Carry out a risk assessment. Influencer marketing always contains an element of risk. To minimise this risk, it is important brands investigate whether there have been any past controversies or criticisms involving the influencer, or any rulings relating to lack of disclosures. Look back into an influencer’s history as far as possible. Some paid-for platforms have the ability to search through content reaching as far back as an influencer’s very first post.
Partnerships need a trial period. Brands should invest a significant amount of time in the research phase and carry out as much due diligence as possible before engaging an influencer. However, it is not until after the first few collaborations that a brand will get a true sense of how the relationship will play out. This should be built into the plan and the partnership agreement.Bionic’s third age of CX: hybridising digital and world-class human service
By Nikki Gilliland May 4th 2022
“We’re entering a third era of customer experience,” argued Glyn Britton, Bionic’s Chief Customer Officer, at Econsultancy Live last week.
The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results.
Britton believes this is the case because – despite CX leaders being three times more likely to outperform their sector than mainstream competitors, according to Econsultancy research – “there are some really fundamental customer needs that digital hasn’t done a very good job of addressing yet.”
Glyn Britton
Glyn Britton, Chief Customer Officer at Bionic, talks at Econsultancy Live last month. Photo credit: ASV Photography
Bionic – a company that helps small businesses sort essentials such as energy, insurance, broadband, and finance – has transformed its own customer experience “with a blend of smart technology and human service” to reach this third, and hybrid, stage of CX.
During his talk at Econsultancy Live, Britton elaborated on this transformation, and the idea that for a high stakes, low interest product, CX is not about transferring a customer from the web to the phone, but “bringing in expert support, dynamically, when it’s needed and only for as long as is needed before passing back to digital.”
So, where did customer experience begin? As Britton explained, using the example of an old school travel agent, the first age of CX “was all about in-person, human service, but with limited product access.”
“You had to visit in person. You got great service. You sit for an hour, maybe have a cuppa….the agent would listen to your needs and guide you through the whole experience using some lovely glossy brochures. However,” Britton continued, “whatever you said, you always ended up with a fortnight in Benidorm, because that’s what they had to sell you. They had limited product access.”