Enrique Garcia, CEO of Iberia, gives a presentation at Expocontact 2023

Expocontact successfully holds its 18th edition

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Expocontact, a must-attend event in the BPO and Customer Experience sector, organised by Konecta, was held on 1 June. Now in its 18th edition, Expocontact has maintained its unique format with a combination of face-to-face events and live broadcasts for online attendees. The 2023 edition has undoubtedly been really special, with a great success from its attendees, who have had the opportunity to enjoy a unique, different and global congress.

Once again, the organisational and audience success was undeniable, with more than 1,300 participants including audience and speakers. Its virtual attendees were connected from every part of the Spanish-speaking world, while the in-person guests were able to enjoy a pleasant experience in which they could interact with professionals and experts from the sector in an ideal environment: La Quinta del Jarama in Madrid.

Launching a new edition

At the opening of the congress, Enrique García Gullón, CEO Iberia of Konecta, highlighted that “This edition is the most global we have ever had, as we are welcoming a large group of people from other countries, from Argentina to Mexico, passing through Italy, France, the United Kingdom and different locations where Konecta is present”, making clear the commitment of Expocontact to position itself as an international benchmark event in the sector. We cannot forget that “Konecta has had a moment of great transformation this year with the acquisition of Comdata, which makes us a more international company, and this is the strategy we wanted to follow”, he added.

Enrique García Gullón also emphasised the importance of the sector's reconversion in a current context strongly marked by a complex economic environment, more and more cutting-edge technology, and a trend of consolidation: “It is essential that we move forward. This reconversion should be based on three pillars: technology and digital capabilities to make services simpler, more immediate and easier for the customer; people, with a commitment to professionalisation; and Offshore production, a necessary element for the flexibility we need”.

“Total Experience: bringing the experience to the next level”

This was the title chosen for this new edition of Expocontact and it was the focus of the presentations and roundtables. Participants were invited to reflect on the latest trends, strategies and key technologies related to the concept of the Total Experience. A new strategic vision to achieve business objectives: offering the best employee experience to attract and retain the best talent, the best user experience to design simple and efficient interaction points, the best multi-experience to provide maximum quality and consistency from any digital channel and, finally, the customer experience to create strong relationships between the company and its customers that help us to increase Customer Lifetime Value.

To quote Enrique García Gullón: “Total Experience brings together all the experiences: customer, user, employee... and goes a step further to merge them into a unique and excellent combination”.

Highlights of presentations and roundtables

The diversity of topics on which the speakers reflected is a characteristic of the Expocontact brand and this edition was no exception. Jorge del Río, Corporate CIO of Konecta, opened the day with a talk on one of the current hot topics related to technological innovation: “Experience GPT: Are we heading towards dystopia or utopia?”. An intelligent and thought-provoking conference during which, through daring metaphors, we were able to see that artificial intelligence is an important part but not the main one.

At mid-morning it was time for the first roundtable, entitled “With the Metaverse on the horizon: strategic trends to meet the expectations of tomorrow's customer”, where it became clear that guaranteeing business success means reaching the place where the customer wants to be. Participants explained how each innovation, each new social network, each new form of interaction or communication that society adopts as its own, creates a new opportunity for companies that want to exceed their customers' expectations. In addition, interesting questions were raised about what communication between companies and customers will be like when generation Z becomes part of the equation.

The afternoon session began with the presentation “Transforming the online channel: From the traditional model to E2E” by the LATAM Regional Director of Konecta Digital Marketing Agency, José Antonio Iyo.

The first of the two afternoon roundtables was entitled “The importance of a great UX as a lever for sales in E-commerce” and the speakers discussed the fundamental role of User Experience in the success of any e-commerce project, making it clear that a website or mobile application designed for online sales that offers a poor UX will undoubtedly result in a high abandonment rate, and will also have a negative impact on the customer's perception of the brand. However, a well-designed User Experience will increase not only the customer's confidence in making a purchase, but also the likelihood that they will return to your site for future transactions.

The last roundtable of Expocontact, "Challenges and opportunities of the new Customer Services Law", reflected on the possible causes that have led the Executive to draft this law. A constructive approach sought to determine what lessons can be learned from it and what actions companies can apply, although it is no longer imperative, as the premature dissolution of the Spanish Parliament due to the call for elections has left the draft law in abeyance.

Broad support from sponsors and partner

This year's Expocontact was supported and sponsored by 17 leading companies in the field of technological solutions and customer relationship management, including Platinum Sponsors: Avaya, Enghouse Interactive, Enreach, Five9-Nuveto and GoContact; Gold Sponsors: Contact Center Institute, EPOS, Genesys and inConcert; and Silver Sponsors: Nice, Quobis, Ringover, trueIT Systems, Viatek Group, Vocalcom and Vozitel.

Furthermore, organisations such as the Spanish Association of Customer Experience Companies (CEX), the Spanish Association of Customer Relationship Experts (AEERC), the Colombian BPO Association (BPro), as well as the media Call Center News, Contact Center Hub and the magazine Relación Cliente has also collaborated.

Konecta is already working on the next edition of Expocontact, but its commitment to spreading reflections and trends in customer management continues: the innovan.do portal offers an extension of the congress throughout the year.

All those who have not been able to enjoy the presentations and talks at Expocontact can still do it until 30 June by registering here.

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