Five key questions for CEOs, a response to McKinsey Digital

In a recent article from McKinsey Digital, several experts posed a number of key questions focusing on a digital-led recovery from COVID-19 aimed at CEOs, a total of five in fact, and never being one to ignore a challenge, David Turner, CEO for the UK Region shares his insight.

I’m responding not only in my role as CEO for Webhelp’s UK region, but as a passionate advocate of digital transformation – something that drives our service structure and is deeply embedded in the innovative partnerships we create with our clients. I hope that my answers illustrate both the resilience shown by our teams during COVID-19 and our desire for our clients not just to recover – but to thrive.

1. Do you have a clear view of where the value is going to be and a road map that will get you there?

Here at Webhelp, conversations with our clients on the topic of digital transformation are built in to our processes. The impact of increasingly sophisticated technology in the hands of consumers driving changes in their behaviours and expectations, combined with market disruption from new, online business models has been apparent for some time.

However, Dave Pattman, Managing Director CX Services for Gobeyond Partners, part of the Webhelp Group, highlights that:

“What COVID-19 has changed is the pace at which organisations have found themselves having to respond and adapt. For many this pandemic has resulted not only in the virtualisation of their workforce as offices closed but also the virtualisation of their customers as the shutters came down on physical outlets as well.”

In our view, it is very likely that the increasingly digital consumer behaviours arising from the lockdown experience will stick, forcing many organisations to radically rethink the fundamentals of their business and how they reach and serve their customers.

I firmly believe that Webhelp has the right resources, expertise and more importantly the flexibility to create and sustain digital strategy and online growth for our clients.

The insight driving every stage of this strategy should come from deeply understanding and tracking customer behaviours, something that is built into all our client solutions and forms the backbone of agile customer experience.

The digital landscape is also highly dependent on regulation, so the roadmap to success must be achieved in a compliant manner. For many organisations, this will create an added complication in the digital transformation journey. Our well-established risk function with expertise across regulation, cyber and compliance enables us to confidently navigate these challenges on behalf of our clients.

2. What role should business building have in helping you accelerate your entrance into new markets or access new customers?

Here, McKinsey concludes that many businesses can only match the pace of both the crisis and the change in customer behaviour by building something outside of the core company.

This is true in our experience, we have worked swiftly with our clients, increasing their business building capacity in digital.

This has taken a range of forms, from re-engineering blocked and over-subscribed customer management routes, to creating blended services that move seamlessly between on site, voice, virtual hubs, digital messaging and homeworking.

They also highlight the potential for growth in remote service providers, which I can certainly confirm, and that data visionaries are finding ways through analytics and automation to use new types and sources of data to generate value. We have been a long-term proponent of this, with several blogs and whitepapers creating conversation and tracking innovation in this field.

3. How can you lock in the benefits of a more agile operating model to increase the metabolic rate of your business?

McKinsey asserts that the very nature of the crisis has required teams to act quickly amidst uncertainty and react to changing situations. This was certainly true for us, and we immediately established a high-level rapid response unit to handle the major crisis decisions, while creating an agile and cascading level of responsibility to prevent our senior teams from becoming overwhelmed.  This allowed us to react across countries with one voice, while adapting to what was a rapidly changing set of international parameters and regulations.

Our senior leaders create flexible strategies based on current research and highly probable outcomes, always keeping real-time customer data at the top of the decision tree.

An incredible amount of momentum was reached and we have certainly benefited from clarity of focus, something which I will endeavour to sustain, and I have a renewed depth of confidence in the commitment and flexibility of all our people.

In the post-COVID digital world, Webhelp’s Think Human positioning has never been more relevant. Digital technology has been an enabler rather than a barrier to human connection during the lockdown. Separated families and friends of all generations have kept in touch over video calls and communities have mobilised over social media to support the vulnerable and key workers on the frontline.

As Dave Pattman also points out:

“It would be a mistake for organisations to assume that they can or should seek to remove all human interaction with customers. The value for Webhelp is going to be found in helping our clients to simultaneously digitise the human and humanise the digital.”

How should you rethink your talent strategy so that you have the people you need when the recovery starts?

Recruiting and retaining the right people is absolutely key to the successful growth of any campaign or company.  Our commitment to make business more human drives us to deliver an exemplary people strategy – something that we genuinely pride ourselves on – this will no doubt continue to evolve in the recovery stage, post-COVID.

Melanie Buckley, Director of Employee Value Proposition & Engagement Programmes UK, India and South Africa, points out that flexibility is again the key here saying:

“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. 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 our people as a brand, by sharing their successes and recognising their hard work.”

This topic deserves a blog – or a series - in its own right. And, as a people first company this is something that we will be bringing to you in the near future. In the meantime I will leave you some insight from Gillian Campbell, Chief People Officer UK Region & Director Global Engagement for Webhelp:

 “When developing our employer value proposition over the past year, we took the time to understand what is attractive to employees from different backgrounds and levels of experience. This endeavour is a cycle of continuous engagement, feedback and improvement, through which we identify areas for growth in the existing employee experience. Moreover, our investment in our employer brand is paying off – it’s helped us to attract and to retain the right people.”

4. What investments are the most necessary to create the technology environment that will allow your company to thrive in the next normal?

Investment in technology infrastructure is absolutely critical.

We have already made significant investments in our digital and automation capabilities to help clients improve customer experience and reduce costs using digital self-service, and leverage technologies such as chatbots to reduce volumes of non-complex and low value interactions.

As we became aware of the impact of COVID-19, we took steps on the logistical front to reinforce our strong digital framework, and this continued as the crisis progressed. We did this both practically: improving, increasing and securing our network capacity, and with rapid digital innovation, creating bespoke solutions for our clients – which were delivered alongside the substantial task of moving 40,000 colleagues to homeworking.

The result has been the provision of a truly responsive range of solutions, a journey which hasn’t been without challenges, some of which Helen Murray, Chief Customer Solutions Officer, for the Webhelp UK region, reveals in her recent blog.

At the same time, we are identifying where human support adds value to digital experiences. Providing guidance and support to customers during high value, complex and emotionally important journeys.

It’s becoming very clear that success for any organisation will only be achieved through combining the right technology with a human mindset and strong digital strategy.

Digital strategy now has an almost universal impact on maintaining business continuity, and CEO’s need to both invest in and maintain their digital ecosystems across the board, making sure that data service providers and all respective technologies create a streamlined experience.

However, many businesses are not yet ready as Mark Palmer, CEO at Gobeyond Partners explains:

“Prior to COVID-19, there was a misperception of digital maturity across many sectors. As the crisis took hold, the world turned wholly digital, almost overnight. The varied level of response has exposed the lack of capability and flexibility inherent in many organisations. For brands to survive, leaders can no longer pay lip service to digital transformation. Digital needs to be fully integrated into their overall operating model”

Shockingly, before COVID 79% of businesses reported that they were still in the early stages of digital transformation, and this crisis will have been a huge wakeup call.

The world has moved online, and it looks like it will stay there indefinitely.
Business need to act fast – or risk becoming obsolete.

Click here to discover more about our transformative range of services or read more from Mark at gobeyondpartners.com

by Webhelp

Customer engagement insight for 2020 and beyond

In recent months digital communication has become much more prevalent and is now essential to many global sectors, so Andrew Hall, Managing Director Customer Solutions, Webhelp UK region, takes a look at how this is having an impact on the evolving customer engagement landscape.

The onset of COVID-19 has made it imperative for many of us to live and breathe on digital platforms. As this switch has become firmly embedded in our behaviour patterns, four distinct themes have emerged in the customer engagement arena, which are likely to become even more relevant over the next 12 months.

Exceptional Delivery

There are two golden rules for creating customer engagement: Make it easy. Make it exceptional. The need for exceptionality across sectors is driven by twin imperatives; to create added value and provide positive differentiation.

In short, making the experience exceptional can set you apart from competitors and increase business. Achieving exceptional quality experience across all channels will pay dividends, as David Turner UK regional CEO for Webhelp UK region remarks:

“Thinking carefully about your customer journey is becoming far more important than just designing how to deliver great service – it may in fact be essential for the survival of your business.”

The power of transformation

Harnessing the power of digital transformation is, arguably, the best pivot point on which to leverage changes in customer behaviour and embed positive relationships with consumers. Times have changed radically from the fixed model of voice delivered after-sales customer service. Customers now have a wealth of choices in the ways they can interact with brands. Companies that fail to embrace transformation and don’t work hard to maintain the right content and context right across the entire customer journey, will put themselves at serious disadvantage.

Flexibility in channels and operations

The customer engagement layer - the point at which your consumers have contact with the business, can now take multiple forms. This can be purely automated contact, like chatbots and online ecommerce or via blended human and AI platforms like messaging or social media, or with the traditional telephone advisor - who will always be needed for cases that require human insight and empathy.

However, customers now expect 24/7 contact, and an omni-channel model is now considered the norm, along with the latest mobile messaging services! And of course it is more effective to seek out and speak to your customers on their digital home ground – rather than wait for them to find you!

Results focused

It’s becoming very clear that customer engagement benefits from increased focus on long-term customer value, retention and engagement measures. Good future planning, the adoption of digital technologies and customer design thinking, can help to realise vision and deliver strategies to accelerate innovation and improve customer experience.

Webhelp Chief Customer Solutions Officer, Helen Murray, considers the best way to use engagement measures to drive performance:

“Evidence, no matter how well researched, cannot create engaged and loyal customers on its own – instead, it must inspire digital transformation and top-down strategies. Which in turn must then be embraced at every part of the customer journey. I know from experience, this is not something which can happen overnight, it takes investment, passion and the right insight.”

Together these four pillars can support customer loyalty and advocacy, creating a substantial competitive advantage. There is a huge benefit to be found in designing and embedding the right experience for your customers.

Find out more about how the game is changing for customer experience markets and channels here, delve into our service catalogue here, or look me up on LinkedIn, where I would be delighted to read your thoughts and questions.

by Webhelp

How the game is changing for CX markets and channels

As part of our Game Changers series, Helen Murray, Chief Customer Solutions Officer for the UK region, looks at how current events are influencing the Customer Experience sector and how brands must evolve their channels and embrace optimism to create fresh new strategies and opportunities.

In global business circles, the phrase “unprecedented times” has been repeated so frequently that it has now become almost meaningless, especially when measured against the human cost of COVID-19. However, a period of extraordinary transformation is certainly upon us – and how brands respond, across all channels, will set the pace for recovery and future development.

Broadly speaking, brands could take several courses - maintain current levels, adjust under pressure or take radical steps to stay in front of the curve.

The award-winning consulting and transformation business, Gobeyond Partners - part of the Webhelp Group, has developed an insightful overview of the typical response phases to a crisis, and the take back control phase they identify may be critical for businesses currently experiencing an increase in ‘contact’ from anxious customers

I firmly believe that CX Leaders, who want to confidently transition to the new normal, must identify the best contact channels for both marketing and CX communications – and consciously strengthen and develop them.

Before the world changed, primary brand goals were loosely based around the three principles of product penetration, share of market and customer attraction.

However, many business are now sharply focused on connecting with and preserving the customers they currently have, which I would agree is imperative – but so is building for future growth. As Mark Ritson, former marketing professor and award winning columnist, writes:

“It might seem superficially mercantile to discuss brands, pricing and customer behaviour as we stare down the barrel of a pandemic. But the practical reality of global economic trade means that we need to market now for the good of all mankind.” Source: Marketing Week

Behaviourally people are creatures of habit and any channel shift now is likely to continue when the new social norms are established. Brands must be ready to take back control by acting on this change.

Social channels are booming, Facebook alone is nearing 3 billion platform users, and is seeing a sharp increase in the consumption of news and insights. Social Media Today highlights that LinkedIn has added 15 million members since January, and reports growth of 26% this quarter.

Webhelp Marketing & Communications Director, UK region, Polly Ashdown realises that:

“To maintain high visibility in their sectors, it’s now imperative that business be proactive in the way they position and represent themselves online. And, this must be reinforced with grass-roots cultural clarity, a strong brand identity and clear top tier thought leadership.”

And the conversation shouldn’t stop there, casual social customer feedback can be very telling, and inform brands of major customer service issues, which can then be driven back into solutions development, tackling challenges before they become ingrained.

Unsurprisingly, the current climate has dramatically increased the desire to communicate. Voice as ever remains a prominent channel for CX, and we know that person to person contact is preferred by customers when they have a complaint and as a platform for issue resolution. The coronavirus pandemic has created a larger homeworking pool of advisors, for voice, working in a more personalised space – and brands need to stay ahead of any possible impact.

As the business-like hustle and bustle of the contact centre is being replaced by the gentle and familiar hum of the neighbourhood and family life, we may see greater connection and advisor focus on the customer wants and needs. Early indications are good but it will be extremely important to measure the relative success, differences and advantages and pitfalls which the shift brings and create future channel strategies around these points.

The influence of the humble chatbot is growing too, with the World Health Organisation recently launching one to combat misinformation and keep the world better informed. As media magazine, The Drum reports, to adapt to the current reality, some companies are rapidly being forced to adopt chatbots and messaging platforms, as frontline CX.

Thinking positively, as brands recognise the advantage this platform brings in cost effectiveness, engagement and personalisation, we could see adoption increase over the long term.

Similarly, with the decrease in the brick and motor outlets, many businesses are now choosing to dip a toe into the e-commerce space for the first time, with the retail sector likely to undergo a significant transformation – something to be discussed in depth later in this series.

With the way forward starting to crystallise, the importance of flexibility, adaptability and early adoption, something we pride ourselves upon, will become more important across all channels.

As Webhelp Group MD and UK Region CEO, David Turner reflects:

“In this undeniably testing time, the CX industry must maintain optimism, think long term, and continue brand building for their clients. Honouring their values, protecting their staff and creating new avenues for future success.”

Discover how our services can help can you find the best channel strategy for your business, read the Gobeyond Partners article for more information on the Crisis Curve and the impact it will have on your operations.

by Webhelp

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.

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. 

by Webhelp