How can UK Businesses Thrive on World Cup Fever?

26th Jun, 2014
Read time: 2 minutes

It's that time again, the whole nation is gripped by World Cup fever and businesses across the country and the world are likely to see a spike in sales.

During the 2010 World Cup, the Office for National Statistics predicted a 0.1% rise in retail sales, however companies actually experienced a 0.6% rise, equating to millions of extra revenue and a surge of customer enquiries into the Contact Centre. The key question facing organisations is how can they convert the increased demand?

The profile of consumers is changing. As shopping continues to move towards the digital and social world, UK businesses have to adapt or risk losing customers to more forward thinking competitors. Taking the retail market as a prime example, since the last World Cup in 2010 online retail sales have risen to 21% of the total market, which represents a predicted sales total of £107bn in 2014.

With so much choice available to today's consumer both online and on the high street, how can businesses ensure they are accessible and responsive in order to thrive during this year's World Cup period?

Consider these three steps to transform your customer engagement:

1. Make your business accessible

Increasing customer demands and expectations for speed and efficiency of communications, means that organisations are challenged to manage all channels effectively. Yet ensuring the same high level of service and knowledge is available regardless of how customers choose to interact is easier said than done.


Research suggests that online shopping abandonment can be as high as 62% (Fireclick, 2014) so offering easy routes to support teams via low cost channels such as web chat and social has never been so important.

Not only can this channel shift approach provide better accessibility for your customers, and in turn reduce abandoned purchases, it also offsets the costs of channels such as voice, as your agents are able to deal with multiple interactions at once.

2. Respond quickly to customer enquiries

Second to offering flexibility to your customers with the way they interact with you, is the manner in which you respond. UK Contact Centres report that they provide support on average to 4.7 channels, adding complexity to the management of your agents. One of the most efficient and cost-effective ways of doing so is by routing all enquiries, through one queue, known as the universal queue.

In context of the increased consumer activity through this summer's World Cup, it becomes obvious that businesses should have the right amount of staff manning the right channel and by adopting a universal queue businesses can empower agents to treat all interactions equally, regardless of the channel.

3. Make it 'easy' for customers

Research conducted by Harvard Business Review in 2010 challenged the notion that delighting customers would increase loyalty, instead stating that customers only seek to swiftly achieve their goal. Whether that's through easy website navigation, simple prompts throughout the purchasing journey or quick links to support teams to answer product enquiries, the main objective for businesses is to make the process as seamless as possible

Customer Effort (CE) is a customer related metric that measures how easy it is for customers to engage with your company. It is important to both map the customer journey and measure CE in order to understand the improvements possible to 'make it easy'.


To find out more about how measuring Customer Effort can lead to a better journey for your customers, visit our blog post here. To stay up to date on our latest blog posts, follow us on Twitter, LinkedIn or Google+.

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