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Nine Omnichannel Customer Experience Takeaways

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Nine Omnichannel Customer Experience Takeaways

  1. 1. Nine Lessons About Connecting Your Brand to Customers in an Omnichannel Environment Article Transforming Passion into Excellence by Stan Phelps Copyright © 2017 Teleperformance SE all rights reserved. Complete or partial external use or reproduction is strictly forbidden.
  2. 2. Irecentlyhadtheopportunitytoshare somelessonsonhowtoconnectyour brandtocustomersinanomnichannel environmentattheTeleperformance LeadersInsightsSummit.Herearethe ninelessonsandtakeaways. Copyright © 2017 Teleperformance SE all rights reserved. Complete or partial external use or reproduction is strictly forbidden. Article Transforming Passion into Excellence Stan Phelps Nine Lessons About Connecting Your Brand to Customers in an Omnichannel Environment 2
  3. 3. Lesson#1:80%ofhowwearejudgedcomes downtojusttwothings. We’ve evolved as human beings to seek out two things of any person or brand we interact with. In a split-second we need to assess the intent of the person or brand and then understand the ability to carry out that intent. These two factors of warmth and competence account for over 80% of our impressions. Takeaway: Your people and your systems must work together to demonstrate both warmth and competence in an omnichannel environment. Lesson#2:CustomerExperiencepoweredby omnichannelisthenewcompetitiveadvantage. According to Gartner, “89 percent of businesses expect to compete mainly on the basis of customer experience.” Just five years ago that number was 36 percent. The truest test of loyalty comes when a customer needs to connect with a brand. According to research by the Teleperformance Customer Experience Lab (CX Lab), willingness to recommend increases based on the amount of channels used by a customer. Takeaway: A strong omnichannel capability can boost your overall customer experience. Lesson#3:Thebiggestmythinbusinessisthe ideaofmeetingexpectations. No one just meets the expectations of a customer. You either exceed their expectations or you fall short. The expectations of today’s consumer are rising at a dramatic pace. They expect a personalized, quick and consistent experience across all channels. An IBM Institute for Business Value report underscores the importance. The research showed that 76 percent of consumers expect organizations to understand their individual needs, 81% of consumers demand improved response time and 68 percent of consumers anticipate that organizations will harmonize consumer experiences. Takeaway: Smart brands are always staying one step ahead of customer expectations. Copyright © 2017 Teleperformance SE all rights reserved. Complete or partial external use or reproduction is strictly forbidden. 3 Stan Phelps Nine Lessons About Connecting Your Brand to Customers in an Omnichannel Environment Article Transforming Passion into Excellence
  4. 4. Lesson#4:Littlethingscanmakethebiggest difference. Little things make a difference in an omnichannel experience. The ability to hop from one channel to another seamlessly and have you information preserved is a small thing that improves the overall customer experience. How you handle issues or mistakes can also make a lasting difference. According to research by CX Lab customers who have a positive experience are 14% more likely to remain loyal, compare those with a negative experience who are 26% less likely to remain loyal. Takeaway: Make it easy and quick for customers to resolve an issue across channels. Lesson#5:Thefirstkeytoomnichannelisto createastrategy. The key to success in omnichannel is having a solid strategy. It begins by understanding your customer and their channel preferences. Insights are gained through surveying customers and receiving input from team members. Takeaway: Begin with the end goal in mind. Lesson#6:Beflexiblewithmeasuringeach channel. The perceptions and tolerance of customers change based on each channel they interact in. Each channel has its own needs. You need to use metrics suited to each channel. In the words of Peter Drucker, “What gets measured, gets improved.” Takeaway: One size doesn’t fit all with omnichannel measurement. Copyright © 2017 Teleperformance SE all rights reserved. Complete or partial external use or reproduction is strictly forbidden. Stan Phelps Nine Lessons About Connecting Your Brand to Customers in an Omnichannel Environment Article 4 Transforming Passion into Excellence
  5. 5. Lesson#7:Knowwhatmakesatechnology solutionviable? The litmus test for a technology solution is four-fold. First, does the technology solution support every channel? Second, does it preserve the information from each channel across the platform? Third, does it allow for the ability to hop from channel to another? Lastly, it is a secure platform? When it comes to picking an omnichannel technology, security is Job #1. The last question is imperative. According to a recent survey by CX Lab, 72 percent of brands would no longer purchase from a preferred company if it had been compromised by fraud. Takeaway: When it comes to picking an omnichannel technology, security is Job #1. Lesson#8:Hiringtherightpeopleintheright placeisimperativeinomnichannel. It’s important to remember that each channel requires different skills and capabilities. Recruiting is a vital part of any omnichannel strategy. It is important to hire high quality individuals. Prospective team members should be collaborative, empathetic and motivated. The end goal is a team that guarantees a quality experience across all channels. Takeaway: It is more important to be a great recruiter and average manager than it is to be an average recruiter and a great manager. Lesson#9:Theninthlessonisalsothetakeaway. Big doors swing on small hinges. Find how to make small improvements that can lead to a big difference. Because the difference between ordinary and extraordinary is just a little extra. Brands need a solid omnichannel channel strategy to better respond to the needs of today’s customers. How are you connecting across channels to advance your business? Copyright © 2017 Teleperformance SE all rights reserved. Complete or partial external use or reproduction is strictly forbidden. 5 Stan Phelps Nine Lessons About Connecting Your Brand to Customers in an Omnichannel Environment Article Transforming Passion into Excellence
  6. 6. AboutTeleperformance Worldwide Leader in Omnichannel Customer Experience We are the worldwide leader in outsourced omnichannel customer experience management. Teleperformance connects the biggest and most respected brands on the planet with their customers by providing customer care, technical support, customer acquisition, digital solutions, analytics, back-office and other specialized services to ensure consistently positive customer interactions. Stan Phelps is the Founder of PurpleGoldfish.com, a think tank based at the Frontier in Research Triangle Park. He is a TEDx speaker, Forbes contributor and IBM Futurist focused on customer experience and employee engagement. Throughout his career Stan held many marketing leadership roles with adidas, International Management Group, PGA of America, and Synergy. He’s the author of six books: Purple Goldfish, Green Goldfish, Golden Goldfish, Blue Goldfish, Purple Goldfish – Service Edition and Red Goldfish. They all focus on the little ways to drive differentiation, increase loyalty, and promote positive word of mouth. Stan holds a JD/MBA from Villanova University and a Certificate in Achieving Breakthrough Service from Harvard Business School. He lives in Cary, North Carolina, with his wife Jennifer, two boys Thomas and James, a blind Tabby named Ginger Baker and Glen of Imaal Terrier named MacMurphy. Copyright © 2017 Teleperformance SE all rights reserved. Complete or partial external use or reproduction is strictly forbidden.
  7. 7. Transforming Passion into Excellence For more information: Follow us: Copyright © 2017 Teleperformance SE all rights reserved. Complete or partial external use or reproduction is strictly forbidden. teleperformance.com /teleperformanceglobal /teleperformance blog.teleperformance.com @teleperformance /company/teleperformance @teleperformance_group

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