Another year, another great Convention. CCA Global once again pulled off a fantastic and engaging event, which explored how digital technology is changing the face of customer service worldwide. With keynotes from Sky, Barclays, EasyJet and Salesforce, we were thrilled to be part of this event, offering our partnership (and digital services), in addition to our expertise for sessions. So, what were the key messages from Convention?
“With such a significant volume of information to convey to delegates pre, throughout and post-Convention, and for those in industry who can’t be there in person, we needed a strong digital strategy to ensure effective communication. We're delighted to have partnered with After Digital who are true professionals in their field.”
- Anne Marie Forsyth, CEO, CCA Global
There were lots of great talks, sessions and one-to-ones throughout the Convention (not to mention a gorgeous Civic Reception at Glasgow Chambers and a very glamorous Awards Ceremony on the final evening), but there were a few messages that were echoed throughout the event. Here are our top picks...
Simple, bite-sized and tangible
Perhaps not surprisingly, there were a lot of political references throughout the days. With the resounding piece of advice from Kaye Adams being, that if we can learn anything from Brexit and Trump it's perhaps that simple, bite-sized and tangible pieces of information can be more effective, as they are geared perfectly towards digital consumption. With channels limiting us to a certain capacity of characters or duration of playtime, we need to consider how we can communicate compelling messages quickly and succinctly.
Loyalty, nowadays, is wafer-thin
As consumers, we're becoming increasingly demanding. And, with that, our loyalty is becoming less and less. With so many available alternatives at our disposal, brands who fail to deliver will swiftly be left behind. This means businesses need to manage customer expectations and offer consistent, high-quality customer care.
Being busy can't be an excuse
We're all busy. This can't be the excuse for not driving key initiatives (such as digital transformation) forward. We need to take time to think about our business aspirations and be mindful of where we are and where we want to be. The key message here - work smarter, not harder. If you don't embrace and drive necessary change, you may not have a business to be busy with in the near future.
Being busy can also be our downfall
We need to look after ourselves to be truly effective in business. Sky's Danielle Macleod discussed an incredible crowdsourced wellness scheme they'd introduced, ensuring staff focus on their well-being by leveraging knowledge and skills already available within the organisation (i.e. nutrition, mindfulness, yoga, etc). To be a great leader, you need to be strong enough physically and emotionally.
We need to learn from everyone
We're living in a time where we need to learn from our juniors and younger generations, as well as passing down wisdom earned from years of service. Businesses who continue to operate on legacy systems which focus on years of experience being the only source of knowledge, will miss valuable opportunities to leverage pockets of knowledge from elsewhere in the organisation. MasterCard, for example, introduced a great peer-to-peer training initiative around social media, which ignored traditional, hierarchical barriers.
People make us great
Everyone in your business should be working on behalf of the customer and representing the company. We need to recognise that it's our people who make us great and reward this key asset.
The difference between disruption and the norm is simply time
Mark Shayler made this great point that the most innovative (or successful) companies are not necessarily those who do new things first. They are the companies that do new things when the marketplace is ready to embrace them. What's more, disruption quickly becomes the norm. But, the key takeaway here - change should be seen as an opportunity not a challenge.
People like people
Another top tip from Mr Shayler, who pointed out that whilst we move toward more and more methods of self-serve and digitisation, people often still want a human interaction, particularly when it comes to customer service. There are mundane activities that we are often quite happy, as consumers, to complete online (such as online check-in for flights), but there will always be points where we'd rather deal with another person.
Digital is everyone and no-one's responsibility
A key question posed by our team at Convention was that of who owns and drives digital excellence in businesses. To be truly effective we need a joined up vision of how digital can be used at all levels, firstly by reviewing our 'what is' situation and our people's skills, before we even begin to consider our technology. The most effective businesses will be those who identify digital leaders, who embrace change and encourage collaboration.
Our team ran a seminar, with Firstsource's Rick Sturge, looking at organisational digital maturity and how to assess your starting point for effective digital evolution. You can view the slides from their session in the Prezi below.
“The CCA Global Convention brought a fantastically high calibre of customer service experts from across the globe together to Glasgow. We were delighted to be there representing innovation, progression and best practice in digital. A major congrats to all the CCA team for pulling off such a fantastic and seamless event.”
- David Johnstone, Managing Director, After Digital