ISG has highlighted four archetypes within enterprise clients that want to work with customer experience service providers.
These are: Automation Embracers, Digital Connoisseurs, CX Evangelists, and Work-From-Home (WFH) Buyers.
The market analyst did so in its 2022 ISG Provider Lens Contact Center — Customer Experience Services Archetype study.
The report reviews the capability of CX service providers to meet the needs of conventional, frequently encountered enterprise clients.
In doing so, it came up with its four personas that BPOs must be prepared to work with.
Each archetype has its own needs and problems, which vary over time. Keeping tabs on these and adapting services may help attract more enterprise customers.
So, without further ado, let’s take a closer look at the archetypes.
1. Automation Embracers
Automation Embracers often trail competitors in their digital transformation efforts but have prioritized catching up.
The pandemic was a significant catalyst, pushing them to embrace new customer engagement channels and employ automation. Why? To strengthen customer retention rates and reduce strain on service teams.
In line with the latter, cost savings remain a priority, with Automation Embracers striving to overcome skill and technology gaps by leveraging external expertise and a global presence.
2. Digital Connoisseurs
Digital Connoisseurs have designed an omnichannel customer experience and – in doing so - familiarized themselves with cutting-edge CX technologies, including RPA.
Typically, these buyers now strive to scale their transformation efforts to enhance CX and use that to differentiate their proposition and gain an edge over competitors.
Moreover, Digital Connoisseurs want to build long-term partnerships with providers that offer comprehensive digital capabilities embedded with machine learning and AI.
3. CX Evangelists
Analytics-driven customer experience transformation is the priority for CX Evangelists.
Indeed, clients in this archetype look for strategic partners with a visionary set of analytics specialties, transformation solutions, and deployment experience.