Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Embracing immediacy and the connected customer

Blog
15th March 2018

In a very detailed report on the state of the connected customer that gathered information from over 7,000 survey respondents. The research is over a year old now so some detailed sections may have moved on, but the broad conclusion is still valid.

The Salesforce research focused on how increasing customer demands are changing the way that companies need to do business. New technology has put the customer even more firmly in the driving seat and companies that do not respond to connected customers are much more likely to sink rather than swim. The six broad conclusions from the research are:

1. Put customers at the centre of your business: this is the major difference between hot new startups and tired incumbent companies. When you start fresh on designing how a company should work, you place the needs of the customer at the core of every process. Even if your business has been around for hundreds of years, think how you can redesign the process flow to encourage this.

2. Embrace the culture of immediacy: you need to be mobile-first and all those old expectations on how long a customer should wait (we will reply to your email within 24 hours) need to be discarded. You need to respond now.

3. Get smart about personalisation: customers want to be treated like humans, not automatons. They are all different and your data tell you exactly how they are different. Use the data and ensure your service is personalised.

4. Reinvent the sales process: companies using a sales pitch approach will ultimately fail. Customers today expect a much more problem-solving approach to sales. The sales team has to be knowledgeable and helpful – not pushy.

5. Lead with instant, omni-channel, and personal customer service: just make life easy for your customers and they will return. Don’t bounce them from one channel to another unless there are good reasons to do so and the data follows the customer. Demonstrate that you know your customer.

6. Don’t fear disruption – be a disruptor: we are only just entering a connected world, but already we can see some of the fundamental changes. Who would have believed you could order more laundry liquid just by asking a virtual helper to add some to your shopping list? Don’t fear change, seek out the opportunities it presents.

All these points are valid, however I would add a note of caution. Most executives know they need to address the connected customer and most don’t know exactly what to do because it is a moving target. The six research conclusions outlined here are a good summary of what needs to change to achieve success, but these bullets don’t capture just how much your organisation may need to change to accommodate these changes. This is serious – your entire business model may even need to change.

The real question is: what will happen to my company if we do not address the connected customer? If phones do ever go away, it will be because the functionality they have at present can be offered by other wearable devices – we are not going back to a time when customers were not connected. Embrace the culture of immediacy and start planning a connected customer strategy now. Let me know what you think about if companies don’t embrace the culture of immediacy by leaving a comment here or get in touch directly via my 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
Blog
Inside Sales – This new generation of B2B salespeople that is changing everything! at last!

The B2B sale has adopted a new model, of American origin. More efficient, it is based on Inside Sellers. Their profile and working methods are presented by Etienne Turion, Webhelp Enterprise CEO. What are the new challenges in the sale of B2B products and services? First of all, a first observation: "cold" contact is largely over in B2B. Call campaigns are no longer launched on...

Whitepaper
AI and Automation: Improving the Customer Experience

This paper has been borne of conversations with experts within Webhelp and beyond and is also the result of a YouGov study of over 2,000 adults in the UK. In this paper we hope to dispel some myths around automation and Artificial Intelligence (AI) and also to outline the most effective ways that...

News
Webhelp Employees Saddle Up For Charity In Virtual Cycle To India

Teams at Webhelp, one of the country’s leading business process outsourcers (BPO), have raised £2,119.96 for ultra-athlete and cystic fibrosis warrior Josh Llewellyn Jones through a virtual cycle from Larbert to Guragon in India. On January 31st 2019 staff from across all the Webhelp UK,...

News
Webhelp and SKY make it a hat trick of awards

London, UK, 30/11/2018 Global customer experience expert, Webhelp, and leading telecommunications provider, Sky, were celebrating again after taking home the award for Best Outsourced Contact Centre at the European Contact Centre and Customer Service Awards, which took place in London on 27th...

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.

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:
Twitter
LinkedIn
Facebook