Webhelp is Growing in Larbert as Award-Winning Sky Mobile Team Adds 120 New Permanent Roles

Investment in Major Larbert Site Refurbishment also underway

Helping to bring some festive cheer to the Falkirk region, Webhelp, one of the country’s leading customer experience providers, has announced an expansion of its award-winning Sky Mobile team by 90 service and 30 sales positions for a total of 120 new recruits. The growth of this team will increase the number of people employed at the site to around 1000, cementing Webhelp’s position as one of the largest employers in the area.

The new roles are predominantly customer advisor positions, providing sales and service support for Sky Mobile customers and will also include some team manager roles. The award-winning team is recruiting now with start times from 13th January into first week in February.

One of Scotland’s largest contact centre operators and investors, Webhelp is investing in a significant refurbishment of its Larbert site due for completion in the first quarter of 2020.

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

“We are pleased to be able to offer job opportunities to more people in the Falkirk area, who have consistently performed at an extremely high level – demonstrating a talent and skill for managing the customer experience for one of the UK’s biggest brands. These new jobs along with the site refurbishment are indicative of our commitment to investing in both people and infrastructure in support of our local economy.”

 Laura Martin, Head of Service Operations at Sky commented:

“Our Webhelp teams consistently deliver outstanding customer service. They are true advocates of Sky as we make sure they’re totally aligned with our brand and values. Growing the site in Larbert is testament to the success of our partnership so far, and I’m looking forward to the future as we continue to go from strength to strength as we grow our site. 

Webhelp and Sky have been working in partnership for more than 10 years, and recently took home two silvers for Best Large Outsourcing Partnership and Best Outsourced Contact Centre at the prestigious and fiercely competitive European Contact Centre and Customer Service Awards. This was on the heels of big wins last year when the team won Best Outsourced Contact Centre also at the European Contact Centre and Customer Service Awards, Best Outsourcing Partnership at the 2018 Engage Awards and Telecommunications Project of the Year at the UK Global Sourcing Association Awards.

Winning awards has become de rigueur for Webhelp’s Larbert site with a total of 10 wins achieved in the last 18 months alone.

If you’d like to join Webhelp’s fantastic award winning team in Larbert visit www.webhelp.com/careers and find out more.


Webhelp plays Santa for over 200 Falkirk children

Kind-hearted employees in Falkirk got into the Christmas spirit for the children’s charity Barnardos, aiming to deliver a happy Christmas for over 200 local families in need.

Colleagues at Webhelp’s site at Larbert came together in support of the charity as part of the company’s vision to ‘Think Human.’ Barnardos was selected as they protect and support the UK's most vulnerable children and young people – which was considered especially important at this time of year.

Employees wanted to have a direct impact in their community, so they worked with Barnardos to support a ‘Giving Tree’ toy drive, and special tags were placed on a Christmas tree, highlighting details of a child in need, so that the team could provide the perfect gift just for them.

As you can see from the attached pictures and video, the response was incredible - with over 200 gift packs gathered under the tree in Larbert. Webhelp as a company also contributed an additional £200, which will go to families needing extra support over the festive period.

Team pictured, left to right: Rachael Harrison - Site Co-ordinator, Ryan McCabe - Operations Manager, and Jamie Tait - Operational Efficiencies Manager


The team at Barnardos were delighted with the effort, with Kelda Athey who arrived to take the donations saying:

“We came to pick up Christmas presents for the service, expecting to see a few black bags and instead we found presents for 200 kids in the Falkirk district.” She added: “This has really blown us away… and is going to change Christmas day for so many families this year!”

She also gave more information about the people helped by the scheme:

“Children range from birth up to young people at the age of 26, some are looked after, some are in their own properties, some are still with their parents, but they are in really difficult financial circumstances, and may not be used to getting a Christmas due to how much financial strain families are under now.”

And the season of giving didn’t stop there for this generous Falkirk bunch, who also raised over £400 for local food banks through raffles and charitable donations. Ryan McCabe, Operations Manager for the Larbert site, congratulated the employees, saying he was “extremely proud to be part of such a charitable and socially conscious team”, and praised the work of site Co-ordinator Rachael Harrison who was instrumental in making the project a success.

Webhelp are recruiting in Larbert so visit @webhelpjobs on facebook and find out more about how to join incredible teams like this one. You can support the work of Banardos here: https://www.barnardos.org.uk/


Outsourcing your receivables management to boost your business

Companies outsource primarily to cut costs. But today, it is not only about cutting costs but also about reaping the benefits of strategic outsourcing such as accessing skilled expertise, reducing overhead, flexible staffing, and increasing efficiency, reducing turnaround time and eventually generating more profit. When it comes to receivables management and its implications on an international scale, you are facing multiple practices requiring a vast range of skills such as:

  • Customer identification and risk assessment;
  • Credit insurance management and credit limit decisions;
  • Decisions on terms and method of payment;
  • Handling of orders;
  • Recovery processes;
  • Customer service and complaints management;
  • Payment allocation and transfers of receivable to suppliers bank accounts;
  • Legal and pre-legal claims management;
  • Problems identification and problem solving.

Benefits of outsourcing with Webhelp Payment Services

Webhelp Payment Services partners and clients have experienced numerous benefits from our outsourcing solutions. Some of them are:

  • Access to skilled and highly trained expertise;
  • Increased in-house efficiency;
  • Increased the quality of your client portfolio;
  • Increased customer satisfaction;
  • Reduced internal costs;
  • Increased turnover;
  • A drastic optimization of the DSO (Daily Standard Outstanding);
  • Strengthen business relationship with the customers due to the decreased number of disputes.

Impact on your organization

Companies are increasingly sensitive to the strategic aspect of their cash flow situation, and therefore to the management of their debts.

In today’s world “cash is king”. The cash flow is a key component for a successful business. A functional debt recovery procedure is now a top priority of many officers.

  • What level of risk am I prepared to accept?
  • What payment terms am I able to arrange for my customers?
  • What attitude do I need to assume when payment problems arise?

This is directly linked to changes put in place within many innovative businesses, to adapt to the new commercial context:

  • Focusing on the core activity;
  • Streamlining costs;
  • Profiting from the experience and unique skills of a partner;
  • Growing your flexibility;
  • Focusing management and investments on strategic functions;
  • Simplifying non-strategic processes.

The positive impacts on business organizations include:

  • Immediate access to the most advanced processes and tools;
  • A variable cost model;
  • Improved cash flow situation;
  • A better image of your professional presence in the international markets.

If you liked this article, please feel free to share it or to consult our website!

Digital assistants: more than just a home bot

Artificial intelligence and machine learning opened the doors to a new innovation that promises to make everyday life, whether at home or at work more convenient: digital assistants. Voice activated devices quickly became the new must-have piece of intelligent furnishing in many households. Digital assistants can be used across many other devices, they can assist you even while being on the road and have become essential for businesses as well.

Checking commute times, doing research and setting reminders: the hands-free use allows you to multitask, reduces the screen time and frees your fridge from sticky notes. Besides making everyday life more convenient and efficient, talking to a digital assistant can make time on a commute more valuable. Technologies surrounding digital assistants, such as natural language processing (NLP), are improving constantly and are aiming to make the user’s experience as natural and helpful as possible.

Digital assistants change the way we interact with computers and the potential ranges further than just turning on a music playlist with a voice command. Businesses have begun embracing human-computer interaction (HCI) within an office setting, in order to boost productivity and work more smoothly and efficiently. “Productivity tech” can take over repetitive tasks, letting the employee focus on more complex tasks, by scheduling meetings, setting reminders and improving communication. For example, spoken phrases can be translated into a written text, which is a great tool to take notes in a meeting. Automating a meeting, by letting an artificial intelligence powered device listen and showcase data and insights relevant to the topic, will enhance everyone’s experience.

What can we expect from a future shaped by digital assistants? Major tech companies are racing to have the upper hand in providing the most fancy and helpful assistant technologies. New innovations are continuously being released and though they differ in many ways, they all share the way they operate: their core is an AI technology that relies on search engine and machine learning. Marketers face the challenge to adapt to the new way’s customers interact with brands.

In order to improve human interaction with computers, the digital assistant needs to function not just according to a specific program but behave proactively and responsively to the unique user. Thanks to machine learning, the AI base can “understand” and learn the individual user’s preference, memorize this information and implement it into their future search and suggestions. To enjoy a seamless experience the user has to be willing to share personal information.

As data security plays a major role in today’s world, it is a number one priority for providers of digital assistants to create a user experience that makes them feel safe. Devices come with an abundance of privacy features and software is being updated constantly. With the devices only being responsive when providing a “wake-up” word and by muting the microphone, companies assure privacy. To hide personal information from unauthorized parties, voice recognition and pins can be implemented. The user can block certain uses completely, such as making purchases and also review and erase information from the history. In the end it comes down to the user’s preference to choose which accounts they want to connect to the device and which information they want to share.

According to Tractica, by 2025 digital assistants will be used by over 1 billion people. Performing online purchases, operating home devices in an intelligent household and image recognition are the three rising trends we can look forward to, but we are far from realizing the true potential of digital assistants.

Are you using digital assistants? What is your experience? We would love to learn more, so leave us a comment below!

Target audience definition – who, what, why?

Thanks to the modern digitalisation, the amount of data produced every day is simply incredible. A recent study revealed that, approximately 70.5 million new posts are produced each month equating to about 2.5 quintillion bytes of data a day! (Source: hostingtribunal.com)Many companies believe in sharing their brand message to a wider scope of people on the grounds that, the broader their reach, the more they will win new clients, but is that the right strategy? …probably not.

With the amount of information out there, if your company is not speaking to a specific audience, there is a high chance your message will end up drowning in that ocean of bountiful data. On the contrary, targeted marketing enables you to address your message to the right people most likely to do business with you. Defining your target audience correctly helps you to not only save on costs, but also earn more by only developing viable leads in your network.

 So how do you strategize to win in a B2B market?

Preparing to win starts long before you create that catchy hashtag for a social media campaign you would like to run. And while you maneuver through the definition process, the following questions should be your starters:

  1. What will your company bring on the table?
  2. Have you created your target customer personas?
  3. Have you done enough market research?

Core offering

Before diving into who your ideal customer is, you need to solidly understand what it is that you do best, what differentiates you from your competitors, why a potential customer would want to partner with you? What’s the number one reason your clients do business with you? What do they love most? What are their pain points? Answering these questions will help you to zoom in on your most suitable client.

Defining your core business will also lead you to tackle the question of who will benefit most from your offer, as well as what is your unique value proposition (UVP) that will set you apart from the rest. Having no UVP to distinguish you from your competition will lead you to compete only in terms of price. Identify what it is you do best in comparison to other players in the market.

Marketing personas

Creating in-depth marketing personas supports you to deliver content that is appropriate for your target audience. And because the purchasing decision in the B2B market segment is more complex, the analysis focuses on what the business needs most. Unlike in the B2C setting, one is tasked with the responsibility of identifying the unique needs of numerous decision makers in B2B.

Personalisation is your best friend when building B2B marketing personas. If you don’t dig deeper to discern your ideal customer profile, sooner rather than later, you will realise that trying to sell to everyone may lead you to actually selling to no one at all.  Answering questions such as, who is your best match? What is their buying process? How can you connect with them? will channel you to the right marketing persona.

Profound research

Before it’s all said and done, doing a thorough research about your prospective client will filter the funnel and leave you with only the right fit. From the tiny bits of information stored in your online platforms to the real conversations with your prospective clients. Tracking your site analytics and involving your colleagues who have customer data should be on board to share their perspective about the distinctive features of your customers. You can also use social media listening to find the right customers. Investing an ample time in digging up relevant information about your potential new client and the decision makers bring you one step closer to signing that big contract you have been working on!

What else should you look out for when defining your target market? Tell us below, we like to hear from you…

Why SEO is fundamental to every business

Few things are more important than SEO when it comes to driving traffic and sales to a website. Search engine optimization not only makes it easy for search engines such as Google to know what your website is about and rank you accordingly, but it forces you to think about the experience that the users will have when they visit it.

SEO goes far beyond using certain keywords in your content. Ten years ago, you could write a 500-word blog post with some relevant keywords in the title and subheadings and receive a substantial amount of traffic, but with each passing update to the Google PageRank algorithm, new levels of quality standards are imposed upon webmasters who wish to put their content in front of an audience. Today only the best of the best can make their way to the top.

To think SEO is to think quality

Think about what your clients expect to see when they’re considering making a purchase or hiring a service from you through your website: a clean design, good quality content with correct formatting, a clear structure, relevant images, graphics, etc. These elements inspire confidence and trustworthiness in your brand and there’s nothing more important than that.

If your text provides hyperlinks to other places on your site, visitors will find it easier to obtain additional information that will improve their experience and help them to make an informed decision. If your pages are organized in a silo structure for example, with more prominent pages being at the top and providing links to smaller, more specific pages, users will be able to navigate your website easily without having to use the search function so much.

Behind every SEO strategy there’s a logic that promotes the user experience. SEO does not exist to make your life harder, but to make sure that the websites that rank on searches are good quality, well-designed, informative and reflect the users search needs.

Organic search traffic is the most cost-effective type of traffic

There are some businesses that get by without relying on organic search traffic. They often have a very strong social media presence or YouTube channel that they use to attract subscribers and customers. Another strategy is paid advertisements to boost traffic such as Google AdSense or Facebook ads.

These are all important and valuable strategies, but they can be hard to master and too costly for smaller companies. SEO is relatively simple to understand and, although it takes time to get your website to rank well on search results, once it does the amount of traffic you can attract in the long term is invaluable for the specific audience you want to target.

SEO allows you to understand your audience

Thanks to Google Analytics and other free and paid webmaster tools, you can obtain very deep insights about your clientele. Which keywords do they search for? How do they behave on your website? Which time of the day are they more active? What demographic do they belong to? These are only a few of the many insights you can get from your website traffic. Based on this information you can build an effective marketing strategies and target your specific audience much better. This information can also be the knowledge base you need when you decide to implement some paid traffic methods.

SEO can provide a solid foundation on which you can build your brand, therefore the importance of organic search engine results and optimization should not be disregarded. Other forms of traffic generation can be built upon your SEO efforts but none of them will bring you the long term organic results, relevance and brand value that a thorough SEO strategy can provide.

How important is organic traffic for your business or blog? How have your SEO efforts changed over the past years? Tell us about it in the comments section, we love to hear from you!

12 trends of CX for 2020

As the countdown to Christmas continues, David Turner CEO for Webhelp UK, India and South Africa, looks at 12 themes that will be trending in CX for the coming year and looks back on a very successful year.

My personal highlight for 2019 was the sheer number of new brands that we were able to bring into the business. It’s always a pleasure to reflect that so many market leaders have entrusted us to deliver crucial customer journeys for them.

I think that, one of the main reasons they have chosen to work with Webhelp is simply the way that we do business. I have been very encouraged by the new brand we launched this year, and our aim to ‘Think Human’ has really resonated with our people, our operation and our client base. Our clients see us as being modern, game-changing and really value the human connection that we provide to their customers – which will only become more important in 2020.

I am also delighted that we have been recognised by 12 industry awards, which you can read about more here. As ever, I am reminded that at Webhelp, our people make us what we are – and I look forward to seeing what their knowledge, creativity and ideas will bring us in the coming year.

12 CX Trends for 2020

  1. Humanising CX

It’s clear as we move into 2020, that CX must continue to evolve swiftly to prevent dislocation between increasingly automated services and the people using them.

As such, brands must start putting human experience at the heart of everything - taking an end-to-end view of the customer journey and leveraging digital technologies to improve human interactions.

  1. Emotions

We know that deeper relationships can be built by creating positive emotions during the customer journey, and that this will only rise in importance as services become more automated. Recognising and being able to improve how customers are feeling, will help companies to inspire loyalty, and create a sense of satisfaction and belonging in their audiences. Webhelp Emotions infographic

To drive this change, the industry as a whole, must develop more insight and strategies around emotional Intelligence. And, in turn, use this data to create emotional connections with customers.”

  1. Regulation

Building on the introduction of GDPR in 2018 and the focus on data security last year, the regulatory horizon will continue to grow in complexity.

The widening differences in legislation between the UK, Europe, China and the US will have a significant effect on customer experience and brands must remain vigilant and aware.

  1. Data Protection

Interest in Data protection will remain high, with Webhelp commissioned research confirming that, over half of consumers believe that this should be the top priority for companies.

(53% of Consumers believe that protecting consumer data should be THE top priority for companies – webhelp/yougov 2019.)

Following on from the coverage of high profile data mining scandals in 2019, we will see even more media emphasis being placed on cyber-crime, and as a result brands will have to work much harder to establish digital trust.

  1. Economic uncertainty

There is no doubt that the UK and Europe are experiencing a period of economic uncertainty around Brexit, which will be likely to continue into 2020. This has created a more cautious market for customer experience, but the pace of global demand will continue to drive our industry forwards at a rapid pace.

Companies cannot afford to slow down as investment in in-source, outsource & co-source services, alongside Multi-lingual capabilities in the right geographic hubs will become key requirements in 2020.

  1. Personalisation

Personalisation, whilst not a new concept, will continue to have a huge impact in 2020. Webhelp Personalisation infographic

It is especially important for youth markets, as according to our recent YouGov backed survey, the under 24s prioritise personalisation of services over availability.

In addition, there is a widening gap between the amount of consumers expecting a tailored customer experience and the number of companies actually offering this.

(69% of consumers wanting an individualised experience, and two-thirds expecting it, and yet only 40% of brands actually offer it, oneCloud IQ research.)

However, personalisation must be done well to avoid market overload. It has the potential to alienate customers – who, for example, will not hesitate to unsubscribe from repeated and stale email offers, or block sales numbers.

  1. AI and Automation

In 2020, firms who wish to capitalise on the huge cost and scale benefits provided by AI and Automation, must be ready to combat negative consumer views. Recent Webhelp research indicated that the vast majority of consumers would choose to speak to a human, especially when dealing with bills, faults or complaints.

However, as exposure to AI and Automation increases in daily life, people are likely to become more receptive, especially when AI fulfils a specific consumer need, like personalisation or security.

To succeed, brands must strike the right balance between human talent and advanced technology services.

  1. Blended Human and AI Services

In the evolving digital marketplace, it is critical that businesses consider new strategies for the future of commerce without human-to human contact.

However, automated voice systems like IVR and VAs can quickly leave the consumer feeling frustrated and disengaged. Providers must carefully weigh the potential benefits of automation against the impersonal impact AI will have.

The key to success will be collaboration – with automation working ‘in front’, ‘alongside’ and ‘behind’ the advisor. Crucially - for the best possible outcome in CX - the human touch should never be far away.

  1. The rise of multi-language messaging services

Instant messaging and webchat services are growing in popularity, and this will continue into 2020.

This trend is grounded the ability for customers to choose a fast contact method based on the need to resolve a specific issue, and again the right mix of advisor, automation and AI is paramount.

As outsourcing continues to grow, AI and automation will be used in language services alongside messaging, to help enable highly skilled advisors across the globe to solve customer issues swiftly and easily.

  1. Platform flexibility

The devices available to consumers are rising, with most of us using at least 4-5 a day, including laptops, smart phones, tablets and intelligent home devices.

So, 2020 will see an increasing blending of platforms and services – for example, conversations could start in an app and move on to voice or email afterwards.

  1. Always on engagement

This will create a far more personal level of communication with customers – engagement will become a continuous dialogue, much like the way we keep in touch with friends and family. Webhelp Always on engagement infographic

To keep up, brands need to be more flexible than ever before and excellent communication and tracking between channels will expected by customers.

  1. Real-time analytics

Today’s customers already have high expectations of brands to anticipate and respond to their needs wherever and whenever that may be.

To meet these demands companies need access to real-time analytics to understand and connect with consumers throughout the customer journey. Customers who receive timely, targeted and personalised experiences will reward brands with an increase in customer loyalty and increased sales.

Record breaking awards year for Webhelp

The votes are done and dusted, the yeas and nays have been counted and the results are in!

The Customer Experience Awards season has now drawn to a close and we are happy to announce some excellent news for the UK, India and South Africa team here at Webhelp.

Across all the regions, our people have been delivering outstanding service for our clients, which has been recognised at an unprecedented level.

It’s been a record breaking year for Webhelp, raising the bar from our 7 team awards in 2018.

In total we have taken home 12 industry awards in 2019 which were:

CCA Excellence Awards

  • Excellence in BPO Collaboration - Sky (Gold)
  • Excellence in BPO Collaboration - Shop Direct (Silver)

 UK Contact Centre Forum           

  • Best Outsourcing Partnership - Sky (Gold)
  • Large Contact Centre - Sky (Bronze)

European Contact Centre and Customer Service Awards

  • Best Innovation in Customer Service - Shop Direct and Gobeyond Partners (Silver)
  • Outsourced Contact Centre of the Year - Sky (Silver)
  • Outsourced Partnership - Sky (Silver)

UK Customer Experience Awards            

  • Large contact centre of the year - Sky (Silver)

BPESA Cape Town BPO Awards

  • Top BPO Operator Award (Winner)
  • Top Technical Innovation Award (Winner)

 All-Africa Employee Engagement Awards

  • Employee Health and Wellbeing (Winner)
  • Best Use of Technology (Winner)

This is all the more remarkable when we consider the size and competitiveness of the BPO industry and the calibre of entries, from teams across the globe.

David Turner, CEO Webhelp UK, India and South Africa, heartily congratulated all our employees, saying:

“These awards recognise everyone at Webhelp, and as such I am incredibly proud of all our people, across the whole business, and the enthusiasm and commitment they bring to work on a daily basis. I look forward to watching this success continue into 2020 and congratulations to everyone on a job well done!”



How emotion can take customer satisfaction to the next level

Author: Helen Murray,

Webhelp Chief Customer Solutions Officer

Reflecting on the importance of humanising business and creating positive emotional connections, Helen Murray, Webhelp Chief Customer Solutions Officer, looks at the current research and why keeping your customers ‘Very Satisfied’ is still not good enough!

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. 

In this digitised consumer world, customers are bombarded with almost constant targeted advertising, special offers and promises of better than ever services. In fact, customer retention is now considered the hardest nut to crack across most sectors. Additionally, there is a tendency for business to rely on Customer Satisfaction measures to predict behaviour and loyalty – but this really isn’t enough.

Customer satisfaction, the ‘go to’ metric for those trying to measure the impact of communication or experience on their customers and their behaviour, while useful, provides only part of the picture.

Far from being a safe bet that was once assumed, customers that are NOT absolutely and completely satisfied, are open to competitors.

A case study from Gallup looking at the impact of satisfaction on the behaviour of customers of a supermarket found that even being “extremely satisfied” was insufficient.  Conversely, customers who had reported extreme satisfaction actually visited the store less often and spent less than those who had ranked their satisfaction lower.

What really made the difference was the level of emotional connection that a customer felt with the store. Those that were fully engaged visited the store 32% more often and spent 46% more than those without the same emotional bonds.

The term emotional connection describes the ability to develop a brand relationship using key emotional triggers to inspire brand loyalty, satisfaction and belonging.

At Webhelp, we believe that brands must step up their game in developing this type of relationship with their customers; the Gallup paper authors William McEwen and John Fleming highlight this by saying:

“Companies are now setting higher goals, aiming at “complete” customer satisfaction, and using extreme agreement ratings to gauge not just basic satisfaction but genuine customer “delight.” 

They conclude that “If you don't make an emotional connection with customers, then satisfaction is worthless!”

To understand the importance of ‘connection’ between brands and consumers in more detail, Webhelp surveyed 1,154 senior decision makers and asked them what they thought about the importance of developing an emotional connection with their customers.

The findings were surprising.

Although more than 80% of executives stated that this was important, shockingly just less than 50% admitted that their business was planning to do anything about it. This highlights a worrying trend that brands are behind the curve with the advanced data technology needed to track and create emotional connections.

We know that understanding the motivators behind emotional connection requires analysis of large datasets derived from customer facing systems. But, surprisingly, only 21% of our respondents thought that their systems were sufficiently integrated to support this.

In theory, using customer emotion to reach that top target of 100% satisfaction may seem straightforward, in practice it requires capability, methodologies and experience.

It is incredibly important to apply the right analytics to identify the significant emotional motivators.

It takes expertise and the correct framework to drive complete customer satisfaction and customer behaviours, for improved commercial outcomes.

However, establishing key motivators isn’t the end of the story – further statistical modelling is required to find the positive links between motivators and behaviours and their value in creating behavioural change. This final step isn’t easy - it requires operational excellence and experience to produce strategies that really work.

The rules have switched and now total customer satisfaction should be minimum requirement, not the end goal! We need to take customers on an emotional journey from (1) being unconnected to (2) being highly satisfied to (3) perceiving brand differentiation to (4) being fully connected (Source Harvard Business Review).  Fully connected customers are on average 52% more valuable than those who are ‘highly satisfied’.

It is heartening that the vast majority of businesses know that this is something to strive for - even if the value that it can unlock isn’t quite so well known. But the future is almost upon us, and many brands are not approaching customer emotion as part of an informed strategy. Stand out players are moving very far ahead and the gap is only going to get greater.

To put it very bluntly - If you don’t care deeply about and respond swiftly to how your customers feel, don’t expect them to care about your services or products. The sooner you become passionate about this – the better your company will perform.

Webhelp has handled billions of customer interactions for global brands and our people have granular knowledge of what your customers expect and how they behave. Our experts are changing the game in CX and Webhelp can confidently engineer an operating model that will create and deepen those all-important emotional connections with your customers.

Find out more in our Whitepaper on Emotional connections here.

Our Disruptor Series takes a deeper dive into the issues facing the CX industry, including the impact of generational shifts and AI and Automation. Contact Ewan McKay – ukmarketing@webhelp.com for more details on our corporate events and check out Webhelp jobs for information on our current opportunities.