VICE PRESIDENT, DIGITAL MEDIA, KAPLAN TEST PREP & ADMISSIONS
As a global provider of employee education and professional development for the financial services industry, Fitch Learning helps accelerate employee training and education for its customer base. In fact, Fitch Learning services 80 percent of the world’s top 20 banks, all by offering classroom instruction, online learning, and customized training solutions to meet the learning, regulatory, and certification requirements for clientele across their respective organizations.
Several years ago, Fitch Learning sought to refine its business practices and create more convenient learning solutions for customers and prospects. As part of this change, the company converted most of its classroom curriculum to online content, a large part of which is video. Victoria Green, Fitch Learning’s Global Recordings Manager, says the benefit of blended learning with video assets is that it allows users to participate in class and review content online at a time convenient to them. Enhancing the learning experience from that of a traditional classroom.
Today, Fitch Learning utilises video across a majority of its learning products, and its catalogue includes over 10,000 hours of video-based content. The organization makes more than 200 lectures and classes available via live stream and on-demand each year. In 2015, the company partnered with Brightcove to securely deliver these video sessions to users across the globe with exceptional quality.
Since using the Brightcove platform, Fitch Learning has continued to expand its online instruction and boost customer conversion. That’s because many of those interested in a particular piece of educational content can attend an introductory live stream information session that explains class structure, digital delivery and the benefits of Fitch Learning’s approach. With Brightcove’s cutting-edge technology delivering these high-quality, user-friendly videos to prospects, Fitch Learning now enjoys increased success.
FITCH LEARNING’S GLOBAL RECORDINGS MANAGER
Fitch Learning boasts an impressive roster of B2B and B2C financial clientele. The former includes large investment and global banks, while the latter consists of self-funded and bank-sponsored individuals. Though the two differ in regards to service needs, both rely on Fitch Learning’s custom blended solutions and online video learning.
The company currently uses the Brightcove video platform to manage, host, and deliver course content to customers throughout Africa, Europe, Middle East, Asia Pacific, and the Americas. Fitch Learning also uses Brightcove’s Live solution to stream course lectures, conferences, and introductory informational sessions to customers and prospects alike. Complete with key features like cloud DVR capability, live clipping, interactive chatroll, and live-to-VOD asset creation, Brightcove Live gives viewers an opportunity to participate in an uninterrupted, collaborative learning environment with a real classroom feel. Live’s DVR functionality, in particular, has shown to be a favorite among viewers, as it offers the flexibility and convenience e-learners are looking for.
“A lot of people find the DVR feature useful,” says Green. “They can just pause the live stream while they answer an urgent call or attend a meeting, catching up when they return.”
And with security being such a large concern for its financial services clientele, Fitch Learning relies on the Brightcove platform to provide technology necessary to meet customers’ high security requirements.
“Firewalls are always one of the largest concerns when delivering content in our industry,” says Green. “Using Brightcove as our video platform makes our video content more accessible to clients, as the provider is widely used for corporate video.”
Fitch Learning also leverages Brightcove to generate brand awareness, reach potential customers, and engage viewers with e-learning solutions. For its B2C clientele, Fitch Learning combines livestream video and VOD content. Videos such as “An Introduction to Fitch Learning: Feeding Potential” use Brightcove’s Audience module to track every stage of the customer journey.
With Audience, users can connect Brightcove’s video analytics to their CRM platform, which then provides critical marketing data to sales and lead generation teams. For Fitch Learning, this data is critical to accurately identifying qualified sales leads and initiating customer acquisition.
The customer journey begins with a sample video, event, or live stream information session giving curious prospects an overview of Fitch Learning’s platforms and learning solutions. The video session itself is hosted on the company’s website, using bespoke web pages or Brightcove Gallery’s Live Event template, which gives audiences a completely custom-branded viewing experience. Interested parties can only access the live event after completing a contact form, and that information is forwarded to Fitch Learning’s Salesforce CRM. This way, the company knows exactly who’s watching the live stream. Following the session, Fitch Learning creates on-demand video content from the live event and posts it on its website.
Then, using Brightcove’s Audience module, staff can view individuals’ viewing behaviour, including how long viewers watch and what other kinds of content they’re consuming on the site. This gives Fitch Learning a much better understanding of prospects’ interests. After considering the data, they’re able to tailor content to the individual.
“We track attendance, not only on the page, but on the video itself,” says Green. “Before we had the Audience analytics module we had to track attendance on a third-party platform, so we couldn’t track who was watching what. This is no longer an issue following the implementation of Audience with its detailed viewer analytics.”
Besides supporting and streamlining sales efforts, Audience also optimizes Fitch Learning’s marketing initiatives by synchronizing data with the marketing automation platform, Marketo. As Audience captures video viewing analytics and feeds the information into Marketo, Fitch Learning is able to transform these raw numbers into valuable, actionable insights.
“This is a really good example of the differences Audience makes in terms of tracking, understanding user behaviour, and learning how we can improve the customer journey,” says Moray Souter, Head of Digital Marketing for Fitch Learning. “Previously, we knew some videos had 300 views each month, but we didn’t know who was watching them. This is what we are looking to really know, understand, and then utilize in the future.”
Since adopting the Brightcove platform and making considerable use of its Live solution, Fitch Learning has boosted its numbers across the board, from viewing attendance, to user experience, to customer conversion. The company’s success with the live solution indicates just how powerful the medium is. Because of this, Fitch Learning has expanded its use of live stream content, and has simultaneously increased video content, for existing online and blended courses.
In addition, Fitch Learning has optimized video production by partnering with existing clients to create highly tailored, client-specific course content. In doing so, the company is now able to provide exclusive educational content other e-learning services can’t offer. Says Souter, “We’re looking at using information we receive from Marketo and Brightcove to serve content to people we wouldn’t necessarily be able to access.”
The organization’s mission is clear: Bring opera to a broad audience.
With Brightcove, people across generations and geographies can
access live performances
The internal video media “K” Line With has just started full-scale operations. They are considering various developments for the future.
“We have finally been able to start global distribution, which we have been hoping for. First, we will continue to post project videos that other departments want to share, while also promoting understanding of the management plan by referring to the reactions to the content we are currently developing. In the future, I would like to create an owned media for external audiences that has content that can enhance the company’s value” (Murakami)
Kawasaki Kisen has taken the step of producing its own videos, as well as creating documents as before, as a tool for connecting employees. It seems that the day when a deeper understanding contributes to business performance is not far off.
Customer Contact: https://www.kline.co.jp/ja/index.html
Jikiden supports internet financial services with video distribution. We provide total support for online seminar distribution, IR, and online distribution of general shareholders’ meetings conducted by banks and securities companies. Brightcove supports the core of this business.
Jikiden was established in 2004, a time when online securities companies were appearing one after another due to deregulation.
“How do financial institutions without physical branches build communication and relationships of trust with their customers? We thought that a system that would allow us to explain things in real time while showing our faces online and answering questions from customers would be effective, so we developed this service.”
“At the time of its launch, it was still the era of ADSL lines. Real-time video streaming was also still in the ActiveX stage of Internet Explorer. Even with three frames per second, it was still possible to feel a sense of ‘realness’. Also, there was no other service that allowed live Q&A, and at the time, most of the online securities and FX companies that had appeared were using it.”
President, Jikiden Co.
At Jikiden, where around half of the staff have experience working at securities companies and financial institutions, we support the marketing of each company from a consulting standpoint, providing full support not only for software and connection-related matters, but also for the content of online seminars and the content of distributed materials.
The basic business model has not changed since the company was founded, but we have updated the delivery technology we provide in line with advances in Internet technology and the state of the environment.
“Before we signed a contract with Brightcove, we were using a flash-based system to provide general webinar-style content that combined video and documents. However, we gradually realized that there were limits to the way we could express ourselves using this standardized method of communication. In recent years, the viewing environment for seminar participants has improved, and the overwhelming majority of people now watch high-quality videos as a matter of course. If we don’t do something, people might say things like, “You can watch beautiful images on YouTube, but the images in the live seminars that are streamed are hard to see. So, in order to smoothly transition to an environment that can deliver higher-quality images more stably, we decided to introduce Brightcove.”
Online seminar distribution frequency: for daily distribution
Customer-generated edited videos: Combining in-house studio distribution
“They understood our business model well and were able to accommodate our contract as a resale partner, which was still rare at the time. In addition, the sales representative carefully explained the status of the API and how to use it in a way that suited the characteristics of the industry, and they were able to make proposals that took our customers into consideration. We felt that we could trust them as a partner to create services together.”
Currently, Brightcove is embedded within ‘Go Stream’, which was developed in-house.
“Customers can receive videos using the Brightcove platform simply by logging in to ‘Go Stream’. The API for Brightcove Live was already well established, so it was easy to link it to our direct management system and develop it. We were also grateful that they developed additional APIs that we didn’t have at the start. It’s also great that we can maintain our services for customers without any problems, in line with technological innovations in the internet and computers.”
“With the previous VideoCloud Live, it was difficult to adjust the start time, so it was a little difficult to use, but with Brightcove Live, we can now adjust it using the API, so it has become even easier for our customers to use. Since we have many financial institution customers, the top priority is that it is secure. We also appreciate the fact that even if there is a minor problem, they can investigate the cause in detail.”
In addition to distribution from customers, we also distribute from our in-house studio. There are daily distributions, and at times there are as many as four or five per day. In addition to the distribution format using the studio attached to the company, there are also cases where we edit the data recorded by the customer and upload it to Brightcove and give them the tags.
“At the moment, we are only using about 20% of Brightcove’s functions, so we would like to start using functions such as automatic captioning and advertising integration. Also, there is a possibility that VTubers will give financial seminars in the future, so we also need to work on this. To achieve this, we would like to use the Brightcove platform to create a stable distribution environment that will make our customers even happier.”
Direct Stream supports the services of financial institutions through stable and reliable distribution. As live streaming becomes more common, it seems likely that its role will continue to grow.
Brightcove offers a partner program for the resale of solutions licenses.
