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Digital customer experience priorities white paper with green plant in the background

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TELUS International surveyed 100 tech executives to find out where they plan to invest in digital customer experience in 2022. Uncover the results.

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Executive survey results: Digital customer experience priorities for tech leaders in 2022

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Make the most of your conversational bot investment with our easy-to-follow guide featuring best practices that can be applied to your digital transformation journey.

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Six steps for conversational bot success: A helpful primer for chatbot implementation

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Driving efficiency with digital automation for a financial services brand

Discover how TELUS International implemented a comprehensive intelligent automation
solution for a financial services client that enabled operational efficiency, a
reduction in employee effort and an overall increase in customer satisfaction.

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Artificial intelligence is set to define the future of banking. Learn about how banks are using machine learning, RPA and other AI-powered tech.

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Six AI technologies set to define the future of banking

Protecting your company's reputation in an evolving digital world isn't always easy. Between cyberattacks, phishing, fraud and other harmful behaviors, companies have a lot of ground to cover when it comes to preserving their brand.

These concerns are often compounded when working with a customer experience (CX) provider. Not only do you need to ensure that your brand promise is met in an outsourced environment, but also that your customer and company data is protected.

When selecting a customer experience provider, risk mitigation should be a top consideration. The right partner will make sure you're covering every angle to care for the security of both your brand and your customers — at every touchpoint.

What should you look for in an outsourcing provider?

When it comes to customer experience outsourcing, brands typically have two primary concerns: preserving customer data, and keeping all systems that might compromise operations tight as a drum, says Steve Jablonski, vice-president of information security at TELUS International. These concerns are often driven by an idea that outsourcing some aspects of your business means giving up control — but that's not the case when the right checks and balances are in place.

Companies and their outsourcing partners need to set clear parameters about how to proactively prevent harm, and how to respond if it ever occurs. Setting a strong communication foundation in your outsourcing relationship enables your brand to work in concert with your partner to avoid and mitigate risk. With that at the core, here are three additional factors to consider when assessing an outsourcing partner.

Training: Team members are the first line of defense

With both online reputation management and protecting customer data, organizations frequently wonder where to begin. The answer is: start with employees. Team members are often the first line of defense against security breaches and ever-present bad actors. "Think of your CX team as a human firewall," says Jablonski. "You have to prepare your customer care representatives for battle by providing them with comprehensive training."

Rather than taking a one-and-done approach to customer service training, partners should treat it as an ongoing process, every part of which can strengthen and enhance the customer care team. As threats become more sophisticated and ill-intentioned parties find new ways to infiltrate your defenses, it's important that your team's knowledge base has comparably advanced documentation.

That said, it isn't just outsiders that are cause for concern. When assessing a CX outsourcing partner, businesses often want to know what's being done to mitigate insider risk and to keep employees from jeopardizing the system. While it's smart to ask questions related to brand loyalty and engagement, you should also consider whether teams are being sufficiently trained to prevent all manner of attacks and breaches, adds Jablonski.

Outsourcing partners must have processes in place to mitigate risk from internal and external individuals intent on committing a crime and innocent insiders who fall victim to phishing links. Phishing simulations and security awareness training are useful protocols in a world where threats are subtle and ever-changing. Team members should also know what to do if they suspect a colleague is acting nefariously. Training employees to recognize patterns is crucial, Jablonski says, "because you can't always get ahead of the threat."

Technology: Taking advantage of economies of scale

According to recent research conducted by TELUS International and Statista, leaders named data security and compliance as the number one challenge impeding their digital customer experience goals in 2023. The same research found that transparency and data security were considered the most important qualities for an outsourcing provider.

Collaborating with the right digital CX partner can provide brands with access to best-in-class software with the proper security checks. "There needs to be solid due diligence when buying secure software," Jablonski says of outsourcing partners. "Robust patching, internal scans and penetration testing should occur on a regular basis." A good outsourcing partner not only does everything in its power to safeguard your company; it also takes the pressure off brands to identify and invest in the new technologies needed to deliver a secure and scalable CX.

Put security management processes under the microscope

Outsourcing providers should be investing in market intelligence to stay on top of potential threats. Jablonski suggests that the right partner will "leverage paid and public intelligence to stay current. Your provider should always be collecting information and taking action." They should also have a strong network in place for sharing brand and industry information, he adds.

Look for a partner that prioritizes security at all levels and makes a point of obtaining their third-party certifications demonstrating their commitment to protecting brands like yours. Regulatory compliance and certifications like ISO27001 offer a solid foundation for cybersecurity. NIST, the National Institute of Standards and Technology at the U.S. Department of Commerce, is a good resource for publications, reports and other information about the standardization process, while the NIST 800-53 framework serves as a comprehensive guide to strategies, systems and controls that businesses should employ based on risk, cost and an organization's capabilities. Other options include industry-specific certifications, like HITRUST in the healthcare space.

Regardless of the approach your outsourcing partner opts to take, key controls like multi-factor authentication and virtual desktop infrastructure (VDI) should be standard. Consider your potential partner's stance on working from home and bring your own device (BYOD) management, too. From data leakage to loss and infection, related policies should be treated with the utmost caution and care.

Above all else, when selecting an outsourcing partner you should aim to find a company that values your brand and customers as much as you do. "Your customers are our customers," says Jablonski of TELUS International's mindset. A quality outsourcing partner should share your commitment to defending against threats, while also working to improve your customer experience.

Risk mitigation should be a top consideration when selecting an outsourcing partner. Learn what to look for to ensure your brand is protected.

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Protecting your customers and brand in an outsourced environment

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Digital Customer Experience Priorities 2023 Preview Image

TELUS International, in partnership with Statista, surveyed 250 enterprise leaders to explore where they plan to invest in digital customer experience (CX) technology in 2023. Uncover the results.

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Survey results: Digital customer experience priorities for leaders in 2023

The digital world continues to shift rapidly. Discover what's next for content moderation to help you navigate the changes in this evolving industry.

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What's next for content moderation in 2023 and beyond?

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Outsourcing Locations E-book Feature

Discover some of the top outsourcing destinations for consideration and the factors to keep in mind as you make your decision.

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Selecting the best outsourcing destination for your business

Workbook 

This workbook covers:

Get ready for change

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Today’s digital-first world has left many organizations behind in their technical abilities to compete. Rapidly innovating technologies and shifting customer expectations require a business to be agile, innovative, and focused on the customer. Readers of this IDC Workbook, sponsored by TELUS International, will gain an understanding of the imperative to engage in digital transformation to create a differentiated customer experience — and, via the checklist of questions provided, guide strategic digital discussions and evaluations within their organization.

Guide the strategic digital discussions and evaluations within your organization with this workbook created in partnership with IDC.

IDC TELUSIntl Digital CX Workbook

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Digital Transformation Workbook

Preparing for the digital customer experience: Asking the right questions to turbo-charge digital transformation

Keep up with the latest in digital customer experience in 2023. Check out this list of important stats to kick-start your CX planning for the year ahead.

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23 digital customer experience stats to know for 2023

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Streamlining operations and kickstarting the digital transformation journey - preview image

Uncover how TELUS International’s business process consultants helped a leading financial services brand optimize its operations, enhance its customer experience (CX) and begin its digital transformation journey.

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Streamlining operations and kickstarting the digital transformation journey of a leading financial services brand

“This is not a time to panic. It is a time to pause and reassess.”

The line, bolded among bulleted speaker notes, was part of a recent presentation by the investment firm Sequoia Capital to an audience of founders and executives. Though it’s an encouraging sentiment capable of standing on its own, context, as they say, is everything. And right now, the tint on the smart glasses is not so rosy.

The tech industry is experiencing one of its most significant downturns on record, leaving many with unwelcome flashbacks to 2001 and 2008. The same Sequoia Capital deck states that 61% of software, internet and fintech companies are trading below pre-pandemic prices, and one third are trading below COVID-19 lows “when uncertainty and fear was peaking.”

The economic forces creating this context are multifaceted and the subject of countless columns. Fiscal policy. The pandemic. Ongoing supply chain challenges. Regardless of the driving forces, adaptation is critical. There’s a reframing that needs to happen, according to Brian Hannon, TELUS International’s global head of customer experience innovation - technology. “Earlier in the pandemic, it was all about how quickly you could grow. Now it’s not about speed: It’s about growing intelligently.”

To do that — to take calculated steps forward — consider the practical approaches that follow.

The sentiment held by Sequoia Capital is one that Hannon echoes. “Companies are taking the time to review everything line by line. They’re asking: ‘Is this operating the right way? Is it adding value?’”

That level of focus helps brands to see past silos and hone in on customer-centricity. “Seize this opportunity to assess your customer journey and to determine where the value is,” says Hannon.

Doing so can lead to a better customer experience (CX) and a knock-on boost in sales. Recent research from TELUS International indicates that a solid strategy does not end at the point of purchase. In fact, good customer service following a purchase (such as short wait times and easy exchange/return processes), is most likely to lead to future sales.

When you tie your efforts back to the customer journey, you open up opportunities to generate tangible results. For one tech industry client, TELUS International’s help with customer journey optimization led to a significant reduction in the duration of voice interactions, as well as voice escalations. For another, the applied methodology generated a 300% improvement in sales conversation and revenue within the program.

It goes without saying that the tech  industry is comfortable with sophisticated machinery and software. The downturn should provide the impetus to lean into that.

Intelligent automation can be a great way to make the lives of your customers and employees easier, even in a challenging environment.

Layering in chatbots at key points in your refocused customer journey can have impressive results. A chatbot survey of 100 executives by TELUS International, in partnership with Pulse, found that 44% estimated cost savings over 10%, and about three-quarters (74%) saw an improvement in customer satisfaction scores. And as an added benefit, by handling common customer inquiries, your chatbot will be freeing up your agents to focus their time where a human touch is required.

Automation has a strong use-case inside your organization too. Robotic process automation (RPA) can bring the extra efficiency needed during tight economic conditions. Distinct advantages of RPA include the ability to perform around the clock, produce replicable results at scale and take care of the repetitive tasks that tend to weaken employee engagement. To go a level deeper, brands can harness agent assist bots to help their team members deliver the quality service that keeps customers coming back for more. These purpose-built bots search through your knowledge bases and serve up critical information to agents actively helping customers — positively contributing to your first contact resolution rates.

Customer service outsourcing can improve quality

In a recent interview with CNN, Dan Wang, an associate professor at Columbia Business School, notes that  “Large tech companies, even though they’re tightening their belts, are still in a financially advantageous position,” and continues, “A lot of the services that tech platforms, especially, provide are ones that consumers regard as indispensable.”

This source of optimism is shared by Hannon, who emphasizes that “many brands have proven customer interest. So it becomes a question of stepping back and asking: ‘How do we make this work?’”

Partnering with an experienced customer service outsourcing provider stands out as a convincing option. Hannon explains: “When you’re going through uncertain times a partnership is more important than ever. A partner that has experience can lead you through it without making rash decisions or panicking or being uncertain themselves.”

Beyond in-depth work on your customer journeys and slick automation, top-tier partners can leverage business intelligence to forecast market conditions and help you adapt to demand with their own trained agents. Such a partner will focus on improving overall quality. It’s a timely strategy, according to Hannon. “In conversations I’ve had, it’s clear that delivery quality is becoming increasingly important. Facing inflation, brands know that customers will become more picky as their money becomes more sparse.”

In trying times, it’s important to pay attention. Pay attention to your customers, to your data, to what your frontline is telling you. And if you’ve never been here before, know that there is help out there in partners who have. Reach out to our experts to map out your next steps.

The tech industry is experiencing one of its most significant downturns on record, but companies are not helpless. Explore strategies to adapt.

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Streamlining operational costs amid a tech downturn

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TELUS International surveyed technology leaders who have implemented chatbots as part of their customer experience strategy. Discover the most common challenges, benefits and opportunities in this one-minute white paper.

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Executive survey results: Chatbots are leveling up digital customer experience

Player support outsourcing isn't just for Triple-A studios. Learn about the benefits of outsourcing for growing games companies.

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What growing games companies can gain from outsourcing

Germany's diverse and talented workforce make the European nation an ideal CX outsourcing destination. Read up on all the benefits.

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germany

Don't overlook Germany as a CX outsourcing destination

Navigate an omnichannel implementation while keeping the customer experience front and center.

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Technology

Streamlining operational costs amid a tech downturn

Streamlining operational costs amid a tech downturn

Omnichannel made easy: Implementation checklist for fast-growing tech brands

Omnichannel made easy: Implementation checklist for fast-growing tech brands

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