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Recruitment, technology and omnichannel: A perfect storm for pan-European customer experience
Around the Christmas and New Year period, lots of people take flights around the world to spend some quality time with their loved ones, or go on a relaxing holiday. This kind of travel is not only limited to the Christmas and summer periods however: the number of people taking flights is continuing to grow as we live in an increasingly global society, where frequent travel is becoming increasingly normal for many people.
The knock-on effect of this for the business world is that the days of rigid customer bases residing in one particular region are becoming a thing of the past. Brands have to get a lot better at working with their customers across different regions; when they are abroad and experience problems with a mobile phone or bank account, for example, they expect the service provider to resolve the problem in the same way they would do if they were back home.
Being forced to speak with somebody with a poor grasp of a chosen language, or who does not have access to the required data, will no longer be tolerated. No matter where in the world they are, people expect a brand to put them in touch with the correct person, who will have the relevant information at hand. The brand must provide a single, consistent message; whether from somebody in a local contact centre, or back in the customer’s home country.

Local service on a global scale

Brands must be confident in their ability to provide reassurance and solutions to customers no matter where they are, or what they’re doing. If your brand has never done this before, it could seem like a daunting prospect. So how can this service work in practice? Here are three key elements to focus on to create a perfect pan-European customer experience:

  1. People

    We all know the well-worn cliché about a business being nothing without its staff, but when it comes to providing customer service across several countries, a brand simply cannot succeed without the right people.

    As such, the recruitment process will become increasingly critical in the success of a business. There’s no point claiming to service a country without providing somebody who is fluent in appropriate local languages; they must search for people who have the skills to put Pan-European customer service into action.

    At CCA International, we have 6 Pan-European hubs for 27 languages, which provide the dedicated local expertise, while also delivering locally-tailored conversations and interactions based on key messages from other regions. They all have our corporate culture written into their DNA, with the same values for every single hub and country.

  2. Technology

    Without access to the relevant information to help customers, it won’t matter whether the right skills are available or not. That’s why we use one single CRM system across all countries: keeping everything centralised guarantees customer service representatives will always be able to get hold of the relevant information for every market. The fact that our six local hubs are linked together means colleagues from different countries can talk to each other and share information in a single format everybody can understand.

    Getting data centralised means the dreaded ‘siloes’ word, an increasing concern for many organisations, does not even appear on the horizon. While competitors worry about customer data caught in a variety of systems and formats, brands with a centralised CRM will enjoy the benefits of providing a single message to all customers.

  3. Omnichannel

    Millennials are increasingly expecting to have a relationship with brands across a range of channels, and no longer accept terms of the interaction being dictated by brands. Being able to demonstrate to a customer that you are capable of a seamless communication stream across a range of platforms, from phone and email to Twitter and webchat, will enable omnichannel relationships to blossom. An omnichannel customer service across multiple regions is proving to be a real winning formula.

    By focussing on these three key areas, brands will enable customers to resolve issues in a timely manner, receiving communication which is not only localised, but also fits with the wider conversion of key company messages. If they can be confident they can always rely on your customer service team to fix problems wherever they are, customers are likely to be loyal over a long-term period.