Choose a country

United KingdomEnglish
South AfricaEnglish

Building genuine relationships with your customers

28th February 2018

Industry analysts are always making predictions about how companies and entire industries are changing – Customer Experience is no exception. One of my favourite reports from recent years was published by Gartner in 2015. It was an attempt to describe the customer experience in 2020 and we are now closer to the date of the prediction than the publication date.

But this report stands out for me because I believe it was the first time I heard the analyst community talking about the need for major corporate restructuring because of CX. Finally a respected analyst company had acknowledged that customer service is not just about managing a contact centre and handling complaints.

The Gartner report suggested that all companies in all industries need a new approach to the interface between the brand and the customer. Instead of having internal teams, such as advertising, marketing, public relations, sales, and customer service, companies need to combine all these functions into a customer experience hub. All customer-facing activities need to be coordinated and managed together.

It sounds logical, but it’s three years on from that report and I have not seen many companies completely integrate all customer-facing activities. However, I believe that this may still become normal by 2020. Digital disruption is accelerating the rate of corporate change to the extent that many CEOs now clearly believe that they need to redefine the brand to customer interface or they will become irrelevant.

This will completely redefine how customer service is planned and delivered by most companies. Instead of focusing on a transactional relationship with the customer and measuring how quickly an agent can handle a customer problem we are entering an environment where brands need to develop a life-long relationship with customers. Measuring great customer outcomes will be more about how the customer feels at the end of an interaction, rather than how long it took to answer their question.

If this sounds like psychological nonsense, then think about a brand like Apple. Their laptops and phones are far more expensive than those offered by rivals. If customers are focused only on price, then Apple would not sell anything, let alone have long lines of people outside their stores when a new product hits the shelves. The way that Apple focuses on being a part of the customer’s lifestyle will be far more common because of this change in the brand to customer relationship.

Asking a supermarket for a recipe, engaging in a Sunday motorbike ride and running a half-marathon with your neighbours – These are all ways that brands are engaging with their customers today. This isn’t traditional customer service or marketing, it is a completely joined up approach to the customer relationship that embraces the idea proposed by Gartner three years ago.

Some brands can see how far the customer journey has changed, but many are still running marketing campaigns without even informing their customer service team. By 2020, I think we really will see the Gartner prediction come true – just watch. What would you think about Gartner Prediction? Leave a comment below, or get in touch on LinkedIn and let me know.

Helen Murray
Article by: Helen Murray

News & Insights

Solution Designer
Service Provider
Technology Enabler
What should brands know about demographics and emotional connection?

For the third chapter of the Webhelp Disruptor Series, Webhelp takes a deep dive into the hot topic of ‘emotional connection’ and explore the following questions: ·        To what extent emotional connections exist between consumers and brands? ·        What forms an emotional connection? ·        How people behave if they are emotionally connected to a...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Case Studies
Adem, Program Manager, Nuremberg


Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
#4 OneShot – Culture

Table of Content: A Word : Location A Figure: 32% stock market valuation for companies with a strong customer culture Three Opinions: Culture, what impact does it have on your performance? A piece of information: At Renault, design has become THE cultural priority. A Demo : Cultural...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
New Webhelp commissioned research reveals that customers will pay more, be more loyal and recommend brands they have an Emotional Connection to.

Data shows emotional connection increases consumer action To thrive in today’s competitive landscape, it is essential that brands cultivate an emotional connection with their customers, according to a new YouGov online survey of 2,013 GB adults. Commissioned by leading customer experience...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Webhelp raises £31,000 for charity partner Together for Short Lives

Generous Webhelp employees have raised an incredible £31,000 for Together for Short Lives, which was the company’s corporate charity partner for 2019. Led by their Engagement Ambassadors, they took part in some inventive, inspiring and fun activities to raise vital funds for Together for...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Load more

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.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies: