Posts

Setting Course for Success in 2021: It’s all about people and relationships

By Chris Ezekiel, Founder & CEO

Happy New Year!

We all know how tough things have been, and indeed continue to be, with a lot of uncertainty still. And the festive period was very different for everyone. But a new year brings new hope, and we can see the dawn of the vaccines rising above the horizon. I’m sure 2021 will be remembered as the year that we defeated this awful pandemic. Hats off to the remarkable scientists, their teams and the vaccine trial volunteers! Whilst we reflect on the devastating suffering and loss of life, let’s hope that some of the good things, like the renewed community spirit, stay with us forever.

On the one hand we are reminded of the vulnerability of human life when there’s no defence against a virus wreaking global havoc, and on the other hand we have come so far considering the incredible vaccine progress and comparing that with other pandemics over the centuries. Education and curiosity are what drives human endeavour. When you consider the world’s greatest inventions and advancements, whether it’s been down to lone genius or collaboration and teamwork, one thing is for sure: the education and business environment needs to be right to enable such individuals and teams to flourish.

It’s been a tough period for every organisation. At Creative Virtual we are very fortunate to have fantastic customers and partners, and it’s been truly incredible how everyone has pulled together. When I founded Creative Virtual 17 years ago, I put long term relationships at the centre of our Creative Virtual DNA and taking a longer-term view on things has never been more important than this past year.

Whether it’s about the company or helping in the community, it all comes down to the people. I’m so proud to lead a company with so many amazing people! Teamwork has certainly been the operative word this past year! We talk about the importance of our people in our ‘Focus on Experience’ whitepaper. Innovation is another key characteristic of our company, and during the past year we have been investing significantly in the next generation of our products.

Governments around the world have had to put unprecedented amounts of money into supporting economies. Eventually, the books will need to be balanced, but we owe it to the generations to come to maintain a healthy environment where our scientists and innovators can flourish.

As we embark on a new year, let’s celebrate the quirky ones who dare to try new and unconventional things. And let’s remember that quite often we need to fail before we can succeed. Let’s support individuals and businesses that are changing the world for the betterment of mankind. That would be a fitting legacy to the pandemic of 2020.

Onwards to 2021! Happy New Year!

Customer Experience: It’s all about long-term relationships

By Chris Ezekiel, Founder & CEO

CX Day and Customer Service Week this year, like everything else, is held with the dark cloud of the pandemic hanging over us. Customer experience has always been a key competitive differentiator, and this has never been more apparent than this year. It’s a true saying that when the chips are down you find out who your true friends are. As the CEO of Creative Virtual, I’ve been on two sides on this equation during these tough times: supporting our customers and being a customer myself.

Customer experience is a much-debated subject of course, but the thing that’s often missing from these debates is the importance of building strong customer partnerships that can stand the test of time. Creative Virtual is fortunate to have many long-term customers: one of our first customers has been with us since the formation of the company (nearly 17 years ago!). Having a great team, who are empowered to make decisions in the best interests of the customer, is the main attribute for a long-term partnership. Being flexible, listening and supporting our customers as they face their own challenges, and taking a longer-term perspective, is an inherent part of our company culture.

I’m always studying how other companies treat their customers, and there’s no better way than being a customer yourself. The pandemic has brought out the best, and the worst, in the customer experiences that myself or people I know have encountered. Like all of us, I’ve been truly inspired and humbled by our key workers. The dedication and positivity from staff at the local Waitrose, for example, has been a breath of fresh air (service with a smile!). There are some bank and landlord experiences that I’ve heard about that have been pretty bad. And these cases are particularly beguiling when there’s been a long-term relationship in place and the bank/landlord has turned their back in a moment of need. Purely from a business perspective, these actions are completely counterproductive as this often leads to a loss of business.

Today much of the customer experience is automated, and when I consider what makes our chatbot/ virtual agent and live chat technology successful, it’s taking that long-term view. Building the right foundations at the beginning means the technology can be easily adapted as business priorities change and can be readily scaled up as required. This was particularly put to the test during the height of the pandemic when our customers saw a dramatic increase in virtual agent transactions and required quick updates to the chatbot/ virtual agent content. Taking a long-term perspective is just as important for chabots/ virtual agents as it is for human relations!

If you’re planning to add a chatbot virtual agent to your CX strategy to help improve your customer relationships, you’ll want to download this whitepaper: Guide to Selecting a Virtual Agent or Chatbot Vendor: Forget the Technology & Focus on Experience. The guide provides insights from industry experts on how having a strong partnership with your technology vendor sets your self-service solution up for long-term success.

As you celebrate CX Day and Customer Service Week this year, consider the approach you are taking with your customer experience strategy. Are you striving to build strong, long-term customer partnerships? Are you empowering your employees to make decisions to strengthen those customer relationships? Are you taking a long-term view to achieve success with automated CX tools?

Customer experience is all about long-term relationships – and that’s never been more important than right now. When the chips are down, are you a reliable partner for your customers?