Reasons Why Your Company Needs to Embrace Video Conferencing Now

What’s the point of a meeting or a telephone call? Is it to communicate or facilitate learning and understanding? Could it be to strengthen an existing relationship or simply to get things done? If your company is still using audioconferencing as a primary communication tool—or if you as an executive, personally, haven’t fully considered the benefits of the shift to video conferencing—read on.

Here are five reasons why video conferencing is superior to audioconferencing—and can often be even more effective than face-to-face meetings.

Video Conferencing Is Far More Engaging Than Audioconferencing

Sometimes you have no alternative, and you have to default to just audioconferencing. But in terms of achieving higher levels of collaboration, video conferencing is a real game changer—and should be the default setting.

Once video engages during a call, the entire feel and etiquette of the meeting changes. Participants can see and be seen. Any sense of distance is removed. There’s no longer any semblance of “out of sight, out of mind”. Participants are less apt to “zone out” or multitask, as they might on an audioconference, and instead maintain virtual eye contact. The result is superior levels of closeness and engagement.

This also translates into closer relationships—even between team members or clients who have yet to meet in person.

Video Conferencing Is As Good As Being There, And Is More Efficient

Video conferencing can enable key team members to participate in meetings when it might otherwise make no sense. You no longer have to wait for team members from different area’s to arrive to start the meeting.

This is especially useful when you only need someone for 5 minutes. Driving an hour for a 5 minute meeting can be costly and this eliminates that altogether.

Video Conferencing Enables Superior Communication And Learning

Those intimately familiar with the inferior temporal, superior parietal and orbitofrontal cortexes, as well as various other regions of the brain, assure us that humans process visual information far faster and more capably than text or audio.

For example, writing for Proceedings of the National Academy of Sciences,1 researchers Cohen, Horowitz and Wolf discuss experiments relating to the ability to recall objects, numerals and other pieces of information based on sound versus vision. In their conclusion, the authors write: “It is clear from these results that auditory recognition memory performance is markedly inferior to visual recognition memory.”

Research from the University of Iowa puts things even more simply and succinctly. A study by James Bigelow and Amy Poremba is titled: “Achilles’ Ear? Inferior Human Short-Term and Recognition Memory in the Auditory Modality.” Quoted in the February 26, 2014 issue of Science Daily, Bigelow summarizes the research by saying: “As it turns out, there is merit to the Chinese proverb ‘I hear, and I forget; I see, and I remember.”

Video Conferencing Keeps Dispersed Teams Connected and Aligned

Face-to-face interaction is generally most effective. And using today’s state-of-the-art, cloud-delivered video conferencing, it’s the closest thing to working together in person.

Video Conferencing Gets Things Done

When your meetings tend to consist of not only internal members, but often partners and/or customers, trying to gather everyone can become somewhat of a nightmare. Using video conferencing makes this much more manageable.

In sales, face-to-face is important in the beginning [of a relationship]. And once a client is on board, the goal [becomes] less getting to know you and more a matter of getting things done. Here, video conferencing becomes a powerful and efficient tool.

With video conferencing, it’s easy to just put together a call and get face-to-face, making sure customers get their questions and issues addressed. Video personalizes things: They get to know me; I get to know them. Overall, that drives better communication, creates trust and builds stronger relationships.