Sustaining Innovations in the Customer Service Industry

Kaushal Mehta Founder & CEO – Motif, Inc.

www.motifinc.com

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Motif ranked amongst the Top

100 Offshore ITO and BPO

companies in the world –

Three years in a row

Motif amongst

The Global Outsourcing 100 –

Rising stars category

Motif amongst the Top 10

preferred BPO companies in

India – Annual BPO

Employee Satisfaction Survey

About Motif

We form strategic partnerships with our clients and work as an extension of their teams to improve customer experiences and deliver measurable ROI

Motif ranked amongst Top 100

most innovative mid size

companies in India

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We Create Experiences Your Customers Love

• Boutique BPO-KPO services company founded in 2000

• 24x7 customer services to Fortune 500 companies

• Airlines, OTA’s, ecommerce, financial services experience

• Global locations – US, India and the Philippines

• Debt free, profitable, 100% reference able client base

• Highly secure and best-in-class technology infrastructure

• PCI compliant, ISO/IEC 27001:2013 certified

• Active corporate social responsibility

Session Goals

• Customer Service Industry evolution

• How work culture drives innovation

• Technology, an enabler to innovation

• Results

• Case studies

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Customer Service Industry Evolution

• Lift and Shift Model

• Employees treated as replaceable cogs in the wheel

• Cycle of hiring, training, attrition

• Labor arbitrage decreases over time, model not sustainable

• Continuous process improvement and innovation improve efficiencies and reduce costs, hence sustainable

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Building A Values Based Work Culture Motif Core Values

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INTEGRITY

INTENSITY

INTELLECT Challenge the status quo

Go above and beyond

Do the right thing at all times

• Founders address new employees

• Open & transparent work environment

• Treat everyone with respect & fairness

• Diverse Employee base • Active Social Corporate Responsibility – Charity Walks, Blood Donation Drives, Christmas Celebrations

• Subsidized meals and Free transport • Dependent Medical insurance • Employee Stock Options (ESOPs),

22.5% reserved for employees

• Performance incentives

• Annual awards • Out-of-the-box (OOB)

awards • Team outings, picnics • Talent evenings

• Easy access to Senior leadership team

• Hands-on Senior management

• Encourage constructive debates and ideas

• Process of capturing suggestions from all levels

• Awards for best suggestions

• Motif University and L&D program

• Promotion from within • Leadership workshops

Motif Culture - Open, Diverse and Result Oriented

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World-class Facilities and

Benefits

Rewards and Recognition Mentality

Relatively “Flat”

Organization

Innovation Focus

Employee Development

Intellect

Long-tenured employees

Unparalleled Client Engagement

Client Domain Expertise

Empowerment to challenge

Focus on Teammates Remain Nimble Invest in the Right

Technology

The outcome

Key Decisions we took early on

Client Domain Expertise

The Motif Principles

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Extremely Long Tenured Clients Continuous Process Improvement Ideas

Technology Enabled Innovation

Values Based Culture - Results

• Work Culture has resulted in Employee Tenure

– Attrition rate is less than 3% at supervisory level

– 90% of our leadership team has grown from within

• Employee Tenure and Culture Drive Innovation

– Empowered employees make process enhancement recommendations,

resulting in superior customer experience and higher ROI for clients

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65%+ revenue

from clients with 13-15 years of relationship

200+ years of leadership professional experience

$5.5+ MM saved

through innovative ideas

Top 4 Clients are

NASDAQ listed, Motif is their

strongest partner

NASDAQ

Issue • Existing workflow had 81 steps to process an Service Request • Multiple workflow inefficiencies leading to increase in AHT

Motif’s Recommendation

• Proposed new CRM layout to reduce processing time • Eradicate waste and actions were reduced by ~45%, from 81 actions down to just 44 • Suggested automation to enhance the teammate experience

Impact and Benefits

• 220 seconds reduction per processing of a Service Request • Potential saving of $ 2 million annually by reducing AHT by ~24% • More time to focus on the quality of service to the member

Status • Suggestion approved and implemented in a phase wise manner

Innovation – Tool and Workflow enhancements

Workflow enhancement suggested by Motif, potential productivity saving of $2 million annually

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Innovation - Increase in Filter efficiency

Motif analysts created search strings, increased the hit rate to 56-80% from 6-10%

Issue • Low hit rate (Total number of items removed due to violation/Total number of items reviewed) • System flagging many items which were ‘Not violating’ • Poor member experience and low efficiency

Motif’s value adds • Motif analyst created search strings overcoming filter limitation by running multiple pilots • Identified 600 exclusions through false positive analysis • Created macros to extract desired text from view item pages

Impact and Benefits

• Reduction in the number of non violating items reviewed by teammates • Automated macros translates into saving 1,069 hrs. or equivalent to 7 FTEs/month

Status • 100% deployment of the search strings with high hit rates to the client filters • ‘Pilot’ process is now a regular process

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Thank you

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