Up Close and Personal: Customers Increasingly Demanding Personalised Service

February 8, 20186min

Customer expectations are ever-rising, competition is fierce, and retailers’ number one priority at present is improving Customer Experience.

A study by Walker revealed that by 2020, Customer Experience will have overtaken both product and price as the key brand differentiator.

Customers do not want to deal with companies that offer a poor service. If you have phoned a contact centre and experienced inadequate service you will probably feel let down, and the company in question may well lose your business.

For customers to stay loyal to a brand and businesses to win new customers, companies need to invest in Customer Experience. A staggering 62 percent of companies view Customer Experience delivered by the contact centre as a competitive differentiator (Deloitte). Gartner even predicts that by 2018 more than 50 percent of organisations will redirect their investments to Customer Experience innovations.

A seamless journey

Omnichannel takes the customer through a series of touchpoints on their journey from online, to store, to purchasing, and delivery. Companies need to ensure that their omnichannel is seamless and easy to use. Businesses that adopt omnichannel strategies achieve 91 percent greater year-over-year customer retention rates compared to businesses that don’t (Aspect Software). However, for those companies that do have an omnichannel strategy in place, 87 percent of customers think that brands need to put more effort into providing a seamless experience (Zendesk).

Customers now expect service to be slick and effortless without delay or errors, and for all the personal data consumers have become used to providing, they increasingly expect to receive a personalised service experience in return.

It’s all about you

Whilst personalised emails have been around for a number of years, the next level of personalisation has seen retailers create custom content and personalised promotional offers.

Major online retailers and music providers offer personalised content and some even deliver personalised home pages. With consumers time-poor and reluctant to sift through lots of product information, retailers use technology to predict what they are going to purchase based on their buying and browsing behaviours. Although many retailers are stuck at the level of ‘mass personalisation’ but new big data, cloud, automation, and communications technologies are heralding one-to-one personalisation at scale.

Increase efficiencies with technology

The advancement of technology in the contact centre is causing a stir, particularly around artificial intelligence (AI) where there is uproar on how AI will contribute to people losing their jobs. A study by Gartner predicts that by 2020, more than 85 percent of customer interactions will occur without a human.

However, AI will also help contact centre agents to get rid of the mundane everyday tasks that are part of the job and hand them over to technology instead. This could include anything from call routing to answering basic questions that an auto attendant or Web Real Time application can assist with. Essentially, the more advancement in technology in the call centre, the more contact centre agents’ roles will be refocused on soft skills to deliver empathetic, personal service and advice.

Delivering the personal touch

With intelligent call-based routing using CRM records and intuitive self-service options, your customers can connect to the right people and services that they need to speak to – at the right time. This will help resolve their queries quickly and effectively. Inbound automation speeds up low-touch interactions and frees up your best-skilled contact centre agents to solve complex customer issues and add value to higher value interactions.

Agents will then be able to focus on more difficult queries that require a one-to-one conversation with the customer. Inbound automation will also enable companies to personalise content and offers by handing the enquiry over to an agent to speak with the customer, who can then deliver the personal touch over the phone.

With routine and mundane tasks being handled by AI, contact centre managers and agents can focus on creative strategic thinking to improve customer service.

Computer Telephony Integration (CTI) helps companies to create the ‘wow’ factor in personalisation by empowering agents with the technology and information they need to deliver a seamless Customer Experience. When a customer calls the contact centre the agent instantly gets a screen pop on their screen which tells the agent who the customer is and what their history is.

This reduces the repetition of the agent having to ask the same mundane questions to the customer and  eliminates frustration.


Jonathan Sharp

Jonathan Sharp

Jonathan Sharp is Director of Britannic Technologies.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Masterclass enquiries:
Tel: +44 20 86385584

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


male enhancement: benefits of viagra tadalista 10 revatio for ed reviews best way to increase blood flow get a bigger penis zma amazon make a dick muscular penis male dick alfuzosin 10 mg yellow m pill sex support black ant pills for sale how to produce a lot of sperm pxl male enhancement efectos del viagra how much garlic for male enhancement chinese men with big dicks go blue pill mojo sex pill what is the little blue pill depression medication starts with l nitrate medications list male orgasm enhancement gnc red ginseng penis sizes by race psychological ed cure hard lump on penile shaft under skin penile condition best pills for sex hulu phone number customer service pills order online review my ding a ling youtube professional penis massage foreskin infection wikipedia cold sore how to last longer during intercourse us penis size male sex pills that work male enhancement products tiger pills chinese black penis size grower dick testoboost reviews

vape: melatonin vape juice fuji apple vape juice custom ecig mod vaping lungs vs healthy lungs ecig pen pod system cbd vape juice silver haze ecig juice concentrate side effects of vicks vapor rub on feet alternative vape juice aspire vape tank refill roor vape juice 100 watt ecig battery vaporama e cigarette vaping for sale liquid refillable e cigarette aspire ecig drip tip joystick e cigarette dangers of vaping oil vaping throat problems why does my vape say no atomizer does vaping affect blood circulation salt bae e juice luxe vaporesso nicotine salts vs juice the vape summit 2016 vape juice cloudy beard 24 vapor cigs popcorn lung atomizer build stand vapor in a bottle buy vape tanks high5 enail different type of vape pens diy vape supplies legit vape sites bathing vape g priv 220w kit ecig vs vapor smok guardian iii kit smok king beast uwell crown 2 new coil difference cloud nurdz peach blue razz voopoo drag 2 settings explained best vapor brands

cbd oil: cbd oil research terp nation cbd oil cvs pharmacy does cbd oil help gallbladder hemp bombs cbd oil shreveport cbd tea near me federal cbd law cbd syracuse side effects of hemp cbd oil cbd cartoon cbd oil benfits cbd oil and the heart neurology journal do companies test for cbd ocanna cbd reviews cbd oil vs pills cbd terpenoid essential oil cbs scientific hemp and cbd oil zeus pill cbd oil in maple grove hemp oil and blood thinners cbd joint isanti seizures in spanish translation bluebird botanicals cbd vape tera crystal guide cbd for nerve pain what does cdc stand for in medical terms opiate withdrawal cbd oil cbs who should i start cbd botswana amazon sleep aid cbd oil cost at k botanicals best type of cbd oil cbd oil sales near me what brand of cbd oil is the best standardized cbd oil does cbd oil show up positive on a drug test cbd suppositories review is cbd oil good for anxiety attacks cv sciences plus cbd oil gold 15mg green roads tea with cbd oil does hemp oil relieve pain

weight loss: weight loss aids weight loss workouts gym caffeine and weight loss maxie general hospital weight loss weight loss forums rapid weight loss pills for men hydrochlorothiazide 25 mg weight loss is poha good for weight loss weight loss stories men best cardio for weight loss at the gym does cigna cover weight loss surgery vodka weight loss amphetamine salts weight loss best juice cleanse for weight loss adrenal fatigue diet plan weight loss walk 30 minutes a day weight loss weight loss gainesville fl vysera diet pills reviews meal supplement shakes for weight loss weight loss hickory nc benefits of rebounding weight loss als weight loss does zetia cause weight loss alkaline smoothies for weight loss can vitamin d help with weight loss best pills to lose weight fast 2015 best energy drink for weight loss weight loss cleansing recipes weight loss flu weight loss calculator free nv rapid weight loss beauty pills healthy weight loss programs hcg diet pills energybolizer diet pills common prescription diet pills cat weight loss tips pink chinese diet pills thc weight loss best diet without pills jennifer lopez diet pills quick weight loss center in texas jennifer hudson weight loss pill fenfast reviews rowing machine workout weight loss