1. Market Research

Understanding the Impact of Culture 

  • February 2016
  • 18 pages
  • Frost & Sullivan
Report ID: 3673810

Summary

Table of Contents

Understanding the Impact of Culture : Sharp Mobile-European BPO Providers that Excelled in Customer Engagement in 2015

When it comes to providing a great Customer Experience in 2015, the theme of “culture” seemed to gain new prominence for enterprises. Over the course of this past year, Frost & Sullivan’s Customer Contact team watched as a number of organizations seemed to focus on two specific aspects of this essential theme in pursuit of burnishing their missions and their brands:

Consumer culture. Companies seem to be realizing that they must respond effectively to a new kind of consumer culture. The needs of a “Customer of the Future” will be highly defined with a huge demand for customized solutions focusing on specific moods, preferences and attitudes. An increasingly impatient consumer is demanding easy and effective channel experiences, and a thorough knowledge of such a customer is vital in order to capitalize on future market opportunities.

Corporate culture. Companies also seem to be gaining a new understanding of the importance of fostering a positive culture for their own employees. But the right culture cannot be easily developed, nor can it be easily replicated; and so the right culture can be a significant differentiator among companies providing similar products or services. Importantly, the link between culture, employee engagement, and business outcomes is an intriguing theme that the Frost & Sullivan Customer Contact research team has encountered repeatedly during ongoing conversations with a host of enterprises.

Helping to shape and influence this new reality is the Millennial Generation – young digital natives impacting both a new kind of consumerism as well as the very nature of today’s workplace, demanding empathy and ease in both spheres. No wonder then that business is changing at such a high rate of speed, pushed by an ever-more influential consumer and worker. Enterprises must therefore be poised for change. In fact, Frost & Sullivan would propose that only when these two aforementioned aspects of culture are joined does a truly outstanding brand experience materialize.

This Market Insight examines the BPO providers in Europe that were recognized by Frost & Sullivan as skillfully negotiating this changing customer contact landscape throughout 2015: Atento, SNT Deutschland, Teleperformance, Transcom, and Webhelp (they are presented here alphabetically). All of these providers – each in their own way – seem to grasp how important both these aspects of this cultural theme really are. And each of them are executing well on their respective missions within a complex European marketplace.

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