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Using customer's voice in MOFU
HyperVerge is a Digital KYC company based out of India. With marquee Indian clients like Jio, SBI, Navi, etc, HyperVerge saw an opportunity to completely capture the Indian digital KYC and video KYC market and accelerate global expansion. But for this to happen quickly, potential clients needed to trust HyperVerge right from the first email or meeting.
Note: Amrut was head of marketing for HyperVerge from Nov 2020 to Oct 2021. So, for HyperVerge, working with CoreVoice was an extension of an earlier relationship.
Getting the customer's voice
HyperVerge's customers were very happy with HyperVerge tech, with nil churn as proof. The marketing team felt that video interviews with them could be used as MOFU (Middle of the Funnel) assets by the sales team to build credibility quickly. Instead of an employee saying "we offer fabulous service," we wanted an existing customer to say "we experienced HyperVerge's product and services - they are amazing."
However, in a highly competitive sector like BFSI, clients tend to be careful about what they say. Can you imagine a C-suite leader from any of India's top banks to say on camera that they had a problem and needed HyperVerge to solve it? Even if we got this video, would releasing the video affect the current relationship between the client and HyperVerge?
What was needed in this case was excellent interviewing and editing skills. Final videos had to toe the line between customers (large FIs) giving HyperVerge credit, yet not conceding so much ground that they get into a soup with their own leadership and investors. To solve for this, we planned each interview, researched each client and interviewee, and ensured that they said exactly the words we needed them to say.
Our contract was for 20 case studies over two years - both video and text - see here. As an example, here is the video customer story for IndMoney:
Impact
Almost immediately, the India sales team saw their conversation quality improve. At events, these videos ran back to back in TVs installed at booths. HyperVerge's global teams - Vietnam and Africa - also got videos made by CoreVoice and saw their funnel quality and speed improve.
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