My worst experience with technology didn’t include losing data or countless hours learning something new. Instead, it became a disaster story involving a webcam, my business, an important client, and not realizing the camera was still rolling.
Long before YouTube created the ability to communicate through email with video, smaller video email solutions began popping up on the web. Engaging your audience through video email was a novel idea and I jumped at the chance to use it in my tax planning practice as a way to communicate more effectively with my clients. I subscribed to one of the newest web based solutions and couldn’t wait to try out my shiny new webcam.
My vision for the software was to be able to make my email more personal through storytelling and provide a visual interaction with my clients. On top of that, I believed that using video would enable me to more clearly communicate what can be complicated instructions while sending tax return drafts for my clients review.
I tested out a few trial emails, mainly to family and friends. A few trash talking messages about baseball teams, or a peek at my new dress, I just wanted to see how it worked and get a feel for its effectiveness.
What I really liked about the product was the ability to look at reports online. I could easily see if the recipient had viewed my video and even if they watched the entire message or forwarded it on to others. After my tests, I was ready to use it in my business. I couldn’t wait to get feedback from my best customers.
I selected one of my VIP clients, and pressed record as I rattled off a message about the attached draft of “Ken’s” tax return. After about 30 seconds of instructions and greetings, I pressed the stop button and sent my email off onto the electronic superhighway.
Early the next Saturday morning as I enjoyed a cup of coffee, I was sharing news of my tech gadget with my husband. I explained my excitement over improving the connection with my clients through video email and all the benefits I saw in using the software. As I shuffled in my slippers toward my open laptop on the counter, I offered to demonstrate how I was using the product for my work.
“Take Ken for example,” I said as I pulled up the email I had sent earlier in the week. “Here’s a video I sent to explain how to review his tax return, how to recognize the tax savings from the planning we’d done throughout the year, as well as next steps.”
My husband thought it was great, but wondered out loud why I thought my clients would want to watch a 2 hour video of me rambling on about taxes. “Oh it’s not 2 hours, more like 30 seconds,” I said. However, sheer panic set in as my spouse kindly pointed out that the video was actually 2 hours in length. “Noooooooo!” I began yelling and pacing around the room, searching for a reasonable explanation. Trembling at the thought of the video contents, I pressed play, and winced.
Peeking through my one open eye, I watched in horror as my cute explanatory email greeting ended and the voyeuristic tale of a Certified Tax Coach began. At first it showed what you might think of a tax accountant during tax season: lots of typing, furrowed brows, and 10-key clicking. But it was what you wouldn’t imagine that become one of my all-time embarrassing moments. I began talking to myself, I mean, full conversations with an imaginary friend, as I debated through various tax savings strategies. At one point, I was captured yelling at the computer as it moved too slowly through my calculations. Even worse, I was caught SINGING (and not well).
Mortified, I scrambled to find some way to recall my email, to erase the humiliation like a typo. I clicked on my beloved reporting feature of the software. To my horror, not only had Ken seen the video, but the details showed it had been viewed 13 times! I became a toddler throwing a tantrum on the floor as I kicked my legs and yelled “No, No, No! This can’t be happening to me!”
“You have to call him.” My husband uttered. The mere thought of ever showing my face in town again was too much to bear, but I knew he was right. Nervously, I tried to feel Ken out at as we exchanged pleasantries. “So Ken, uh, how’d you like that video email I sent you – bet you never thought you’d get to see what goes on behind the scenes in a CPA’s office before, eh?” To my amazement, Ken’s reply nearly deleted the incident from existence. “Oh that, I really didn’t have time to watch after the first 30 seconds, hope you don’t mind.”
My husband and I knew (and now you do too) that Ken and 12 of his buddies probably had a good laugh at the contents of that video. But his kindness in letting me off the hook, gave me the ability to go back to work again.
You’re probably wondering if I ever sent another video email again. The answer is YES. But now I unplug the camera when I press send.
Even if you’re not sending video emails, the lesson is clear. When testing out new tools in your business, be sure to take an extra few seconds to make sure that they’re doing what you want them to do. If I would have taken 10 extra seconds to make sure the video message was stopped, rather than just moving to the next task I had to do as I usually do, then this whole thing could have been avoided.
Try new tools, but take the time to make sure they’re doing what you intend them to do.
Guest Writer – Dominique Molina
Dominique Molina is President of the CertifiedTaxCoach.org, a professional organization that helps tax professionals deliver thousands in tax savings to their clients. Dominique has compiled many resources for members, including powerful accounting templates, a tax-specific engagement letter template, and the most comprehensive tax training in the industry.