Can the Crisis Curve create a roadmap for CX transformation and stability?

As well as the tragic cost in human lives, the COVID-19 crisis continues to create instability at every level for global industry. While it is too early to accurately forecast the full implications and severity, Group MD and CEO for UK, SA and India David Turner suggests that senior-level insight combined with informed and decisive action could be the key to better outcomes for CX providers.

To steal a timely phrase from JRR Tolkien; it's a dangerous business, going out your door. You step onto the road, and if you don't keep your feet, there's no knowing where you might be swept off to.

It has never been more important for our industry to maintain a firm footing during the turbulent environment created by COVID-19. It’s clear that, along with the catastrophic impact on global health and radical curtailment of our social freedoms, the pandemic has brought a series of rapid changes and challenges in the delivery of CX, impacting our clients, their customers, and of course, our people.

As businesses begin to take their first tentative steps out of this extraordinary crisis, Gobeyond Partners, part of the Webhelp Group, have created a succinct analysis to identify and explain the key stages we should expect to encounter.

Mark Palmer, Gobeyond Partners CEO, recognises that the political, social, and economic rules for business have been radically altered and that:

“Although the impact of the crisis, and this associated shift, will vary across country, industry, and organisation, we are seeing a distinct phasing of business and operational responses as we slowly make this transition. We call this ‘The Crisis Curve’.” 

Mark further identifies five clear phases resulting from crisis; rapid crisis response, take back control, business as unusual (BAU), transition to new normal and finally crisis futureproofing.

Crisis Curve graph

My personal view is that companies will be able to utilise this model to inform strategy and predict future trends, something that could be invaluable at this point, when it’s obvious that many brands and business are still struggling at the first hurdle.

In term of rapid response, at Webhelp, we have been transparent about the significant challenges we met to mobilise our resources at breakneck speed. Within two weeks we created a safe and stable home workforce of 7,000 connected individuals, which is growing as more clients reach out to us for rapid off-site solutions.

Our response to this problem was both ethical and agile, as Helen Murray, explains in her COVID-19 response blog:

“As a people-first business, taking a human approach to this crisis has been a logical step, which has meant rapidly looking at ways to increase our infrastructure to support homeworking where possible. While this solution won’t be suited to every operation, it is something that we will continue to look at and develop in the months ahead, in partnership and responding to the needs of our clients.”

The next stage Mark addresses, centres on taking back control – which could prove to be the economic tipping point in many sectors, as the financial impact of COVID-19 really starts to bite. This will be an especially difficult time for those brands or sectors, which either lack knowledge and expertise, or refuse to adapt. The exception to this rule will be companies that are sitting comfortably in the black financially, who can afford to make a choice to wait it out.

Operations will face considerable stress as they adapt to employee issues like furlough, self-isolation and remote working plus the inevitable changes in stock and supply. But, I believe that flexibility and access to skilled human resources will be the true factor in enabling successful business transformation.

It may not have been a straight path, but at Webhelp, we have now confidently taken back control for our clients, both on and off site. And encouragingly, the new homeworking operations are performing better than expected, in a very short time frame, which is a compliment to the resilience and adaptability of our people.

In South Africa, the Customer Engagement Industry has worked together in a unique collaboration with clients, industry bodies and the government, to create a robust CX platform and to safeguard jobs and their economy. Our passionate teams have been at the forefront of this endeavour.

The forthcoming BAU phase could benefit those companies who need to successfully pivot their service structure, to sustain and generate new revenue streams.

Gobeyond Partners believe that crucially, this is the point at which operating models start to permanently shift, which will require a renewed focus from leadership teams on performance optimisation, transformational programmes and some medium term investment. If done well this could be key to creating competitive advantage.

And customers will be carefully watching this stage too, as Craig Gibson, Chief Commercial Officer for the UK region comments in his recent blog:

Companies will also be remembered for the way they adapted ways of working to support their people, during a time when the public focus is (understandably) on unity and standing together.”

I believe that by considering and responding to the parameters of the crisis curve, we can begin to create an informed roadmap. Watch this space for a new series of blogs, interviews and studies, exploring how CX transformation can help customer experience providers ride the curve, navigate changing forecasts and guide their customers safely through the storm.

Read Mark’s article here, find out more about our stance on the COVID-19 crisis, and read my further thoughts on how this challenge will create a radical shift in the future of homeworking


The importance of emotional connection with customers during the Coronavirus.

Craig Gibson, Chief Commercial Officer for the Webhelp UK region, reveals how brands can use emotional connection, integrity and unity to draw us closer, as the distance between us increases due to the Coronavirus.

Emotion. Unity. Connection. 

These themes are everywhere we look at the moment. From the heartfelt children’s rainbow pictures in our windows, and chalked onto our pavements, to the frequent government communications that urge us (young and old) to curb our social interactions and stay home for the good of all society.

And across the UK, every Thursday, millions of us have been clapping alone, but together. We stand united in our universal support of the hardworking NHS and emergency staff. Our passionate applause and shouts spread positivity and illustrate the power of the very human desire to connect – across the physical distance that separates us.

Emotions are high, and rightly so – and in the business arena we have begun to see how this tide of feeling can quickly turn against brands and companies who misjudge the force and direction of the national view-point.

It’s hard for brands to find the right way through this, as they are in the unenviable position of balancing customer benefit against operational stability, and with the growing media attention it’s easy to fall foul of public opinion.

Dave Pattman, Managing Director CX Services at Gobeyond Partners, a Webhelp company, reminds us that in the pre-Covid world, discussion of how brands should make emotional connections was focused on the emotional state of the customer and how brands should detect and empathise with this, and that:

“An interesting impact of Covid is that organisations themselves have become much stronger emotional entities in their own right. They are now judged by how they have cared for their people, and how they have transformed themselves to support the community and frontline services.”

However, he concludes that this surge of emotion does not always lead to positive outcomes:

“There will also be ramifications based on how they have reacted to the fear of not being able to survive economically with fight or flight. This includes how pro-active or protracted the process has been for customers to cancel subscriptions or get refunds.”

He goes on to say that these emotional reactions will certainly have been strongly felt by customers, who have been facing stresses of their own.

In many respects the current crisis has revealed the depth of emotional sincerity in the connections between brands and their customers.  It is at times like these that the difference between deeply held values and more superficial marketing activities is revealed.

But there are some positive stories, and the Forbes Coronavirus Champions list makes interesting reading, as it documents the global brands that they feel are getting it right during this crisis.

And, companies closer to home have risen to the challenge, like Pret a Manger who are providing NHS discounts and food retailers like Sainsbury’s and Asda, through their work  prioritising vulnerable customers.

Webhelp CEO for the UK Region David Turner; believes that the emotional and financial turmoil brought by COVID-19 brings a tipping point in customer relationships for companies, and urges them to look at the bigger picture by saying:

“In the panic brought by the Coronavirus, brands could easily become caught up in the demands of the moment – and to forget that they have long-term relationships to maintain with their customers and employees. I’d encourage brands to step up during times of need, as this can really make a difference… and unfortunately for brands that can’t – it won’t go unnoticed!”

Interestingly, the in-depth research in the Webhelp Whitepaper on Emotional Connection provides us with a pre-COVID-19 benchmark for the level of emotional connection with sectors – and it will be very revealing to see how new relationships evolve in the post pandemic world.

It is already becoming clear that some industries will come out of this crisis with a different and more meaningful relationship with their customers - for example the technology sector.

Our original research showed that the technology sector was an area in which a third of us had emotionally connected with brands, and it is easy to speculate that this figure will continue to grow.

In fact, as more people work from home and maintain social distance, the pandemic has increased reliance on services from the technology sector, with the New York Times concluding that:

“While the rest of the economy is tanking from the crippling impact of the coronavirus, business at the biggest technology companies is holding steady — even thriving.”

Source: Big Tech Could Emerge From Coronavirus Crisis Stronger Than Ever

We expect that this reliance will extend into telecoms and media, as connectivity becomes so much more important to communities in lockdown.

Andrew Hall, Director: Strategic Engagements at Webhelp, an industry specialist in innovation and strategy in customer engagement, hits the nail on the head here, saying:

“There is no doubt that the pandemic has radically shifted online behaviour, with a rapid increase in the use of news and social channels, as people look for connection, reassurance and information during the pandemic.”

He goes on to explain that:

“With this societal shift to online communication, conversations with brands will increasingly move into the digital realm, radically altering how people communicate – which could have a lasting impact. Brands will have a unique opportunity to build emotional connection as they react and respond to this new conversation!”

As online content increases, so will the need for swift and professional moderation, which Andrew recognises, commenting:

“We are likely to see a boom in content moderation services, but the companies who will really succeed in this area are those who use insight to understand and act on the current level of heightened emotion and respond with empathy alongside speed and accuracy.”

With capacity to create good online experiences and positive associations, these sectors will gain by increasing amounts of emotional connection across demographics - and brands that support this sector well, will reap the benefits.

In a nutshell, brands that inspire human emotion during this difficult period will build better relationships.

Moreover, emotion has been linked to heightened learning and memory,* especially in areas of motivation and attention, so any positive experiences customers have during this difficult time will affect their decisions long after this crisis has passed.

Companies will also be remembered for the way they adapted ways of working to support their people, during a time when the public focus is (understandably) on unity and standing together. Helen Murray, Chief Customer Solutions Officer, has shared our efforts on this front in her recent blog, where she comments:

“As the reality of the pandemic hit home, the most important and challenging task was to ensure the safety of our people.”

And, as a people-first business, committed to supporting essential services, we want to open a conversation on the value of connection and to encourage brands to communicate and act for their customers and employees in the most human way they can.

Over the coming months our new game-changers series will be looking at how emotion can be used to create mutually beneficial bonds between customers, employees and brands, whilst exploring the data and dynamics that can reinforce and create these connections, and the lessons we can learn from the impact of the Coronavirus.

In addition, in collaboration with Gobeyond Partners, part of the Webhelp Group, we will taking an in-depth look at the expected phases of the pandemic for business, with a guide to the Crisis Curve and what it will mean for the future of CX.

Find out about our stance on the COVID 19 crisis here, and read UK Group CEO, David Turner’s thoughts on how this challenge will create a radical shift in the future of homeworking.

*The Influences of Emotion on Learning and Memory - NCBI

 


Industry collaboration during the Covid-19 crisis in South Africa

South Africa is approaching the end of four weeks in lockdown during a time when the Coronavirus has shaken the world’s health organisations and financial systems to the core as well as altered the face of the global BPO sector. Here Brandon Aitken, Chief Commercial Officer for Webhelp South Africa, reflects on the groundbreaking level of industry collaboration that has occurred, which may be unique to South Africa. 

As the impact of COVID-19 began to hit home, BPO leaders quickly realized that swift and decisive action was urgently needed to prevent devastating ramifications for the sector, a critical pillar of job creation for our country. This industry creates tens of thousands of jobs and contributes billions to the nation’s economy. In fact, over 50,000 young South Africans work in BPO for international clients, with significantly more supporting the domestic market.

We knew that the impact from COVID-19 was inevitable, but that protecting our people and minimising the loss of business and jobs was absolutely critical. As the stakes were high, our actions would be fundamental to both the future of the industry, and the economy.

Unique industry collaboration

At Webhelp, we were incredibly heartened to see the willingness with which key players, including competitors and their stakeholders swiftly came together to address and resolve the challenges faced - to make sure that the industry comes out of this crisis in the strongest position possible, safeguarding the people at the heart of the sector, and their jobs.

This unique collaboration has not just been limited to BPO providers and industry bodies such as Business Process Enabling South Africa (BPESA), the Cape Town and Western Cape tourism and investment agency (WESGRO) and the national trade association for the hospitality industry (FEDHASA). There has also been strong and active support for the sector from all areas of Government, including the Presidency, national, local and provincial authorities and law enforcement.

Some of the industry problems that we are trying to solve together include trying to activate home working in the Western Cape, for nearly 8000 young people providing non-essential services. This would add to the nearly 3000 people delivering essential services already for international and domestic clients.

Keeping our people safe and responding to change

One of the first tests we faced was how to deal with the frequency of the  changes the regulations issued and how to best interpret these for our sector considering the levels of ambiguity, not least of which was the accurate qualification  of essential services.

However, the most urgent piece of work was undoubtedly to protect our people on site, by stringently adhering to all the government guidelines. Followed by the logistical challenges in the transportation and connection of IT assets as we enabled our non-essential people to work safely from home.

Inevitably, there have been a variety of challenges raised toward the industry which have impaired how quickly we have been able to sustain our delivery of essential services and attracted some negative press. ,We do however realise that the intentions have been to hold us to account collectively, something that we appreciate and have responded to.

South Africa First approach

The problems we have faced are not unique to our industry; but I believe that the collaborative effort has been a unique differentiating factor that we should be proud of.  We must recognise the significant contribution that BPESA has made in bringing us together, under a “South Africa First” approach. They have worked tirelessly to make connections, inform decisions and safeguard both job sustainability and our people.

They have aided stakeholder collaboration across the private and public sectors in several key areas: gaining clarity on the interpretations of directives, and subsequent revisions, obtaining support from law enforcement to allow the free movement of our essential services workers and facilitating the supply of essential goods to maintain compliance to protocol, including facemasks and sanitizer. Finally, the BPESA teams have driven collaboration with enabling services, such as data provision for home workers and with the FEDHASA to help create a temporary home working environment for teams providing essential services.

The pace at which BPESA mobilised to support and generate engagement was pivotal in creating a unified effort aligned to policy and government directives, and the whole industry owes them a huge debt of thanks.

Building integrity and trust

Some other positives can be drawn from these unusual circumstances. BPO business leaders have made themselves available, at all times, to act as a mutual sounding board on the fast moving issues as they have arisen. The openness, collaboration and accountability shown has helped to establish industry integrity, as has the introduction of a comprehensive self-certification process.

Suppliers that have embraced flexibility have seen new opportunities arising with clients that are heavily reliant on other traditional BPO regions and which have experienced a loss of supply during this crisis. Working together, our prompt response has created enhanced trust in BPO in South Africa through our ability to offset some of that disruption.

The swift and stable rise in homeworking bodes well for the future of this operating model for our sector, and early indications are that it is working well.

Looking ahead to the future

However, as a sector we must continue be alert to the pace of change, in order to maintain this positive momentum. We must avoid complacency at all costs and look carefully at the wider issues affecting both our communities and the industry.

There are many potential ramifications if the lockdown extends past the end of April. Further disruption to the national workforce could create new social, economic and community tipping points and our industry must continue to be conscientious in creating timely and relevant support to put our people first in these areas.

On a personal level, I am extremely proud of our own people who, where possible, have kept providing exceptional service to our clients and their customers. Their resilience has proved that home working works; paving a way for the future. In particular, those who continue to provide essential services, both from home and from our offices deserve exceptional admiration as those services continue to run at a relentless pace.

We thank all of the stakeholders and industry peers who have worked so tirelessly with us to help BPO in South Africa to continue to thrive. Most of all, we thank our people for staying positive and representing South Africa so well during this time.

One thing is certain, sadly, this crisis is far from over, and the way we continue to approach these future challenges together, will set the pattern for industry growth and resilience into 2021 and beyond.


Facing the challenges of the coronavirus

Business priorities are shifting as the world rapidly adjusts to the devastating changes brought by the Coronavirus. Here, Helen Murray, Chief Customer Solutions Officer, for the Webhelp UK region, looks at how this sweeping force has brought challenges to our business, the astonishing efforts made to meet them, and why our people are always central to everything we do.   

I was recently asked what have been the biggest challenges for us as a business, in responding to COVID-19.

At Webhelp, our number one priority is always our people, and as the stark reality of the pandemic began to hit home across our countries, the most important and challenging task was to ensure their safety and well-being, first and foremost.

This is not empty rhetoric, but something that we honestly live by at Webhelp – and this vision is led strongly from the c-suite. We created specific task forces at all levels of the business - moved swiftly in partnership with our clients to change our way of working across all our operations, to protect our people and to stringently follow all government guidelines to safeguard their health.

There was a wider human issue impacting our operations too - as many of our operations fall under “key worker” categories, as defined by the Cabinet Office and Department of Education, we were also driven by a clear responsibility to support and maintain the supply of critical services.

Our teams are committed to assisting vital service areas which include; helping the telecommunications sector keep people connected, aiding the food retail sector by safeguarding deliveries, assisting insurance services clients to give access to information on claims and renewals and finally allowing the transport sector to keep delivering vital supplies to homes and businesses - all of which is so important at this critical time!

We are actively diverting resources to where they are needed most, and in partnership with some of our clients, prioritising and supporting the most vulnerable of our customers.

In fact, to put this in perspective - almost 7000 (and rising) UK Region Webhelp employees are now working from home. The logistics alone were considerable, and over the last few weeks our operations, IT and support teams have been working round the clock to deliver a viable solution.

As you can imagine, this was a highly complex situation, meeting bespoke technological and regulatory conditions, as required on a client by client basis.

Our teams have now delivered a robust custom built solution which includes a staggering 46 miles of internet cabling (enough to run between Glasgow and Edinburgh!), deployed and configured 10,000 VPN licences and built 12,000 machines, and delivered enough network capacity to stream 500 HD movies every second!

The challenge continues across some of our sites, where we are limiting the number of people to a minimum to create as much distance as possible.

We have brought in our own internal auditing, completed throughout the day to check all safe levels are being maintained and have a highly visible communications campaign, which highlights all our social distancing practices.

As new guidelines are announced, either by UK or local authorities, we are acting on that advice or seeking clarity, as required.

As well as the obvious technical issues, rapidly expanding a remote workforce requires support in many other areas. We are helping our people to adapt with regular advice and assistance; by making sure they have connectivity, are set up correctly and are comfortable working in their new environment.

Home-working policies have been updated and communicated, providing clear guidance on time management, GDPR and structuring the working day at home.

Both in the office and remotely, colleagues are being provided with advice on how to manage stress and help to look after their mental and physical health. This includes specific Webhealth initiatives and access to Care First our employee assistance program.

A transformation has occurred in where, when and how we communicate and engage with our people, as we have had to re-consider and expand our channels and look carefully at accessibility issues and overall effectiveness.

This has significantly changed the way corporate communications are now being delivered, for example we have increased our use of closed social media groups, to engage our people in their homes and during non-working hours, making absolutely sure that they can readily access the support they need.

I personally feel that the speed in which we were able to mobilise and transition so many colleagues to homeworking across the UK region has been hugely impressive. Our people have really embraced the change and have adapted incredibly well to a new way of working in a very short space of time. It speaks volumes on their quality and commitment, our strong culture and the agility of the business.

As a people-first business, taking a human approach to this crisis has been a logical step, which has meant rapidly looking at ways to increase our infrastructure to support homeworking where possible. While this solution won’t be suited to every operation, it is something that we will continue to look at and develop in the months ahead, in partnership and responding to the needs of our clients.

Find out about our stance on the COVID 19 crisis here, and read UK Group CEO, David Turner’s thoughts on how this challenge will create a radical shift in the future of homeworking.


How COVID-19 will create a revolution in flexible working

As the coronavirus (COVID-19) continues to have an unprecedented impact on business and society across the globe, David Turner, Webhelp Managing Director and CEO for the UK Group, looks at how this unexpected force will drive a revolution in homeworking, and why businesses who struggle to embrace this may be placing themselves at a serious disadvantage.

Preface
01/04/20

Since the time of writing this, just a few weeks ago, the world has changed dramatically, with entire countries entering strict lockdown periods and large regions operating under shelter in place instructions. My thoughts below on the importance of flexibility and looking after our people have become increasingly pertinent, and as a business we have done our best to respond in kind. In 12 short days, more than 6,959 of our employees are now undertaking home based or remote working, and this number will continue to rise as we work with our clients to tackle operational, technical and logistical challenges.

I owe a huge debt of thanks for this incredible feat to our IT and Operations teams who continue to go above and beyond, to our many UK clients for their support in this changing environment and most importantly to all our people for their commitment and dedication.

You can read more about our current position on the Coronavirus and the key areas our people are supporting here.

It is now obvious that a seismic change is being experienced by our industry, the ramifications of which will be felt for years to come. This will alter the customer experience landscape forever, and we must be both responsible and responsive in meeting this challenge.

David Turner

We are living in astonishing times, and the whole world is watching as Governments and scientists argue over the best approach to safeguard the health of populations, to look after the vulnerable and to keep the global economy stable.

And there is no doubt that related conversations are happening within the worldwide business community, debating the best strategies and most flexible solutions to keep the wheels of work turning and employees safe and well looked after.

 

At Webhelp, our people are our top priority, and we are reacting quickly, providing daily guidance and working with our clients and community to ensure that everyone across the business is informed and as equipped as possible to face what is likely to be a period of rapid change.

The UK, and the rest of the world, is now facing the biggest economic and social upheaval since the Second World War, and as we did during that challenging period, we must be ready to rise to meet some unprecedented changes in the status quo.

The transformation of the wartime workforce is well documented, with the image of Rosie the Riveter in her coveralls and red bandanna alongside the slogan “We Can Do It!” becoming one of the best-known icons of World War II. Now as then, we need to call upon new ways of thinking and using resources and people that we have in the best, most innovative ways.

It is a time for increased flexibility, and this isn’t something businesses should be afraid of. In fact Forbes studies confirm that increasing flexibility creates significant improvements in morale, productivity, and engagement - especially when employees are given the option to work remotely or to an adaptable schedule.

It has been my experience, which is backed by evidence from The International Journal of Economics, that flexibility in working hours reduces employee work stress, improves their mental and physical stability – which in turn creates greater effectiveness and efficiency, determination and coordination.

I completely understand that some business may be wary of remote working, perhaps due to the feeling that they can no longer control or measure the number of hours their employees are working.

Mark Davidson, Chief Operating Officer at Webhelp, suggests that we can alleviate this concern in the following way:

“When considering remote working, it is important to set clear and consistent goals and maintain a results orientated approach, making sure that employee focus remains firmly on tangible gains and objectives.”

Added to this, actually going into the office creates a less productive environment – as The Wall Street Journal notes: “Office workers are interrupted–or self-interrupted–roughly every three minutes.” And, after interruption it takes almost half an hour to get back on focus to their original task.

There is no doubt that along with COVID-19, a radical change is coming, whether we are ready for it or not - and business that mobilise NOW to embrace this new way of working, will find themselves ahead of the curve in relation to their less adaptable competitors, and way ahead in terms of resilience and productivity.

Remote working is becoming the new normal with CNN Business reporting that companies like Microsoft, Facebook, Google, Twitter and Amazon have already implemented remote working policies for many or all of their employees around the globe.

There is now no time to waste, as reporter Sean Peak for Business News Daily concludes:

“Instead of resisting the change, organizations should improve their remote work policies and capabilities.”

As a people-first business, we are committed to taking a human approach to this crisis and using the technology we have to safeguard all our colleagues, which means rapidly looking at ways to increase our infrastructure to support homeworking where possible.

This isn’t a universal solution, and we know that homeworking won’t be the correct answer for every business objective, including some within our own operations. This will have to be a managed process, which might not be suitable for the full range of employees. Finding the correct balance will be something that will take co-operation, innovation and experience.

Many in the business community think that at, this stage in the game, we can only wait and wonder, however, I firmly believe that brands who use this precious (fast decreasing) window to take decisive action to look after their people, and put strategies and logistics for a degree of homeworking in place, will reap the benefits both in the short term and in the uncertain future.

   Homeworking - the facts!
 

  • Remote employees work an additional 1.4 more days per month than in-office employees, which is nearly 17 additional workdays a year.
  • Remote employees take longer breaks on average than office employees (22 minutes versus 18 minutes, respectively), but they work an additional 10 minutes a day. On balance, for a 50 week time period this translates into an increase of approximately 3.57 extra working days a year.
  • Office workers are unproductive for an average 37 minutes a day, not including lunch or breaks, whereas remote employees are unproductive for only 27 minutes. That’s almost six more days’ worth of productivity annually!
 * Data Airtasker 2019

 


Communications specialist, Rebecca Price, on emotion and customer behaviours

 

In part 6 of our blog serialisation of the latest Webhelp whitepaper “Emotion: Establishing emotional connections with customers: What brands need to know” Guest writer, Brand and communications specialist, Rebecca Price, Partner, Frank, Bright and Abel talks about how brands can use emotional connection to lead to profitable customer behaviours.

How can brands create emotional connections?

Without a clear brand purpose,that goes beyond practical product or service benefits, customers might not see any reasons to commit to a brand. A brand purpose focuses on the more emotional, social and ethical benefits the company stands for. As new generations become paying customers, we’re seeing brand purpose become increasingly important in terms of creating meaningful emotional connections, as organizational purpose and values are key purchase decision factors.

Customers are self-informed and very savvy when it comes to making brand choices. To compete, brands need to make sure their purpose is compelling, and bring it to life in the competitive landscape and on key issues. Often, apart from the point of sale, customers experience a brand when they have questions or a problem that needs solving. This means that brands should think of their purpose in a wide context of great products, presence in the community, and very importantly, through the customer experience.

Brand purpose strengthens customer connection. When combined with brand values and all the other things that constitute a brand, this connection can be very powerful and lead to profitable customer behaviours.

How do you create a compelling brand purpose?

Core to defining a brand’s purpose is a deep understanding of the customer. Today, that goes beyond traditional demographics and incorporates customer behaviours – and even ideologies. Purpose-driven brands need to have an ideology too.

Before a brand can determine “why” it exists, it needs to determine what it stands for, and what it’s willing to fight for. A strong brand evolves over time, and having a strong ideology provides the compass needed to remain consistent and likeable over time.

Brands and customer relationships are based on emotion. This means that brands need to have authentic, ‘on brand’, two way conversations, and consider how those conversations will impact customer sentiment.

How can brands help their people connect with customers?

To help employees represent the brand effectively to customers, employers are increasingly focusing on benchmarking, enhancing or recalibrating their employer brands. Employees live the brand through their behaviours, so helping them to understand and live the brand’s purpose and values is vital – particularly in customer service environments.

Employees essentially act as brand advocates, so the potential to positively impact customer perceptions through customer engagement is huge.

You can follow blog the serialisation, and join the conversation, on the Webhelp LinkedIn and Twitter sites or read the Whitepaper in full below.


Brand humanity – what it is and why it works!

 

In part 5 of our blog serialisation of the latest Webhelp whitepaper “Emotion: Establishing emotional connections with customers: What brands need to know” John Leighton Head of Customer Service, easyJet, shares his view on why emotional connection is essential for brands.

Emotional connection is innately important to easyJet’s brand positioning and it’s come naturally. We’re starting to really push the fact that we’re a retailer, not an airline, and we recognise that as a retailer, we’re retailing products that are extremely emotional.

So, as we’ve evolved it’s happened, but our focus continues to strengthen; for instance, it’s a foundation for our relationship with Webhelp.

Measurement of emotional connection isn’t yet ‘on point’ in our industry. In fact, the way the customer service industry measures things – voice of the customer, customer satisfaction, customer effort, etc. – is actually quite linear. We’re doing some interesting work with Webhelp, powered by its business intelligence team, to understand when and how customers are coming in, why they’re calling, what the true behavioural outcomes are – rather than customer-stated outcomes. This will be important in helping us understand the monetary value of emotional connection.

Measuring the monetary impact of emotional connection is much easier for a subscription model when you know your customer base and can see customer reaction to things that you ‘tweak’ – be it service innovation or pricing, for example.

Our own understanding of this will be helped by easyJet’s launch of easyJet Holidays which will give us much greater insights into the links between personal motivators and what products our customers buy. As such, we’ll be able to anticipate what people want from travel and facilitate that need. The product positioning and the sell will be easier as it’s about offering things that will enhance what customers want – and what they’re doing.

There are challenges however. Organisational silos – and even the way companies do things – can get in the way. Despite the industry lamenting it for decades, ‘Service’ is generally still a cost centre, whereas ‘Sales’ is a profit centre.

If you apply that to the airline industry today, this poses challenges. Why is the customer flying? Do they want/need bags? Do they have a new baby? This insight is across marketing, sales, AND customer service…

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

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

To conclude, I would be remiss if I didn’t confirm that data is essential to build emotional connections with customers. It’s not just important to have it, but to actually use it purposefully to understand what’s important to customers.

The future is about micro-segmentation based on expert use of data. By understanding who customers are, what pushes their buttons, and what their personal motivations for travel are, and combining this understanding with ‘human’ customer experience, we will be able to create strong bonds with specific customers. For example, at weekends they’re a family customer, but during the week they’re a business customer. Their wants and needs – and expectations – throughout the entire customer journey need to be treated differently.

You can follow blog the serialisation, and join the conversation, on the Webhelp LinkedIn and Twitter sites or read the Whitepaper in full below.

 


Brand humanity – what it is and why it works!

In part 3 of our blog serialisation of the latest Webhelp whitepaper “Emotion: Establishing emotional connections with customers: What brands need to know” A driving force in the ‘Think Human’ re-brand, Polly Ashdown, Marketing & Communications Director Webhelp UK, India & South Africa, reveals how brand humanity can create positive emotion and prevent disruption in CX.

As the range of digital consumer platforms and devices multiply, customer relationships are increasingly being disrupted by digital communications. Used to getting what they want when they want it, customers now expect brands to interact with them across each touch-point consistently – and in line with their expectations.

The brands that are able to speak with customers – rather than at them – will create and reinforce emotional connection. As our new YouGov consumer research shows, the impact of brand humanity on consumer behaviour cannot be underestimated. And neither can the impact on measurable outcomes including spend, loyalty and advocacy.

But how important is this connection to the customer, and consequentially to brands? Overall, 40% of consumers report feeling an emotional connection to a brand, and this connection makes them behave in different ways towards the brand.

In fact, of those who said they feel an emotional connection to one or more brands, 54% of people are prepared to pay slightly more for products/services, 66% are more loyal to the brand, 55% are likely to purchase other products/services, 63% recommend the brand to family and friends, and 49% share experiences of the brand.

Revealingly, only 4% of customers reported that having an emotional connection to a brand would NOT make them behave in a particular way, when talking to friends and family.

And these results become all the more interesting when we look at the source of emotional connection. The top 5 ways in which people feel emotionally connected to a brand are: The overall customer experience (53%), The brand is easy to deal with (38%), The brand’s values are similar to mine (34%), The quality of interactions with the brand (26%), The brand is ‘human’ (22%).

As we can see, customers reward brands who successfully demonstrate humanity with loyalty, advocacy, and their cash. If brands are perceived as ‘human’, customers are more likely to: Emotionally connect with the brand (net likely 56%), Go back to the brand repeatedly, rather than trying a different brand (net more likely 69%), Spend more money with the brand (net ‘more likely’ 61%), Recommend the brand to other people (net ‘more likely’ 67%). People in the ABC1 (the three higher social and economic groups) bracket are more likely than C2DE (the three lower social and economic groups) respondents to take positive actions towards a brand because it feels ‘human’.

Brands therefore have an opportunity to leverage emotional connection as a powerful driver of positive behaviours with customers with disposable income.


Brands that really ‘get’ the importance of a human angle look at making connection in the most human way possible. They’re less focused on the transaction – i.e. of selling the product, or answering the question – they’re focused on building trust, anticipating customer needs, and giving customers the edge. They know that consistency is key to trust and credibility, and focus on the entire experience, rather than one element of the customer journey.


In a nutshell, brands that are human are good at building relationships. They design customer experience from the customer’s ‘ideal’ of a relationship, and with a good understanding of their motivations. Customer insight and analytics are key to making sure that everything – from messaging, the language and channels used – correspond to the customer’s ‘ideal’.

At Webhelp, we’re using customer insight and analytics to create experiences that are human. While technology is inevitably core to customer experience, we always view technology from the standpoint of how it can augment the end to end experience and bring out the best in people.


Consider emotional connection as a hierarchy. Clearly, there are functional “transactional” things that need to ‘get done’, but there are experiences that need to happen in order to form emotional connection, and achieve the holy grail of loyalty and advocacy.


You can follow blog the serialisation, and join the conversation, on the Webhelp LinkedIn and Twitter sites or read the Whitepaper in full below.


Make ‘Time for a Cuppa!’ with Webhelp and Dementia UK

Webhelp is delighted to be working in partnership with Dementia UK as their corporate charity for 2020. And we’d like to help spread some support for their Time for a Cuppa campaign, which is starting a week of activity, on the 1st to the 8th March. And who better to tell us about this than Admiral Nurse, Wendy, who hosted her own party last year!

We love a brew and a good conversation here at Webhelp, so we think Time for a Cuppa is the perfect occasion to get together with our colleagues (and eat some amazing home baking!) whilst raising money to help dementia specialist nurses to support more families facing dementia.

Our people are getting ready to host their own tea parties, right across the UK, which we will share on social media, and to inspire them we’ve asked Admiral Nurse Wendy Mountford to tell us why her work is so important and how to get involved:

“Throughout my 25 year nursing career, I have always enjoyed working with people living with dementia and their family members.

I became an Admiral Nurse at Douglas Macmillan Hospice in 2017, to ensure that families with dementia are given information and support regarding end of life care.  It’s a very difficult time for families, but we can be there for them to make sure the person with dementia is comfortable and not in any pain, and that the family are as well looked after as possible.

Admiral Nurses help families throughout their experience with dementia, and one of the great honours about being one is helping people to cope, while dealing with one of the toughest health conditions out there.

We help people to understand how the person with dementia might be feeling, to help them identify if they are in any pain, and to give them the tools and the confidence to communicate with other healthcare professionals, such as those working in a care home, to make sure that the person’s wellbeing and best interests are always being looked after.

Throughout my role as an Admiral Nurse, Dementia UK has done a huge amount to support me through monthly supervisions and training sessions so it was really important for me to give something back – Time for a Cuppa seemed like an ideal opportunity.

Last year, we held a Time for a Cuppa at the hospice. Each department baked a cake and entered them into our cake competition. The prize was afternoon tea for two at a popular local venue. People made donations for slices and we played games, such as guess the bear’s name and the number of sweets in a jar, to raise funds and to get people chatting.

We invited everybody: hospice staff, patients, visitors and volunteers and many attended; catching up with them all was my favourite part of the day!”

You can hold your Time for a Cuppa anytime of the year, not just in March – and remember every cake you bake, every cuppa you make and every pound you raise can make a huge difference to people with dementia and their families.

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

 

 


Industry expert Scott Logie on why emotional connection works

 

In part 3 of our blog serialisation of the latest Webhelp whitepaper “Emotion: Establishing emotional connections with customers: What brands need to know” here industry expert Scott Logie, Customer Engagement Director, REaD Group and Chair of the DMA Customer Engagement Committee, shares his view.

For the DMA’s Customer Engagement Committee members, the topic of emotional connection is very important. As consumers we have emotions. We feel strongly about brands. It therefore makes sense that brands build on this.

However, ‘connection’ differs from brand to brand and it’s not always straightforward to pinpoint the drivers.

Take a dating company for example. An emotional connection is actually what their customers are buying. There’s an assumption that openness will be quite high, and that extroversion would be highly correlated with openness. However, in work we did for a leading dating agency, this was not the case for all customer segments. Rather than being driven by traditional demographics (age or gender for example) or personality traits, we found that segments are actually driven by behaviour and life-stage.

Emotional connection is key to loyalty. DMA Research reveals interesting similarities - and differences - regarding brand loyalty. All brands can have a ‘functional loyalty’ that’s based on the right method, the right product or service and the right price. That’s the baseline.

In financial services for example, unless you get the functional stuff right, there’s no point in brands trying to tap into emotions. On the other hand, consumers are increasingly ‘big’ on ethics and morals in certain sectors, and some will actively seek out brands that treat people fairly and are concerned about the environment.

In terms of ‘tactics’, rewards don’t play a big role in terms of loyalty to brands, with the exception of supermarkets, which is hardly surprising as we’re well trained in terms of supermarket rewards.

However, even here there are some interesting findings. Financial services organisations typically don’t offer rewards, yet in our research consumers stated that they would respond favourably to them.


In the YouGov survey for Webhelp: Only 18% of respondents said that they consider things like “if the brand gives me personalised rewards (e.g. birthday vouchers, discount codes, etc.)” when thinking about if they are are emotionally connected to a brand.


By far the biggest complaint in the DMA’s survey was a ‘lack of consistency’. Often consumers will get a campaign they’re interested in, but when they respond it’s a real “oh no” moment when they try to contact the brand via the website, on social, or by telephone and the experience doesn’t follow suit. Customers are more demanding than ever, so ignore consistency at your peril…

It’s worth noting that organisational structure can be a barrier to consistency – with siloed teams being the biggest challenge. Unless there’s an executive sponsor or a key driver to change that, then brands will struggle. Certain companies realise this; Santander, for example, is trying to unify across all their teams and consider the end to end customer journeys. However, by and large, not enough is being done.

To conclude, while it’s possible to measure loyalty, the measurement of emotional connection has some way to go. Many brands don’t know where to start, although some companies we work with analyse demographics and behaviours, overlaying data from Mention Me, a ‘refer a friend’ platform. It’s not highly scientific, but it does give a measure of loyalty and recommendation.

The DMA’s Customer Engagement Committee was put together to help brands reach and engage customers and develop customer loyalty across all channels. Its mantra is to combine data, technology and creativity to help brands dramatically improve their campaign results.

You can follow blog the serialisation, and join the conversation, on the Webhelp LinkedIn and Twitter sites or read the Whitepaper in full below.