Sharing ideas about multichannel trends at the “I Transcom Forum” in Lima, Peru
On Tuesday, June 24th, I had the pleasure of participating in the” I Transcom Forum –Multichannel: Integration strategies for your client”, organized by Transcom Peru in Lima. Our aim with the event was to create a meeting point where customer care professionals and directors in the banking, insurance and telecommunications sectors could discuss and share their experiences about multichannel trends and strategies.
After welcoming our guests, Isabel Sánchez-Lozano, Regional Director of Transcom Iberia & Latin America, introduced the first speaker; Ignacio Ortega, Head of Contact Center Operations Spain and Portugal at the financial group BBVA. Ignacio presented how BBVA currently addresses the key challenges with multichannel solutions. He emphasized that today it’s the customers that control and manage their relationship with their bank, not the other way around. Ignacio stressed that within this new context, the contact center, thanks to its personalized service, is emerging as one of the crucial channels alongside the branches and various online platforms. Then, Richard Custer, Digital Strategy Manager for Alternative Channels at Banco de Credito BCP, shared the bank’s experience when facing the biggest challenge: how to maintain consistency of messages across all channels. Richard’s interactive presentation enabled the participants to better understand the concepts of multichannel versus omnichannel. He explained the importance of putting the customer at the center of the business, recognizing their expectations, and trying to generate value from an emotional point of view, rather than a commercial one. The "The Journey Map" process was a key feature, enabling the attendants to understand how the use of smartphones impact customers’ transactions on a daily basis.
At the end of the morning session, I had the opportunity to talk about Transcom’s multichannel perspective, and our view that the contact center without any doubt is one of the key success factors in this transformation. Some of the most crucial points are related to how new consumer generations use multichannel solutions. Organizations need to reconsider their channel strategy and the effectiveness of each channel from a customer service perspective. Then it was time for the expert panel to discuss the contact center’s role in developing relationships with customers. The invited panelists were:
- Miguel Tellez Arce, Development and Innovation Manager New Channels, Scotiabank Peru
- Jaime Mourão, Continental Manager Multichannel Bank, BBVA
- Juan Luis Jaureguy, Director of Marketing and mass channels, Mapfre
Jorge Moran, Senior Advisor at Transcom moderated the debate. During the discussions, it became clear that the contact center plays a central role when it comes to managing different customer service channels and making them coexist, as well as identifying strategies on how to take advantage of each channel’s strengths.
To summarize, the I Transcom Forum in Peru was very successful with the attendance of numerous professionals from different sectors, who wanted to know more about Transcom’s and the other participants’ knowledge and insights into the latest multichannel customer care trends. Thanks to our speakers, whom I would like to recognize for their valuable contributions, and to the active participation of the other participants, I feel that this event was a real success in terms of the exchange of ideas and knowledge.