Latest News  

TELUS International Europe: The convergence of customer service and digital marketing/NewGen technologies: What does it mean for businesses?

Technology shapes the way we educate, communicate, conduct business and advance science, all while maintaining significant influence on the global economy. But the way we engage with technology is changing

2017-09-08 07:20:02





Grégoire Vigroux
Vice-President Marketing of TELUS International Europe

Inside this issue, you'll discover:

According to Gartner, IDC and McKinsey, in 2014, companies spent 90% of their budget for global technology and business services on traditional technologies and 10% on NewGen (or digital) technologies, including digital automation, analytics, social media, mobile, big data and the cloud.

Analysts estimate that by 2025 companies will spend over USD $4 trillion on technology and business services, with 60% driven by NewGen technologies.

This means that the majority of every dollar spent will be allocated to digital technology; not computers, not network equipment, but digital tech.

What does this mean for companies and their relationship with customers?


The modern Millennial consumer expects an omnichannel level of service with the ability to interact with your brand via any support channel on any device, while receiving a personalized, effortless and consistent experience. They rely heavily on connected devices, especially smartphones, to make informed decisions while demanding top service.

As a result, customer experience is now the number one performance measure in boardrooms, according to Dimension Data's 2015 Global Contact Center Benchmarking Report which analyzed 3,000 companies worldwide.

That doesn't mean, of course, that boards suddenly care less about maximizing profits or minimizing costs, but they've realized customer experience is the key that unlocks both.

To respond to the evolving consumer expectations and omnichannel requirements, enterprises must reshape themselves internally and externally to account for digital technology and human capital requirements.

Digital technologies:


To implement an omnichannel customer service offering, you must have the right tools in place to best serve your customers across their journey. NewGen technology can help, but to be properly managed you need the right people and a good strategy around it.

Human capital:


These new roles have been added in the hopes of delivering a better customer experience.

Companies looking to integrate digital technologies need to reconsider roles and add new skills in order to achieve the highest ROI. Online content strategist, search engine optimization lead, community manager, UX architect and machine learning specialist, are only a few examples of the recruitment posts seen online today that did not exist a few years ago— all of which aim to improve the customer experience.

All departments – from marketing to finance – must also be reskilled, and brands may need to reorganize and reshape their recruitment processes and learning and development programs to better align with the NewGen technologies.

But should marketing or customer service take the lead?


As a leading BPO provider to some of the world's top brands, we see customer experience a continuum, not a single event. The customer journey is constantly evolving as they interact with a company; before the sale, at the point of sale, with post-sale service and beyond. With so many touchpoints, neither marketing nor customer service can own it – it needs to be a joint effort.

The convergence of customer service, marketing and digital technologies is a proven strategy to deliver an amazing customer experience.

We have noticed that our customers see several benefits when choosing to go in this direction:
– Greater insights on customer behavior
– Improved online customer support 
– New products promotion
– Transformation, innovation and well driven investments.

There are several possibilities when it comes to its implementation. You can always consider building capabilities in-house, or buying a company to gain the missing skills. But for many, identifying an outsourcing partner is often the most efficient approach.

To conclude, an outstanding customer experience is the differentiator in today's market. Companies must redesign their internal organization to welcome NewGen technologies as a part of their growth strategy. While there is no one-size-fits-all approach, a strong outsourcing partner can help your organization transform their service offering.

Keep up-to-date with the latest thinking about BPO, ITO and Contact Center solutions. Each month, TELUS International, a global provider of contact center outsourcing and BPO solutions, shares insights on the latest customer service trends.

Related articles: www.telusinternational-europe.com /
www.telusinternational.com


0 COMMENTS ^ Go back to Top
WRITE A COMMENT ^ Go back to Top
 
Your email address will not be published.
Nickname
Email
Comment
Validation Code
   
 
 
NEWS
Co-working hubs get big on the office market in Bucharest

In the first half of this year, coworking spaces operators are said to have rented office space of nearly 20,000 square meters in existing or emerging buildings in the capital, accounting for 13.4 per cent of t

 Read Full article »
Stefanini achieves 2 digit growth for the 5th consecutive year in Romania and EMEA

Stefanini Romania increased its net turnover by 13.5 per cent last year, to 38.8 million Euro. The company has also seen an important 12 per cent growth at EMEA level last year, where it registered revenues of

 Read Full article »
Ubisoft Coding Campus records 1,000 applicants for 24 positions

Ubisoft, one of the entertainment industry leaders, announces the start of the Coding Campus courses, a 6-month international accelerated learning program based on a curriculum developed by Ubisoft's online pro

 Read Full article »
CBRE: Building owners choose to outsource their property management

According to the latest findings of real estate consultant CBRE, the percentage of outsourcing of property management services has increased over the last few years in retail and office segments; In 2017, 79 pe

 Read Full article »
Veeam launches the global CSR program Veeam Cares and donates toys for 50 children of Hercules Association

Veeam launches the global CSR program by introducing the Veeam Cares initiative, encouraging its employees from around the world to engage in voluntary activities for the benefit of selected NGOs.

 Read Full article »
Zitec launches its new office space of 1,700 sqm in Timpuri Noi Square

Zitec, specialized in the development of personalized technology solutions, services and products, announced it launched its new headquarters in the Timpuri Noi Square office on a surface of 1,700 square meters

 Read Full article »
SAP will "adopt a school" also in Cluj-Napoca, Timisoara and Bucharest

SAP continues in 2018 the project Adopta o Scoala (Adopt a School) through which the company's employees support Scratch programming courses in three primary schools in Bucharest, Timisoara and Cluj-Napoca.

 Read Full article »
CBRE advises London Stock Exchange Group in Romania

CBRE, the world and local market leader in real estate consultancy, advised London Stock Exchange Group (LSEG) in the leasing transaction of 3,000 sqm office space for a new Business Services Centre in Buchares

 Read Full article »
Portland Trust unveils the new symbol of Oregon Park

Closely related to events celebrated in 2018, the year of Romania's 100th anniversary, Portland Trust unveiled the statue that will highlight the identity of the award winning office complex Oregon Park.

 Read Full article »
96% of the first generation of ABSL Master's graduates were employed in business services

96% of the first generation of ABSL Master's graduates were employed in the same field they have studied - business services, within the member companies of the Association of Business Leaders in Romania (ABSL)

 Read Full article »
 
 
MOST READ ARTICLES
» ROMANIAN OUTSOURCING AWARDS FOR EXCELL...
» Committed to growth
» The Outsourcing industry announces its...
» Genpact's COO: Staying ahead of the cu...
» PwC: The competitive advantages of Rom...
» Zitec's digital marketing division reg...
» Luxoft expands Asia Pacific presence w...
» Olga Botusan, Stefanini: There is a hu...
» How does leadership look today?
» EXCLUSIVE: ABSL Timisoara - BPO and SS...
 
EDITOR CHOICE
In the search of the best next available resource, human or not

With the work demand expressed for the "traditional" job openings in ITO, HRO, BPO or SSC, the question formulated by the industry stakeholders points to some concerns regarding the future availability of the s

 Read Full article »
Competing in outsourcing: racing of endurance and skills

As Romania's outsourcing sector is currently estimated to employ more than 100,000 people, a constant evolution in the past years (with 15.000 employees registered in 2007), the local market is a popular nearsh

 Read Full article »
How to become people savvy?

The discussions in the panel of this summer's OT Learning and Development's roundtable underlined the necessity of providing the learning and the knowledge transfer when the necessity occurs, customized and app

 Read Full article »
From a Romanian business venture to a place called home

Vivek Bakshi, the General Manager of International Operations (Europe) at Wipro Technologies has spent more than a decade in Romania, heading the Wipro's International Locations/ Delivery Centers Europe from Bu

 Read Full article »
George Didoiu, Colliers: The trend in office development is going towards an area where people are encouraged to interact

The co-working spaces are already present and gaining grounds. The classical close-doors offices will be rare and a strong trend is to include features now present in the hospitality area in the company offices

 Read Full article »
Latest News  
 
about us | newsletter | contact | members area | GDPR policy
Copyright © 2015 by Diplomat Media Events Design by Diplomat Media Events