Knowledge - Insights: Chair Reports

What Happened at Customer Engagement Transformation 2017?

For those familiar with my after event debriefs, I’m happy to report it was another cracking day, courtesy of the Engage Customer team who assembled a great line up of speakers and a crowd of inquisitive and vocal delegates who were clearly eager to learn. Both Adrian Swinscoe and I chaired the event.
This is what happened in hall one.
Gareth Turpin of O2 kicked off the presentations. His was a long term perspective on O2’s journey as director of customer service and transformation with ten years already under his belt. This gave authority to one of Gareth’s core themes.
“Change is Difficult. Not Changing Is Fatal”
It was a story of moving from phone based live service to a more balanced combination built around self service which now stands at 81% of customer demand which means live contacts are all the more challenging.
Gareth offered a great insight around service design when he reflected their initial experience was that self service needs customer trust or else they will still call! O2’s success in self service has also created its own issues in terms of flexing resources and downsizing spaces – a key reason why they now use a BPO partner. Moving forward O2’s service strategy includes automation, personalisation and new channels.
Next up was Terry Kincheloe who kindly travelled all the way from Kansas USA. Terry runs Marcoms for UMB, a bank with a clear focus on customer experience.
I especially liked how smart they were around customer listening.
This came from a blend of sources including an enterprise-wide customer satisfaction study, a digital channel VoC, a branch VoC, website analytics which were captured live from customers while on the UMB site, a call center surveys and finally social media ratings and reviews. A pretty impressive mix that means the real issues can bubble up.
And in case you wondered, yes they did then do something with the insight.
Harry from the Goat Agency then showed us how fleet of foot you need to be these days. He’s into influencer marketing which apparently generates 11 times more ROI than traditional digital marketing. What is an influencer? Good question. Harry had an answer.
“A person or page with a large, engaged social following that you will only know if you follow them. If you are aware of that person and do not follow them they are a celebrity.”
So now you know.
In a world stuffed with fake news and fake celebrity body parts, influencers generate what Gareth mentioned at the start of the day – TRUST. Harry trotted out the research to prove it.

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Chair Report – Customer Engagement Transformation 2017 – Martin Hill-Wilson

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