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Why Video Conferencing Trumps Audio for Business Communications

Nowadays, business communications occur over sundry platforms—email, instant messenger, phone, web and more—giving rise to some heavy-hitting Unified Communications solutions. As these platforms develop further,… continue below

Why Video Conferencing Trumps Audio for Business Communications

Nowadays, business communications occur over sundry platforms—email, instant messenger, phone, web and more—giving rise to some heavy-hitting Unified Communications solutions. As these platforms develop further, more are incorporating video capabilities to enrich the user experience.

Even if not a part of a UC package, video conferencing is a service that benefits businesses of all kinds. Specifically, there are three key areas in which video trumps audio communications: interactivity, remote productivity and collaboration.

Enhanced Interactivity and Visual Assistance

Telephone conversations do not provide the same level of engagement as video. Visual cues markedly reduce the chances of miscommunication, plus they demand more attention from all participants.

Some research posits that most communication is purely non-verbal; studies estimate as high as 93 percent of it. Therefore, video conferencing facilitates better comprehension in ways such as:

  • A noticeable lack of eye contact can signal disinterest in the conversation or a lack of understanding;
  • Closed arms can represent bullishness—an unwillingness to accept new ideas;
  • Cartoonish arm gestures suggest fits of passion and excitement (in sales and marketing, this can heighten the persuasiveness of a pitch);
  • Smiles, frowns and other facial expressions can indicate how another person is feeling.

Fewer Travel Obligations

Arguably, both video and audio conferencing can reduce the need to business travel; however, video does present more advantages. Firstly, it is more personable. Various research supports this notion, claiming that video builds stronger relationships in less time than phone calls.

Likewise, video introduces an array of details that you could not possibly glean through voice alone. For example, you cannot discern a person’s age—or rather work experience—over the phone. You may also have little indication of workspace, which is essential when dealing with some agencies and freelancers.

Collaboration and Team-Building

The Fraunhofer Institute reports that teams who work together via video conferencing are more productive than those who rely on email and phone. Participants in the company’s study claim that video demands greater attention, whereas email and other forms of communication allow participants to distract themselves with other tasks.

Recommended read: Why Unified Communications Is an Easier Sell Than Vanilla Voice Services

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