Future Of Customer Experience In A Connected World | EBook

FUTUREOF CUSTOMEREXPERIENCE INACONNECTED WORLD

CONTENT 01FOREWORD 11OMNICHANNELIS 21INTHEBFSISECTOR, 29THEVISIONOFHGS ABOUTSEAMLESSLY THEBACKOFFICEIS ISTOHAVE MERGINGEVERY IMPORTANTANDNLP, CXANDAI CHANNELOFCUSTOMER AI&MLPLAYABIG COMPONENTSIN ENGAGEMENT ROLETHERE ALLSOLUTIONS SHIVKUMARBHASIN KRISHNANVENKATESWARAN CTO&COO,NSE NATARAJAN RADHAKRISHNAN CHIEFDIGITAL&INFORMATIONOFFICER, 25HOW TECHNOLOGY TITAN CANBEUSEDAS PRESIDENTANDCHIEFINNOVATION ALEVERFORGROWTH OFFICER,GLOBALATHGS 03 15HOWEMERGING APOLLOHOSPITALSIS VINAYDESHPANDE TECHNOLOGIESARE LEVERAGINGAIANDML SVPANDHEAD-DIGITAL&IT,IHCL 35DELIVERINGCXIN SHAPINGTHEFUTURE ASTHEFUNDAMENTAL TIMESOFCRISIS: OFOURDNA 27AIPROVINGTOBEA LISTEN,ADAPTAND OFCUSTOMER STRONGFORCE RESPOND EXPERIENCE ONDISBURSALSVIA ARVIND SBIYONO ANILCHAWLA VISHALAGRAWAL SIVARAMAKRISHNAN CIO,APOLLOHOSPITALS MANAGINGDIRECTOR, MANAGINGDIRECTOR,INDIA&SAARC, CES-VERINTINDIA&SAARC AVAYAINDIA 19CIOSSHOULDTAKETHE AMITSAXENA CURRENTSCENARIONOT 07HOW HDFCBANK ASACHALLENGE,BUTAN DEPUTYCTO,STATEBANKOFINDIA HASREDEFINED OPPORTUNITY THEARTOF VIJAYSETHI HYPERSONALISATION CHIEFINFORMATIONOFFICER, ANJANIRATHOR HEADHUMANRESOURCESAND *Someoftheviewshavebeentakenfrom ExpressComputerinterviewsandevents CDO,HDFCBANK HEADCORPORATESOCIALRESPONSIBILITY, HEROMOTOCORPLIMITED FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD

FOREWORD RSRPIKANTH AVIGSRHAAWLAL EDITOR, MANAGINGDIRECTOR, EXPRESSCOMPUTER, INDIA&SAARC, INDIANEXPRESSGROUP AVAYAINDIA AWalkerstudystatesthatby2020,customer ExpressComputer,haspartneredwithAvaya technologythoughtleaders,asthey effectivelyguidepatientsandclinicians experienceisexpectedtoovertakepriceand (NYSE:AVYA),agloballeaderinsolutionsto productasthekeybranddifferentiator.Thisis enhanceandsimplifycommunicationand tellushowtheyareconstantlyraisingthebar sothattheclinicaloutcomesarefurther evenmorecriticalinthedigitalagewhere collaboration,tobringoutafocusede-book customersexpecttheircompaniestointeract onthefutureofcustomerexperienceina forcustomerexperiences.Asia’slargestbank, increasedtothehighestpossiblelevels, withthem inrealtime.Today,customersare connectedworld. notsatisfiedwithjustagreatproductor SBI,whichrunsthecountry’slargestdata whichinturncanensurethebestqualityand service,theyexpectagreatcustomer InIndia,wehaveexamplesofseveralfirms experiencetofollow. whohavelookedattheirdigital analyticsengine,usesthepowerofAIto safety.Titanisactivelyleveragingan transformationjourneybyplacingthe Giventhecriticalityofagreatcustomer customeratthecenteroftheirdigitalstrategy. betterserviceitsendcustomers.Similarly, omni-channelstrategytoensurethat experience,anditsrelevanceinan Inthise-book,wehavecapturedthe increasinglyconnectedworld, perspectivesofsomeoftheleadingbusiness oneofIndia’smostprofitablebanks,HDFC customershaveachoiceofinteractingin Bank,tellsushowitisusingAItodeliver thechanneltheyprefer.Wehaveseveral hyper-personalizedandhighlyeffective learningsfrom thisinspirationale-book, servicestoendcustomers.Wealsohave andwedohopethatthise-bookinspires examplesfrom sectorssuchashealthcare youtocontinuetoaccelerateonyourvision andmanufacturing.ApolloHospitalsis ofconsistentlyimprovingyourcustomer leveragingthepowerofAIandMLto experience. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE01 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE02

VISHALAGRAWAL Today’scustomerspresentuswitha accordingreportbyNemertesResearch, OmnichannelbecomesMultiexperience: paradox–theywanteverything,butnotallat 55% ofcompanieswillhaveadopted Omnichannelfocusesontouchpointsand MANAGINGDIRECTOR, thesametime.Sometimestheywantto cloudcontactcenterplatformsbytheendof channels,withoutmuchthoughtforthe INDIA&SAARC,AVAYAINDIA servethemselvesbutatothertimesthey 2020. customerjourney.Buttoservethe wanttointeractwithahuman.Theywantto ‘EverythingCustomer’,it’sbecomeclearthat HOW EMERGING beconnected,butalsotobeleftalone;tobe AI:Accordingtoresearchcommissionedby havingawiderangeofcustomerinteraction TECHNOLOGIESARE servedequallytoeveryoneelse,butalsoto Avaya,63% ofconsumersbelievethat channelsisnolongerenough.Thisisgiving SHAPING betreatedasauniqueindividual.Theywanta convenienceismoreimportantthanprice, risetothemultiexperience,whichisabout THEFUTURE consistentandexpectedservicebutalsoto and79% wantanimmediateresponsefrom doingtherightthingsforcustomersatthe OFCUSTOMER bepleasantlysurprised.Andtheywantfully theorganizationstheycontact.Tomeetthe rightmomentsintheirjourneys.Thisisabout EXPERIENCE featuredoptionsbutatthesametimewant highexpectationsofthe‘Everything beingabletoanticipatecustomerbehaviors everythingtobethesametimewant Customer’,employeesneedtwiceasmany andneeds,topersonalizeengagementatthe everythingtobeeffortless. handsandfourtimesthebrainpower.With microlevel,topreemptivelyresolveissues,to AIinfusedintothecontactcenter, proactivelyofferthenextbestaction. Inshort,customerstodaywantitalland businessesaregivingagentstheright more.Gartnerreferstothisparadoxical answerstocustomerquerieseverytime.And CommunicationsAnalytics:Analytics beingas‘theEverythingCustomer’. theuseofAIisonlyjustgettingstarted: technologiesarethedrivingforcebehindthe Gartnerpredictsthat,by2021,15% of shifttomultiexperience.Oneofthebest AtAvaya,we’rehelpingorganizationsserve customerserviceinteractionswillbe sourcesofdataoncustomerbehaviorcan the‘EverythingCustomer’withamulti- completelyhandledbyAI. befoundintheconversationsthat cloudapplicationecosystem,poweredby customershavewithcompany automationandlayeredinnovation,to UnifiedDesktop:Becauseofthegrowing representativesacrossvariouschannels. createthefutureofcustomerexperience. numberofapplicationsagentsuse,it’svital Valuableinformationishiddeninthousands Here’showemergingtechnologiesare toprovidecustomeragentswithan ofhoursofphonecallrecordingsand shapingthatfuture. integrateddesktopthatgivesthem theright gigabytesoftextualconversationtranscripts. informationattherighttimetohelp Thedifficultycomesinleveragingthatdata Cloud:Cloud-basedcontactcentersare customerswherevertheyareontheir toimprovecustomerexperience.Thisis increasinglypreferredthankstotheir journey.Today’sagentsneedtherighttools wherecommunicationsanalyticssolutions increasedscalability,flexibility,and tohelpcreatememorablecustomer arecomingin.Complementedbyrelated speed-to-value.They’vealsoproventheir experiences,andwe’reseeinglarge dataandrootcauseminingmodules,these worththisyearastheymuchmoreeasily organizationsnowconnectcustomerand solutionsarehelpingorganizationsconvert enableremote-working.It’snosurprisethat, employeetouchpointswith360-degree theenormousdatasetsconcealedin visibility,convenientco-browsing,easyCRM customerconversationsintoactionable integrations,andmore. insights. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE03 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE04

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ANJANIRATHOR addressthespecificquery.Now,imaginethis bere-directedtotherightagent.Soit’sgoing experience,whenyouhaveanAIpowered tobealotmorepersonalisedandallthatis CDO,HDFCBANK agent,whichistalkingtoyouinahumanlike possibletoday.Because,basedonthe voice.So,ifacustomerasks‘Whatismy interactionsthatyouarehavingatthese HOW HDFCBankhasalwaysfocusedonraisingthe creditcardoutstanding?’,thentheAIagent multipletouchpointsthereisenoughdata HDFCBANKHAS barforcustomerexperienceusingthepower willaskthecustomertoauthenticatehimself whichisgettingminedtounderstandwhatis REDEFINED oftechnology.Whileinthepast,digitalwas viaoneofthestandardmethodsof yourpersona,whatistheproblem that THEARTOF moreaboutconvenience,todayitisabout authentication.Onceyouhave you’refacing?Whatisthekindof,appetite HYPERSONALISATION experience.Hence,everythingwedoisdone authenticated,youwillknowwhatyour thatyouhaveforvariousproducts,whichwill keepingthisaspectinmind. outstandingisthroughthatsamevoice.And helpusserveyoubetter. thenyoumaysay‘Ok,howcanIpay?’Youwill Takeanexampleofacustomertryingto thenimmediatelygetalinkonyourphone, Thetransformational communicatewithourbank.Inatraditional youclickonthatlink,andyouwillbeableto abilityofAI approach,acustomerwillcallupourcall payandsettleyourbillsimmediately. centre,whichwillgotoanIVR,anddepending Overaperiodoftime,acustomerinteracts onthechoiceyouexercise,thecallwillget Thisisthekindofdigitaldeflectionwhichcan withabankmanytimesandalldatais redirectedtoaphonebanker,whotriesto happen,whichisgoingtoserveyourpurpose gettingminedtounderstandthepersonaofa verywellratherthanyougoingandspeaking person.Forexample,wecanunderstandthe tosomebodywho’salsogoingtodothe preferredchannelacustomerlikestobe samethingbyopeningupasystem tofind reachedouton–isheapersonwhoprefers outwhatyouroutstandingis.Butinthenew writinganemail,isheapersonwhodoesnot age,alotofthatisgoingtohappendigitally liketalkingonthephone,isWhatsAppa muchfaster,thesystem isgoingtobeableto morepreferredmedium tocommunicateto captureyourintent,whatyouarelookingfor, thisperson?shouldbeensuredthatallthe andthereforeaddressbasedonyourintent importantattributesarepresent. andafteraverification. Ifthatintentcannotbefulfilled,thenthecalls thatcannotbeansweredautomaticallywill Wecanunderstandthepersonaofthe FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE07 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE08

customerinabetterwaythroughthedigital preferredchannelsforthecustomer.It Inthefuture,webelievethatbanking thecustomeris.Andthat’sthebigchange, footprintsthataregeneratedateach couldhappenontextchats,itcouldhappen serviceswillbecomecontextualandwillbe whichwillhappen.Thiswillreachatipping touchpoint.Touchpointscanbeasvariedas onamobileapp,itcouldhappenona embeddedinthepurchasesofcustomers. pointoverthenextfewyearsandlessand netbanking,mobilebanking,abankbranch website,butcustomerswouldprefertodo So,ifacustomerwantstobuyarefrigerator lessbankingwillhappeninsidethe oreventalkingtoafieldagent.Alotofthis thingsontheirownbecausethatgivesalot oraneducationpackageoraholiday boundariesofabank.Bankslikeuswhich dataisunstructured,buttodaytechnology ofempowerment. package,wehavetobepresentasanoption leveragegreatAImodelsarehencebetter hasnowreachedalevelwhereyoucangetall inthelivesofourcustomers.Soinsteadof placedtobetterunderstandtheintentofthe thedatatogether,understandthedataand Usingdatathatisgeneratedatdifferent customerscomingtothebank,nowthebank customerandraisetheoveralllevelof createbetterinsights.Andthemoredatawe touchpoints,IcouldthenuseAImodelsto hastogotothecustomers,wherever customerexperience. have,themoreinsightswecanhaveabouta personaliseservicesforeachcustomer.For customer,whichinturn,givesustheability example,ifIseefrom yourtransactionsthat toserveyoumuchbetter.Thishelpsin youareapersonwhousestaxiservicesalot, creatinga360-degreeviewofthecustomer. theAImodelcouldrecommendacarloanfor you,byshowingyouthattheEMIforthecar Thefuture couldbealotlesserthanthetaxibillsyouare payingeverymonth.Thesetypesof Today,thecontactcentreischangingfrom possibilitiesonlyexistifIhaveadigital primarilyasupportforvoicecallsto footprint.WecanrunAImodelsondifferent managingmultiplechannels.Soitcouldbe typesofdata,andhavethesekindof voice,text,video,anykindofaninteraction opportunities. thatisgoingtocomein,andthatisgoingto bemanagedbyanexperiencehub.Sothe Bankingwillalsobecomemorecontextual. callcentreisgoingtobecomeadigital Forexample,ifyougotobuyarefrigerator, experiencehubforcustomerswherevoiceis andmakeatokenpayment,acustomer goingtobeoneofthechannelsamong couldgetapaylateroptioninstantlyfrom multipleotherchannels. ourbank.Howcanthebankdothis?The bankhasdataandinsightsaboutthe Wewillslowlyseethedominanceofvoicego customer’sabilitytopay,andhence,itcan down.Selfcareinmyviewwillbethe underwriteacertainamountbasedonthe strongestchannelforcustomersandself profileofthecustomer.Thisisawin-win carecouldhappenonanyofthechat situationforeveryone. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE09 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE10

KRISHNAN rightreasons.Dataenrichmenthasbeenan domainsincludingomnichannel,which VENKATESWARAN integralpartofourloyaltyprogram and focusesonseamlesscustomerexperiences recently,wehadlaunchedaninitiativeto acrossanddigitalandphysicalplatforms. CHIEFDIGITAL&INFORMATIONOFFICER, improvethecustomerdataandwehave Omnichannelisaboutbeingableto TITAN receivedpositiveresponsefrom customers. seamlesslymergeeverychannelofcustomer engagementandthepriorityofomnichannel OMNICHANNEL TitanwasthefirstcompanyinIndiatomerge Inretail,wehaveseentrendsthatindicate withinTitanhasgoneup.AtTitan,weare ISABOUT theroleofmoderndigitalandtechnology. thattheadoptionoftechnologyduringthe presentonmultipledigitalchannelsincluding SEAMLESSLY Titan’sloyaltyprogram wasoneofthelargest pandemicwillremainpermanent.Titan,asa livechat,WhatsApp,socialmedia,etc.We MERGINGEVERY programsinthecountrywith20million company,iswitnessingincreaseddigital havealsointroducedfeaturessuchaswish CHANNELOF customers.Thecombinationofloyalty activitiesacrossallTitanbrandsandinretail listing,appointmentbookingandcontactless CUSTOMER program anddataenrichmentresultsinthe therearetrendsofincrementaluseof commerce. ENGAGEMENT magicofpersonalisation.Wehavecrossed technologywhichwouldcontinueinthe INR800croreofattributablerevenueof future.Alloursiteshaveincreaseddigital Digitalwasthecoretoourstrategytoget analytics. activitiesintherecentmonths.Weare backtowork.Wetookabacktobasics emphasisingonvideoselling,virtual‘TryOn’ approach,whereinweexperimented,learned Ourbusinessisprimarilyoccasionbased,soit andhomevisitstoensurecontinuous andadapted.Whereas,thelaststepwas becomesmoreimportantforustoreachout engagementwithourcustomers.Artificial aboutadaptingtothenewnormalbusiness tocustomersattherighttimeandforthe intelligencehashelpedusdecidethelocation environment. ofourupcomingstores. Weputineffortstosustainourenagagement Weareleveragingdigitaltechinmyriadways withcustomersacrossmultipleplatforms acrossourbusinessvaluechain,through andweobservedthatmostofour omnichannelengagementandcommerce, customers,too,wantedtoengagewithour augmentedreality,machinelearningand brands.Intheengagementprocess,we deeplearningalgorithms,wearehelpingto leveragedalotofdigitalsolutions.Noneof ensurethatourcompanycontinuesto ourengagementplatformswouldhavebeen deliverindustry–leadingproducts,services possiblewithoutthestrongdigitalbackbone. andexperiencesphysicallyanddigitally. Digitalhashelpedussynchroniseourselves withcustomers’expectationsandadaptto Theretailsectorincludeshighimpact thenewnormal. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE11 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE12

Inthisentiretransition,digitalhasplayedthe WEARELEVERAGINGDIGITAL enableseamlessdigitalexperiencesfor termsofbusinessoperationsandprocesses, roleofacorebusinessenablerforTitan. TECHINMYRIADWAYSACROSS customersacrossvariousplatforms.Virtual optimisationisnowkeybecauseofcost. Omnicommercehasbeenoneofthebiggest OURBUSINESSVALUECHAIN, TryOnandvideosellingareournew Automationtoolsandanalyticshavehelped technologiesthathasworkedwellforus. THROUGHOMNICHANNEL innovationsandtheyareembracedwellby usoptimiseoursupplychainsandimprove Whereas,personalisationisthenextbigthing ENGAGEMENTANDCOMMERCE, customers.Withomnichannelapproach,we workforceproductivity.Moreover,analytics andhashelpeduscaterbettertoour AUGMENTEDREALITY,MACHINE wereabletoreviveasubstantialpartofour hasalsohelpedusuncovernewsales customers.Analytics,artificialintelligence LEARNINGANDDEEPLEARNING businesspostlockdown. opportunities.Wehavealsoimplementeda andmachinelearningformedthefoundation ALGORITHMS lotofdigitalcollaborationtoolsandallofour ofmanyofourinitiatives. Intheareaofpersonalisation,analyticshas digitalinteractions–internaland helpedussignificantlyinprovidingtailored external–havebeenveryimpactfuland Omnicommerceapproachhashelpedus solutionstoourcustomers.Whereas,in engaging. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE13 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE14

ARVIND treatmentoptionsandcontinuetoevolvethe Also,thehospital’scliniciansareconstantly SIVARAMAKRISHNAN clinicaleffectivenessandoutcomes. workingwiththetechnologyteams,inorder tobuildintelligenceintoclinicalpathways CIO,APOLLOHOSPITALS WehavepartneredwithMicrosoft,andunder andprotocols.Theseclinicalpathwaysand thispartnership,wehaveformulateda protocolsareusedtoadministeratreatment APOLLO Ibelieveinthetechnologywhichiseffective, machinelearningandartificialintelligence regime. HOSPITALSIS consistentandreplicabletogear-upthe algorithm topredictthecardiovascular LEVERAGINGAI clinicalandoperationalprocesses.The diseaseriskscoresforindividuals.The Weareusingacombinationofbigdata ANDMLASTHE healthsystem isexploringeveryaspectof solutionwasbuiltincollaborationbetween analyticscoupledwiththeclinicalexpertise FUNDAMENTAL thedisruptiveandtraditionaltechnologies ourclinicalpractitioners,technologyteam in formanaginginfectioncontroland OFOURDNA andiscautiousaboutpickingtherightblend partnershipwithdatascientistsinMicrosoft. antibioticsresistancepatternsforhighly ofinnovation,whichhastobeahealthcare Itclassifiestheclinicalandsocialhealth vulnerablepatients.Theadvancedanalytics drivencombination. informationofpatientsandthehigh ishelpingthehospitalinreducingthelength contributingfactorsleadingtocardiac ofthepatient’sstayandpreventthem from Apollo’sITisheavilycurbingthedata diseases,therebyassistingthecliniciansin furthercomplicatingtheirstayatthe generatedbythemultiplehealthrecordsand managingtheriskfactors. hospital. isdrivingtheintelligenceforvariousclinical protocolstofacilitateadequatelymanage WeareleveragingAI,MLtoeffectivelyguide Digitalisdefinitelyapowerfulsolutionto patientsandclinicianssothattheclinical improveefficienciesinthehealthcaresector. outcomesarefurtherincreasedtothe Inordertostreamlinethepatient’s highestpossiblelevelsandensuringthebest appointmentswithdoctors,wehave qualityandsafety.Inthisregards,Apollo introducedamobilitysolutionnamed Hospitalisrunningaprogram named ‘AskApollo’.Itisacombinationofmobility SUGAR,whichisacombinationofmobility, andcloud-basedservices.Themobility intelligence,andclinicalprotocols,drivenby solutionhelpsininterpretingthecustomer’s bigdataanalytics.Theprogram effectively expectationsandimprovetheoperational managesdiabetespatients,sothattheyare efficienciesandreducesthecrowdinthe keptwithinthepermittablerangeofdiabetic waitingareas. symptomsanddisorders. AIisn’tjustabouttheframework,it’salso aboutgettingtherightskillset.Werequire FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE15 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE16

DIGITALIS DEFINITELYA POWERFUL SOLUTIONTO IMPROVE EFFICIENCIESIN THEHEALTHCARE SECTOR hightalentsintermsoftheclinical thepersonalisedalgorithm isnotthe embarkonimplementingpathbreaking highestlevelofpersonalisationand experiences,capabletodefinetheproblem standalonepieceoftechnology,theteam algorithmsandsolutionstodeliverthe statementandinterpretthedata,coupled constantlyworkstoensurethatthey efficiency.Theneedforre-imagininguser withtheethicalclinicalpracticesand integratethepersonalisedalgorithm backto besthealthcareservices.Goingforward, approaches. thestandardoperationalpractices. experiencewillbemorethanever intheCovid-19times,thereisaneedto before,drivenbyconversationalAPIs Wehavealsointegratedclinicalquality ApolloHospitalsisleveragingAIand createseamlessandnterconnected andcognitiveeconomy.Someyearsago, professionalswhoareensuringthatthisis MLasthefundamentalofourDNA. ecosystemsthatareomnipresent,because thetouchtechnologywasconsideredan compliantwithalltheethicalpracticesand Hence,wearecompletelyintegrating, consumerfacingbusinessclimateisheavily thedegreeofqualitythatisrequired.Since engagingwiththerighttalentto basedonservices.Thisdemandfor innovation.However,wearemoving towardsnaturallanguageprocessing, servicesmustbebackedwiththe andmobileisbeingleveragedaspartof omnichannel. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE17 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE18

VIJAYSETHI therearealotofalgorithmsthatshowedthat significantfocusontechnology,more thecustomerexperiencehasbeengood. analyticsfrom customerperspective, CHIEFINFORMATIONOFFICER, Similarly,atthedealershiplevelalso,we includingmorefootfall.Wenowhavea HEADHUMANRESOURCESAND ensuredthatcustomershaveagood multilingualwebsiteforcustomerswho HEADCORPORATESOCIALRESPONSIBILITY, experience. mightnotbesoconversantwithEnglish. HEROMOTOCORPLIMITED Thereisalsoalotofinteractionwith From manufacturingtosalestoR&D,tech customersthroughvarioussocialmedia CIOsshouldtakethecurrentscenarionotas interventionshavegonetoallareas,withnew channels,includingFacebook. technologieslikeartificialintelligence(AI), CIOSSHOULD achallenge,butanopportunity.Thisisan machinelearning(ML)androboticprocess Whenthelockdownstarted,many opportunitytoredefinetheworkculture, automation(RPA).Initially,itmightseem organisations,includingours,didnothavea thatthecostofputtingthesetechnologiesis workfrom homepolicy.Wehadtoputalotof TAKETHECURRENT thoughtprocess,processes,policies,user toomuch,butinthelongerperiodoftime, technologyinitiallytoensurecertain thevaluethatisderivedisalwaysveryhigh. things-thatemployeesareproductiveat experienceandtaketheorganisationtoa homeandhaveaccesstosystemswithout Intoday’stimes,wehavetobeveryagile, comingtooffice,secondisinformation SCENARIO differentlevelofautomation.Thisisalsothe whateverassumptionswemighthave,might securityandthirdiscollaboration.Whenthe NOTASA timetorevampandmakethebusiness notworkonaday-to-daybasis.Afewyears unlockstarted,technologyimplementations CHALLENGE, continuityplansreallypractical. ago,westartedsellingoursparepartsonline, increasedalot–infactories,officesand nowwehavestartedthee-shopfortwo dealerships. BUTAN Followingthelockdown,inMay,Juneand wheelersonlinewithhomedelivery,sothat OPPORTUNITY July,whencustomerswerenotvery thecustomerdoesnothavetovisitthe WetakealotofITinitiativeswithanobjective dealership. ofdrivingbusinessgoalsandobjectives.At comfortablegoingtothemarketandbuying thesametime,wemaketheorganisation products,weintroducedatouchbased Similarly,from serviceperspective,the readyforfuturedisruptionsanddemands. selling,givingthesameexperiencetoour pertinentquestionis,howdowegiveservice Initiativestakenareoftwotypes;thefirstare customerssittingathome.Atthebackend tothecustomerwhodoesnotwanttocome systemicinitiatives,whicharetakentomake totheservicestationworkshoportoour theorganisationmoresuitedtotakeon dealership,andhowcanweensurethatthe technologydisruptionsbyenhancing entiresameexperienceisgivenattheir competencyandgettingaheadofthe residence? industrylearningcurve,andthesecondkind arethosewhichinvolveleveragingspecific Atthedealershiplevelitself,wehavea technologiesforbusinessimpact. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE19 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE20

SHIVKUMAR largestintheworld.Thiscanalsobeseenas Also,whenmentioningaboutthechallenges BHASIN aneye-openerwhenwesaythatthe inIndia,technologyobsolescenceisvery economyisnotdoingwell.Howsoever,we high,asthereishardlyanyobsolescence CTO&COO,NSE havebeenrunninguninterruptedoperations policyhere.Wehaveoftenseencaseswhere duringpandemictimesaswell. thehardware’sbestperformancequotientis INTHEBFSI Withacareerofover25years,Ihaveheld fiveyearsforinstance,butitisbeingrunfor SECTOR, versatileroles.BeingattheStateBankof Oneofthemajorwaystoachievesuccessis seventotenyears.Itisreallydifficultto THEBACKOFFICE India,thelargestbankontheplanet,interms tolaythefoundationwell.Whentalkingabout delivercuttingedgeresultswithsucha ISIMPORTANT ofthecustomerbaseandtransactionolumes, digital,youhavetoconsiderthatthe crippledset-up. ANDNLP,AI&ML andalsobeingatotherorganisationsIdidhit infrastructureisattheforefrontandcheck PLAYABIGROLE uponthefactthattherightorganisational thatitisresilient,stable,flexible,androbust. AIandblockchain THERE cultureiscriticalforgoingdigital. Digitalchannelsrequire24x7availabilityand aquickresponseiswhatisrequired,soitis TechnologieslikeAIandblockchainare AtNSE,theregulatorypressuresarevery importanttohavebusinessoperations,IT emergingwell.InIndianfinancialinstitutions, high.Also,Indiaisthelargestmarket,earlierit operations,andtheSOPsverystrong. AIandblockchainhavebeengoingbeyond usedtobetheCME,whichusedtohandle thenascentstage.IntermsofAIadoption, largevolumes.ThisyeartheNSEhashandled WHENTALKINGABOUT thereisaneedtobringinAIintotheexisting 42percentmorevolumethantheCME–the DIGITAL,YOUHAVETO usecasesfirst,insteadofbuildingnewones. CONSIDERTHATTHE INFRASTRUCTUREISATTHE Wesaythatdataisnowthenewcurrencyor FOREFRONT thenewoil,however,itisnomoreanewthing ANDCHECKTHATITIS tosayaswehaveallrealisedthevalueof RESILIENT,STABLE,FLEXIBLE, data.Allthefactorsthatarerequiredfor ANDROBUST deeplearning,machinelearning,orforany kindofdeepanalyticstobecarriedout, intelligenceneedstobeprovidedandit shouldbeensuredthatalltheimportant attributesarepresent. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE21 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE22

Wehavetakenseveralinitiativesintermsof yearsnow.Theworkforceandits couldbebuilt.Ithinkthisiswhereweare Theessenceofartificialintelligenceistodig customerexperience.Thecustomer productivityarebeingmonitoredbythese makingmistakesbecausewhenweconsider deeptounraveltherelationshipsbetween experiencehasbeeneitherfrom auser cuttingedgetechnologies. usingmachinelearning,weputthebotsor diverseandfragmentedpiecesofdata.There enterpriseperspectiveorengagingthe NLPsinindividualareas,insteadofcoming shouldbeashiftoffocusfrom collecting customerandactingasanadvisory. Challenges acrossasasingleentitywiththecustomers datatoembeddinganalyticalfunctionalityin whereaggregatedNLPisleveraged. existingapplications. Therecommendationenginesanalysethe NSEhandlesonanaverageonebilliontrades customer’stransactionsandrecommend perday.AtNSE,evenattheequitymarket, thecustomersastohowtheycanmaintain acrossthedifferentassetclasses,youwillbe theirportfoliobetter.Also,therobotadvisory surprisedtoknowthatprobablyitistheonly helpsinbetterdecisionmaking.Wealso exchangeacrosstheglobetoclockone empowercustomerswithinvestment billiononanaveragedayandonapeakdayit managementtoolsandsuggestalternates. clockstwobillion.So,undoubtedly,theIndian Alsoifacustomercareexecutiveresponds industryissittingonenormousdata,butthe toacustomerinaninappropriatemanner, keychallengewhichwecomeacrosswhen thenabotinterruptsandguideshim by wewanttodrawouttheintelligenceand suggestingresponsesandtakethe insightsandwisdom fordevelopinganykind conversationaheadinabetterfashion. ofsmartapplications,orrunningRPA,isthat wedonothavethemostessentialdataof Forcreatingtherightawareness,several sayuserexperienceorotherfundamental technologiesarebeingleveraged,beitAIfor datainsightsandthuswehavewitnessed opticalcharacterrecognition,orfacial thatwhenbuildingrobotadvisoryoranykind recognitionforensuringthesecondfactorof ofsmartclientstoautomatethebusiness authentication,orfurtherforsentiment processes,humaninterventionbecomes analyses.NLPisusedwidelyforspeech mandatorysinceitisrealisedthatmany recognition. facetsoftheinformationordataaremissing. IntheBFSIsector,thebackofficeisas Also,inmanycasescustomerdataisstillin importantandNLP,AI,andMLplayabigrole silosandisnotpresentasaggregated there.Thesetechnologieshavebeenusedfor informationsothatuseableintelligence FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE23 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE24

VINAY ourguests.Westeppedupouradoptionof traceoutareaswheretheemployeehas DESHPANDE technologyasaresponsetotheCovid-19 visited,alongwiththepeopleheorshewas crisis.Assafetyandhygieneislikelyto intouchwith.Paymentmethodsarealso SVPANDHEAD-DIGITAL&IT, continuebeingaconcernforguestsinthe completelycontactless,andguestshavethe IHCL hospitalityspaceintheshortterm,we facilityoforderingfrom digitalmenus. launchedoursuiteofcontactless, HOW TheCovid-19crisishasaffectedmostsectors, technology-drivensolutionsforeveryguest IHCLhasalsolaunchedhomedelivery TECHNOLOGY buttheoneswhichhavebeenhitthemost touchpoint.NamedI-Zest,thesesolutions servicesandmobileapplication–Qmin.The CANBEUSEDAS includethetravelandthehospitalityindustry. useQRcodesanddigitalinterventionsfor Qminappoffersadifferentiateddelivery ALEVERFOR TheIndianHotelsCompanyLimited(IHCL), guests,rightfrom thetimeofcheck-into experiencethroughaseamlessinterfacethat GROWTH whichhasalegacyofover117years,decided diningandinvoicing,amongothers,while allowscustomerstopersonalisetheirorder, tofightbackagainstthiscrisisbyusinga alsoprovidingemployeesasafespaceto curatemenus,andtrackdeliveriesreal-time. comprehensivestrategybackedby workin,withtouchlessHRsystems. Theinterfacehasbeendesignedtobe user-friendlyandenablesgueststochoose technology. Accordingly,wetookanumberofinitiatives theirfavouritecuisinefrom celebrated toensuresafetyofouremployeesand restaurants,basedontheirlocation. Inthecurrenttimes,werecognisedthat guests.From sanitisediPadstozerotouch establishingtrustintheeyesofguestswas attendancesystems,thefocuswason IHCLisalsointheprocessofintroducing extremelyimportant,anddecidedtouse ensuringzerocontact.Thezerotouch virtualmeetingsthatonecanhostacross technologyinabigwaytoensuresafetyto attendancesystem usesfacialrecognition locationsviatheQminApp–curatedtosuit technologyforemployeestomarktheir one’sneedandtheoccasion,beitscheduled attendance,whileathermalsensorthatis virtualbusinessmeetingsoraprivateget builtontopoftheattendancesystem checks togetherwithlovedones. thetemperatureofemployeesenteringthe premisesofthehotel.Understandingthe Today,theentirefocusisonmanaging needforfrugalinnovation,wepartneredwith customerexperience.Wewanttoensurea aseriesofstartupsfortechnologyled completecontactlessexperienceforour innovations. guests.Inthefuture,wearelookingatgiving digitalkeystoguestssothatwecando IHCLisalsorunningapilotforanappthat awaywithphysicalroom cardsthatweare helpsincontacttracing.ThiswillhelpIHCL givingtoguestsatthemoment. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE25 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE26

AMITSAXENA SBIYONOdisbursedoverINR5,500croreof SBIWILLSOONLAUNCH retailcreditinjustonequarterascompared VIDEOKYCWHICHWILL DEPUTYCTO, toINR3,000croreinthesamequarterlast ALSOHAVEANAIELEMENT. STATEBANKOFINDIA year.Secondlyintheyear2019-20,thebank AIISHIGHLYCOMPUTE disbursedtwobillionrupeesintheform of INTENSIVEANDTHE pre-approvedpersonalloans(PAPL),which PROCESSINGISDONE isdirectlyafunctionofefficientuseof ALLONCLOUD analyticsandAI.Theroleofanalyticsisto segmentthecustomersinagegroups, decideontheeligibilityandthenAI consumesthatdataandconvertsitintoan opportunityonYONOorotherplatformsin theform oftherightoffers,basedon algorithms.Theideaistomakethebestfit propositionforcustomers. AIPROVINGTOBE Theimportanceattributedtocustomer InPAPL,aResponseSurfaceMethodology ThebankislookingatusingAIinaholistic ASTRONGFORCE experienceanddataanalyticsbyIndia’s (RSM)modelisused.It’sastatistical manner.It’snotjustrestrictedfortheretail ONDISBURSALS largestPSUbank,SBI,isprovedbythe technique–withcorrelationtoAI–which segment,butalsothecorporateandSME VIASBIYONO statementofDineshKumarKhara,whenhe helpsinreducingtheworkloadofthe segments.SBIwillsoonlaunchvideoKYC saidinhisfirstmediainteractionaftertaking branchesandalsocutstheriskfactor.Ithas whichwillalsohaveanAIelement.AIis overasChairman,thatdataanalytics resultedinloanbucketswhicharelowon highlycomputeintensiveandtheprocessing empoweredcustomerexperiencewillbeone NPAandissuedwithrelativelylowbranch isdonealloncloud. ofhistopprioritiesatthebank.Itspeaks relatedactivities–moreonaphygitalmodel. volumesabouttheweightagegivenbythe banktoCXandanalytics.It’simportantto AtSBI,werunthecountry’slargestdata Amongotherapplications,SBIhaspartnered note,dataanalyticsformsthebasefor analyticsengine.Itseesthecustomernotin withastartupcompanyforanAIapplication buildingarobustartificialintelligence(AI) parts,butthesum ofparts,i.e,the thatrunsonthefeedsfrom theCCTV platform. customer’sbehaviouracrossdigitalchannels camerasdeployedinbranchestoperform inthepublicdomain.Thedataisbuiltand sentimentanalysisofcustomers.Thisisa thenAIalgorithmsarebuilttopop kindofanactiveAIusage,whereneartoreal notificationstothecustomers. timeanalysisisdone. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE27 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE28

NATARAJAN emanatingfrom thechallengesfrom Anotheremergingthemeissocialmedia’s RADHAKRISHNAN coronavirus,HindujaGlobalSolutions(HGS) integrationintothecompanywebsite. hasundertakenanumberofinitiativesboth Customersarereachingouttocompanies PRESIDENTANDCHIEFINNOVATIONOFFICER, internallyandintheclientfacingsolutions, throughvarioussocialmediachannels.The GLOBALATHGS havingaheavydosageofartificial querieshavetobeansweredafterhavinga intelligenceandcustomerexperience lookatthepostsonvariouschannels.HGSis THEVISIONOF Thecoronaviruspandemichas management(CXM). heavilyusingAIandMLinvariousofferingsof HGSISTOHAVE tremendouslyincreasedtheloadonvarious thecompany. CXANDAI customerservicechannels.Aspermy Inthepre-Covidtimestoo,customer COMPONENTSIN estimate,withourclients,betweenthecall experienceandmanagementwasabigfocus AIinhiring ALLSOLUTIONS centreandthewebsite,thecallvolumehas areaforHGS.Thecoronaviruspandemichas shotupbyover30percent.Thecalls resultedinaseverefastforwardofthedigital WeareusingtheAmazonmodeloftesting receivedbyourclientsarerelativelyhigherin initiatives.Hyper-personalisationisthekey thesolutionsinternallyinthecompany the‘critical’category,ascomparedto themecomingupintheareaofCXM. beforereleasingitforclients.Forinstance, pre-Covidtimes.Theyhavetobeswiftlyand E-commercewebsiteshavetomatchthe nowemployeesarehired,onboardedand efficientlyrespondedto.Itnotonlyresultsin potentiallikesoftheindividualcustomers servedoverapplicationswhichareAI asuccessfulcallresolution,butalsoahappy browsingproductsonthewebsiteandnot enabled.Wehaveinvestedheavilyincontact customer. bucketthem inacustomersegment. centresandbackofficeoperations.Oneof themajorchallengesfacingtheindustryis Inordertomeettheuniquedemands INTHEPRE-COVIDTIMES attrition.It’sintheabsenceoftherighthiring TOO,CUSTOMEREXPERIENCE strategythatnewhiresleaveinasfewas ANDMANAGEMENTWASA underthreetofourmonthsafterjoining. BIGFOCUSAREAFORHGS. THECORONAVIRUS WehaveempoweredhiringsolutionswithAI PANDEMICHASRESULTEDIN andCXfeatures.Candidatesarehirednot ASEVEREFASTFORWARDOF onlyonthebasisofaninterviewand THEDIGITALINITIATIVES technicaltests,butalsoafterexploring multidimensionaldatasetslike demographics,pastjobs,assessmentscores andpersonalitytraits,etc.Aright-fitindex hasbeendevisedforcandidatestoevaluate FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE29 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE30

whethertheyaretherightfitforthejob rescuehere.Thesetechnologieshelpin HGSisworkingwitharetailgiantintheUSin keywordsandactionistakenaccordingly.In ornot.Thisinitiativehasledtoa10-15 contextualisingthesentencesinthereview theareaofemailautomation.Thecompany thelasteighttoninemonths,thiscustomer percentagepointreductioninattritionat claims,whereineverywordisputintothe isoverwhelmedwithcustomeremailsand engagementapproachhashastenedto HGS. rightcontextaccordingtowhatitmeansin it’simpossibletomanuallyreplytoeachmail. unbelievableextent. theinsuranceindustrytoarriveupona WeuseAI,ML,NLPtorespond.Inamodular Aftertheemployeehasjoined,thefirstthree decisionwhetherthereviewshouldbe approach,someemailsarerepliedtoinan ThevisionofHGSistocompulsorilyhaveCX monthsareextremelyimportantto approvedortheclaim stillstandsrejected. automatedfashionusingAI,whiletheothers andAIcomponentsinallthesolutionsand determinethejobsatisfactionlevelofthe arefollowed-uponacase-by-casebasis. alsoincreasethenetpromoterscore(NPS). employee.Inordertoensurethatan AIisalsoheavilyusedinqualitychecksofcall Emailsarealsosegregatedbasedoncertain employeedoesn’thavethreebadcalls–in centreagents.Hitherto,onlyabouttwoper thatcaseheisaskedtoleave–HGS centofthecallswerecheckedforquality.The extensivelyusesAItogaugecertainearly inabilityofdoingasentimentandsentence warningsignalstoindicatewhetherthenew contextcheckofthecallswasalost joineeisstressed,happy,requirestraining opportunity.Now,usingAI,weareabletodo interventionsoradifferentsupervisor,or voicetotextconversionofallthecallsandAI shouldbemovedtoadifferentproject,etc. isrunoverthetexttodonotonlyquality checkofallthecalls,butitalsohelpsin AIinclientfacing arrivinguponcertainbestpracticesonhow solutions topitchtothecustomer. WeareusingAIandnaturallanguage AnotherserviceofferedisCognitiveContact processing(NLP)intheinsuranceindustry CentreasaService(CCCaS).Earlieran atahugescale.Thesubjectofareahereis increaseinthenumberofcallswouldresult claimsprocessing.Onanaverage,95per inadditionalhiring.Wehavenowcreated centofclaimsgetapprovedandtherestget botswhichcananswercalls.Incaseifthebot rejected.Butifonelooksattherejected isunabletoresolvethecall,thenitgoestoan claims,manyofthem areaskedforreview. agent.However,aknowledgerepositoryof Everyreviewclaim isabout20-30pages suchcallsiscreatedforthebotstolearn.It long.Thisamountstothousandsofpageson preparesthem toanswersimilarcallsinthe aregularbasis.AIandNLPcometothe future. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE31 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE32

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ANILCHAWLA VerintcreatedaPhoneticBoostingPack affected,apply,qualified,impacted, “Covid-19category”tosupportour programme,etc. MANAGINGDIRECTOR, customers,whichwasofferedfreetoall CES-VERINTINDIA&SAARC Verintspeechanalyticscustomers. Thishelpedthecontactcentreleaderin qualifyingcustomersintopaymentrelease From enterprises,contactcentrestohome HowdidthePhoneticBoostingPackhelp? programmewhere75percentofthecallers hadlosttheirjobsand25percentofthem DELIVERINGCX offices–manyorganisationshadtoalter •Supportedorganisationsinunderstanding havecontractedthevirus. businessoperationsquicklyanddramatically. theircustomers’topquestionsand concerns Verint’scustomeroutreachinitiativefor INTIMESOFCRISIS: Consumersfoundthemselvesgrapplingwith Covid-19furtherhelpedanotherdivisionof LISTEN,ADAPT urgentquestionsrelatedtotheirbank •Providedinsightsintohowendconsumers thecontactcentregiant,servicingUStelcos ANDRESPOND accounts,EMIs,cancellations,loansand werefindingpublishedinformation inuncoveringcustomerswerecalling more.Peoplefeeluncertainandorganisations primarilybecausetheywereunabletoreturn •Improvedself-servicechannelsanddigital theequipment,paybillsandforrefund wanttohelpthem asefficientlyaspossible. presenceforendcustomers status. AspartoftheCovid-19rapidresponseeffort, •Identifiedchallengesfacedbyemployees Verinthasnotonlyproactivelyreachedoutto Verintusingspeechanalytics,reachedoutto •Offeredproactivesupport customers,buthasalsoempoweredthem ourcustomerswhoneededimmediateand throughtrainingtocarryoutthePhonetic ongoinginsightsintoCovid-19’simpacton WithBCPandthecompletecessationoftheir Boostinganalyticsontheirown,further theircustomersandemployees. in-houseanalyticsteam,oneofIndia’slargest aidingthem tocomprehendtheirend privatebankswasanxiousaboutmissingout customerandcontinuedeliveringgreat keyconversationswiththeircustomers. customerexperienceevenwhileoperating Verintsteppedinandofferedassistancein remotely. understandingwhattheendcustomerswere callingthebankfor.Thebank’scallvolume Theanalyticsishelpingorganisations haddroppedby13percent.Verintphonetic formulatecoordinatedanddata-driven boosterspeechanalyticsdiscoveredthat responsestocustomerconcerns,update sevenpercentofthecallvolumewaswithin agentsonanswerstokeyissuesandqueries, theemergencyservicecalls. andsurfacereal-timeinsights.Verint stayscommittedtoourcustomersandis Anothermajorcontactcentreclient, proudtobesupportingthecommunity servicingUSCreditCards,benefittedfrom throughandbeyondthesechallengingtimes. Verint’sSpeechAnalyticsPhoneticBoosting initiative.Thediscoveryshowcasedthat57 percentofcallshaddiscussionsaround FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE35 FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE36