With only days to go until the World Cup starts, businesses all over Britain are set to benefit from the forecasted £1.33bn boost in sales, as consumers reach fever pitch and get set to enjoy the beautiful game. Undoubtedly it will be a huge event across Britain, but how should businesses tackle the customer experience to ensure they are winners at the 2018 FIFA World Cup? Here are our top tips…
With every football tournament comes the uncertainty of how far England will go in the competition, and the further they go, the longer the tills will ring! So our top tip is to ensure your customer contact strategy and team are flexible to scale up and down to cope with the peaks and troughs throughout the life of the campaign. Also, it’s important to allow resource to be flexible between your channels (voice, self-serve, email, social media, in-app and live chat) to accommodate the demand they face at key times. By being flexible, it will help to achieve a cost-effective campaign and a great customer experience.
Brief your team well
As part of your customer contact strategy, ensure your teams are briefed well and understand your objectives – the customers’ needs, the sense of occasion, even the schedule of fixtures! Interactions will peak on different channels at different times. For example, online and voice sales of larger ticket items (like TVs, Sofas and BBQs) will be peaking prior to the tournament, whilst customer service and technical help on voice and live chat before game fixtures and social media peaks may be higher around each game. Be aware of the customers’ needs so that your team can add value to every interaction and represent your brand well. Add value in every interaction The World Cup is a great opportunity to increase sales and win new customers and your team can add even more value at the point of customer contact if they truly understand your campaign.
Communicating your rewards, offers, multi-offers, any product pairing, memberships and guarantees at the point of interaction is a great way to increase sales and encourage loyalty.
Add value in every interaction
The World Cup is a great opportunity to increase sales and win new customers and your team can add even more value at the point of customer contact if they truly understand your campaign. Communicating your rewards, offers, multi-offers, any product pairing, memberships and guarantees at the point of interaction is a great way to increase sales and encourage loyalty.
Invest in your resources
Like any other seasonal peak, the World Cup campaign can bring challenges with it. Your team, procedures and systems should be invested in and equipped to cope with the increased customer demands. If this is not possible internally, you might consider some customer service outsourcing support. Echo-U can provide cost effective solutions to enable your business to maximise the opportunity and maintain your customer service excellence throughout the peak periods.
Be there throughout the customer journey
The customer interaction landscape is ever-changing and customers are becoming more demanding, requiring 24/7 support, across a mix of channels and want an intelligent conversation because they’ve invested in your brand. If you deliver a customer contact strategy that enables customers to talk to you in the way they want to, you’re highly likely to keep their business after them event and your business will be the real winner of the 2018 FIFA World Cup!