crew can arrange templates for you beforehand or in actual time—once more, like they might with a PowerPoint deck—with constant, skilled variations for CS, gross sales, advertising and marketing or inside studying groups. A whole lot of giant corporations have very stringent tips and processes, and our platform helps that.
When you’ve received 20, or 30, or 150 CS individuals managing quite a lot of totally different clients, you may begin with a centralized template of these characteristic releases. The small enterprise CSMs can do one factor with it; the rising and mid-market groups can do one thing else. The strategic and enterprise groups can apply their very own clients’ branding throughout these templates in a shared means after which ship that out with their avatar presenting the use case.
What are another ways in which corporations are utilizing Synthesia know-how?
Synthesia: Some corporations—really very conventional corporations who you may not count on—have gone all in on video for his or her information bases.
You wouldn’t think about going to a submitting cupboard at present to tug out nice massive working paperwork and large books, as a result of all of us have on-line repositories of knowledge. Now, these corporations are taking it a step additional by having subject material specialists from each division create short-form video content material about it.
They’ve seen the way it’s extra participating and impactful, and the way individuals retain extra of the knowledge. In order that they’ve determined: let’s open the door to permit each information employee to create their very own video on this means, in the identical means that the majority of us proper now may add one thing to our firm’s information base or intranet.
These corporations now have an enormous catalogue of video. When new individuals be part of, or switch between departments, they’ll devour a whole physique of video content material as a part of their studying and improvement.
The ability of fast translation can also be very impactful. For instance, I solely communicate English (and horrible variations of different languages) however I can take an English-language video and inform our platform to translate it into Spanish, French, Italian, Vietnamese, Japanese…
Synthesia will translate the presentation, pick a voice that matches the language, and ship a draft again—and you are able to do this in as much as 120 supported languages.
So in case you’re an organization based mostly in Germany, for instance, whose merchandise are present in houses worldwide, and whose workers communicate 45 languages throughout the globe, you possibly can have video-based coaching content material for a world workforce. You don’t have to search out 45 voice actors, or re-record issues each time you alter the best way a manufacturing facility operates. You write it as soon as, translate it as many occasions as you want, and edit these translations each time that you must.
What’s the studying curve like for a typical Synthesia person?
Synthesia: As you’ve seen at ChurnZero, our platform is actually very simple to make use of. On the preliminary level of familiarization, it appears very very similar to something that you just’ve created slides in earlier than. You may have the slide chooser down the facet; the drag and drop components that you just add to the display screen in entrance of it.
The piece that turns into totally different to most different platforms is that you just then select an avatar and write your script beneath it. The script and the phrases that progress down the display screen are your timeline for the video, so if what you write takes 20 seconds to say, you’ve received a 20 second clip and you’ll see its development.
Synthesia clients in sure segments get a Synthesia CSM that they’ll depend on to assist with coaching and engagement. We’ve on-line webinars, our on-line information base, and an infinite gallery of templates and use instances geared to totally different use instances.
Our help crew are incredible at offering steerage, however most individuals merely use trial and experimentation to develop into acquainted with it.
Similar to PowerPoint, the primary time most of us created a presentation, we weren’t nice at it. You experiment, you get higher at it, you see what works, you see what you want. And most of the people come out of it with a capability to create content material in ways in which they simply couldn’t do earlier than.
