Cemile Banu Hızlı: “Technological Developments Are Working in Favor of Turkey”
RESULTS OF THE NEW GENERATION CUSTOMER EXPERIENCE MANAGEMENT RESEARCH 2023 ANNOUNCED
The Call Centers Association, which has been serving the industry for 15 years for the development of customer experience management, conducted its first market research with its new scope and name. In line with the expanding scope of the industry, the association now operates under the name “Customer Experience Management and Technologies Association” and first shared the results of the New Generation Customer Experience Management Research 2023 with the press. According to the results of the most comprehensive research in the sector conducted in cooperation with PwC Turkey, those who invest in future technologies in the sector and integrate them into their business strategies correctly gain a competitive advantage in customer experience management, and technological developments are also working in favor of Turkey.
The most comprehensive research in the field of customer experience management, ‘New Generation Customer Experience Management Research 2023,’ was prepared to guide all stakeholders operating in this business area within the framework of “The Adaptation of Call Centers to the Changing World.” The results of the research, which led the change in the business area and expanded its inclusivity as a result of the digital evolution, were announced under the auspices of the ‘Customer Experience Management and Technologies Association’ (MDYD), which changed its name as a result of this transformation.
C. Banu Hızlı, President of the MDYD Board of Directors, made a statement at the meeting where MDYD Vice President Haktan Saran and PwC Management Consulting Partner Yiğit Arslan participated, and developments in customer experience management, changing customer experiences and expectations, and companies’ mastery of technology were evaluated in the context of the “New Generation Customer Experience Management Research,” the content of which was deepened compared to previous years. Global and national trends in the industry, which is undergoing a major transformation, were examined with a new perspective in the focus of call centers and the customer experience ecosystem, as a result of a comprehensive survey involving 105 companies and interviews with 18 sector leaders.
“Call centers have turned into centers that manage customer experience”
The research, which reflects the life in the axis of developments in Turkey and seems to be the photo of the country’s conjuncture, also revealed the evolving dimensions of customer experience management. Speaking at the meeting, C. Banu Hızlı, President of the MDYD Board of Directors, said, “In the last ten years, call centers have become a structure that fully owns customer experience management with the impact of digitalization, remote services, and new business models. As call centers turn into centers that manage customer experience, technological developments, digitalization, and consumer behavior have triggered this transformation. In parallel, our association’s scope has also expanded, and now technology providers, training, and consulting companies can also be among the members of our association.”
Hızlı, who stated that they prepared a report based on analyses not only on data but also on expert and leader analyses to reveal the results of this change, listed the headlines of the report, which attracted a lot of attention, as follows: 36% of the employment provided in our business area is from internal sources and 64% is from external sources. There are more than 140,000 customer representatives, and remote working has become a part of our working life. 58% of the companies participating in the research are working from home, and 18% have adopted a hybrid model. In sectors leading in customer experience such as banking, financial insurance, telecommunications, public services, and e-commerce, 50% of the total employment takes place. As the Customer Experience Management and Technologies Association, we lead this transformation in our business area, and we are determined not only to predict the future but also to adapt to it.”
More than 11,000 employees provide services abroad from Turkey
The research not only reveals the market size but also clearly shows the sector’s contribution to the country’s economy. According to the report, which also projects the foreign expansion in the customer experience management business area, access to new target markets continues to increase with service exports and contributions to the economy. 83% of the companies operating in the sector provide services in foreign languages with more than 11,000 customer representatives on behalf of the world’s largest global brands. Germany, the Netherlands, the United Kingdom, Austria, and France are leading the sector’s export markets. Turkish call centers have great potential in service exports with high maturity levels and technology adoption.
Turkey, which uses technology effectively, can become a hub for Europe
Haktan Saran, Vice President of the Customer Experience Management and Technologies Association (MDYD), emphasized the importance of offering effective policies and incentives for the development of customer experience management by evaluating areas for improvement. Reminding the importance of taking the incentives offered in the opening to Anatolia as an example and evaluating the advantages offered by Turkey’s geographical location, Saran said, “The report shows us that employment and service exports are emphasized frequently in terms of incentives. For the continuity of the contribution of our business area to the Turkish economy, cooperation between the government and ecosystem players is important.”
The evolution of consumer habits and behaviors is driven by technology
In today’s world, where consumer habits have changed significantly, technology is at the forefront as the main driver of this change. The research, in which it was observed that the intensity of digital channels among consumer purchase channels has increased, shows that 56% of the participants in the research think that the use of mobile devices for shopping will increase. Personalized experiences and proactive solutions are preferred in interactions with brands. The evolution of consumer habits and behaviors creates new dynamics in customer experience. The main driving force behind this change is technological developments. As the intensity of digital channels among consumer purchase channels increases, personalized and proactive solutions are preferred in interactions with brands. Among today’s and future technologies, technological solutions for voice biometrics, advanced data analytics, artificial intelligence, robotic automation, information security, immersive visual experiences, cloud solutions, quantum computing, and experience measurement stand out. Those who invest in future technologies and integrate them into their business strategies gain a competitive advantage in customer experience management. In terms of technological interactivity, the rate of using customer feedback or surveys for measuring customer satisfaction is 82%, while the rate of using social media data to extract customer insights is 71%. The top three areas prioritized to meet expectations are technology, processes, and training. Cemile Banu Hızlı drew attention to the fact that Turkey can integrate technology very quickly with its young population and said, “Technology is working in favor of Turkey. It is in our hands to turn this opportunity into an advantage; instead of following technology, we should be in a position to manage it.”
Artificial intelligence is among the top 5 investment plans
According to the research, which reveals that actors investing in advanced technologies today will gain significant advantages in customer experience management, 56% of the participants see technology as a driving force to improve customer experience, while 46% see it as a means to gain a competitive advantage. In the next year, companies that want to invest in technology in the field of customer experience prioritize smart virtual assistants, information security technologies, cloud-based platforms, real-time data analytics, and generative AI, respectively. Yiğit Arslan, Partner at PwC Management Consulting, emphasized the importance of increasing the level of education in the sector and said, “Call centers, which have a multiplier effect on economic growth in developing regions, also contribute to the country’s economy in many areas such as registered employment, women’s and young people’s participation in the workforce. The sector continues to support sustainability goals with the contribution it provides to regional development and the employment of young women.”
8 out of 10 companies have a customer experience department
While customer communication centers around the world raise expectations in customer experience with innovative solutions, experience management becomes a centralized structure. 51% of the participant companies manage operations related to customer experience management highly by the Customer Experience (CX) department; 30% define this department as a separate structure but manage it within the same management structure. Those who describe call centers as an operational cost center and report to a senior executive responsible for operations account for 19%. While only 25% of the companies participating in the research have a customer experience department, 53% of these companies plan to establish a Customer Experience (CX) Department.
“CX 360 Customer Experience Management Summit” brought together industry professionals
Organized traditionally by the Customer Experience Management and Technologies Association for 10 years, the “CX 360 Customer Experience Management Summit,” which took place for the first time this year with a changed concept, hosted expert thought leaders from Turkey and around the world as speakers. On October 5th at the Swissotel, where managers of associations operating in Europe also attended, top-level professionals in the industry came together.