Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Your brand is defined by the customer experience, not marketing campaigns

Blog
3rd August 2017

The analyst company Gartner has been publishing great advice on the customer experience for many years. I think their predictions for the customer experience in 2020 remain one of the best summaries of where customer service is headed – specifically becoming a multi-disciplinary business activity that adds real value to the bottom line.

I found a new Gartner article recently that I also really appreciated. It is a list of ten maxims of customer experience. Each maxim is linked to a more detailed blog post, so it’s like a summary of the top ten issues facing anyone planning the customer experience for their business.

Here are three of the maxims that I particularly like. It’s just an example from the complete list, but I think that these resonate deeply with all managers responsible for trying to improve the customer experience.

What is really important to appreciate about these comments is that role of the customer service team has dramatically changed in the past few years. As the Gartner predictions for 2020 highlight, the more complex customer journey we see taking place today means that customer service, sales, and marketing are all functions that are blended together. Customers don’t see internal functions or departments, they just see the brand.

Customers interact with brands at many stages today from requesting information by asking questions to actually commenting on a purchase. There is more dialogue and relationship-building with customers today and this change the way the brands are defined – it’s no longer about your last marketing campaign and much more about the day-to-day interactions with customers.

I think these maxims are important for all managers to study and remember. Customer interactions are becoming more complex and more digitally focused, but the important aspect to really remember is that customer interactions are now defining how customers see your brand. Advertising and marketing remain strategically important, but these functions need to work in parallel with customer service because it is the everyday interactions that customers are really using to form a view on your business. Let me know what you think in the comments or get in touch via LinkedIn.


Leave a Reply

Your email address will not be published.Required fields are marked *


David Turner
Article by: David Turner

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
News
Webhelp acquires Runway BPO

Webhelp reinforces its best-in-class nearshore portfolio Acquisition of Top Multilingual Customer Experience Firm Runway BPO Completed PARIS, May 16th, 2018 – Global leading BPO and customer experience company Webhelp has confirmed the acquisition of the majority of the share capital of top multilingual nearshore firm Runway BPO has been completed. Runway, which is headquartered in...

Blog
Innovation Takes Centre Stage At The Arch Summit on 3-4 May

The Arch Summit is next week and the Webhelp team will be there in Luxembourg. It’s a two-day event that is bursting with innovation and ideas, and major brands such as Amazon and Vodafone will be there, alongside some of the newest and most innovative start-ups. We’ll have our own stand, and...

News
Artificial Intelligence: a new era of transformation for customer relations

ARTIFICIAL INTELLIGENCE: A LEVER TO INCREASE HUMAN CAPITAL  (Catherine Fauchoux – Global Innovation Research Manager)   As European market leader in customer experience, we are conscious that Artificial Intelligence is going to transform our sector in a lasting way. Moreover, our...

Whitepaper
TECHNOLOGY IN THE TRAVEL SECTOR

How often are travellers using digital methods? What channels are customers using most frequently? And has the internet, as many predicated, replaced the traditional travel agent?   The Travel Industry is one sector that many people believed would be disrupted the most following the...

Case Studies
Webhelp People Analytics

...

×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.