In the new digital ‘normal’, businesses need a number of tools to be able to continue working smoothly. One such tool, that has gotten special attention after the global emergency took place, is the video conferencing tool.

From being a tool that businesses had only started using seriously, video conferencing tools became one of the most used business communication platforms almost overnight.

Thankfully, by this time, the market was already populated by a number of web conferencing software so there was no shortage of options to choose from.

However, this overnight change also left businesses with no time to really research a good tool that aligns with their unique needs.

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Choosing the right video conferencing software can revolutionise multiple aspects of your business. In this article, we will discuss how the right video conferencing software can improve your customer’s experience with your business:


Webinar marketing is the new hot trend in marketing and has proven to be great for membership-based products and B2B products that have a long sales cycle. Studies reveal that 20% to 40% of a marketing webinar audience usually transforms into qualified leads that can be converted into paying customers.

The best web conferencing systems offer a number of features that allow users to create engaging webinar experiences that can be used to attract top of the funnel leads.


Just like marketing webinars are great for sparking interest in your prospects, video conferencing product demos are superb at displaying the utility and real-life applications of your product. With one-on-one video conferencing, your sales reps can even show your prospects exactly how your product or service will be the ideal solution to their unique problem.

Modern video conferencing software come loaded with features like whiteboards and screen sharing that allow users to easily demonstrate how even the most complex products work.


Your sales and customer support reps are the face of your business, at least as far as prospects and customers are concerned. In order to ensure your customers are consistently met with positive experiences, training your employees has indispensable importance.

Now, there are many approaches that one can employ to train their employees. One of the most effective ones is called the blended learning approach.

Blended learning is simply the practice of blending self-paced and instructor-led learning experiences. It has been scientifically proven as a method of training that improves retention and comprehension.

With video conferencing software, it is possible for businesses to provide their employees with an impactful blended learning experience in a virtual environment.

While the same may be a necessity for now, even when social distancing is not the norm, virtual training can help businesses save significant investments on training infrastructure and the overheads associated with hiring an instructor. In some cases, these savings can be so significant that virtual training may enable even smaller businesses to start training their employees.

Customer Support

After reading the previous sections about how web conferencing helps improve marketing and sales aspects of your customer experience, it is not difficult to imagine how it can improve the support experience as well.

For instance, with screen sharing, your customer service reps can instantly diagnose the issue the customer is facing and provide them with a quick solution.

Further, with the in-built video recording capabilities that are offered by most video conferencing software these days, you can record your best customer support interactions and create a support video library. Doing this will enable your customers to find solutions on their own, improving the customer experience and also easing the pressure on your customer support resources.


A video conferencing software can become a significant part of the experience offered by your business to its customers. That’s why, selecting the right one is a critical decision that demands due diligence.

Which video conferencing software do you currently use? How has your experience been? Share it with us in the comment section below.

This content is a joint venture between our publication and our partner. We do not endorse any product or service in the article.