Customerfirst spoke with Dennis Schabracq and Renée Müller, CEO and Manager Marketing & Communication, respectively. ‘As a disruptive and innovative party, we are ready for market leadership.’
With Steam-connect, companies can handle all types of customer contact: from email to social media and from telephony to chat. More than 150 million customer contacts go through the platform each year. The market share has grown to 22 percent in the Dutch facility call center industry in thirteen years. “And now we’re on the threshold of a complete rebranding of the company,” said CEO Dennis Schabracq. ‘We want to renew ourselves, become fresher and more fruitful. To adopt a completely new identity with a completely different look & feel. With a marketing agency, we looked at where we are now and where we actually want to be. We are a good boy now and want to be more heroes. ‘ Marketing and communications manager Renée Müller completely agrees. ‘We have a very good product and offer our customers the best solution. And with our product, they also offer their customers the best customer experience. And we should probably say that a little louder. ” Schabracq agrees: ‘Absolutely! As a disruptive and innovative party, we are ready for market leadership. That is also the idea behind the rebranding. ‘
All this is thoroughly intervened, right down to the design and layout of the (new) head office. ‘The layout and setting of the former building no longer felt quite right. We wanted to move to a new building where everything is more open and where there is more interaction with colleagues. With the repositioning of your brand values, you have to tackle all facets: the office and the office’s appearance, but also logos, color schemes, websites, commercial and marketing communications, social channels, the customer environment (dashboards) in our software, login screens, etc. Everything gets a whole different look & feel. ‘
With the rebranding, clear choices have also been made for the first time, Renée Müller admits. ‘Sure! After all, no choice had been made, neither in positioning nor in branding or name. We often came back: are your names Codelogic, Steam or Steam-connect? We now clearly distance ourselves from that confusion: it is Steam connect in every sense. Then at least there is no more noise on the line. Schabracq is also happy with the chosen direction. “Back then, we called the company Codelogic because we made software for call centers, but maybe we could also develop software for other sectors. But we did not start making other products, and Steam-connect is our core business, we are busy enough with that. But there should be no confusion in the market; a unique name and message. Hence the clear choice: we are Steam-connect! And that name will resonate in everything we do, up to registration with the Chamber of Commerce. With the makeover, the new colors become: orange and purple. ‘ Müller: ‘The colors of rebirth and with this we are ready for the next decade†
The new branding and brand history is full of confidence, and this has its origins in the product’s strong offering. Dennis Schabracq: ‘It all started with an appointment and calendar tool for call centers. We then sat down with them to get input on what they should use in the product. So it has really emerged and evolved from the desire of the contact centers. We have always followed this line, and it is truly our pure DNA: to listen to our customers and further develop the product from there. I dare say that Steam-connect has one of the best calendar modules for commercial activities and appointment planning. No competitor can match that. ‘
But there is more, much more. “I am also convinced that our product is unique because of its omnichannel capabilities,” says Schabracq. ‘Steam-connect offers all customer contact channels on one agent screen. Our partnership with OBI4wan ensures that all posts from their platform are served in Steam-connect. And it does not happen via an iframe, but directly in the screen. The agent therefore experiences any kind of customer contact in the same way. He can see if it’s an email, WhatsApp or a Facebook message, but everything comes in on his integrated screen. it’s us Unique selling point to the market: we have the opportunity to open any customer contact channel for the customers (and of course for our customers’ customers). So with us, all those channels are good and easy to manage for the agents. ‘ And that’s of great importance to the customer experience of Steam-connect customers. ‘You also see in the market that companies say: there are so many channels; we close a few and get them to call or email them. In other words, these companies go back in time with their customer service because they can not handle it. With our software, they could handle it, because everything ends with the same agent and in the same way. Whether it’s a Twitter, Facebook or email message, it all works the same way. ‘
We want to renew ourselves, become fresher and more fruitful. To adopt a completely new identity with a completely different look & feel.
Schabracq: ‘Incidentally, our competitors will say that they also offer all these features, but they work via iframes and other solutions. The registration and all actions from the agent take place in an external package. In Steam connect it is fully integrated. So you do not have to log in anywhere else to run reports. That’s where the biggest difference lies, and that’s what makes us unique. It is precisely because of these innovations that we want to be and remain the hero when it comes to call center software. We have been around for 15 years and have more than one-fifth market share within facility call centers. All in all, we are quite mature and would like to emphasize that as well.
Renée Müller adds: ‘It actually goes beyond just call center software. We actually make conversation software; it does not matter if you are a call center or an SME. Any company with customer contact can get really good out of it with our software. ‘
The company has therefore defined three target groups: call centers (facility or in-house), the SME market and the customer market, such as GGD or energy companies. If these parties wanted to buy Steam-connect and let their facility call centers work with it, they would have full control over their campaigns and direct insight into call duration, data, communication and hours. ‘Any party that has anything to do with customer contact can make use of our heroic package,’ concludes Dennis Schabracq. It does not stop there, because the company continues to innovate. ‘We will soon also launch a chatbot in our package because we are seeing an increasing demand for it. Our customers can customize it to their liking, that’s how we designed and built it. ‘
Rebranding or transformation is about to start, when will the operation succeed? For Renée Müller, when customers are happy with it and Steam connects even more like thought leader seen and it is easier for them to get to the table with larger companies. Schabracq goes a step further. ‘Our competitors are big, global players, and the ultimate ambition is to be next to or just below. I really want to conquer the world and our product can make it happen. I want to be the hero in that. ‘ The world in which Steam-connect operates will not change much, he believes. »There is probably a shift in the customer contact channels. Chat is increasing, but each generation will use the channels that he or she finds most comfortable, and the companies that score well in customer experience know how to manage all of these channels well and adequately. Another question, of course, is: why is there still so much customer contact? For most companies, they communicate terribly poorly. Why should a customer call back three times for a question? If everything is immediately clear to everyone through clear communication, there would be less need for customer contact. But the ideal world is far from being reached, and that is a good thing for us too. ‘
This article was created by Steam-connect.