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: /

0 COMMENTS ^ Go back to Top
WRITE A COMMENT ^ Go back to Top
Your email address will not be published.
Validation Code
Deloitte: Executives are optimistic about Industry 4.0 but lack confidence in their organizations' influence and preparedness

Senior business executives and government agency leaders from around the world lack confidence in their organizations' readiness to influence and harness the opportunities offered by the Fourth Industrial Revol

 Read Full article »
Deloitte study reveals Romania's young talents look for organizations in which they matter

Only 15.6 per cent of Romanian millennials think that university graduates in the country are well prepared for professional work. However, 75 per cent of the Romanian students wish to continue their education

 Read Full article »
DB Global Technology kicks off the third edition of DB Tech School

DB Global Technology, the technology center of Deutsche Bank in Bucharest, is preparing for the third edition of DB Tech School, a training program for Java specialists, the company announced.

 Read Full article »
Atos joins global cybersecurity initiative Charter of Trust

Atos, along Enel and AES Corporation joined Charter of Trust, a global cybersecurity initiative. The announcement has been made during this year's 2018 CERAWeek conference in Houston.

 Read Full article »
Luxoft appoints Bogdan Pelinescu as Managing Director for Central Europe

Luxoft Holding, global IT service provider, today announced that starting from March 1, 2018 Bogdan Pelinescu will become its Managing Director for Central Europe.

 Read Full article »
NTT Data Romania leases 2.800 sqm in the third building of Openville Timisoara

The Iulius Company and NTT Data Romania, one of the top providers of software solutions and in Romania, signed a lease agreement for premises in the third class A office building currently pending development i

 Read Full article »
CTP operates five of the Top 10 industrial buildings with BREEAM in-Use certification

The company CTP is continuing its efforts to support permanent, sustainable development and is continuously building top-of-the-line spaces, which are presented with various noteworthy awards. It currently owns

 Read Full article »
The Romanian Unicorn: UiPath raises around 120 mln dollars investment for software robots for internal business tasks

TechCrunch has learned that Romanian RPA developer UiPath, a startup that builds ‘software robots' for enterprises to help automate legacy and back-office functions, has raised a Series B round of funding th

 Read Full article »
ABSL Cluj-Napoca Business Mixer 2018: Transformations, innovations and continuous improvements in the BPO space

ABSL organized the 3rd edition of Cluj-Napoca Business Mixer on February 27. More than 70 people coming from over 30 companies were present at the event, eager to learn more about the transformations, innova

 Read Full article »
National Statistics Institute: The weight of innovative enterprises scaled down 2.6 per cent between 2014 and 2016

Innovation in Romanian enterprises dropped in the period 2014-2016 compared to the period 2012-2014, according to the provisional results of the statistical survey on innovation in industry and services. Large

 Read Full article »
» Molson Coors started to grow its busin...
» Romania, Europe's third and world's 13...
» Saxo Bank analysis: Romania, the ideal...
» Committed to growth
» New customer contact centre opens at B...
» Why AFI Tech Park is the best value fo...
» Genpact's COO: Staying ahead of the cu...
» Oracle reaches 4,200 employees and pla...
» LeasePlan to open service center in Bu...
SAP's ten prediction for HR in 2018

The beginning of each year comes with the leaders' prediction in different interest fields. When it comes to human capital management (HCM), most predictions tend to be variations of the same things, accordin

 Read Full article »
Accenture: Company culture is key to unlocking gender equality and narrowing pay gap

New research from Accenture has identified 40 workplace factors that create a culture of equality – including 14 factors that matter the most. The research, published today in the company's "Getting to Equal

 Read Full article »
Romanian Outsourcing & Shared Services Summit at its fourth edition on March 22

OUTSOURCING TODAY, the integrated communication platform of the business services sector, presents the Fourth Edition of Romanian Outsourcing & Shared Services Summit on March 22nd at Hilton Hotel, Bucharest. T

 Read Full article »
Romanian employers forecast the most subdued hiring pace since Q1 of 2016

The Q2 of 2018 hiring perspectives are positive, but trend moderately weaker both quarter-over-quarter and year-over-year

 Read Full article »
IT&C companies are the first for renting new office space

The IT&C sector ranks first in the top of fields renting new office space in 2017, study of ESOP I Corfac International consulting company says.

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