| |May 201919CIOReviewFIELD FORCE MANAGEMENT: KEY TO EFFICIENCY OF BUSINESSESBy Rahul Agarwal, CTO, Policybazaar.com ith the onset of the digital revo-lution, B2C businesses are wit-nessing a rapid transformation in consumer behaviour and their ex-pectations. I find the modern-age consumer to be more informed and willing to pay for the services rendered. The combina-tion of both augurs well for the bottom line of businesses. It presents an opportunity for growth and also possesses a unique challenge for businesses because consumers no longer want to settle for mediocrity, particularly in an era where alternate avenues are available in plenty. Thus, the only way to ensure consumer retention is raising the bar of consumer centricity by moving away from traditional means and adopting technologies that enable an effective field force management. The Prevailing Consumer Scenario Options in cornucopia and querulousness are two words that resonate with today's consumer. Even though you will concur with my take on the consumers being spoilt for choices, those who disagree about them being impa-tient should consider the following stats. According to a Forbes report analyzing customer behaviour, 92 percent of consumers would stop using the services of business after less than three poor service experience, 26 percent of them would stop after one bad experience and 59 percent of the consumers indicated that they want to be treated as individuals. On the payment side, the report states that 68 percent would pay more to the company that provides great service and 8 percent would be willing to pay over 20 percent more if the service was great. These figures clearly allow us to draw two derivatives. First being the kind of services today's consumer demands and other being the need to offer personalized services. Both of which depend on the efficiency of the field workforce of the business, particularly those that depend on providing on-site interaction. Let's take a look at how mobile applications are in-creasingly opening new avenues for businesses in empow-ering its field force resulting in a seamless experience for its consumers. W CXO INSIGHTS
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