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November’s Monthly Compliance Newsletter

The Chatbot and the £1.25m fine

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So who’s that shiny new app for? You or your customers?

90% of apps are deleted within a year by the consumers who download them.
That sobering statistic from the Centre for Retail Research is contained in White Label Loyalty‘s white paper ‘Clicks to Bricks’. The appeal to brands – especially in retail – of having the behavioural insight and direct access to be gained from customers using their app is obvious. But creating and maintaining a decent app is still a very expensive undertaking – and if the vast majority of those customers don’t see the value in using it then it’s a pointless one.

You might think you need an app, but do your customers too

Indian outsourcing: Fewer regulations = more due diligence and risk for clients


Many thanks to our friends at Contact Centre Panel for sharing my thoughts on the recent loosening of regulations on Indian contact centres to support home working.
This is a sensible move by the Indian government to aid its BPO sector through Covid and beyond, but it will create an additional due diligence and supplier management burden on outsourcing clients.

Spam, spam, spam!

I’m very grateful to Gary Hancock for this week’s incredible number. Debonair and always well turned out, Gary has been receiving an avalanche of marketing emails from Charles Tyrwhitt – peaking at 3 in one day!
What could possibly be going on here? Presumably Tyrwhitt know something about #marketing and must be aware that anyone’s definition of spam kicks in when emails arrive with the frequency of meals.

Just possibly, in these most challenging times for a firm like Tyrwhitt, they are being rational. Perhaps they have found that potential customers of Gary’s profile respond to being swamped with marketing messages and will eventually make a purchase. if sufficiently inundated.

So, assuming that was the case, and you were in charge of Tyrwhitt’s marketing, what would YOU do?
Would you send the scores of emails and trash your brand, but gain the revenue?

It’s functionality, stupid!

Reality check time, marketers and those at the more emotional end of the customer experience spectrum.

New research shows that Functionality is still by far the most important driver of customer loyalty.
Societal Compassion, Brand Charisma, Personal Compassion and Service are all important to consumers, increasingly so in the Covid era. However, the component parts of Functionality:
– Quality
– Ease of Use
– Reliability
– Convenience
closely followed by Price, are supreme. So, getting your product and service basics right is the key to increasing loyalty.
Simple sounding, but hard to achieve!

This is just one of many interesting statistics in the latest edition of “Customer Engagement: How to Win Trust and Loyalty” from DMA UK,Collinson and dotdigital.

Culture’s still eating strategy for breakfast

It’s 20 years since Peter Drucker famously said (or maybe didn’t say – you’re welcome to explore that particular Google wormhole yourself!) “Culture eats strategy for breakfast”. And it seems that it’s still true.
McKinsey & Company‘s recent ‘The human touch at the center of customer-experience excellence‘ paper is devoted to explaining the importance of human- and employee-focused measures to underpin and empower customer experience excellence. In the realm of person-to-person interaction we never lose sight of the fact that brands are reliant on their frontline people to deliver the right experience. McKinsey’s findings bring the importance of great culture to life – especially when you are embarking on a transformation journey.
They have found that “Organizations that tackle the people-related activities to reinforce culture properly increase their odds of a successful transformation by between 30 and 79 percent.”

October’s Monthly Compliance Newsletter

The Curse of the Mask!

This month’s headlines:

·      The curse of the mask! The ICO fines dodgy Covid marketers again 

·      BA’s incredibly shrinking data breach fine 

·      Glimmer of hope for firms denied business interruption Covid insurance pay-outs from FCA’s court victory 

·      The Competition & Markets Authority says “No no” to anti-competitive Viagogo & Stubhub merger

·      Ofwat serves notice that suppliers’ bottom lines will be directly impacted by their customers’ experiences

Download it here:

New Normal or New Abnormal, consumer behaviour’s changing

Lots of interesting numbers this week, all from Infinity‘s Andy Vale who has just published a blog looking at inbound call volumes by sectors over recent months (the link’s in my comment below). Infinity do clever stuff tracking the source of inbound calls the way marketers have grown used to being able to do easily for digital responses.
Andy highlights the shifts in real-life response volumes across a number of sectors including automotive, property, home & garden retail and travel – not all of which are what we might expect.
Perhaps the most intriguing is Infinity’s data on the private healthcare sector which shows record call volumes and its biggest private healthcare client’s September volumes up 70% over the same time last year.
As ever, the devil and the underlying explanation is in the detail, but the raw stats alone again demonstrate that whether it’s a New Normal or an Ongoing Abnormal, shifts in customer behaviour continue to challenge organisations across business sectors (as well as that it’s always good to know where your consumer contacts are coming from).

PS Andy’s also recorded a podcast on this subject with Overdrive Digital‘s Jon Quinton

Don’t forget to be #customerfirst

New research from McKinsey & Company says that globally the Covid-19 has spurred a growth in “…the digitization of customer interactions” that would have taken 3 years, prior to the crisis.
That’s impressive, but not if the shift has been achieved by denying access to analogue channels and/or failing to resource customer support and guidance for digital.

You can be #digitalfirst, but you’d better be #customerfirst too!

#digital # cx# cex #customersimple

Driving eCommerce, 50,000 Steps at a Time

Marks & Spencer has asked content specialist agency Quill to re-write 50,000 product descriptions to help drive online conversion.

A fascinating insight into the level of effort required across so many detailed areas in order to optimise the online customer journey – this one focusing on the old elusives;

  • Clarity
  • Benefits
  • Plain English

Thanks to Sam Richardson of Twilio for highlighting this story and M&S’ Stuart Stiles for taking the time to explain the background – and how M&S is ‘closing the loop’ by tracking #NPS and returned order rates for the products, too Charged Retail‘s story is here.

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