Creating a personalised experience as Five9’s Top EMEA Partner 2019

Last week our CEO, Matthew Parker and Babble Contact Managing Director, Mark Jordan travelled across the pond to Las Vegas to attend the annual Five9 CX Summit. We are delighted to share that they returned with the prestigious award of “Top EMEA Partner 2019” the premier accolade for Five9 partners outside of the US. Since the start of the relationship with Five9 we’ve managed to firmly establish ourselves as their partner of choice in EMEA now servicing customers in 19 countries and supporting businesses in all sectors, it’s been an astonishing journey and has obviously been noticed.

Using Five9 technology, Babble specialise in creating a personalised experience not only for our customers, but for our customers’ customers. Personalised CX has nowadays become a baseline expectation; Google, Apple and Facebook users already enjoy personalised CX. Google reads emails and recognises flight and hotel bookings, it searches the addresses of both airports and hotels and compare this with real-time traffic data. It looks up travellers’ flight status on the vendor’s website, it checks the exchange rate with a banking service, and it then checks real-time weather data for good measure. The most impressive part of all – it’s all proactive. Users don’t need to ask for help. Google identifies what information would be timely and priorities it ahead of the usual background noise.

Unfortunately, some organisations are not as advanced in creating a personalised CX. For example, customers may still end calls with a feeling of dissatisfaction. When they call in, they would have to provide their 16-digit customer number. Since they’re calling from the phone number registered to their account this may be redundant. They could then be asked what kind of product they’re calling about and have to listen to a long list from which to select a product.

Instead, the service provider could have utilised existing data on previous sales to interact with the customer. This is an opportunity to make the customer’s call easy and demonstrate that they care about CX, but they missed the opportunity. Realistically not every company is Facebook or Google. Not every company has access to the cache of personal data the internet giants do. However, organisations need to acknowledge that there’s a stark contrast between the ‘new normal’ customers experience daily on their mobile phones, and the traditional CX still offered by established providers and those yet to optimise their digital business.

Like it or not – customer expectation is being defined by pure digital experiences. If organisations don’t do everything in their power to offer personalisation to customers, they may end up losing business. Five9’s technology accommodates this expectation, and our partnership with them has meant we can deliver this personalised CX to companies all over to the UK as well as the rest of the world.