Article : Brand Storytelling Leads to Successful CX
Nothing intrigues as much as a good story. A good story captures a reader’s attention and leaves them wanting more. That is precisely why brand storytelling is all the rage in today’s world. In the competitive marketplace, brands need a strong narrative to connect to customers—one that engages with empathy and bridges values, preferences—even lifestyles—of companies and consumers. Ultimately, storytelling is at the heart of good customer experience (CX).
Contact centers play an essential role in brand storytelling for their partners. They are trusted messengers, empowered to tell the brand story to customers as well as relay back to the brand how it is received. Contact centers are often brought into the process to add value to customer communications and have become experts at bridging critical gaps for optimized CX and ROI—in other words, earning and retaining customers for the brand. Every day, contact centers build brand storytelling success, while keeping the following three guidelines in mind.
1. Ensure every line of dialogue remains true to the narrative.
Goodcontact centers should be experts at the art and science of being the brand-behind-the-brand. Immerse yourselves in brand culture, vision and values. As the voice of the client, agents work from scripts written in the precise language of the brand. From this foundation, they build customer communication with the front-line education and training with site visits, product laboratories and ongoing education. In short, make every line of customer conversation count.
2. Make the important parts of the story effective and resolve story conflicts.
To truly gain a competitive edge in today’s marketplace, brands need to provide a frictionless, optimized customer experience to engage and preserve customer loyalty. Take social media for example, an invaluable CX channel. Out of 7.7 billion total world population, 3.2 billion use social media. And, this demographic is estimated to grow 3 billion by 2021. Increasingly, brands are leaning on contact centers to help them with their social media customer care.
HGS research indicates 60% of brands surveyed are in need of developing a social media playbook, an important first step of HGS EPIC™ Social Care. By utilizing this essential storytelling tool clients can engage the customer at scale, protect their brand, inform timely business decisions and create moments of joy that lead to brand loyalty.
3. Show, don’t tell, when sharing the story.
Good storytelling creates value through action and results, rather than summarization and description. When sharing with clients, it is important to relay critical interactions across all touchpoints of the consumer journey—from Engage, Buy, Bill, and Care to Repair and Retain stages.
In all of these ways and more, we use storytelling to reinforce our clients’ brand narratives to their customers. We create connections, start conversations and encourage engagement with service excellence, innovation and ambassadorship to build and retain affinity and drive real outcomes.
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About Hinduja Global Solutions Ltd.:
A global provider in business process management (BPM) and optimising the customer experience lifecycle, HGS is helping to make its clients more competitive every day. HGS combines technology-powered services in automation, analytics and digital with domain expertise focusing on back office processing, contact centres and HRO solutions to deliver transformational impact to clients. Part of the conglomerate Hinduja Group, HGS takes a “globally local” approach, with over 42,371 employees across 72 delivery centres (as on 30th June 2019) in seven countries making a difference to some of the world’s brands across nine key verticals.
Published: Wednesday, November 6, 2019
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