Imagination. Visualization. Insight. These words are part of our verbal language. But more importantly, they suggest just how much humans think in images. When you look at stats on the influence of visual language as a communication vehicle, you start to realize what kind of impact it can have on customer experience. Especially with the rise of digital interaction channels in the contact center.
An MIT neuroscientist team discovered that “the human brain can process entire images that the eye sees for as little as 13 milliseconds—the first evidence of such rapid processing speed.”1 And it’s been widely reported that most people are visual learners. One study presented by the National Center for Biotechnology Information shows that about 56% of people learn visually.2 Rather than comprehending and retaining information through auditory, verbal, or kinesthetic cues, these people learn best by seeing things: diagrams, videos, spatial relationships, body language, facial expressions—you name it.
Considering this trend, it’s not hard to figure out why emojis, GIFs, and meme culture are so popular today. But why does using visual language like this work so well for brands that want to boost the customer experience?
- It quickly and easily relates the sentiment behind the communication
- Visuals give us a more universal, standardized language across cultures and regions
- Its imagery is closely tied to branding
Decoding Emotion and Sentiment
The contact center is really your front line for establishing positive human relationships between customers and your brand. Understanding emotion and sentiment are a huge part of providing proactive customer service. That’s why visual language is such an asset to customer experience. It’s processed so rapidly across our brains that it’s easily understood right away. Our contact center agents can decode it immediately and use it to respond and/or confirm in the blink of an eye.
Less Room for Misinterpretation
While traditional voice communication is still a popular channel of choice for customers and consumers, it is not without its barriers. Verbal language, dialects, service grade, call quality…all these things can hinder communication—and cause misinterpretation across voice channels. But because visual language is more universally understood, it’s ideal for improving customer experience and customer journeys in the global economy.
The Right Visual Language for Optimal Branding
Not every emoji is created equal. And not every GIF will resonate. We know Gen Z and Millennials overwhelmingly prefer to use digital channels to interact with businesses. But not just first-generation digital channels like chat and email. They love to use social channels and messaging apps. Learning what type of visual language works best across these new and next-gen digital channels is key. Once you know, you can segment and target your audiences across specific channels, choosing the right visual language at the right time to build more brand influence, better brand relationships, and more customer loyalty over time.
Want more tips on delivering best-ever digital and omnichannel experiences to customers? Check out this quick, 5-minute video from our very own Randy Littleson.
1 MIT News