3 Ways Small Businesses Can Use Video Meetings to Enhance Customer and Employee Experience

Phone calls, emails, and messaging are certainly powerful communication tools, but sometimes, they can’t take the place of face-to-face engagement. However, in-person meetings aren’t always possible or practical.

The shift towards remote and hybrid work, along with digital-first customer interactions, has made video conferencing an indispensable tool for small businesses. It enables virtual meetings that can replace face-to-face experiences, fostering collaboration and strengthening relationships with customers and teams around the country or around the world—all while saving on real estate expenditures.

At 4th Platform, we understand the importance of leveraging video meetings to enhance both customer and employee experiences. Here are three ways small businesses can use video meetings to their customer experience (CX) and employee experience (EX) advantage.

1. Enhance Collaboration and Communication

No matter where employees are located or what device they use, they can hop on a video call to touch base with customers or co-workers. The ease of screen sharing, real-time collaboration, and the ability to record and transcribe meetings for future reference streamline workflows and decision-making processes. This efficiency allows employees to spend more time on core tasks and less on administrative activities, boosting overall productivity.

An Owl Labs poll shows that 66% of employees say that compared to in-person meetings, video meetings make participation more equal and contributing easier.

Unlike phone calls, video conferencing allows participants—be it employers or customers—to see facial expressions and pick up important body language cues. Most importantly, it enables small businesses to provide an immediate, personalised connection to a name and a face.

2. Increase Flexibility and Cost Savings

From an employee morale standpoint, video conferencing helps remote employees stay connected and grants all team members the flexibility to work outside of the office. Oh, and did we mention the money it saves on travel for training, hiring, onboarding, and other team activities?

By reducing overhead costs, small businesses can pass on the savings to their customers. Lower operational costs can lead to more competitive pricing or additional resources that enhance customer service. Moreover, the reduced need for in-person meetings means customers save on their own travel expenses and time, adding another layer of convenience.

3. Improve Customer Experience and Support

Sales and support calls with customers can also take place over video. Efficient communication through video meetings ensures that customer inquiries and issues are addressed promptly—for example, solving problems for property renters or assisting customers with product set-up and training.

Quick resolutions and clear communication enhance the customer experience, fostering loyalty and repeat business. Additionally, the ability to share screens and demonstrate products in real-time can lead to faster decision-making and purchases. Video calls are not only effective and convenient, but they help build stronger relationships.

A Stellar Global poll of 1,000 consumers shows that 64% of respondents have a strong preference for brands that offer personalised video chat demos, and 60% believe that having the option for an online video chat with a product expert would greatly reduce the chances of them abandoning their shopping carts.

For small businesses, cloud-based video conferencing solutions like those offered by 4th Platform provide scalability, high-quality engagement, and important integrations with other key business tools and applications, making it accessible and effective for business success, growth, and resilience.

By embracing video meetings with 4th Platform, small businesses can create a more collaborative, flexible, and customer-centric environment, paving the way for sustained success in an increasingly digital world.