Sales channel development in B2B

With revenue generation being a top priority for salespeople, companies do their best to account for the working hours their sales teams invest on. Nonetheless, it is sometimes not possible to assign 100% of their working hours to selling simply because they often have other job responsibilities which lessen the number of selling hours in a day. As a result, companies invest on developing their sales channels by handing over their sales responsibility to a third party through affiliate partners, value-added providers, resellers, independent retailers and distributors.

So how can you effectively establish and develop your sales channel?

By-channel sales goal

Establishing a sales and pipeline growth strategy with each partner is important. It is also crucial to ensure that your partners are aligned with your sales goals. Being precise about the expected sales and revenue yield from the channel relationships curbs any future issues that may arise.

Accurate sizing of the channel

Having an accurate picture about the number of prospective clients involved, which market position those clients hold and the sales potential each client has. Do the calculations upfront on how much revenue you should expect from the channel participants.

Track performance

Driving sales from new partnerships in the first month is infrequent however, you should have a clear forecast of lead generation and sales & revenue generation. Identify the leading-indicator metrics such as offer penetration, message penetration and communication channels through which you can determine when to expect the project to pick up. It is important to have a clear quantitative method to measure the progress.

Sales toolkit

Designing a common sales toolkit for all partners will not only help in enhancing your value proposition but also in accelerating the sales growth. This includes messaging platforms, sales collaterals, case studies, webinars, white papers etc. And as a best practice, integrating the Partner Experience Maturity Model (PXMM) which of tools custom-made to meet the partners needs. Implementing a Channel Marketing and Management (CMM) platform is the perfect way to meet that requirement which helps to foster a rewarding partner experience.

Advantages of using a Sales Channel Model

Built-in trust – If your channel partner is already a well-known brand within a market, you won’t have the task of establishing a brand presence. Because of their endorsement, your product or service automatically becomes credible. Hence using a sales channel increases loyalty and engagement.

Effective selling – Using a sales channel model is the best low-cost method to increase the sales. This can be established through outsourcing, co-marketing, revenue sharing or any other scheme. The sales channel helps you to scale your business through the inclusion of global partners. And because a partner is able to handle multiple partnerships, this enhances your efficiency in revenue generation in place of having an entirely new sales team which leads to higher productivity.

Cost effective – There are numerous experienced, trustworthy and well-positioned channel partners who have proven their brand through their great track records. Expanding your global footprint is easily made possible through recruiting one of these sales channels who will handle your business. The sales partners help you to enter new markets and regions in a cost-effective way.

Rapid testing – Working with channel partners gives you the possibility to experiment with new products and services, customer bases, promotions, packages or marketing campaigns at a low-stakes environment.

Client success – When your client needs: onboarding, implementation services, support and training, collaborating with vendors whose core competence is to offer these services allows you to focus on creating new business opportunities.

With the sales departments of big companies widely spread across the globe, companies can streamline their sales channels by implementing innovative, hands on programs such as performance dialogues, train-the-trainer and field and forum approaches which further drives sales growth.

What’s your take on using sales channels? Let us know on the comment section below


Oor Wullie’s Big Bucket Trail | Wean’s Week

Webhelp are delighted to be a part of Oor Wullie’s Big Bucket Trail 2019, Scotland’s first ever national public art trail. The purpose of the event is to raise vital funds for children in hospital across Scotland.

There are over 200 unique Oor Wullie sculptures on display in five host cities from the 17th June – 30th August, including over 50 in Glasgow.

The person sized sculptures modelled after Scotland’s most famous comic strip character can be spotted across Glasgow, Edinburgh, Dundee, Inverness and Aberdeen and some will even appear in Perth and Stirling. Our sculpture, inspired by another celebrated Scot, Charles Rennie Macintosh, can be found in George Square in Glasgow #OorCharles.

As proud sponsors of the event we are celebrating Wean’s Week with the help of Saint Timothy Primary School.

The main trail features life-size sculptures spread over the streets of Scotland, but there is a mini trail with little sculptures painted by local schools and placed in community locations. We gifted our wee Oor Wullie to Saint Timothy Primary school, the children were overjoyed to take part in this exciting opportunity to design and paint an Oor Wullie statue. The children did not struggle to establish a theme and came up with several designs.

P5a Class Teacher Isabella Montgomery said:

“The most popular designs were Glasgow and Scotland themed which inspired us to use the Glasgow Coat of Arms for our theme, P5A also chose the name ‘Oor Timmy’ to represent our school family and reflect our Gospel based values.”

Webhelp are thrilled with ‘Oor Timmy,’ to show our appreciation we invited the ‘wean’s’ to The Forge shopping centre to view the masterpiece. All the highlights from the day can be found here.

By taking part in this wonderful event we’re supporting Scotland’s children’s hospital charities to help give young patients and their families the exceptional care they deserve.

Chief Client Officer Anton Manley said:

“I’ve been blown away in terms of the reaction we’ve seen, there’s a huge energy and enthusiasm. Clearly the character of Oor Wullie is still well-known and synonymous in Scotland with being a cheeky chappy and it puts a smile on everyone’s face, so it’s great to see that positivity.”

This summer we encourage everyone to take part in Oor Wullie’s Big Bucket Trail, let’s see how many Oor Wullie’s you can find.


Could personalisation be a game-changer for the travel industry?

Author: Helen Murray, Chief Customer Solutions Officer at Webhelp UK

Here Helen Murray, Chief Customer Solutions Officer at Webhelp, reflects on the potential of expansion of online personalisation in the travel sector and how this is leading to a new wave of challenges and opportunities for tourism as an industry.

The growth of online travel agents (OTAs) has been apparent for over two decades now. The giant of the industry, Expedia, was founded as a division of Microsoft way back in 1996, and using online services for travel is now ubiquitous with the industry.

Since their introduction in the mid-90's OTAs have increasingly gained market share, currently capturing 39% of the US online digital booking market. Forecasts expect this trend to continue, reaching an estimated 41% market share in 2020, according to new research from Phocuswright.

However, just as Amazon didn't kill off the bookstore, the growth of OTAs hasn't replaced the in-store travel experience that companies such as Thomas Cook and TUI offer. The reality is that the typical travel agency of 15 or so years ago, which focused on point-to-point trips, is adapting, as Rebecca L. Weber travel industry writer for CNN realises, saying:

"As online bookings have grown, new breeds of agent have emerged that target luxury, business and niche travellers who value personal relationships and expertise over savings."

Aside from using specialist agencies, many travellers are now turning to review and information sites, like TripAdvisor, to get more specific insights, but sometimes the sheer amount of user-generated-content can be overwhelming. Consumers are left confused by the choices available – for example, what should they focus on out of 200 different tourist recommendations when they only have a weekend?

In this digitally connected world, consumers are becoming more used to relying on personalised recommendations from trusted brands like Netflix and Amazon. The assumption now is that 'you already know what I want, show me deals that match my preferences'…

Diane Dunigan, travel expert at Sabre, knows that people have high expectations:

"Travelers expect the same level of personalisation. By understanding what customers want– travel times, destinations, budget, air extras, etc. –  OTAs are best placed to be able to create personalised recommendations the customer will see as soon as they land on their site or mobile app."

This use of data analytics, combined with insight into customer behaviour and preferences, added to a rich seam of user-generated reviews and photographs will allow OTAs to draw customers in with highly personalised insights.

Tech blogger Elena Ruiz recognises the value in this approach, saying:
"It's no surprise that by personalising each stage of the customer life cycle, both B2C and B2B companies have seen increased engagement levels, higher recovery rates, greater initial conversion rates, higher average order value. When it comes to the customer lifecycle, almost every stat you can think of is improved with personalisation."

Instead of swimming slowly through hundreds of TripAdvisor reviews, it should be possible for the travel companies to direct the customer straight to the most relevant ones.

There is no excuse for Travel companies not to embrace personalisation - according to online travel group Amadeus, 86% of travellers are positive towards personalised offers, and the marketers who personalise their customers' web visits typically see a 19% uplift in sales.

It could truly be game changing if, as well as offering a better deal, travel companies could provide more personalised services by using Artificial Intelligence to explore every flight, hotel, and experience the customer has booked in the last decade!

So next time you think about personalisation make sure you're thinking creatively. Talk to Webhelp to discover how to personalise content beyond email, and take your customers on a personal journey across your channels ending with a successful checkout.

If you want to talk about how a wave of personalisation could disrupt the travel industry and the implications for your CX contact. E: ewan.mckay@uk.webhelp.com

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How smoother customer journeys make more rewarding travel experiences

Author: Nora Boros, Global Director, Webhelp

Webhelp's Global Director Nora Boros looks forward to presenting at the 2019 Digital Travel Summit next week, where she will join more than 300 travel innovators from Europe's most progressive travel retailers. Here she takes a look at the complexities of the sector as a whole and how smooth customer journeys can drive positive emotional responses from customers.

Just a few years ago, you would have been forgiven for thinking that the death tolls were ringing for the big travel chains. A report released by Kayak as recently as 2018 claimed that that the once thriving high street travel agency won’t exist in just FIVE years. However, there is plenty of evidence that, rather than becoming obsolete, companies are evolving and improving, with the help of technology - as Nick Black (Chief Executive at Apadmi) explains:

“Technology is the biggest driving force behind the travel agent’s transformation. Over the past couple of years, the demand for new technology to be used within the sector has accelerated rapidly.”

<<<Picture Credit: Photo by JESHOOTS on Unsplash>>>

But, the sector must face the hard fact that even the best technology is not enough. There are other compelling motivators. No matter what kind of trip is being taken, travel clients go through a myriad of emotions before, during and after their journey – which will undoubtedly affect their consumer behaviour.

The fun of research, the excitement (or frustration!) of booking, the anticipation stage, the trip itself and finally the appreciation of time well spent (or dashed expectations) all play a part in how customers perceive the whole experience.

When successful, positive thoughts and feelings can create an effective loop for companies, as travel blogger Brenna Holeman explains:

“You share memories with your friends and laugh at all the amazing stories you accumulated. You look at your photos and get the biggest grin on your face. You reflect on how much the trip taught you and even how much it shaped who you are today. And then, you start to get another little seed of wanderlust, and you do it all again.”

It’s clear that the emotional connection to the holiday starts in the dreaming phase, so even the browsing process and the booking experience are vitally important.

To further complicate matters, the window for looking for, booking and taking trips is rapidly shrinking, with the path to purchase happening swiftly, and more often than not, online. Some travel companies report that a pattern of searching early and booking late is becoming increasingly prevalent. In this complex arena, how can travel companies keep customers interested and engaged at every step of this rapid journey?

The first stage is make sure that you have a raft of great reviews to create that essential ‘feel-good’ holiday buzz. We know that booking is driven more by personal research and recommendation than ever before, and a 2019 Icelandair poll confirms that social media has a huge impact on holiday choices.

The poll revealed that a quarter of the 2,000 people surveyed, felt the need to visit somewhere just because they’d seen it on a social platform. Ten percent had even taken screen-shots of ‘must-see’ sights based on other people’s posts, with Facebook and Instagram cited as key ‘go to’ sources for recommendations.

All this proves that travellers are no longer loyal creatures of habit, and that satisfaction in customer service (along with bragging rights!) has never been more critical. This is reinforced by recent Google research - with 60% of respondents rating customer service as the most significant factor when choosing a travel provider. Mark Lewis-Brown (CEO & President of Vertical Booking USA) has this advice:

“By improving customer service across all touchpoints, your customers will leave with more positive things to say about their stay, which then results in more positive online reviews (see the synchronicity of the whole cycle?!)” Source hospitality.net

Rather unsurprisingly, the booking process seems to inspire both excitement and dread in equal measures. According to the Icelandair poll, information overload leaves a fifth of the public overwhelmed, confused and anxious about their bookings.

Without a shadow of doubt, the booking process should be as smooth and seamless as possible, with all touchpoints optimised for peak satisfaction. There are clear opportunities to create positive experiences by offering choice, personalisation and human interaction throughout the customer journey.

Jose Pablo Toscano (Founder and CEO of @Jubel) firmly believes that customers increasingly want a personalised experience, saying:

“What clients want now is personalisation. They want someone who can filter out all the clutter from the internet, make sense out of all the options, and give them a shortlist of timely suggestions that match the client’s preferences,”  Source Carat Media

Travel organisations should realise that consistently high standards of customer service are key to creating positive ‘emotional’ experiences, which in turn is key to customer loyalty and improved business performance.

At Webhelp, we can help you deliver smoother, personalised on and offline journeys for your customers, so get in touch to find out how to create travel experiences that encourage customers to recommend and spend more.

Why not visit the Webhelp team in Twickenham on the 25th and 26th of June at the 2019 Digital Travel Summit, where Nora will be a panellist considering the question: “With the growing popularity of mobile and social media channels how can you best leverage them in your online and offline touchpoints?” To find out more contact ewan.mckay@uk.webhelp.com

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Making every moment count with Together for Short Lives

Author: Guest Interview: Karen Yates

Everyone at Webhelp is deeply honoured to support the incredible work of Together for Short Lives as our Charity of the Year 2019. This national charity supports seriously-ill children, their families, and the children’s hospices and services that they rely on. Here we talk to Karen Yates, their Corporate Partnerships Manager and find out what makes the charity so special.

As an organisation, Webhelp aims to actively support the people and communities around us and supporting our Charity of the Year is always key to this goal.  However, the focus of our 2019 campaign will be a particularly special one – as we recognise the incredible work of children’s hospice charity Together for Short Lives.

Around the UK, Webhelp’s sites will support four local children’s hospices: Bluebell Wood, Ty Hafan, Rainbows and Children’s Hospices Across Scotland (CHAS). Sites will be twinned with their local hospice, ensuring that employees will be raising funds for children and families in their own communities.

Eager to find out more we spoke to Karen Yates, Corporate Partnerships Manager at Together for Short Lives, who explained how the partnership will help ensure that UK families get the support they need when looking after a child with life-limiting or life-threatening condition.

“Too many families struggle to get the lifeline help they need when caring for their seriously ill child, and too many children’s hospices struggle to get the funding they need to continue providing this vital care,” says Karen. “That’s why Webhelp’s support is so important to us, not just in the funds that you will raise, but the huge amount of awareness our partnership will bring to our cause.”

Karen reveals how the charity works to support seriously ill children and their families in a number of ways. One of the big challenges they face is to give them a voice so that people understand better why positive change is needed. As Karen puts it:

“Your help in raising awareness of the challenges these families are facing will have an incredible impact on helping us build a sustainable children’s palliative care sector, so that every family can have access to specialist children’s palliative care services when and where they need it.”

Through corporate partnerships like ours, Together for Short Lives works to support the 54 children’s hospices services across the UK, helping them deliver lifeline care to families, whenever and wherever they need it.

 “Many people have a perception of children’s hospices that they are extremely sad, clinical places where children only go at the end of their lives,” says Karen. “But from my experience they are so much more than that – In reality, children’s hospices are incredibly bright, warm and positive places, providing a home away from home for thousands of families. They provide care for children not just at the end of their lives, but from the point of diagnosis, throughout the child’s life and beyond.”

But children’s hospices don’t just ensure that children get the care they need – they are also there to make sure that families feel supported as well throughout a challenging time in their lives.

 “Together for Short Lives and children’s hospices are there for the entire family, including parents, siblings and grandparents,” explains Karen. “Many parents of seriously ill children are caring for their child 24/7, and spending time at a children’s hospice gives them the chance to step away from being a carer and just be mum and dad.”

And the care extends to brothers and sisters – who are often young and coping with the double whammy of their own grief and the lack of ‘normal’ attention from their exhausted parents.

“Siblings workers at children’s hospices are fantastic at giving special attention to siblings of ill children as well,” says Karen. “This helps them cope with the difficult feelings of their brother or sister being seriously ill, and just simply giving them some time to be a kid.”

There’s no disguising that the work children’s hospices do – while incredible – can be challenging to think about, so we finish by asking Karen how she personally feels about her job and the impact it has, and her words are inspiring.

“My work with Together for Short Lives, whilst challenging at times, is deeply rewarding. I feel incredibly privileged to work with an amazing network of children’s hospices and to witness the difference they make in so many lives on a daily basis,” Karen says. “My first time visiting a children’s hospices I was blown away by the level of support and care they provide for families.”

“I love being able to come to work every day and work hard to make sure that these hospices can continue providing their vital care to families that so desperately need it. Although the children we support may not have long lives, it is good to know that we can help to make their lives as rich as possible and support them in creating memories as a family that they will cherish forever.”

It’s been our privilege to have learnt a little bit more about children’s hospices from Karen, if you’d like to find out more about our 2019 charity and support the wonderful work they do please visit www.togetherforshortlives.org.uk

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Do people really want automated customer service?

Author: Ewan McKay, Marketing and Communications Manager, Webhelp

The recent YouGov study commissioned by Webhelp, illustrated a strong preference for human-to-human contact versus AI-powered customer service tools. Here, we take a deeper dive into the individual points of view behind these results, as Webhelp’s Marketing and Communications Manager, Ewan McKay, shares the people’s voice from our focus groups.

It is hard to disagree that digital transformation has changed everything when it comes to the customer experience. The evidence is clear in the collapse of the high street as a retail force, with once untouchable brands like HMV hitting administration and retail giants like Arcadia Group struggling to compete.

Cloud computing, automation and artificial intelligence give Brands unparalleled insight into customer behaviour, telling us more about our audiences that than ever before.

However, this trend is not overwhelmingly popular with consumers, many of whom still want ‘person to person’ interactions with a brand for customer service. Our survey uncovered a surprising preference for this with almost half those asked stating that AI will not impact their lives positively over the next five years.

This viewpoint was echoed by our focus groups with customer advisors from across the UK region, during which concerns about the current ability of AI to really understand someone’s need at a personal level were raised.

“How would a computer be able to accommodate the individuality of every customer? And then of course (there is the issue of) the translation between what a computer says and how that’s heard by the customer?”

However, it was generally thought that the younger generations, those who had grown up with technology at their fingertips, would take the expansion of AI and automation in their stride. The participants of the focus group shared the sentiment that:

“The kids that are in school will all be dealing with artificial technology – they know their way around Google better than I do!” and “The younger generations are fine and will suss it out.”

Focus group members had confidence that tech savvy youngsters could handle AI in the future - Photo Credit: Giu Vicente/Unsplash

Interestingly, in our YouGov survey younger generations were actually found to be more worried about AI-led threats to privacy and security over the next five years than older generations. This sense of unease was replicated in our focus group, particularly around fraud and data breaches linked to the rapid growth of new technology, even amongst those who were broadly positive about AI:

“AI is an amazing thing, but you’ve just got to be wary of the security side of things. Is it safe to do this? Can you trust this with AI? Can you allow a computer to make decisions on your behalf?”

“I think as long as cyber security progresses with technology, then I can see it being safe – but there will always be people who will find a way to take advantage.”

Less surprising perhaps, was the fact those aged 18-24 were 20% more worried about AI’s impact on their job prospects than the 55+ sector and again this concern was repeated by our group:

“I know it’s there to make your life more convenient, but at the same time there is a potential of it taking our jobs away!”

Perhaps they are right to be concerned. Recent developments in AI and robotics include a bricklayer that can lay 1,000 standard bricks in one hour, a station that allows cows to milk themselves on demand, and most famously, the new Amazon Go store in Seattle, where there are no checkouts and no cashiers. Customers can pick what they like and “just walk out” and a receipt pops up on their phone for items they have bought.

Things are moving quickly in the online CX arena too. My colleague, Chris Bryson, Global Analytics Director, explores the upcoming trends in Chatbots, Voice Recognition and AI in his recent blog.

While it’s true that customers are becoming more familiar with AI, a poorly implemented customer service system using AI can create some very negative customer experiences, as our Global Innovation Director, Dave Pattman points out in his latest blog.

The good news is that it’s possible to overcome these concerns and preconceptions by creating customer experiences that marry people and tech seamlessly, which is what we help our clients do every day!

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Do you think that Artificial Intelligence (AI) will have a positive or negative effect on ‘your life in the near future? Get in touch if you’re facing disruption – or want to disrupt – and want to talk through the implications for CX. E: ewan.mckay@uk.webhelp.com


Making the switch to recycled paper!

It’s World Environment Day! The perfect time to announce that Webhelp is switching to 100% recycled paper across all its sites across the United Kingdom.

World Environment Day is a United Nations spotlight designed to drive worldwide awareness and action to protect the environment.  Webhelp is committed to this important cause and is implementing a “Webhelp 2020 Our Greener Future” initiative, which encourages everyone in the company (and the business itself) to consider the impact of their actions on the environment.

The recycled paper being introduced is processed without any environmentally harmful bleaching agents, and can also be recycled again after use, making the change a very positive step.

Environmental Coordinator Cameron West said:

“As a business we are absolutely committed to finding ways to reduce our environmental impact. In addition to limiting printing to when it’s only absolutely necessary, moving to recycled paper makes complete sense.

"Along with our energy, waste, water & transport projects, this move further demonstrates our dedication to becoming a truly sustainable company, continually taking steps to improve our environmental performance.”  

Various other environmental initiatives have been introduced across Webhelp. A recent project creating a buzz is the addition of 120,000 honey bees to Webhelp’s Sheffield site, with a plan in place to introduce these planet friendly insects at our Kilmarnock site in the near future.

In addition to this hive of activity, the company’s Travel Commuter Club offers discounted bus travel to all employees to encourage more sustainable journeys to and from work. Employees also regularly take part in community litter clean ups, and Green Champions from across the business are trained to help raise environmental awareness.

This is just a snapshot of a comprehensive strategy to proactively limit Webhelp's impact on the planet – watch this space for updates on other exciting initiatives!


CX Across Multiple Generations – Are We All Millennials Now?

Author: Helen Murray, Chief Customer Solutions Officer at Webhelp UK

Is it time for brands to stop basing automation or AI strategies for CX around generational assumptions? Recent Webhelp research showed that whatever their age, what customers really want is great service with a human element. Here Webhelp Chief Customer Solutions Officer Helen Murray looks at the evidence for CX equality across the generations:

I was interested to read our CEO David Turner’s recent blog on the importance of the human touch in CX, which was supported by our Whitepaper on AI and Automation. The survey, conducted with YouGov was focused on how British consumers view Artificial Intelligence (AI) and how it may change the way that brands offer service to customers in future.

As David notes, the initial impressions were somewhat sceptical about AI. A large majority of UK consumers still prefer dealing with humans rather than automated services. This was consistent when querying a bill (85%) making a complaint (84%), for first time purchases (77%), chasing orders (73%) and fault reporting (78%). The preference for people was overwhelmingly clear.

This raises a pertinent question, is this prevailing consumer attitude related to a particular age demographic?

We are used to thinking of the Baby Boomer generation, born from the late 1940s to early 1960s, as slow digital adopters as they entered the workforce without influence from digital technology.  The same assumption pinpoints the Millennial and Generation Z demographics (born from the 1980s and millennium respectively) as digital natives – people who grew up surrounded by technology.

It is staggering to think that, in fact, those born after the millennium will never have known a time when it was not possible to communicate with a friend anywhere in the world immediately at minimal cost. And now, these young people are entering the workforce and becoming consumers in their own right.

Writer Douglas Adams, famous for his ‘Hitchhiker’s Guide To The Galaxy’ series, suggested that in general people follow three rules for reacting to new technologies:

  1. Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.
  2. Anything that's invented between when you’re fifteen and thirty-five is new and exciting and revolutionary and you can probably get a career in it.
  3. Anything invented after you're thirty-five is against the natural order of things.

These rules are clearly humorous, but they do help to illustrate the accepted way that companies approach different demographic groups. But, a closer look at the Webhelp research doesn’t back up these assumptions. In fact, what it shows is that consumers across all age groups are dubious about the current benefits of AI when used for customer service processes.

Mark Davies, a Director at PA Consulting, recently published a paper called ‘Customer 4.0’ on how technology and generational dynamics change the way we connect and relate to brands. Interestingly, this research correlates with Webhelp findings and points to a change in consumer behaviour that is not being acknowledged – as most companies are still talking about millennials as ‘consumers of the future.’

On the impact of Millennials, Mark says: “These 18 to 30-something year olds have grown up as digital natives which has defined their expectations. They’re social in all they do and share and seek opinions. They tend to collaborate and cooperate, and don’t readily recognise boundaries – including those between brands and customers.”

He believes their influence to be even more profound: “they are influencing back ‘up’ the generational line to Gen X, Baby Boomers and even the Silent generation. As has been said before, ‘We’re all Millennials now!”

Unfortunately, too many Brands are still using 20th Century tactics or employing new technology based on out of date assumptions.  In the current market the digital consumer is firmly in control. Indications are that we need to stop thinking in terms of demographics and start tracking individual behaviours. The focus needs to switch to people-based marketing.

Gone are the days when, just because a customer is over 60 - a brand can assume that they will not want to engage on a social platform. Surprisingly, the biggest demographic group currently signing up to use Facebook is the over 55s. Yes younger consumers are choosing different social networks, but this does demonstrate that older consumers are comfortable with chat, social networks, and online interactions.

It’s time for brands to stop basing automation or AI strategies for CX around demographic assumptions. What customers of all ages really want is great service and that often requires a human element.

A firm believer that one size doesn’t fit all in the CX arena, Webhelp is commissioning new research on generational impact, as we prepare to launch the next chapter in our highly successful Disrupter series - watch this space!

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