Using emotion to connect in online retail

Webhelp’s latest Disruptor Series Whitepaper, highlights why, in 2020, it will be absolutely crucial that brands create deep and lasting emotional connections with customers. For the launch of our latest Whitepaper, ‘Emotion’, Kellyann McCafferty, Webhelp Account Director, looks at how emotion can strongly influence customers’ ability to bond with brands, especially in the retail and ecommerce sectors.

Preface: 27/04/20

Since publishing this blog, the world has changed dramatically, with entire countries entering strict lockdown periods and many regions operating under shelter in place instructions. The coronavirus (COVID-19) continues to have an unprecedented impact on business and society across the globe and as a result the emotional component of CX is more vital now than ever before. Click here to find out more on our people first response to this crisis. 

So, how do you succeed in online retail?

The focus of a successful sales strategy, for many companies, will be firmly on brand reputation and visibility, price comparison, search engine optimization and streamlining the customer journey. With the overriding goal of getting the customer to the ecommerce purchase point.

It’s hard to deny that these are all fundamental steps, which we do very well at Webhelp. However, our experience tells us that, often brands do not concentrate enough on how their customers feel, through-out the whole cycle, and especially at the end of the journey.

This failure is the online equivalent of chauffeuring your customer to a grand restaurant, with a stunning red carpet entrance but ignoring their needs and giving sloppy service, once you’ve got them inside!

Marketing author Lindsay Kwan hits the nail right on the head, for industry blog platform Widerfunnel, saying:

“An emotionally resonant customer experience involves more than an e-commerce strategy that solves a problem or incorporates a marketing funnel that is easy to navigate… …are your customers landing on your e-commerce site and thinking this brand really gets me?”

I would agree that this is a huge (but avoidable!) pitfall for brands, especially those who rely on one time metrics like conversion rates and click through numbers, and then find their customers leaving hastily through the virtual back door!

Instead, we help our clients to use their data and insight to create predictive models, establishing the right touch-points for emotionally enriched customer relationships.

To stay with the restaurant analogy, we look after their customers from start to finish, we remember their birthdays (with a discount voucher), we take their coats, hand them that complementary glass of prosecco and ask if they’d like their favorite dish or to look at the new menu… and wave them off at the door, with the incentive to come back for a free dessert next time!

Good service at all levels is everything – and forms the emotional connection that can make the difference in your customer experience.

As Webhelp’s YouGov backed research from our new Whitepaper shows - when taken overall, customer experience was the top source of emotional connection with brands.

HBR.org

The paper shares expert industry insight on how emotion can have a huge impact on customer loyalty, share of wallet and recommendations, which is so important for retail - as David Turner, CEO, Webhelp UK India & South Africa explains:

“If we look specifically at research from the retail sector, it has been shown that customers who feel an emotional connection to a brand are far more valuable. To thrive in today’s competitive landscape, it is obvious that brands must cultivate an emotional connection with their customers.”

Emotion has the possibility to dramatically increase a customer’s lifetime value, as connected customers are more loyal, satisfied, and ready to buy more!

The Harvard Business Review states that emotionally engaged customers are at least three times more likely to recommend your product or service. They are three times more likely to re-purchase, and that (as their diagram shows) fully connected customers are up to 52% more valuable!

And, when we look closely at the market sectors that that UK customers are most likely to form emotional connections with, Webhelp data (as illustrated below) shows that ecommerce leads the way, with online sectors like Clothing, Grocery, Technology and Beauty coming out on top.

Ecommerce is booming with a growth forecast of 16% of all global sales in 2020, and brands that don’t strongly connect with consumers in this area, risk being rapidly left behind.

But the good news is, Webhelp has the right people, experience and insight to leverage emotion to create positive behavioural change and human connections with your customers, to insure they stay loyally connected to your brand. Read on to find out more.

In case you haven’t registered yet, sign up to receive fresh insights and invitations to exec events with our Webhelp Disruptor Series campaign https://www.go.webhelp.com/disruptorseries.


Webhelp Announces Charity Partnership with Dementia UK

Webhelp is delighted to announce Dementia UK as their corporate charity partner for 2020

This partnership was nominated, and chosen, by employees at Webhelp. The company was overwhelmed by the sheer number of votes, which indicated a fantastic level of commitment and support for the charity at a time when an increasing number of people are being diagnosed with dementia.

 

Dementia UK is the only national charity caring for families through dementia specialist Admiral Nurses. When things get challenging or difficult for families, Admiral Nurses work with them, understanding their unique situation and providing strategies to help them cope.  The nurses work across a range of care settings within the community, care homes, hospitals and hospices. Some nurses also work on Dementia UK’s Admiral Nurse Dementia Helpline – the only nurse-led helpline in the country which is available to anyone with any questions or concerns around dementia.

A Webhelp employee, who nominated the charity, explained that they personally regarded the Admiral Nurses as game-changers in terms of helping both the individual with dementia and their families. Allowing them to cope more effectively and to enable the person to live independently or at home for longer.

The funds raised will go towards the charity’s Admiral Nurse Dementia Helpline.

Their knowledge of the field is impressive, the management team are experts in medical and social care fields and the CEO, Hilda Hayo, is a practicing Admiral Nurse who specialises in young onset dementia.

The charity is keen to welcome Webhelp on board and Reshma Vishram, Corporate Partnerships Executive at Dementia UK commented:

“We are really excited to hear that we have been chosen to be the 2020 Charity of the Year for Webhelp. Your support will allow more families to access the vital support of our Admiral Nurse Dementia Helpline.

“Last year, we gave 60,000 families the care, advice and practical support to help them cope at the most stressful of times. We look forward to working with Webhelp to continue to provide this vital level of support at such a challenging point in people’s lives.”

As a people first company, the work of the charity is highly regarded at Webhelp, as its CEO David Turner, explains: “Dementia UK doesn’t just support the individual, it supports the family too. This clearly means something to our colleagues who selected it to be our 2020 corporate charity partner. It’s a privilege to support the practical and progressive work the organisation does.”

This exciting new partnership follows on from the success of Webhelp’s corporate charity support of Together for Short Lives, which resulted in over £31,000 being raised for the Children’s hospice charity.

Webhelp will be supporting Dementia UK throughout the year and posting regular fundraising stories, led by their on-site Engagement Ambassadors at www.webhelp.com. To find out more about the valuable work of Dementia UK visit www.dementiauk.org.


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 brand?

This infographic looks at some of the exclusive YouGov research within the paper, to find out how age, gender and social grade affects emotional connection.

Read our new paper to find out more.

CLICK ON IMAGE TO ENLARGE


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 provider Webhelp, the study looks at what brands need to know about emotional connections with customers. Survey findings plus exclusive content from experts, sector leaders, academics and frontline employees can be found in this whitepaper, part of Webhelp’s Disruptor series tackling customer experience industry challenges.

The survey reveals some startling figures for the impact of emotional connection on customers. In fact, 54% of respondents who recall an emotional connection to one or more brands would pay slightly more for their products/ services, 63% would recommend a brand, and 66% would be more loyal to the brand because of an emotional connection with a brand.

Another standout amongst the findings is the degree to which brands that demonstrate human qualities and satisfy personal motivators appear better positioned to create emotional connections. On the flip side, brand popularity does not seem to have a significant impact on emotional connection, which may serve as a wake-up call to marketers and others who believe popularity is all-important.

In fact, popularity (7%) scored lowest amongst characteristics that consumers say connect them to brands – with more “human” qualities such as being honest and credible (40%) scoring highest. Between the highest and lowest are: understanding/meeting needs and having positive feelings/associations (both 27%), rewarding customer loyalty (25%), responding to individual needs and wants (22%), representation via marketing, communications and values (19%), giving personalised rewards (18%) and makes me feel important (8%).

David Turner, CEO for Webhelp UK, India and South Africa, said:

“These results establish the importance of humanity, responsivity and understanding in consumer/brand relationships. At Webhelp, we design and use technology to augment human performance – to help advisors have great conversations which build true connections. People really do buy more, remain loyal and recommend more if they are emotionally connected to a brand. And we see just how crucial customer experience is to forming these highly profitable emotional connections.”

Helen Murray, Chief Customer Solutions Officer, Webhelp UK, India & South Africa, commented:

“The holy grail for all organisations today – increased spend, loyalty and recommendation – can be achieved when an emotional connection between brands and consumers exists and ‘human’ CX holds the key. If you don’t care deeply about and anticipate your customers’ wants and needs, then you can’t expect them to emotionally connect to your brand and buy and recommend your products and services.”

Top sources of emotional connection, most important human attributes and positive brand experience

Of those who had an emotional connection to a brand, the top five sources of emotional connections with brands are: overall customer experience (53%), easy to deal with (38%), values similar to mine (34%), quality of interactions (26%) and the brand is ‘human’ (22%). A brand being "human” was also considered important by over two thirds (67%) of respondents and a majority also said it increases the likelihood (net more likely) of taking positive actions towards the brand.

The most important human attributes for a brand are: being honest (23%), authentic (15%), friendly (11%) and highly responsive (9%).

Factors that determine positive brand experience are: responsive to me when I need it (36%), send me clear, understandable messages (34%), show they value my time and business (32%), communicate with me using my preferred contact method (32%), speak like a regular person (26%), show empathy (23%) and communicate with me at convenient times (21%).

Emotional connection by sector follows a similar pattern

Honesty and credibility remained the strongest attributes across all sectors with brand popularity still a low scorer – with some variance in “the way the brand represents itself through marketing, communication and values” for insurance, lifestyle and media.

Sectors that scored highly with consumers for emotional connections include grocery/supermarket (45%), clothing (41%), technology (33%) and beauty (26%). Banking (21%) and automotive ( 20%) performed better than travel (16%), lifestyle and telecoms (both 15%) and media (14%) which reported only modest levels of emotional connection. Utilities (9%) and insurance (4%) ranked lowest, perhaps a result of a myriad of price comparison sites and aggregators

Similarities and differences within age groups

Overall, 54% of consumers who feel an emotional connection to a brand would pay more for their products/services, 63% would recommend and 66% would be more loyal as a result of emotional connection.

While brand popularity is not a major factor for any age group when considering if they are emotionally connected to a brand, younger age groups (18-24) are more likely to consider all factors more important than the oldest age bracket (55+). And while all age groups have a similar pattern, including honesty and credibility scoring highest, there is a striking difference between the degree to which certain factors (e.g. “if the brand makes me feel important”, “the way the brand makes me feel” and “the way the brand represents itself through marketing, communication and values”) influence brand connection amongst the younger and older age groups. In each of these instances, the younger group gives these attributes far higher scores.

Additionally, 62% of 25-34 year olds are likely to make additional purchases from a brand if they feel emotionally connected, versus 47% of those 55 and over.

Survey Methodology

This survey has been conducted using an online interview administered to members of the YouGov Plc UK panel of 1 million+ individuals who have agreed to take part in surveys. All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,013 GB adults.

Editor’s Notes

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,013 adults. Fieldwork was undertaken between 31st October - 1st November 2019.  The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).

 

 


Whitepaper launch: Emotion, choice and being human in customer service

Author: Helen Murray,

 Chief Customer Solutions Officer - Webhelp UK, India and South Africa

Webhelp’s latest Disruptor Series Whitepaper, highlights just how important it is for brands to create emotional connections with customers. For the launch of our latest Whitepaper, ‘Emotion’, Helen Murray, Chief Customer Solutions Officer - Webhelp UK, India and South Africa, shares interesting consumer CX preferences, revealed by our newly commissioned YouGov survey of over 2,000 UK adults.


The best brands make us feel something, be it happiness, reassurance, confidence, comfort or nostalgia, they stir the emotions and make connections with us. In fact, emotional connection with customers is something as old as the hills, and is an extremely effective tool!

Emotional connection really matters - as our research shows it can have huge impact on customer loyalty, share of wallet and the amount and quality of recommendations made. It’s imbedded in all aspects of a brand – and yes, human to human interaction is hugely important, but with the right strategies in place, this powerful connection can happen across the full spectrum of brand activity.

The potential for emotional connections are there in what the brand stands for, its status, values and ethos, how it protects and respects personal data, the amount of trust and credibility a brand inspires, and of course at every step of the customer journey.

And Webhelp research confirms this - our YouGov backed survey of over 2000K UK adults, found that the top source of emotional connection was the overall customer experience, with a 53% share of the vote.

As consumers now have almost unlimited access to brands via multiple channels, establishing the right customer experience, with key emotional impact, has never been more critical.

According to the Office for National Statistics, virtually all adults aged 16 to 44 years in the UK were recent internet users (99%) in 2019. This figure rose for the older generation too, from 52% in 2011 to 83% for the 65 to 74 age group in 2019 – swiftly closing the gap on the younger cohort.

The knock-on effect of this is that the consumer audience has become increasingly informed and selective, with very high expectations of customer service, which are prone to clash with business agendas. David Turner, CEO Webhelp UK, India and South Africa, points out that:

“Often there are conflicting operational drivers. There can be a desire to cut costs, keep call times short, and replace voice with lower-cost channels. However, the whole experience needs to be designed to reflect what the customer is trying to achieve. Given customers’ increased ability to self-inform and self-serve, the motivation to speak to a real person can be because the need is complex or urgent.”

As you can see from the graph below, our recent research with YouGov – a full summary of which you can find in the Emotions Whitepaper (link) - shows that high levels of importance are given to most aspects of customer service. And, while speed (87%) was the top priority, choice (76%), human attributes (67%) and personalisation of service (60%) were both rated very highly.

These results are particularly heartening for us as, in October 2019, Webhelp launched its new brand vision of ‘Making business more human’. An essential goal for our sector, as many brands are undergoing a digital transformation, which - coupled with the number of communication channels to be juggled - presents a real danger of distancing customers. Brands must remember that the most engaging communication is essentially ‘human to human.’

Consumer desire for human contact and connection opens up vast potential for brands, as Polly Ashdown, Marketing and Communications Director, Webhelp UK, India and South Africa points out:

“Brands that really ‘get’ the importance of a human angle are focused on building trust, anticipating customer needs, and giving customers the edge. They know that consistency is key to trust and credibility, and focus on the entire experience, rather than one element of the customer journey.”

Our survey uncovered that being human was one of the top five sources of emotional connection with brands – the other four being; the overall customer experience, if a brand is easy to deal with, having similar values, and the quality of interaction.

John Leighton, Head of Customer Service for easyJet, recognises the importance of the whole package approach to emotional connection by saying:

“In terms of the human skills required to build emotional connection, we know that authenticity is key, and we are working internally and with Webhelp on how to make our customer experiences authentic.”

He continues: “We also know that advisor longevity is a key contributor to emotionally connected customers, and Webhelp is a strong force to be reckoned with in this area. For instance, advisor tenure in Cape Town has led to the highest levels of customer satisfaction across the entire company (easyJet estate).”

You can read more from John on how emotional connection is vital to easyJet’s brand positioning in the Whitepaper.

The survey also revealed that some very positive consumer behaviours result from being emotionally connected to a brand. These include; paying slightly more, loyalty, increased recommendation, and sharing of brand experiences. In contrast, only 4% of customers reported that having an emotional connection to a brand would not make them behave in a particular way.

Interestingly, the more affluent the demographic, the stronger the likelihood of affirmative action. Positive behaviours towards brands are, without exception, more prevalent in the ABC1 (the three higher social and economic groups) social grade. With 71% expressing loyalty and 57% willing to pay slightly more if emotionally connected to a brand, there are obvious benefits in creating emotional connections.

It’s becoming increasingly apparent that the future of CX is about managing and measuring what matters: emotional connections between brands and consumers – across all stages in the customer journey.

Brands must learn how to strengthen customer’s emotional connection, by providing intelligent ‘human’ conversations that can really ease complex or stressful interactions, something that we support our clients to do every day!

With that pressing need in mind, our ‘Emotion’ Whitepaper offers essential insight into the behaviours and actions that result from having a truly human connection with customers, and guidance on how to ensure that customers emotionally connect to your brand. Read on to find out more.

In case you haven’t registered yet, sign up to receive fresh insights and invitations to exec events with our Webhelp Disruptor Series campaign https://www.go.webhelp.com/disruptorseries.


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 Short Lives, which is the UK’s leading charity for the 49,000 children living with life-limiting conditions, and their families.

There are 54 hospice services in the UK that support seriously-ill children, providing specialist clinical care alongside practical and emotional support for all the family. Webhelp people in 13 offices across the UK, worked together to help fund this life-changing care and to create awareness of the invaluable work the charity does.

Karen Yates, Corporate Partnerships Manager at Together for Short Lives said:

“Working with Webhelp over the last year, as their charity partner, has been an absolute privilege. Their passion and dedication to help the families we’re here for has been clear for all to see.  From football matches to Kilt walks, bake sales to treks, they have raised an incredible amount to support local children’s hospices and the children and families they support. A big thank you from the whole team here at Together for Short Lives for all that you’ve done.”

 These funds will really make a difference, for example - £31,000 could help to fund 31 short breaks for the whole family at a children’s hospice, providing some much-needed rest and family time.

Webhelp CEO for the UK, SA and India, David Turner, commented:

“Our partnership with Together for Short Lives has been a special one for Webhelp. The charity stands alongside families, helping them to make the most of every moment they have together. Putting people first is a sentiment we truly believe in and we are proud to have supported the vital work the charity provides.”

To find out more about the wonderful work done by this vital charity please visit www.togetherforshortlives.org.uk

 Webhelp will be announcing their UK corporate charity partner for 2020 later this month.

 


Axel Mouquet appointed President and CEO of Webhelp Payment Services

Axel Mouquet, Deputy General Manager and Chief Commercial Officer of Webhelp Payment Services, a subsidiary of Webhelp group dedicated to payment and credit management, has been promoted to President and CEO.

He succeeds Dominique Chatelin, who has been the head of Webhelp Payment Services for the past 13 years, has now become President of the Supervisory Board of this entity.

A graduate of ESSEC business school, Axel Mouquet joined Webhelp in 2008 as Key Account Manager, before taking over the top management role of the Compiègne site in 2012. He then joined the subsidiary Webhelp Payment Services, first as Director of Business Development at the end of 2014, then as Chief Commercial Officer in January 2018.

Over the last 12 years within the group, Axel Mouquet has played various key roles in the development of Webhelp and has been instrumental in establishing Webhelp Payment Services as the leader for B2B Marketplace payments in Europe.


The Evolution of COVID-19, what we learned

What we learned from wave 1 to prepare us and implement for wave 2

The coronavirus pandemic has affected every aspect of our daily lives. As we adjust to these radical changes, we reflect on what we have learned from the first wave of COVID-19, to implement during wave two.

From the closure of non-essential business to grounding planes and closing borders, the way we manoeuvre ourselves has considerably affected the way we plan for any future events: travelling, eating out, even seeing friends or family.

This new reality rapidly swept away everything we took for granted during the 1st wave. So what is going to happen with 2nd wave already here and as we prepare for Christmas?

Journey of emotions

It’s safe to say wave 1 showed us the importance of resilience, adaptability, flexibility, and empathy to get us through this critical phase of uncertainty and prepare us for the next level. As travel and leisure industry expert Nora Boros anticipated the future landscape post-COVID – these characteristics have never played a bigger role for businesses in the travel and hospitality industry to stay open and maintain operating.

As wave 2 announces its presence, it’s essential these human industries of travel and hospitality learn from the challenges imposed and optimise the opportunity to focus on delivering a seamless multi-channel customer experience to stay ahead.

Connecting emotion with the customer journey

The travel and hospitality industry are now fraught with many concerns that were not necessarily top of mind before for customers – cleaning procedures, hygiene, country and local tourist restrictions etc. These considerations before booking a trip or table make the buying process for customers multifaceted and more emotional than it was pre-COVID.

Adapting to these changes, invites businesses to reinvent their business strategy and connect with their customer in different ways to provide a more meaningful experiences and rise to customers’ expectations despite these challenging times.

At Webhelp, we released a study in collaboration with YouGov, on how to connect with customers and their emotions for organisations to implement in their customer experience strategy and distinguish themselves in the market. We identified the top five sources of emotional connection:

  • the overall customer experience,
  • the brand is easy to deal with,
  • the brand’s values are similar to mine,
  • the quality of interactions with the brand,
  • and the brand is ‘human’.

As the study shows, customer experience is number one, with another key factor of the brand being ‘human’. We align this with Webhelp’s people-first company and a think human mindset.

We have worked with several of our travel clients to understand their customers needs and wants, and connect with them in a purposeful way – “purposefully using this data is essential in building an emotional connection, combining this with the human experience will support in managing expectations, and create strong bonds customers.” John Leighton, Head of Customer Service, easyJet.

As the world goes through a crisis together, this commonality supports us in our approach to understanding customers on an emotional level to deliver a more human experience. The need for that personal connection will become increasingly valued when it comes to travel in the future, and imperative for the industry to be prepared in their customer experience strategy moving forward.


Interested to learn more about how you can use data to build emotional connections with your customers? Sign up to our latest webinar where we will discuss how businesses can rethink their customer experience strategy and operational/digital transformation.

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A human approach to caveat digitalization

2020 has hit the two most human of industries – travel and hospitality. A mix of emotions and changing behaviours towards leisurely activities has markedly influenced purchasing behaviour in the 1st wave of COVID-19. Where quick investments and new regulations can be implemented, this has given businesses the lead into wave 2 to learn and implement into their future operations.

Transforming human industries

The travel, tourism, and hospitality industry an [1]annual economic impact (direct, indirect, and induced) of around 6.5 trillion U.S. dollars worldwide, accounting for 10.3% of global GDP, and accounts for 1 in 10 jobs around the world.

Given the nature of coronavirus, this has resulted in millions of job losses and customers behaviours rapidly changing to a more digital presence given the limitations of pursuing leisurely activities. We have witnessed across the world an acceleration in digitalization and operational transformation to keep up with rising demand from customers and follow government guidelines on rules and regulations of limiting compacity in public spaces and reducing operating hours.

We have worked with several of our clients to bring value in identifying the key areas of investment and focus for transformation. Such as introducing automation to accelerate digital transformation at a lower cost and ensuring business continuity through a hybrid model of flexibility for our clients and colleagues.

Wave 1 forced travel brands with an influx of calls and online queries for cancellations, refunds, or rebooking flights worth millions. We supported our travel clients in these challenging times where they could implement quick-wins, and a cost-effective strategy with savings between 15%- 40% of average handling time using AI and automation capabilities, also introducing Interactive Voice Response (IVR) technology which supports with compliance and the safeguarding of data.

As for hospitality, new cleaning protocols and social distancing measures have been implemented in hotels and restaurants. Therefore, re-examining their technology investments has been accelerated to keep up with the conscious customer.

Third party delivery for restaurants due to Covid-19 has [2]“marked a new era of delivery” said Will Shu co-founder Deliveroo, as well as  social-distancing measures for dining-in.

Both restaurants and hotels have introduced new ways of checking-in and ordering food through QR scanning, developing in-house apps and updating websites to support these advancements. With our clients we have worked closely to develop the best type of technology solution to assess the operational capabilities and performance to deliver an optimized journey for the customer and organisation.

Deploying these learnings into the future

This can be translated into the hospitality industry too, with the safety of customers as the priority response, and the human aspect is now important more than ever. Digital transformation will be imperative in supporting these focus areas to gain customers confidence: offering alternative ways to customise the experience through alternative ways of checking-in, ordering food and accessing offers and information. This requires a balance of human and technology to identify emotions and engage authentically and proactively throughout the customer journey.

The travel and hospitality industry has always shown great resilience and adaptability. Now we need to take a more human approach, focusing on delivering a seamless service across multiple channels which truly takes the feelings of our customer into account.

Our operational services and multilingual hubs present an opportunity for an emotional connection and cultural affinity to customers, helping us to engage with them on a personal level to deliver a quality service across multiple channels wherever they are in the world.


If you are interested to learn more about delivering your service across multiple channels,
sign up to our upcoming webinar .

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Think human when it comes to automation

The time to transform is now – automation drives process efficiency and increases customer NPS.

2020 has been an eye opener for organisations all around the world. The acceleration of digital capabilities has been the greatest influence for organizations to differentiate and exceed customer’s expectations.

Automation has become an integral tool for organizations customer journey strategy. But when global adversities occur, we must consider a holistic approach to provide personal value and a seamless multichannel service.

Adapting with automation

We have worked with our travel clients to assess and implement intelligent automation as organisations look to accelerate their automation journeys and make their business models more scalable and resilient to pandemic-like situations.

Adapting automation processes was an obvious choice to handle the influx of requests from customers. Automation unlocks the power to listen and empathise with customers through robotics, chatbots, voice calls etc. providing an end-to-end service.

With our travel clients, we implemented these processes to save time and optimise cost efficiency, such as: Interactive Voice Response (IVR), Robotic Process Automation (RPA) systems, and data analytics. These tools drive improvement and measures the quality of services provided to enhance the overall customer experience.

Travel can be a complex process, and the uncertainty of travel in 2020 has been a key factor in amplifying these programmes and customizing them to fit personal business processes.

Automation empowers people

As we phase through these uncertainties, we must adapt and learn quickly, especially when it comes to travel. As industry expert Nora Boros says, “travellers go through a myriad of emotions”, the connection with customers has never been more important, but also adapting and learning about why and how the customer is interacting through different touchpoints.

Using the data from AI technology adds value and enables us to connect with customers on an emotional level. But an emotional connection and personalisation cannot always be achieved through this process. Therefore, it’s important to have a holistic approach to personalise and have in-depth conversations with customers. That way it enables us to solve problems quicker with machine learning and continue to develop and improve experiences.

Our advisors are trained on emotional intelligence to better understand the needs of customers to provide a seamless service. Automation is an empowering tool for people to improve customers experience and develop their professional and personal skills.


We believe understanding the power of automation and a human mindset approach connects you with your customers to achieve the most value for their journey with you.

Interested in how this can support your customer experience strategy? Sign up to our latest webinar with leading industry experts.

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