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SUBRAMANYA CGlobal Chief Technology OfficerHinduja Global SolutionsIndustry : ITES

CX Leaders Book 2019

CUSTOMER SERVICE IS FAST BECOMING THE KEY DIFFERENTIATOR IN PRESENT TIMES

Customer centricity is self-explanatory but not always well understood. Defined as putting

the customer first, true customer centric organisations do more than just focus on loyalty or repeat business. They proactively drive exceptional Customer Experience (CX). In today’s digital world, every single customer counts as even one negative review can topple an organisation’s reputation.

Today, customer centric organisations focus on the entire sales life cycle - awareness, sale and post-sale stages - through a combination of understanding the customer, defining and designing the right process, empowering CX professionals, using data to identify, monitor, predict trends and soliciting actionable feedback. “The definition of

“Over the last five years, we have invested significantly in developing solutions based on digital platforms, automation and AI and analytics. Our approach has typically been to build case studies on these solutions and lead proactively from there.”

customer service varies between B2B and B2C and sensitivity of customer service in different verticals. A combination of cultural mindset and strategy delivers an experience beyond the normal,” says Subramanya C, Global Chief Technology Officer, Hinduja Global Solutions (HGS).

On how HGS approaches CX in a digitalised era, he adds, “We, at HGS, combine right technology-led solutions with domain expertise to provide latest and most convenient channels for quick resolution -text, chat, web, social and voice -to customers. We proactively leverage the three tenets of technology, innovation and creativity to deliver real-time customised solutions. Our suite of services, DigiCX, allows us to transform traditional approaches in customer engagement and deliver on customers’ preferences for empowerment including chatbots, self-service platforms and more. We also leverage Robotic Process Automation (RPA) and analytics to make a process faster, more efficient and insight-oriented.”

For the latest tech deployments to enhance CX in an self-service environment, Subramanya feels a faster response time and getting right

answers are important attributes of CX as customer service is becoming the key differentiator in present times. “Self-service solutions are typically digital-led, and use chatbots, machine learning, biometrics, Artificial Intelligence (AI) and RPA to re define traditional engagements. It is being seen as an option to reduce pain points. The solutions are wide-ranging-from website FAQs, how-to videos, peer-to-peer communities and idea portals to top tip guides and more,” he states.

But there needs to be a concerted omni-channel approach where in organisations begin to lead with self-service and if required, drive customers to the contact centre, he feels. “The CX team will increasingly have better tools including an intelligent self-service system that understands queries, studies patterns and learns from each customer interaction,” he says. As an example, he shares that HGS has designed and managed a self-service portal for an American consumer electronics manufacturer, using Web-as-a-Channel (WaaC) solution that helps customers find answers quickly and easily with intelligent search, self-help videos and virtual assistant capabilities. As a result, almost 97% customers get

Every single customer counts in today’s digital world

“CX is just as important for B2B firms wanting to build a strong employee experience ”

their issues resolved without further assistance. lf agent assistance is required, the WaaC solution has Smart Channel Selector capabilities to intelligently direct customers to resolve their concerns: FAQs, driver downloads, auto chat, video, live digital assist chat or even to an agent on the phone.

Talking about the challenges to deliver a stupendous customer experience, Subramanya says organisations across verticals have begun to realise that CX is a necessity and are putting it in place. “Some have used new and innovative CX strategies to great effect; others have preferred a piece-meal approach without big investments while the rest are still

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to do anything,” Subramanya explains, adding that differentiation is the key and the organisations need to re-strategize on how to meet expectations of new- age customers and tailor them to the specific audience.

Used more in B2C companies, CX is just as important for B2B firms wanting to build a strong employee experience, says Subramanya. HGS, for instance, focusses on building a positive connect right from recruitment stage and on-boarding through their tenure period and exit. This is done through various initiatives, development and coaching programmes, specific interventions, strong voice of employee platform and RandR. The idea is to ensure employees understand the company’s vision and how they can contribute to it.

Subramanya explains that shaping an organisation’s CX strategy is a big challenge. “Though boards have begun to recognise the value CX brings to the table, most CX leaders are functional heads of marketing teams. In the next few years, CX leaders will soon become more critical to decision-making at core organisation level. They will go cross-functional but need specific skills like correlate requirements of customers with the needs of the organisation, negotiate with stakeholders and drive their team towards a vision. All this while focussing on the customer to develop an effective CX approach and updating it as required. They will need to be technology-savvy too.”