How our people are key to growth in SA

Author: Brandon Aitken,

Chief Commercial Officer South Africa and India

As we near the end of another year, I have been reflecting on our ambition to grow the Webhelp SA and India business in 2019 and the vital contribution that our people make, from customer advisors to company directors.

On that note, I’m delighted to share that their efforts have been recognised in South Africa this week, at the Cape Town BPO Awards, hosted by BPESA and which identify and reward professionals and organisations for their outstanding achievements in the Global Business Service sector.

Our dedicated teams took home awards in the following two categories, the Top Technical Innovation Award and the coveted Top BPO Operator Award, which were received by 30 Webhelpers turning out to support the event and represent Webhelp. In addition, Denzel Duloo, (Head of Group Central Services, SA Accounts), scooped an individual award for Top Workforce Planning Professional showing the strength of our support teams.

Denzel was delighted to be recognised saying: “Being chosen for this award was a truly humbling experience. I am grateful to the Webhelp leadership and planning delivery teams and their continued support.”

The awards were held in Cape Town, where representatives attended from the brightest and most innovative companies and organisations in the Western Cape and South Africa.

Success at this level reflects how passionate Webhelp is about creating new opportunities for people within our business. We strive to combine global best practice with a uniquely talented and scalable labour pool, backed by local and national government support to attract international outsourcing investment into South Africa as well as develop a sustainable skills base.

Celebrating and sustaining this growth is incredibly important, as South Africa’s BPO sector  grows at an incredible pace, with the country  named the “Global destination of the year” by the Global Sourcing Association in 2018 and we continue to see CAGR above 20% showing the strength of the value proposition our people have proven time and time again.

So the future looks very bright indeed!

With our commitment to growth we now serve, not only a fantastic base of UK and European clients, but also customers in Africa, Australia and North America.

Over the coming few months we will be sharing positive news about the growth of our offshore business and how this success continues to be driven from the ground up!

I firmly believe that deals are not won in the boardroom, they are won by the proven quality of our front-line customer experience. Our people make the difference and I continue to be blown away by their passion, expertise and desire to put the client at the heart of what we do each day.

Webhelp is a team – a large and dedicated one, and one I am immensely proud to be part of.

 


Infographic: Customer views on AI and Automation

With driverless cars, chatbots, smart speakers, drones and data-phishing creating sensational headlines on a daily basis, forward thinking brands should be asking the question; "What does the arrival of Artificial Intelligence and Automation REALLY mean for customer experience?"

There are massive shifts underway in consumer behaviours, habits and attitudes, making it harder to predict the future. Moreover, this new technology isn't slowing down and every year, the evolution of these digital products (and the debate around them) increases.

In our Whitepaper on AI and Automation, we sort the fact from the fiction, with revealing expert opinions and the results of a Webhelp commissioned YouGov study on public attitudes towards this booming technology and most importantly - the impact of machine learning on the CX industry.

It’s clear that young people have become a potent force for change and that age-related preferences could play a more critical role in defining behaviour than financial or situational factors.

The infographic below shares some of the report findings in a bite-size format and our Disruptor Series takes an even deeper dive into the challenges faced by the customer experience industry.

CLICK ON IMAGE TO ENLARGE


Webhelp and Shop Direct are Top Offshore Campaign Finalists

Webhelp, in partnership with Shop Direct, are delighted to have been nominated in the category of Top Offshore Campaign in the highly competitive BPeSA Awards.

BPESA is a not-for-profit company that serves as the industry body and trade association for Global Business Services in South Africa serving the international and domestic markets.

The Awards identify and reward the professionals and organisations for their outstanding achievements in the Global Business Service sector, celebrating company vision and upholding the spirit of excellence.

Both companies were thrilled to be acknowledged, with Suzanne Edmondson, Head of Customer Operations, Shop Direct Group pictured with the Finalist Certificate, left.

Webhelp's John Davis, Head of Partnership Delivery, Business Development commented:

"It was a very proud moment to have the opportunity and jointly present with our partner Shop Direct for the BPeSA Top Offshore Campaign. Our partnership has been through a maturing journey which we have always shared the same goal of putting 'people first'."

He added: "This has helped with driving customer satisfaction, employee engagement and relentlessly fixing across all areas of our partnership. We have achieved a lot and strive to continuously improve through investing in our people and innovation to relentlessly fix our customers queries."

He also recognised the hard work that Webhelp's people do across the campaigns, saying:

"Being nominated means a lot for the partnership but more importantly for all the teams who are the heart of our daily customer interactions."

Read more about the work Webhelp is doing in South Africa with Harambee to combat youth unemployment here. 


Travel Sector Trends for 2019

The media spotlight has been firmly on the travel industry in the past few weeks, with the demise of high street giant Thomas Cook and the surprise store buy out by Hays Travel (saving over 2500 jobs) filling newspaper column inches. In preparation for the IQPC Exchange for Travel and Hospitality, Webhelp Business Development Director, Kellyann McCafferty, looks at 5 significant trends for 2019 and reveals strategies for brands to stay at the top of their customer experience game.

Biometric travel

With the rise of the smartphone and tablet in our homes and pockets, travellers are becoming more familiar with using ‘on the go’ fingerprint and facial recognition software on a daily basis. This technology will soon be seen at all stages of travel, from booking to boarding.

Big players have already been trialling new identity systems, with British Airways introducing biometric gates at Orlando, New York and Miami airports. London Heathrow has invested £50 million in 'the world’s largest deployment of biometrically enabled products' taking passengers from arrival to plane seamlessly, reducing journey time by a third.

We work with some of the top players in online identity; processing millions of IDs per year in regulated sectors. Our services cover the whole KYC (Know-Your-Customer) solutions chain for B2B & B2C, so we are well placed to guide brands into this fast developing arena.

Impulse booking

Last minute bookings are on the rise, with a recent tourism survey showing that 39% of responding businesses regarding this as a common trend, especially when it comes to tours and activities. On average, these bookings are made 13 days in advance, but significantly when booking by mobile, this window narrows to just 5 days.

Research suggests that emotions and feelings play a decisive role in impulse purchasing, which can be triggered by exposure to the right message. The Travel Industry leads the way in adopting digital solutions, however many brands face a challenge in knowing how and when to add a human touch. Our expert teams can create truly emotional connections with customers which can significantly increase spend and loyalty.

The solo traveller

According to polling experts Eurostat, the number of people deciding to tie the knot across Europe has been steadily declining since the 1960s. This, coupled with rising divorce rates, means that many professionals are staying free and single for much longer, and choosing to spend their hard-earned cash on solo adventures.

A world away from the student travels and backpacking culture of previous single travellers, this new trend embraces immersive and authentic boutique group experiences.

Personalisation is key for this demographic, particularly for the younger end of the market. Our recent survey commissioned with YouGov, found that 18-24 year olds prioritise personalisation over availability, when rating customer service.

At Webhelp, we deliver a range of personalised customer journeys, to help firms capture this lucrative audience.

Back to the future – fast!

The good news for many is that after a tumultuous few years on the global stage, favourite destinations like Turkey and Egypt are back on the holiday map. Travel commentator Emma Coulthurst agrees saying:

“Hurghada (Egypt) has seen an 81% increase in interest from Brits in going there in 2018, compared with 2017… …Turkey is also back in the frame, with many families and couples going there in 2018 from the UK.” Source Travel Weekly

But, firms seeking to capitalise on these returning markets should be aware that 2019 holidaymakers may have high benchmarks as consumers – and speed is at the top of everyone’s list, as our recent study shows. We found that the most valued type of customer service is fast issue resolution (39%) followed by a fast response (16%). So, we are committed to decreasing response times for customers while delivering a high quality service for our clients. Making sure that nothing stands in the way of progress.

Emerging destinations

Despite what the media may say, the travel industry is booming and in 2018 global tourism displayed its highest growth since 2010. Moreover, this was largely due to a new player in the sector - Africa.

Surprisingly, Africa’s tourism sector has been steadily growing for years, as the chart below shows.

Source: theatlas.com Data: World Tourism Organization

South Africa has emerged as Africa’s top tourist destination, with SA contributing 1.5 million jobs and R425.8 billion to the economy in 2018, making it the most significant tourism economy in Africa. With a considerable 64% of this generated by leisure visitors alone. Interestingly, Webhelp has collaborated with youth employment organisation Harambee in SA with the aim of driving the economy forward, covered in a previous blog by Webhelp’s Chief Commercial Officer UK, India & South Africa, Craig Gibson.

According to MSN.com other unexpected destinations showing rapid growth last year were Vietnam (19.9%) Uganda (31.9%) Iran (49.95) Ecuador (51%) and Ta-jikistan (reporting an incredible 190% after visa restrictions were lifted!)

This reinforces the importance of a strong global outlook and international resourcing for travel brands.

We take this seriously at Webhelp, operating from 140 plus locations in 36 countries; our people speak more than 40 languages, serving in excess of 500 clients. Across the world, over 50,000 people make up the Webhelp family. We have quality hubs in the UK, India, South Africa, Morocco, Portugal and Lisbon to name a few.

Why not join the team at the IQPC Exchange for Travel and Hospitality on the 22nd & 23rd October at the Hurlingham club in London, to find out more about the future of Customer experience and the travel industry.


5 secrets to engage Gen Z as an employee

Author: Melanie Buckley, HEAD OF PEOPLE CORPORATE SERVICES UK, INDIA & SOUTH AFRICA

Gen Z represents an untapped goldmine of talent and innovation, but challengingly, they bring the job market a set of values and desires entirely unlike any previous generation. Here Melanie Buckley, Head of People Corporate Services, Webhelp UK, India and South Africa, looks at the top 5 secrets employers can use to capture and motivate this unique audience.

Take the conversation to them!

We know that Gen Z embraces innovation, technology and digital development; in fact, they almost all own a smartphone and cite social media as their primary learning platform.

However, a generation juggling and combining information from TVs, laptops, desktops, phones and tablets can present a massive communications challenge to firms. Especially those who stick to a single approach for all age-groups. For example, our recent Whitepaper (Link) found that the Baby Boomers prefer the phone for customer communication, while Gen Z generally wants to type and often at all hours of the day and night!

A good reach is vital, as is keeping their attention!

At Webhelp, company messages are available on multiple platforms, on-demand – and often with opportunities for engagement – we want our people to share in our story, so we reach out across the channels we know they use.

We have moved from being reliant on our people reading key business messaging in work hours on the company intranet to posting on closed Facebook groups that they can access any time of the day or night from the comfort of their own home and interact with. After all good communication between the company and your people works both ways.

Being highly visible ‘where they live’ online (like social networks) also helps us to bond with Gen Z and our young Millennials as a brand, by sharing their successes and recognising their hard work and allowing them to post about how they have brought the fun to work that day.

  1. The virtual office!

Telecommuting is a considerable driver for Gen Z. As avid travellers (especially in India and China) they are often on the move themselves and value time as much as cash!

It should be no surprise that they actively seek flexible and tech-savvy employers for their career opportunities and that all-important work-life balance. In fact, our survey (link) shows this is true of both Gen Z and young Millennials (under 35s) – with 91% of them in support of flexible working and 83% valuing working from home.


5 secrets to engage Gen Z as an employee

Gen Z represents an untapped goldmine of talent and innovation, but challengingly, they bring the job market a set of values and desires entirely unlike any previous generation. Here Melanie Buckley, Head of People Corporate Services, Webhelp UK, India and South Africa, looks at the top 5 secrets employers can use to capture and motivate this unique audience.

Preface: 29/04/20

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, we are now living even more of our lives online and as a result engaging Gen Z on this platform has never been more important. Click here to find out more on our people first response to this crisis.

1Take the conversation to them!

However, a generation juggling and combining information from TVs, laptops, desktops, phones and tablets can present a massive communications challenge to firms. Especially those who stick to a single approach for all age-groups. For example, our recent Whitepaper found that the Baby Boomers prefer the phone for customer communication, while Gen Z generally wants to type and often at all hours of the day and night!

A good reach is vital, as is keeping their attention!

At Webhelp, company messages are available on multiple platforms, on-demand – and often with opportunities for engagement – we want our people to share in our story, so we reach out across the channels we know they use.

We have moved from being reliant on our people reading key business messaging in work hours on the company intranet to posting on closed Facebook groups that they can access any time of the day or night from the comfort of their own home and interact with. After all good communication between the company and your people works both ways.

Being highly visible ‘where they live’ online (like social networks) also helps us to bond with Gen Z and our young Millennials as a brand, by sharing their successes and recognising their hard work and allowing them to post about how they have brought the fun to work that day.

2. The virtual office!

Telecommuting is a considerable driver for Gen Z. As avid travellers (especially in India and China) they are often on the move themselves and value time as much as cash!

It should be no surprise that they actively seek flexible and tech-savvy employers for their career opportunities and that all-important work-life balance. In fact, our survey shows this is true of both Gen Z and young Millennials (under 35s) – with 91% of them in support of flexible working and 83% valuing working from home.

Click here to view our infographic on Spotlight on Gen Z behaviour & preferences.

I do much of my best work, free from office distractions, in my comfies and at home and this new wave doesn’t care much for being suited and booted either – with 82% preferring to ditch formal work attire.

We have just refreshed our Personal Appearance Policy to better reflect the desire from our people to blend modern business dress and what we refer to as more relaxed business casual. And how better to launch it than via videos featuring some of our people. Gone are the days when policies were lengthy documents only stored in HR departments.

As a company, we believe that flexible working, done well, can give access to a better pool of talent and create less exclusion in the workforce. As Gillian Campbell, Chief People Officer UK Region & Director Global Engagement, explains:

“Resource planning in the customer experience industry is incredibly complex, but we are firmly committed to introducing strategies and options outside the typical office-based 9-5. Some of the benefits of working with the needs of our people are higher energy levels and staff satisfaction, plus increased access to talent.”

3. Shared Integrity and Values

Interestingly, in our study, Gen Z and the young Millennials (-35s) placed the highest importance (at 62%) on sharing aligned values with a brand as consumers. Something that will likely affect their attitudes toward employers.

We base our employee value proposition on direct feedback from our front-line people and whilst using structured feedback from our annual Your Call survey we also encourage our people to engage with their peer representative groups and via Engagement Ambassadors, Mental Health Ambassadors and WebHEALTH Wellbeing Warriors tell us what is important to focus on. As a result, we have a very clear idea of their values, goals and expectations.

Our aim is for continuous improvement, so we are always looking at new ways we can bring these factors into play to grow the existing employee experience.

We recommend ‘listening at every level’ to our clients, and this is reflected in our own processes when we facilitate Leadership Listening sessions with our front line people across our sites to continually gain valuable insight and feedback.

Likewise, community involvement and awareness rate highly with this group as consumers, something that is very close to our hearts at Webhelp, and again our employees drive this forward. They play a pivotal part in both choosing our annual charity and in fundraising for many other charities across the UK and beyond. One of our most coveted awards in our Annual Star Awards is our Making a Difference award where we recognise a colleague who takes our values externally and makes a difference to a charity or cause close to their heart.

4. Fair pay and good prospects

Gen Z are an ambitious group of go-getters – they have high expectations when it comes to earnings and expect to climb the career ladder quickly, 75% of them think that just a year in a role is time enough to have received their first promotion!

Growing up in a global recession has given them a focus on security and progression, and while they may not respond well to imposing leadership, they place considerable value on managers and employers that will add value to their experience. Interestingly, they are prepared to take a lower salary for emotionally fulfilling or satisfying work; additionally, 67% would accept a lower-paid position at companies with positive online reputations.

This is where initiatives like WebPATHS, our career progression framework really comes to the fore, by providing opportunity for career progression and a transparent and structured pay progression process ensures our people can visualise how they can have a career at Webhelp that meets their development and financial aspirations.

5. Honesty

Born on the superhighway of information, and surrounded by ‘fake news’ and paid-influencers, Gen Z places a high value on sincerity, transparency and honesty – much more so than previous generations.

They are also the wariest; our survey (link) showed they had the highest level of distrust across generations as consumers, with 17% lacking trust in any methods of communication from brands!

Companies should bear this in mind, as, according to Forbes, a whopping 73% of Gen Z employees have left jobs that did not meet their expectations.

Honesty is built into our corporate culture – Integrity is one of our core company values, reinforced by the belief that we should treat others the way we want to be treated. That means leading by example and placing emphasis on honesty, positivity and fair play.

In case you haven’t registered yet, Sign up to receive fresh insights and invitations to exec events with our Webhelp Disruptor Series campaign, and download our latest Whitepaper on ‘Emotion’ hereContact Ewan McKay (ukmarketing@webhelp.com) for more details on our corporate events and check out Webhelp jobs for information on our current opportunities.


Infographic: Spotlight on Gen Z behaviour & preferences

Much has been speculated about Gen Z, the new kids on the generational block. They are loosely categorised as people born between 1995 and 2010 — and are also known as post-millennials or Gen Net… What is true is that they are undoubtedly the first true digital natives. From their earliest experiences, they were exposed to the internet, social networks, mobile devices and wifi speeds far beyond the imagination of the Commodore 64 users of the 80s.

They are a growing and unique customer force, which must be taken seriously – as they will make up 20% of the global workforce by 2020!

In our new Whitepaper on generations, we sort the fact from the fiction, with revealing expert opinions and the results of a Webhelp commissioned YouGov study on the impact of the post Baby Boomer generational shift.

It’s clear that young people have become a potent force for change and that age-related preferences could play a more critical role in defining behaviour than financial or situational factors.

The infographic below shares some of the report findings in bite-size format and our Disruptor Series takes an even deeper dive into the challenges faced by the customer experience industry.

CLICK ON IMAGE TO ENLARGE


Webhelp acquires PitechPlus – a leading software solutions expert

The Webhelp Group announces the acquisition of PitechPlus, a Romanian company that designs, develops and deploys custom - made software solutions, particularly in the areas of sales digitalization and process automation. PitechPlus already supports major European companies in their digital strategy in several sectors including automotive, tourism & travel, public administration and online gaming.

This acquisition reflects the Webhelp group's strategy to strengthen its technological services to support its clients in the implementation of their digital transformation by offering them tailor-made solutions combining customer relationship management, artificial intelligence and automation.

This transaction will increase expertise and growth drivers for both companies. For Webhelp and its consulting subsidiary GoBeyond, PitechPlus increases its methodological know-how on application development and management (agile method, sprints development) as well as strengthening capability with 250 experts in software development and integration. Its ability to act as a certified integrator of Robotic Process Automation solutions represents a key differentiator in a market where AI and automation are growing in importance. This unique combination of expertise complements Webhelp's existing capabilities to design and develop technology services in areas such as voice and data analytics or mobile apps development. For PitechPlus, Webhelp provides strong commercial synergies (more than 500 customers now trust Webhelp to manage and optimize their customer relationship), access to new markets and the opportunity to integrate artificial intelligence and machine learning features into its custom software solutions.

Vincent Tachet, Chief Information Officer of the Group, sees in this acquisition: "a major step in our ability to offer innovative custom-made technology solutions in key areas such as Robotic Process Automation or end-to-end digitalisation of sales processes."

According to Yan Noblot, CTO of the Webhelp Group, "The acquisition of PitechPlus will enable us to better meet the growing needs of our customers, by having a scaled innovative and competitive structure, expert in agile development methodologies".

Bogdan Herea, CEO of PitechPlus, believes that "Joining a global entrepreneurial team like Webhelp that is sharing the same culture and values, is a fantastic opportunity for PitechPlus. This puts us in an ideal situation to take a step forward in our growth by bringing our expertise, methods and talented employees to Webhelp's client portfolio".

PitechPlus' management does not change: Bogdan Herea, founder, will continue leading the company headquartered in Cluj Napoca (Romania).

About PitechPlus

Founded in 2006, PitechPlus offers integrated software solutions and digital transformation consulting for 36 customers across 8 countries. With over 270 employees in the offices from Cluj-Napoca and Targu Mures in Romania and customers in France, Switzerland, Germany, UK, the US and Benelux, PitechPlus ensures global presence to help grow customers’ businesses.

As a full lifecycle software development company, PitechPlus offers a wide range of software development solutions, as well as application management services and intelligent automation for our clients. Over the past 13 years of activity, PitechPlus has worked on more than one thousand software development projects with clients across a wide range of industries, including mobility, automotive, retail, entertainment, governmental, hospitality, HR and education.

With a track record of continuous growth, PitechPlus is aiming to achieve a turnover of € 11 million in 2019 at 20% growth YoY, keeping the same profitability as per 2018.

More information can be found at www.pitechplus.com


Another Award winning year for Webhelp and Sky

It was a successful night for global customer experience expert, Webhelp, and leading telecommunications provider Sky, at the UK Customer Experience Awards yesterday.

The fiercely competitive awards, which highlight excellence in the CX industry, were held at London’s Wembley Stadium. In a second award-winning year for the partnership, the team took home Silver for Large Contact Centre of the year.

This award comes hot on the heels of an international rebrand for Webhelp, who revealed a new look and a vision to make business more human, earlier this month.

The Sky team at Webhelp were delighted to be rewarded for delivering outstanding sales performance and service since the launch of the new Sky Mobile product in 2016. Sky’s Head of Sales Operations, Derek Donaldson, added his appreciation and congratulations, by saying:

“We’ve been growing year on year from a standing start to a market leader thanks to the commitment and dedication of the team, delivering outstanding customer satisfaction and being true advocates of our product. This award is further recognition of the continued contribution of the Webhelp team, and we look forward to continued success for our partnership in the future.”

Andy Graham, Head of Account, Webhelp UK, also reinforced the importance of teamwork to the brands, adding:

“We have been working in partnership with Sky for over ten years, strongly aligning ourselves with Sky’s brand and culture. This, together with our renewed focus on people through our rebrand, is helping us deliver some of the best employee retention levels we’ve ever seen. We’re incredibly proud of the continued strength – and success – of Webhelp’s partnership with Sky, which has once again been recognised through winning this prestigious industry awards,”

This new accolade comes after the Falkirk based Sky Development Bay team, won the UK Team of the Year Award at Webhelp’s Star Awards last month.

For further information, please contact:

Tim Hammersley- Quiller- 07809 136 880

Scott Jacobson- Quiller- 07776 383 312

About Webhelp:

Webhelp is committed to making business more human.

It’s through this commitment that Webhelp enriches customer experience, and designs business solutions that create long-lasting value for the world’s most exciting companies.

Webhelp is a partner across a range of services including customer experience solutions, social media moderation through to payment services.

Hundreds of brands across the world trust Webhelp because of their people, the culture they work in, and the ideas and technology they put to work.

Webhelp is the European leader in their industry, with a revenue of €1,4B in 2018, delivered by 50,000 employees from more than 140 locations in 36 countries, and aims for a global leadership position.

Webhelp is currently owned by its management and KKR, a leading global investment firm, as of March 2016.

Webhelp is currently in the final stages of a transaction with GBL as new investment partner, stepping in for KKR, and expects to announce the closing of the deal before the end of the year, after obtaining the regulatory authorizations required.

More information can be found at www.webhelp.com


The importance of Humanising your brand

Polly Ashdown, Marketing & Communications Director, looks at why behaving in a more human way is a vital part of growing brands and building good customer relationships.

Preface: 20/04/20

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, its never been more important to humanise your brand, as empathy in CX is more vital now than ever before. 

In this Forbes article it is noted that "The quality of customer experience (CX) defines a brand," and by extension, we believe that behind every successful brand there is a valued support team. Our focus is now firmly on protecting our people, which is discussed in depth in one of our latest blogs. In keeping with our people first values, 7,000 of our colleagues have now been moved into home working roles to keep them safe. Through unity, commitment and passion we have achieved amazing goals over the last few weeks, and we will continue to be proactive during these challenging times.

  

You may have noticed it has been all change at Webhelp recently with the launch of our new brand design and vision for “making business more human” which you can read more about here.

At Webhelp, our long-term culture and business goals are specifically designed to put people first. As a result the new ‘Think Human’ identity is, for us, very much a natural extension of our company ethos. It has literally been an inside out brand transformation, bringing our public face in-line with our employee and client experience.

 

However, this change has prompted me to step back and reflect on the importance of humanising a brand, what the challenges might be for other organisations, for our clients and even when designing services.

And, perhaps more importantly - how customer experience can play a part in changing these perceptions?

Interestingly, as our experience shows, this is often a multi-layered and internal process – as Ant Cox, executive director of Dragon Rouge, hits the nail on the head with his comment below:

“So what does it take to humanise a brand? Given how complex human beings are, it’s not surprising that there isn’t a simple checklist, but we think there are certain principles that in combination can lead to more human brands.” Source TheDrum.Com

A core principle at Webhelp is to start any brand journey by gaining an in-depth understanding of the people being spoken to, in particular their needs, vulnerabilities, demographics and emotions.

Age can play a powerful part in this story too, and you can read about the different behaviours in society in our new Generations whitepaper. Helen Murray, Webhelp’s Chief Customer Solutions Officer, is passionate about using these trends to inform our strategy, saying:

“These results show the importance of age-based preferences and priorities. It is now clear that customer experience WILL decide the emotional connection we have with brands. We must invest in the right channels!”

By evaluating the moods, behaviour and impulses of our client’s customers, we can understand them on a deeper level and target them in the right place, at the right time, with the right message.

But understanding alone is not enough.

Speaking directly to your customer is a key humanising factor so hiring the right people can be critical. Orla Strefford Talent Attraction Manager Webhelp UK, India & South Africa explains:

“Emotions are central to engagement, and this is reflected in our recruitment process. The ideal Webhelper is articulate and passionate, with warmth and emotional intelligence. When you hire the right people, who have natural empathy and that certain ‘spark’ then humanisation is a natural outcome.”

The calibre of the people behind the brand is pivotal. They build strong relationships by creating positive experiences during the customer journey. This creates key emotional triggers to inspire loyalty, satisfaction and belonging in the client customer base.

It is hard to fake good customer experience (and why would you want to!) so to really add a ‘human-face’ to your company; your people are your best asset! Recognise and reward talent, energy and enthusiasm and turn them into believable goodwill ambassadors for your brand.

Look after your people and they will look after you.

At Webhelp we use insight and feedback from real people to build our employer value proposition. Our strategy includes focused group discussions, manager interviews, and simply listening and reacting to advisors on the front line. As Gillian Campbell, Chief People Officer UK Region & Director Global Engagement, explains:

“This endeavour is a cycle of continuous engagement, feedback and improvement, through which we identify areas for growth in the existing employee experience.”

And, as our people grow, so does our company.

We are also expanding our inclusive thinking to our industry as a whole, with our recent series of Disruptor dinners, with the most recent centred on discussion of generational factors. Our CEO for Webhelp UK, India & South Africa David Turner is enthusiastic about this knowledge sharing, saying:

“I am keen to continue the momentum in our next event on Emotional Connections. We will continue to ‘Think Human’ as this growing group of independent guests promote innovation, share fresh ideas and inspire collaboration across the sector.”

However, when seeking to become more ‘human’, many brands face a challenge to integrate their online and offline experiences. Knowing how and when to add a personal touch to create genuine emotional connections with customers can significantly increase spend and loyalty. Our expert teams can guide brands on this journey.

For more information on our Disruptor Series contact Ewan McKay (ukmarketing@webhelp.com) and click here to download our new Emotion Whitepaper