Rejith P R, Correspondent, CIOTechOutlook | Friday, 20 September 2024, 10:27 IST
In an event organized by Trescon’s world cx summit, industry experts across diverse industries shared their analysis on how customer experience can play a significant role in this digital era. They pointed out how Hyper-Personalization Challenges can be addressed in this complex business landscape, the need for educating frontline staff to provide impeccable customer service, how data plays a vital role towards customers, and other aspects have pointed out. The 12th world cx summit has given ample importance to customer experience and how it will tranform the business.
Nowadays, there is rising importance on improving customer experience to ensure a seamless and user-friendly interaction for clients. In the organization, the focus is on empowering front-line staff to deliver impeccable service to customers, ensuring quicker and more effective interactions. This encompasses the human-led aspects of customer engagement, whether it be through digital channels or in-person visits. Hence, it's crucial to equip the internal staff to give them the right experience. For instance, we've got this whole JDI way of addressing any queries that come to the bank, whether you're a banking agent. You call a bank, or if you walk into a bank. You're sitting across a customer service agent; the customer service agent can get into what we call access deep intelligence, or ADI, internally.
Shruthi Bopaiah, Executive VP & Head, Customer Obsession, Axis Bank says that "It's about teaching our front-line staff to be able to identify at this point; they don't want to continue in this bot or digital way"
This is an era where customers are looking for personalized experiences, and there are a lot of places where experiences are being personalized for them. For instance, the experience you see on Instagram is very personalized, but that's the same thing that will happen if you go to a grocery shop in India. Hyper-personalization is extremely difficult as the algorithms that are powering Instagram have to be commoditized significantly so that the cost justification will be there. Today, technology does not have that much of a job available at that price point. However, given that the reality of the world that we live in is this, there is no option but for large enterprises seeking to redefine themselves for this population to exist.
Ramanathan RV, Co-founder and CEO, Hyperface Technologies says "the ROI should not be measured in direct transactional terms, because it's an investment that is being made and building relationship with the customer"
In this highly complex business landscape, lot of organizations are striving for exceptional customer experience but fail to deliver it. But, it is the right time to invest in this area and nowadays its merely a shift of mindset from just selling a product to service to creating many collaborations between the customers So that you can have a long lasting relationship. In the current scenario, customers are demanding value and need responses immediately. from a technology perspective, they have a lot of data coming in from different point of sales, user behavior, etc. So, How are we using the data to create some proactive measurements to address the customer needs before you are able to do this? So, it is crucial time for organization to invest and retain customers.
Pinkustar Borah, Head of IT, Customer Experience, South Asia Unilever says "Anyone can design and buy applications. It's not a big deal in the world. But then, what really matters is the experience and how we are getting the right information"
The standardized application that runs in several languages helps to streamline the customer process. However, with time, the users don't prefer to use applications even though they are in the local language. Hence, the psychotherapy research has performed and realized that customers don't want to use it and had to launch voice-visual, where the customers could interact and the organization could advise them how to check their balance or do transactions. Moreover, the physical approach is crucial in the branches and GSS people who can come and sit with the customers and explain how to run the app.
Lakshman Velayutham, CMO, Ujjivan Small Finance Bank says that "The digital interface is a continuous process, but the physical touch is important to ensure that safety and trust are maintained with the customers. The journey will continue as we are talking about the bottom of the pyramid now and as we go along and billions of customers are yet to embrace themselves into the formal banking medium, and we believe that we have a long way ahead"
Most of the organizations today operate in a digital environment, and many people think that as we are operating in a digital environment, the personal needs or aspirations are also faced on a primarily digital basis. However, in personal experience, or any other experience across industries, the fundamental of personal experience remains that as an emotion. At the same time, customer experience or obsession is one of the most discussed phrases or concepts across organizations or institutions. When it comes to customer obsession or providing an exceptional customer experience, There may be only a handful of organizations today across many industries that are performing that or providing what a customer would call a unique experience.
Gurpreet Jolly, Head, Customer Experience Operations & Service Delivery, Ajio.com (Reliance Retail) says that "Customer experience or a superior customer experience, or a customer simplicity as a concept is a very carefully crafted symphony by design that integrates all your processes, methodologies, systems and emotional portion of the inquiry"
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