Shaken & Stirred - Influential Brand Profiling and Positioning

How connected are you to your customers?


Gone are the days when your chance of business success and huge margins depended solely on the product or service you offer. With so much competition, customers have more choice and control than ever before. As a result, brands are prioritising the customer experience. So why is it that after decades of business experience, consistently delivering a great customer experience still feels out of reach? 

Some companies are better at it than others, but it’s hard to say why one is better than another. It can seem like a subjective concept. And as the world keeps changing, it’s even harder to measure what makes a brand interaction so good that, as a business leader or individual, you think of them first. The answer lies in how deep a connection we can build with customers, but how is this possible in a digital-first world?

Are we dehumanising the workforce?

Gartner’s Future of Sales research shows that by 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels. On the one hand, this supports the efficiencies and speed to market that come with the acceleration of IT services automation, online licence renewals, digital communications, chatbots etc. But on the other hand, it also risks a dehumanisation of the workforce environment and customer experience. How many times has a call centre chatbot infuriated you? Does your interaction with a company involve dealing with a real person? Human nature dictates that people still like to buy from people. So where do you find the balance?

As business leaders, and as we face the additional pressures of a challenging economy and a continuing shortage of tech skills, our joint mission has to be to get the balance right so that our people are motivated, empowered and feel stronger as a result of the technology available. And our customers believe they are doing business with people, not just technology. 

How do we achieve this?

It starts with the courage to ask the hard questions, listen to what comes back and act on it as a fundamental strategy. It’s so simple, really – the best way we will help our businesses is to listen to our customers’ voices in 2023. 

Outsourcing your customer service to professional companies can significantly enhance the quality of your consumer interactions. These companies excel in adopting the latest technologies and training methodologies to ensure their representatives can deliver outstanding service. Additionally, they often operate across multiple time zones, offering 24/7 support, which means your customers can get help whenever they need it. By partnering with 3C Online or other trusted specialized service providers, you can focus on your core business functions while trusting your customer service to experts. It will ultimately improve customer satisfaction and loyalty.

Voice of the customer 

At the heart of every business should be a culture that drives behaviours that are genuinely curious about its customers. Everyone should be listening to their customers, then acting with integrity to make things happen. Knowledge of all aspects of the business and a willingness to adapt and bend the rules to what you are hearing will help you go that extra mile and deliver a better customer experience.

James Hunnybourne, CRO, Ultima