Last Tuesday we attended The Customer Engagement Summit, our first sponsored event in the UK.

It was an amazing opportunity for us to collaborate, share and discuss successes, best practice, wins and even failures amongst peers over key topics: VoC programs; innovative and disruptive strategies; the Customer Experience and The Future of the Contact Centre.

The day kicked off with a brief introduction from Summit Chair, Mike Harvard of Ember Services on “Technology the Great Enabler”.

“Trust the people that serve your customer”

John Timpson, Chairman of Timpson, delivered an exceptional opening keynote on Timpson’s “Secret Behind Amazing Service”. John’s inspirational presentation shared insightful titbits, stressing the need to “give employees the authority to do the right thing for customers” and to “trust the people that serve your customers”.

“You can’t prepare the future but you can prepare for it”

Amit Shankardass, Global Marketing Executive of Teleperformance, followed with a strong delivery on “Curating Your Customer Engagement Ecosystem”. Amit talked about Technology being an enabler, where customers expect a seamless experience across channels. As Amit continued to capture the attention of the audience, he went on to credit consistency and the continuity of context as key components to creating a successful Omni-channel experience, citing “You can’t predict the future but you can prepare for it”

Jo Moran, Head of Customer Experience, M&S talked us through how M&S was “Making Every Moment Special for Colleagues and Customers” emphasizing that “Great Customer Service is about being commercial”.

After the coffee break we managed to catch Thierry Auber, COO, MediaTech Solutions lead the discussions at the Round Table sessions on “Implementing a Voice of Customer Programme to match Business Objectives”. Attendees from various sectors across business sectors (Business to Business & Business to Consumer) discussed the key points on Customer Experience program implementation, as well as sharing some of the challenges they faced.

“What do your company values mean to your employees and customers”

In the afternoon we managed to catch Alyson Fadil, People Director, Sofology, as she delivered an energetic presentation with her colleague Neil (picture of Alyson) on “Co-Creating your Culture With Customers and Teams”. Alyson shared some key areas that Sofology delivers Exceptional Experience that empower the best choices: Durability, Comfort, Maintenance, Style, and Colour; also, asking the thought-provoking question of “What your company vales mean to your employees and customer”?

“Teach Customers to value most what you do best”

Sean Risebrow, Director of Customer Experience, Bupa shared best practices on “When (and When Not) to Use Customer Experience Design”. Here are some of his key points:

  • Be the best at things that matter the most to the customer
  • Don’t under-estimate the power of putting yourself in the shoes of your customers
  • Teach Customers to Value most what you do best
  • Get the experience right by design
  • You can’t fix your way to greatness
  • Do a few things well
  • True genius lies not in doing extraordinary things, but doing ordinary things extra ordinarily well
  • Take people on the creative journey with you
  • Make certain you have permission to play – there is no point designing something if there is no intention to implement it
  • Focus on value – Adoption, Tangible, Metrics matter, Owned
  • Create something that everyone in the organisation can understand and believe in
  • If you’re comfortable, you’re not learning

As the day of keynotes ended it was clear to acknowledge that The Customer Experience landscape is changing. The way customers and employees engage with companies and brands highlights the importance that is needed to ensure we create and implement suitable VoC programs to drive customer engagement. Looking forward to next year’s event!