Designing of Customer-centric Interventions

Entity

Large Indian player serving SME customers in India

Problem Statement

Customer Experience Processes in total disarray leading to inferior customer satisfaction.

Objective

Improve the customer confidence on the brand and customer satisfaction level.

Solution/Approach

Identify the customer facing activities located in various parts of the organization - make logical clusters in terms of pre-sales, sales and post-sales - deep dive into the policies and processes across the Customer Lifecycle Management - identify the gaps - address the gaps - implement the change - monitor the changes processes at play.

Key Findings

• Customer facing activities housed in varies functions including finance, sales, core operations and customer service
• Outdated policies and inefficient processes
• Lack of automation tools
• Inadequate and inefficient workforce
• Lack of robust metrics and measurements
• Inferior performance levels across the board

Key changes implemented

• Re-organization of the customer facing activities
• formation of dedicated Customer Service and Operations Team
• Hiring key functional leaders from within and outside the organization
• Policy changes across the customer facing activities ( per, during, post sales)
• Process change/tightening across Customer Lifecycle Management
• Addition of tools to automate parts of the processes
• People augmentation and training
• Introduction of metrics and measurements
• Incentive mechanism for superior performances

Results

• Structured approach towards customer facing activities eliminating unnecessary hand-off steps, integrated customer services function
• Introduction of robust metrics and measurements and robust review rhythm
• Improvements in employee satisfaction / customer satisfaction levels
• Improved revenue cycles
• Improved collection cycles ( significant improvements at that) - early traction in 2 quarters - steady state performance in 5 quarters