How BT utilizes consumer trends to innovate intelligently

Ahead of her session at CXN Live: Contact Centers, Nicola Millard, principal innovation partner at BT, discusses how BT keeps its finger on the pulse with regards to consumer trends

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Adam Jeffs

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Customer experience innovation

A solid customer experience strategy is a must have for brands in 2020. In fact, Gartner reports that 81 percent of CX professionals believe their brand will compete solely on CX in 2020, which is why it is vital to be mindful of consumer trends so that brands can quickly adapt their CX strategy.

Nicola Millard, principal innovation partner at BT, supports this assertion and believes it is essential to understand what the concerns and expectations your customers have. Millard offers a closer look into what the telecoms operator has uncovered with regards to consumer trends and how it is pivoting due to Covid-19.

“At BT we have done 10 years’ worth of global research on consumer trends,” notes Millard. “What we found in that survey has been significantly amplified by coronavirus.”

Millard remarks that customer experience expectations are still extremely high and believes that this trend has only become more pronounced as a result of Covid-19. When you layer on top of this the uncertainty customers feel during a crisis, it is not difficult to believe that customer expectations are currently incredibly high.

“I don’t think customers have lowered their expectations one iota as a result of Covid-19,” remarks Millard. “Particularly at the beginning of the pandemic, when industries experienced a large amount of shifting toward virtual stores, some customers were unhappy with their experiences and as a result switched to other suppliers.”

If brands are not aware of their customers’ expectations and concerns it is impossible to implement innovation that is tailored toward providing them the best experiences possible.

Sign up to Millard’s session to learn more about how Covid-19 is shaping consumer trends.