I just got done delivering a keynote address at the annual Engage Customer conference in London today – and have sat through several really interesting sessions. This is one of the biggest customer experience events in Europe and I’m really excited to be a part of it.
My talk was centered on the changing customer experience management environment and the path for companies to help understand, manage and deliver differentiated experiences in this changing environment. In particular, I talked about how a service provider can become the curator of the ecosystem required to deliver this experience. Interestingly, this dynamic of a changing service environment was a common thread in many of the other sessions that I sat through.
We have been exploring the way that the entire customer journey has changed. Where in the past the customer journey was linear and simple, today, it is a mash up of non-linear experiences. Think about the way that your customers behave today. They use social networks to exchange information. They read and write reviews on sites like Tripadvisor. They use price comparison tools. They ask companies questions directly using social networks. They are engaging in a two-way dialog with organizations that allows them to seek out information, but also ask questions, so there is no one-way flow of information or processes. A customer can now be asking your customer service team about a product a long time before or after actually purchasing it – and expecting to get an answer.
This means that the customer service process has become far more complex. Instead of just being a contact center that handles questions post-purchase, the customer service team is now building relationships with customers at all stages in the customer journey. This means that the customer service team is now involved directly in other processes, such as sales and marketing, not just handling support.
In our CX Lab research, we have found that globally, 66% of companies offer at least 5 channels of interaction and 60% of customers use digital channels to contact customer service. This means that customer engagement teams need to be available in many different ways, at all times, and able to answer queries on the channel chosen by the customer. They also need to be able to handle channel hops. If the customer starts out on a social network, but then calls, they need to know that the caller was also engaging online – every channel needs to offer the same great experience. This is the omnichannel experience that was talked about at the event – keeping consistency and context across channels. Brands that need to offer a fantastic customer experience 24/7 across all channels are finding increasingly that they cannot manage such rapid change in-house.
The experts in delivering this kind of service, service providers like Teleperformance, are in a unique place to curate this experience for companies. The service provider is the enabler for brands on their journey to achieving true omnichannel customer experience and its benefits. As curators of the necessary interaction channels, infrastructure, solutions, partnerships, networks, and process methodologies required, they can offer flexibility and scaleability underpinned by rigorous governance and resilient infrastructure.
I will be sharing some insights gained from the Engage Customer summit on a webinar on Wednesday, Nov 9th at 3:00 pm GMT along with the well-known industry analyst Peter Ryan from Ryan Strategic Advisory. The webinar is being chaired by the very able Guy Clapperton, editor of Professional Outsourcing magazine.
Curating your Omnichannel Customer Ecosystem
Date: Wednesday, Nov 9 2016
Time: 3:00 PM – 3:30 PM GMT
Please register and you will then receive a confirmation email.