It didn’t all change in March 2020. Not really. The UK high street has been in the throes of a gradual revolution for decades. From the rise of ecommerce, to the birth of mobile, social commerce, and a growing emphasis on experience, change has been underway for a while. In fact for many, the pandemic has acted as a wake-up call. Digital transformation was no longer a ‘nice to have’ but a matter of survival. Necessity sparked innovation and customers are enjoying more flexibility and conveni ...
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Contenuto fornito da BBH Labs: A podcast about marketing and Bartle Bogle Hegarty. Tutti i contenuti dei podcast, inclusi episodi, grafica e descrizioni dei podcast, vengono caricati e forniti direttamente da BBH Labs: A podcast about marketing and Bartle Bogle Hegarty o dal partner della piattaforma podcast. Se ritieni che qualcuno stia utilizzando la tua opera protetta da copyright senza la tua autorizzazione, puoi seguire la procedura descritta qui https://it.player.fm/legal.
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Tom And John Go Outside, Ep 1: Call Centre Workers
Manage episode 202545677 series 2088348
Contenuto fornito da BBH Labs: A podcast about marketing and Bartle Bogle Hegarty. Tutti i contenuti dei podcast, inclusi episodi, grafica e descrizioni dei podcast, vengono caricati e forniti direttamente da BBH Labs: A podcast about marketing and Bartle Bogle Hegarty o dal partner della piattaforma podcast. Se ritieni che qualcuno stia utilizzando la tua opera protetta da copyright senza la tua autorizzazione, puoi seguire la procedura descritta qui https://it.player.fm/legal.
The first in an occasional series called Tom and John Go Outside, in which intrepid BBH London strategists Tom Roach and John Harrison go outside advertising to talk to experts from other fields and bring back fresh insights. IN THIS EPISODE ? Tom and John meet Call Centre Workers - the undisputed experts in handling even the trickiest of customers - and learn 5 important lessons. From 1’45: 1. Confidence - the key to building instant rapport and trust - The power of expertise - The importance of the one to one relationship - Taking ownership - saying ‘I’ rather than ‘we’ From 4’30: 2. Instant gratification - rising expectations of getting it sorted immediately - The importance of composure under stress - Technology’s role in resetting expectations - The Americanisation of culture From 7’00 3. Empathy - being on the consumer’s side - Overcompensating for the absence of body language - Being observant and picking up signals - The challenges of delivering a personal relationship at scale - The importance of listening and asking questions - The difference between sympathy and empathy From 10’30 4. Make it easy - reducing customer effort - Helping consumers who don’t understand - As an antidote to a complicated world - Finding a balance between under and over simplification - Communicating at the right level From 13’45 5. Finishing on a peak - ensuring people are happier than when they called - The narrative structure of a conversation - The importance of making people feel they matter - Emotion’s role in making memorable experiences
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5 episodi
Manage episode 202545677 series 2088348
Contenuto fornito da BBH Labs: A podcast about marketing and Bartle Bogle Hegarty. Tutti i contenuti dei podcast, inclusi episodi, grafica e descrizioni dei podcast, vengono caricati e forniti direttamente da BBH Labs: A podcast about marketing and Bartle Bogle Hegarty o dal partner della piattaforma podcast. Se ritieni che qualcuno stia utilizzando la tua opera protetta da copyright senza la tua autorizzazione, puoi seguire la procedura descritta qui https://it.player.fm/legal.
The first in an occasional series called Tom and John Go Outside, in which intrepid BBH London strategists Tom Roach and John Harrison go outside advertising to talk to experts from other fields and bring back fresh insights. IN THIS EPISODE ? Tom and John meet Call Centre Workers - the undisputed experts in handling even the trickiest of customers - and learn 5 important lessons. From 1’45: 1. Confidence - the key to building instant rapport and trust - The power of expertise - The importance of the one to one relationship - Taking ownership - saying ‘I’ rather than ‘we’ From 4’30: 2. Instant gratification - rising expectations of getting it sorted immediately - The importance of composure under stress - Technology’s role in resetting expectations - The Americanisation of culture From 7’00 3. Empathy - being on the consumer’s side - Overcompensating for the absence of body language - Being observant and picking up signals - The challenges of delivering a personal relationship at scale - The importance of listening and asking questions - The difference between sympathy and empathy From 10’30 4. Make it easy - reducing customer effort - Helping consumers who don’t understand - As an antidote to a complicated world - Finding a balance between under and over simplification - Communicating at the right level From 13’45 5. Finishing on a peak - ensuring people are happier than when they called - The narrative structure of a conversation - The importance of making people feel they matter - Emotion’s role in making memorable experiences
…
continue reading
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