Future Of Customer Experience In A Connected World | EBook

FUTUREOF CUSTOMEREXPERIENCE INACONNECTED WORLD

CONTENT 01FOREWORD 11OMNICHANNELIS ABOUTSEAMLESSLY MERGINGEVERY CHANNELOFCUSTOMER ENGAGEMENT KRISHNANVENKATESWARAN CHIEFDIGITAL&INFORMATIONOFFICER, TITAN 03 15HOWEMERGING APOLLOHOSPITALSIS TECHNOLOGIESARE LEVERAGINGAIANDML SHAPINGTHEFUTURE ASTHEFUNDAMENTAL OFOURDNA OFCUSTOMER EXPERIENCE ARVIND VISHALAGRAWAL SIVARAMAKRISHNAN CIO,APOLLOHOSPITALS MANAGINGDIRECTOR,INDIA&SAARC, AVAYAINDIA 19CIOSSHOULDTAKETHE CURRENTSCENARIONOT 07HOW HDFCBANK ASACHALLENGE,BUTAN HASREDEFINED OPPORTUNITY THEARTOF VIJAYSETHI HYPERSONALISATION CHIEFINFORMATIONOFFICER, ANJANIRATHOR HEADHUMANRESOURCESAND CDO,HDFCBANK HEADCORPORATESOCIALRESPONSIBILITY, HEROMOTOCORPLIMITED FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD

21INTHEBFSISECTOR, 29THEVISIONOFHGS THEBACKOFFICEIS ISTOHAVE IMPORTANTANDNLP, CXANDAI AI&MLPLAYABIG COMPONENTSIN ROLETHERE ALLSOLUTIONS SHIVKUMARBHASIN CTO&COO,NSE NATARAJAN RADHAKRISHNAN 25HOW TECHNOLOGY CANBEUSEDAS PRESIDENTANDCHIEFINNOVATION ALEVERFORGROWTH OFFICER,GLOBALATHGS VINAYDESHPANDE SVPANDHEAD-DIGITAL&IT,IHCL 35DELIVERINGCXIN TIMESOFCRISIS: 27AIPROVINGTOBEA LISTEN,ADAPTAND STRONGFORCE RESPOND ONDISBURSALSVIA SBIYONO ANILCHAWLA MANAGINGDIRECTOR, CES-VERINTINDIA&SAARC AMITSAXENA DEPUTYCTO,STATEBANKOFINDIA *Someoftheviewshavebeentakenfrom ExpressComputerinterviewsandevents

FOREWORD AWalkerstudystatesthatby2020,customer ExpressComputer,haspartneredwithAvaya experienceisexpectedtoovertakepriceand (NYSE:AVYA),agloballeaderinsolutionsto productasthekeybranddifferentiator.Thisis enhanceandsimplifycommunicationand evenmorecriticalinthedigitalagewhere collaboration,tobringoutafocusede-book customersexpecttheircompaniestointeract onthefutureofcustomerexperienceina withthem inrealtime.Today,customersare connectedworld. notsatisfiedwithjustagreatproductor service,theyexpectagreatcustomer InIndia,wehaveexamplesofseveralfirms experiencetofollow. whohavelookedattheirdigital transformationjourneybyplacingthe Giventhecriticalityofagreatcustomer customeratthecenteroftheirdigitalstrategy. experience,anditsrelevanceinan Inthise-book,wehavecapturedthe increasinglyconnectedworld, perspectivesofsomeoftheleadingbusiness FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE01

SRRPIKANTH VAIGSRHAAWLAL EDITOR, MANAGINGDIRECTOR, EXPRESSCOMPUTER, INDIA&SAARC, INDIANEXPRESSGROUP AVAYAINDIA technologythoughtleaders,asthey effectivelyguidepatientsandclinicians tellushowtheyareconstantlyraisingthebar sothattheclinicaloutcomesarefurther forcustomerexperiences.Asia’slargestbank, increasedtothehighestpossiblelevels, SBI,whichrunsthecountry’slargestdata whichinturncanensurethebestqualityand analyticsengine,usesthepowerofAIto safety.Titanisactivelyleveragingan betterserviceitsendcustomers.Similarly, omni-channelstrategytoensurethat 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 PAGE02

VISHALAGRAWAL Today’scustomerspresentuswitha paradox–theywanteverything,butnotallat MANAGINGDIRECTOR, thesametime.Sometimestheywantto INDIA&SAARC,AVAYAINDIA servethemselvesbutatothertimesthey wanttointeractwithahuman.Theywantto HOW EMERGING beconnected,butalsotobeleftalone;tobe TECHNOLOGIESARE servedequallytoeveryoneelse,butalsoto SHAPING betreatedasauniqueindividual.Theywanta THEFUTURE consistentandexpectedservicebutalsoto OFCUSTOMER bepleasantlysurprised.Andtheywantfully EXPERIENCE featuredoptionsbutatthesametimewant everythingtobethesametimewant everythingtobeeffortless. Inshort,customerstodaywantitalland more.Gartnerreferstothisparadoxical beingas‘theEverythingCustomer’. AtAvaya,we’rehelpingorganizationsserve the‘EverythingCustomer’withamulti- cloudapplicationecosystem,poweredby automationandlayeredinnovation,to createthefutureofcustomerexperience. Here’showemergingtechnologiesare shapingthatfuture. Cloud:Cloud-basedcontactcentersare increasinglypreferredthankstotheir increasedscalability,flexibility,and speed-to-value.They’vealsoproventheir worththisyearastheymuchmoreeasily enableremote-working.It’snosurprisethat, FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE03

accordingreportbyNemertesResearch, OmnichannelbecomesMultiexperience: 55% ofcompanieswillhaveadopted Omnichannelfocusesontouchpointsand cloudcontactcenterplatformsbytheendof channels,withoutmuchthoughtforthe 2020. customerjourney.Buttoservethe ‘EverythingCustomer’,it’sbecomeclearthat AI:Accordingtoresearchcommissionedby havingawiderangeofcustomerinteraction Avaya,63% ofconsumersbelievethat channelsisnolongerenough.Thisisgiving convenienceismoreimportantthanprice, risetothemultiexperience,whichisabout and79% wantanimmediateresponsefrom doingtherightthingsforcustomersatthe theorganizationstheycontact.Tomeetthe rightmomentsintheirjourneys.Thisisabout highexpectationsofthe‘Everything beingabletoanticipatecustomerbehaviors Customer’,employeesneedtwiceasmany andneeds,topersonalizeengagementatthe handsandfourtimesthebrainpower.With microlevel,topreemptivelyresolveissues,to AIinfusedintothecontactcenter, proactivelyofferthenextbestaction. businessesaregivingagentstheright answerstocustomerquerieseverytime.And CommunicationsAnalytics:Analytics theuseofAIisonlyjustgettingstarted: technologiesarethedrivingforcebehindthe Gartnerpredictsthat,by2021,15% of shifttomultiexperience.Oneofthebest customerserviceinteractionswillbe sourcesofdataoncustomerbehaviorcan completelyhandledbyAI. befoundintheconversationsthat customershavewithcompany UnifiedDesktop:Becauseofthegrowing representativesacrossvariouschannels. numberofapplicationsagentsuse,it’svital Valuableinformationishiddeninthousands toprovidecustomeragentswithan ofhoursofphonecallrecordingsand integrateddesktopthatgivesthem theright gigabytesoftextualconversationtranscripts. informationattherighttimetohelp Thedifficultycomesinleveragingthatdata customerswherevertheyareontheir toimprovecustomerexperience.Thisis journey.Today’sagentsneedtherighttools wherecommunicationsanalyticssolutions tohelpcreatememorablecustomer arecomingin.Complementedbyrelated experiences,andwe’reseeinglarge dataandrootcauseminingmodules,these organizationsnowconnectcustomerand solutionsarehelpingorganizationsconvert employeetouchpointswith360-degree theenormousdatasetsconcealedin visibility,convenientco-browsing,easyCRM customerconversationsintoactionable integrations,andmore. insights. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE04

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ANJANIRATHOR CDO,HDFCBANK HOW HDFCBankhasalwaysfocusedonraisingthe HDFCBANKHAS barforcustomerexperienceusingthepower REDEFINED oftechnology.Whileinthepast,digitalwas THEARTOF moreaboutconvenience,todayitisabout HYPERSONALISATION experience.Hence,everythingwedoisdone keepingthisaspectinmind. Takeanexampleofacustomertryingto communicatewithourbank.Inatraditional approach,acustomerwillcallupourcall centre,whichwillgotoanIVR,anddepending onthechoiceyouexercise,thecallwillget redirectedtoaphonebanker,whotriesto FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE07

addressthespecificquery.Now,imaginethis bere-directedtotherightagent.Soit’sgoing experience,whenyouhaveanAIpowered tobealotmorepersonalisedandallthatis agent,whichistalkingtoyouinahumanlike possibletoday.Because,basedonthe voice.So,ifacustomerasks‘Whatismy interactionsthatyouarehavingatthese creditcardoutstanding?’,thentheAIagent multipletouchpointsthereisenoughdata willaskthecustomertoauthenticatehimself whichisgettingminedtounderstandwhatis viaoneofthestandardmethodsof yourpersona,whatistheproblem that authentication.Onceyouhave you’refacing?Whatisthekindof,appetite authenticated,youwillknowwhatyour thatyouhaveforvariousproducts,whichwill outstandingisthroughthatsamevoice.And helpusserveyoubetter. thenyoumaysay‘Ok,howcanIpay?’Youwill thenimmediatelygetalinkonyourphone, Thetransformational youclickonthatlink,andyouwillbeableto abilityofAI payandsettleyourbillsimmediately. Overaperiodoftime,acustomerinteracts Thisisthekindofdigitaldeflectionwhichcan withabankmanytimesandalldatais 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 PAGE08

customerinabetterwaythroughthedigital preferredchannelsforthecustomer.It footprintsthataregeneratedateach couldhappenontextchats,itcouldhappen touchpoint.Touchpointscanbeasvariedas onamobileapp,itcouldhappenona netbanking,mobilebanking,abankbranch website,butcustomerswouldprefertodo oreventalkingtoafieldagent.Alotofthis thingsontheirownbecausethatgivesalot dataisunstructured,buttodaytechnology ofempowerment. hasnowreachedalevelwhereyoucangetall thedatatogether,understandthedataand Usingdatathatisgeneratedatdifferent createbetterinsights.Andthemoredatawe touchpoints,IcouldthenuseAImodelsto 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

Inthefuture,webelievethatbanking thecustomeris.Andthat’sthebigchange, serviceswillbecomecontextualandwillbe whichwillhappen.Thiswillreachatipping embeddedinthepurchasesofcustomers. pointoverthenextfewyearsandlessand So,ifacustomerwantstobuyarefrigerator lessbankingwillhappeninsidethe oraneducationpackageoraholiday boundariesofabank.Bankslikeuswhich package,wehavetobepresentasanoption leveragegreatAImodelsarehencebetter inthelivesofourcustomers.Soinsteadof placedtobetterunderstandtheintentofthe customerscomingtothebank,nowthebank customerandraisetheoveralllevelof hastogotothecustomers,wherever customerexperience. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE10

KRISHNAN VENKATESWARAN CHIEFDIGITAL&INFORMATIONOFFICER, TITAN OMNICHANNEL TitanwasthefirstcompanyinIndiatomerge ISABOUT theroleofmoderndigitalandtechnology. SEAMLESSLY Titan’sloyaltyprogram wasoneofthelargest MERGINGEVERY programsinthecountrywith20million CHANNELOF customers.Thecombinationofloyalty CUSTOMER program anddataenrichmentresultsinthe ENGAGEMENT magicofpersonalisation.Wehavecrossed INR800croreofattributablerevenueof analytics. Ourbusinessisprimarilyoccasionbased,soit becomesmoreimportantforustoreachout tocustomersattherighttimeandforthe FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE11

rightreasons.Dataenrichmenthasbeenan domainsincludingomnichannel,which integralpartofourloyaltyprogram and focusesonseamlesscustomerexperiences recently,wehadlaunchedaninitiativeto acrossanddigitalandphysicalplatforms. improvethecustomerdataandwehave Omnichannelisaboutbeingableto receivedpositiveresponsefrom customers. seamlesslymergeeverychannelofcustomer engagementandthepriorityofomnichannel Inretail,wehaveseentrendsthatindicate withinTitanhasgoneup.AtTitan,weare thattheadoptionoftechnologyduringthe presentonmultipledigitalchannelsincluding pandemicwillremainpermanent.Titan,asa livechat,WhatsApp,socialmedia,etc.We company,iswitnessingincreaseddigital havealsointroducedfeaturessuchaswish activitiesacrossallTitanbrandsandinretail listing,appointmentbookingandcontactless therearetrendsofincrementaluseof commerce. technologywhichwouldcontinueinthe future.Alloursiteshaveincreaseddigital Digitalwasthecoretoourstrategytoget activitiesintherecentmonths.Weare backtowork.Wetookabacktobasics emphasisingonvideoselling,virtual‘TryOn’ approach,whereinweexperimented,learned andhomevisitstoensurecontinuous andadapted.Whereas,thelaststepwas engagementwithourcustomers.Artificial aboutadaptingtothenewnormalbusiness 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 PAGE12

Inthisentiretransition,digitalhasplayedthe WEARELEVERAGINGDIGITAL roleofacorebusinessenablerforTitan. TECHINMYRIADWAYSACROSS Omnicommercehasbeenoneofthebiggest OURBUSINESSVALUECHAIN, technologiesthathasworkedwellforus. THROUGHOMNICHANNEL Whereas,personalisationisthenextbigthing ENGAGEMENTANDCOMMERCE, andhashelpeduscaterbettertoour AUGMENTEDREALITY,MACHINE customers.Analytics,artificialintelligence LEARNINGANDDEEPLEARNING andmachinelearningformedthefoundation ALGORITHMS ofmanyofourinitiatives. Omnicommerceapproachhashelpedus FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE13

enableseamlessdigitalexperiencesfor termsofbusinessoperationsandprocesses, customersacrossvariousplatforms.Virtual optimisationisnowkeybecauseofcost. TryOnandvideosellingareournew Automationtoolsandanalyticshavehelped innovationsandtheyareembracedwellby usoptimiseoursupplychainsandimprove customers.Withomnichannelapproach,we workforceproductivity.Moreover,analytics wereabletoreviveasubstantialpartofour hasalsohelpedusuncovernewsales businesspostlockdown. opportunities.Wehavealsoimplementeda lotofdigitalcollaborationtoolsandallofour Intheareaofpersonalisation,analyticshas digitalinteractions–internaland helpedussignificantlyinprovidingtailored external–havebeenveryimpactfuland solutionstoourcustomers.Whereas,in engaging. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE14

ARVIND SIVARAMAKRISHNAN CIO,APOLLOHOSPITALS APOLLO Ibelieveinthetechnologywhichiseffective, HOSPITALSIS consistentandreplicabletogear-upthe LEVERAGINGAI clinicalandoperationalprocesses.The ANDMLASTHE healthsystem isexploringeveryaspectof FUNDAMENTAL thedisruptiveandtraditionaltechnologies OFOURDNA andiscautiousaboutpickingtherightblend ofinnovation,whichhastobeahealthcare drivencombination. Apollo’sITisheavilycurbingthedata generatedbythemultiplehealthrecordsand isdrivingtheintelligenceforvariousclinical protocolstofacilitateadequatelymanage FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE15

treatmentoptionsandcontinuetoevolvethe Also,thehospital’scliniciansareconstantly clinicaleffectivenessandoutcomes. workingwiththetechnologyteams,inorder tobuildintelligenceintoclinicalpathways WehavepartneredwithMicrosoft,andunder andprotocols.Theseclinicalpathwaysand thispartnership,wehaveformulateda protocolsareusedtoadministeratreatment machinelearningandartificialintelligence regime. algorithm topredictthecardiovascular diseaseriskscoresforindividuals.The Weareusingacombinationofbigdata solutionwasbuiltincollaborationbetween analyticscoupledwiththeclinicalexpertise ourclinicalpractitioners,technologyteam in formanaginginfectioncontroland partnershipwithdatascientistsinMicrosoft. antibioticsresistancepatternsforhighly Itclassifiestheclinicalandsocialhealth vulnerablepatients.Theadvancedanalytics informationofpatientsandthehigh ishelpingthehospitalinreducingthelength contributingfactorsleadingtocardiac ofthepatient’sstayandpreventthem from diseases,therebyassistingthecliniciansin furthercomplicatingtheirstayatthe managingtheriskfactors. hospital. 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 PAGE16

hightalentsintermsoftheclinical thepersonalisedalgorithm isnotthe experiences,capabletodefinetheproblem standalonepieceoftechnology,theteam statementandinterpretthedata,coupled constantlyworkstoensurethatthey withtheethicalclinicalpracticesand integratethepersonalisedalgorithm backto approaches. thestandardoperationalpractices. Wehavealsointegratedclinicalquality ApolloHospitalsisleveragingAIand professionalswhoareensuringthatthisis MLasthefundamentalofourDNA. compliantwithalltheethicalpracticesand Hence,wearecompletelyintegrating, thedegreeofqualitythatisrequired.Since engagingwiththerighttalentto FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE17

DIGITALIS DEFINITELYA POWERFUL SOLUTIONTO IMPROVE EFFICIENCIESIN THEHEALTHCARE SECTOR embarkonimplementingpathbreaking highestlevelofpersonalisationand algorithmsandsolutionstodeliverthe efficiency.Theneedforre-imagininguser besthealthcareservices.Goingforward, experiencewillbemorethanever intheCovid-19times,thereisaneedto before,drivenbyconversationalAPIs createseamlessandnterconnected andcognitiveeconomy.Someyearsago, ecosystemsthatareomnipresent,because thetouchtechnologywasconsideredan consumerfacingbusinessclimateisheavily basedonservices.Thisdemandfor innovation.However,wearemoving towardsnaturallanguageprocessing, servicesmustbebackedwiththe andmobileisbeingleveragedaspartof omnichannel. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE18

VIJAYSETHI CHIEFINFORMATIONOFFICER, HEADHUMANRESOURCESAND HEADCORPORATESOCIALRESPONSIBILITY, HEROMOTOCORPLIMITED CIOsshouldtakethecurrentscenarionotas CIOSSHOULD achallenge,butanopportunity.Thisisan opportunitytoredefinetheworkculture, TAKETHECURRENT thoughtprocess,processes,policies,user experienceandtaketheorganisationtoa SCENARIO differentlevelofautomation.Thisisalsothe NOTASA timetorevampandmakethebusiness CHALLENGE, continuityplansreallypractical. BUTAN Followingthelockdown,inMay,Juneand OPPORTUNITY July,whencustomerswerenotvery comfortablegoingtothemarketandbuying products,weintroducedatouchbased selling,givingthesameexperiencetoour customerssittingathome.Atthebackend FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE19

therearealotofalgorithmsthatshowedthat significantfocusontechnology,more thecustomerexperiencehasbeengood. analyticsfrom customerperspective, Similarly,atthedealershiplevelalso,we includingmorefootfall.Wenowhavea ensuredthatcustomershaveagood multilingualwebsiteforcustomerswho experience. mightnotbesoconversantwithEnglish. Thereisalsoalotofinteractionwith From manufacturingtosalestoR&D,tech customersthroughvarioussocialmedia interventionshavegonetoallareas,withnew channels,includingFacebook. technologieslikeartificialintelligence(AI), machinelearning(ML)androboticprocess Whenthelockdownstarted,many automation(RPA).Initially,itmightseem organisations,includingours,didnothavea thatthecostofputtingthesetechnologiesis workfrom homepolicy.Wehadtoputalotof toomuch,butinthelongerperiodoftime, technologyinitiallytoensurecertain thevaluethatisderivedisalwaysveryhigh. things-thatemployeesareproductiveat homeandhaveaccesstosystemswithout Intoday’stimes,wehavetobeveryagile, comingtooffice,secondisinformation whateverassumptionswemighthave,might securityandthirdiscollaboration.Whenthe notworkonaday-to-daybasis.Afewyears unlockstarted,technologyimplementations ago,westartedsellingoursparepartsonline, increasedalot–infactories,officesand nowwehavestartedthee-shopfortwo dealerships. wheelersonlinewithhomedelivery,sothat thecustomerdoesnothavetovisitthe WetakealotofITinitiativeswithanobjective dealership. ofdrivingbusinessgoalsandobjectives.At thesametime,wemaketheorganisation Similarly,from serviceperspective,the readyforfuturedisruptionsanddemands. pertinentquestionis,howdowegiveservice Initiativestakenareoftwotypes;thefirstare tothecustomerwhodoesnotwanttocome systemicinitiatives,whicharetakentomake totheservicestationworkshoportoour theorganisationmoresuitedtotakeon dealership,andhowcanweensurethatthe technologydisruptionsbyenhancing entiresameexperienceisgivenattheir competencyandgettingaheadofthe residence? industrylearningcurve,andthesecondkind arethosewhichinvolveleveragingspecific Atthedealershiplevelitself,wehavea technologiesforbusinessimpact. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE20

SHIVKUMAR BHASIN CTO&COO,NSE INTHEBFSI Withacareerofover25years,Ihaveheld SECTOR, versatileroles.BeingattheStateBankof THEBACKOFFICE India,thelargestbankontheplanet,interms ISIMPORTANT ofthecustomerbaseandtransactionolumes, ANDNLP,AI&ML andalsobeingatotherorganisationsIdidhit PLAYABIGROLE uponthefactthattherightorganisational THERE cultureiscriticalforgoingdigital. AtNSE,theregulatorypressuresarevery high.Also,Indiaisthelargestmarket,earlierit usedtobetheCME,whichusedtohandle largevolumes.ThisyeartheNSEhashandled 42percentmorevolumethantheCME–the FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE21

largestintheworld.Thiscanalsobeseenas Also,whenmentioningaboutthechallenges aneye-openerwhenwesaythatthe inIndia,technologyobsolescenceisvery economyisnotdoingwell.Howsoever,we high,asthereishardlyanyobsolescence havebeenrunninguninterruptedoperations policyhere.Wehaveoftenseencaseswhere duringpandemictimesaswell. thehardware’sbestperformancequotientis fiveyearsforinstance,butitisbeingrunfor Oneofthemajorwaystoachievesuccessis seventotenyears.Itisreallydifficultto tolaythefoundationwell.Whentalkingabout delivercuttingedgeresultswithsucha digital,youhavetoconsiderthatthe crippledset-up. infrastructureisattheforefrontandcheck thatitisresilient,stable,flexible,androbust. AIandblockchain Digitalchannelsrequire24x7availabilityand aquickresponseiswhatisrequired,soitis TechnologieslikeAIandblockchainare importanttohavebusinessoperations,IT emergingwell.InIndianfinancialinstitutions, operations,andtheSOPsverystrong. AIandblockchainhavebeengoingbeyond thenascentstage.IntermsofAIadoption, WHENTALKINGABOUT thereisaneedtobringinAIintotheexisting 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 PAGE22

Wehavetakenseveralinitiativesintermsof yearsnow.Theworkforceandits customerexperience.Thecustomer productivityarebeingmonitoredbythese experiencehasbeeneitherfrom auser cuttingedgetechnologies. enterpriseperspectiveorengagingthe customerandactingasanadvisory. Challenges 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

couldbebuilt.Ithinkthisiswhereweare Theessenceofartificialintelligenceistodig makingmistakesbecausewhenweconsider deeptounraveltherelationshipsbetween usingmachinelearning,weputthebotsor diverseandfragmentedpiecesofdata.There NLPsinindividualareas,insteadofcoming shouldbeashiftoffocusfrom collecting acrossasasingleentitywiththecustomers datatoembeddinganalyticalfunctionalityin whereaggregatedNLPisleveraged. existingapplications. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE24

VINAY DESHPANDE SVPANDHEAD-DIGITAL&IT, IHCL HOW TheCovid-19crisishasaffectedmostsectors, TECHNOLOGY buttheoneswhichhavebeenhitthemost CANBEUSEDAS includethetravelandthehospitalityindustry. ALEVERFOR TheIndianHotelsCompanyLimited(IHCL), GROWTH whichhasalegacyofover117years,decided tofightbackagainstthiscrisisbyusinga comprehensivestrategybackedby technology. Inthecurrenttimes,werecognisedthat establishingtrustintheeyesofguestswas extremelyimportant,anddecidedtouse technologyinabigwaytoensuresafetyto FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE25

ourguests.Westeppedupouradoptionof traceoutareaswheretheemployeehas technologyasaresponsetotheCovid-19 visited,alongwiththepeopleheorshewas crisis.Assafetyandhygieneislikelyto intouchwith.Paymentmethodsarealso continuebeingaconcernforguestsinthe completelycontactless,andguestshavethe hospitalityspaceintheshortterm,we facilityoforderingfrom digitalmenus. launchedoursuiteofcontactless, technology-drivensolutionsforeveryguest IHCLhasalsolaunchedhomedelivery touchpoint.NamedI-Zest,thesesolutions servicesandmobileapplication–Qmin.The useQRcodesanddigitalinterventionsfor Qminappoffersadifferentiateddelivery guests,rightfrom thetimeofcheck-into experiencethroughaseamlessinterfacethat diningandinvoicing,amongothers,while allowscustomerstopersonalisetheirorder, alsoprovidingemployeesasafespaceto curatemenus,andtrackdeliveriesreal-time. workin,withtouchlessHRsystems. Theinterfacehasbeendesignedtobe user-friendlyandenablesgueststochoose Accordingly,wetookanumberofinitiatives theirfavouritecuisinefrom celebrated toensuresafetyofouremployeesand restaurants,basedontheirlocation. guests.From sanitisediPadstozerotouch attendancesystems,thefocuswason IHCLisalsointheprocessofintroducing ensuringzerocontact.Thezerotouch virtualmeetingsthatonecanhostacross 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 PAGE26

AMITSAXENA DEPUTYCTO, STATEBANKOFINDIA AIPROVINGTOBE Theimportanceattributedtocustomer ASTRONGFORCE experienceanddataanalyticsbyIndia’s ONDISBURSALS largestPSUbank,SBI,isprovedbythe VIASBIYONO statementofDineshKumarKhara,whenhe saidinhisfirstmediainteractionaftertaking overasChairman,thatdataanalytics empoweredcustomerexperiencewillbeone ofhistopprioritiesatthebank.Itspeaks volumesabouttheweightagegivenbythe banktoCXandanalytics.It’simportantto note,dataanalyticsformsthebasefor buildingarobustartificialintelligence(AI) platform. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE27

SBIYONOdisbursedoverINR5,500croreof SBIWILLSOONLAUNCH retailcreditinjustonequarterascompared VIDEOKYCWHICHWILL toINR3,000croreinthesamequarterlast ALSOHAVEANAIELEMENT. 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. InPAPL,aResponseSurfaceMethodology ThebankislookingatusingAIinaholistic (RSM)modelisused.It’sastatistical manner.It’snotjustrestrictedfortheretail technique–withcorrelationtoAI–which segment,butalsothecorporateandSME helpsinreducingtheworkloadofthe segments.SBIwillsoonlaunchvideoKYC branchesandalsocutstheriskfactor.Ithas whichwillalsohaveanAIelement.AIis resultedinloanbucketswhicharelowon highlycomputeintensiveandtheprocessing NPAandissuedwithrelativelylowbranch isdonealloncloud. relatedactivities–moreonaphygitalmodel. AtSBI,werunthecountry’slargestdata Amongotherapplications,SBIhaspartnered analyticsengine.Itseesthecustomernotin withastartupcompanyforanAIapplication parts,butthesum ofparts,i.e,the thatrunsonthefeedsfrom theCCTV customer’sbehaviouracrossdigitalchannels camerasdeployedinbranchestoperform inthepublicdomain.Thedataisbuiltand sentimentanalysisofcustomers.Thisisa thenAIalgorithmsarebuilttopop kindofanactiveAIusage,whereneartoreal notificationstothecustomers. timeanalysisisdone. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE28

NATARAJAN RADHAKRISHNAN PRESIDENTANDCHIEFINNOVATIONOFFICER, GLOBALATHGS THEVISIONOF Thecoronaviruspandemichas HGSISTOHAVE tremendouslyincreasedtheloadonvarious CXANDAI customerservicechannels.Aspermy COMPONENTSIN estimate,withourclients,betweenthecall ALLSOLUTIONS centreandthewebsite,thecallvolumehas shotupbyover30percent.Thecalls receivedbyourclientsarerelativelyhigherin the‘critical’category,ascomparedto pre-Covidtimes.Theyhavetobeswiftlyand efficientlyrespondedto.Itnotonlyresultsin asuccessfulcallresolution,butalsoahappy customer. Inordertomeettheuniquedemands FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE29

emanatingfrom thechallengesfrom Anotheremergingthemeissocialmedia’s coronavirus,HindujaGlobalSolutions(HGS) integrationintothecompanywebsite. hasundertakenanumberofinitiativesboth Customersarereachingouttocompanies internallyandintheclientfacingsolutions, throughvarioussocialmediachannels.The havingaheavydosageofartificial querieshavetobeansweredafterhavinga intelligenceandcustomerexperience lookatthepostsonvariouschannels.HGSis management(CXM). heavilyusingAIandMLinvariousofferingsof thecompany. Inthepre-Covidtimestoo,customer experienceandmanagementwasabigfocus AIinhiring areaforHGS.Thecoronaviruspandemichas resultedinaseverefastforwardofthedigital WeareusingtheAmazonmodeloftesting initiatives.Hyper-personalisationisthekey thesolutionsinternallyinthecompany themecomingupintheareaofCXM. beforereleasingitforclients.Forinstance, E-commercewebsiteshavetomatchthe nowemployeesarehired,onboardedand potentiallikesoftheindividualcustomers servedoverapplicationswhichareAI browsingproductsonthewebsiteandnot enabled.Wehaveinvestedheavilyincontact bucketthem inacustomersegment. centresandbackofficeoperations.Oneof themajorchallengesfacingtheindustryis 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 PAGE30

whethertheyaretherightfitforthejob rescuehere.Thesetechnologieshelpin ornot.Thisinitiativehasledtoa10-15 contextualisingthesentencesinthereview percentagepointreductioninattritionat claims,whereineverywordisputintothe HGS. rightcontextaccordingtowhatitmeansin theinsuranceindustrytoarriveupona Aftertheemployeehasjoined,thefirstthree decisionwhetherthereviewshouldbe monthsareextremelyimportantto approvedortheclaim stillstandsrejected. determinethejobsatisfactionlevelofthe employee.Inordertoensurethatan AIisalsoheavilyusedinqualitychecksofcall 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

HGSisworkingwitharetailgiantintheUSin keywordsandactionistakenaccordingly.In theareaofemailautomation.Thecompany thelasteighttoninemonths,thiscustomer isoverwhelmedwithcustomeremailsand engagementapproachhashastenedto it’simpossibletomanuallyreplytoeachmail. unbelievableextent. WeuseAI,ML,NLPtorespond.Inamodular approach,someemailsarerepliedtoinan ThevisionofHGSistocompulsorilyhaveCX automatedfashionusingAI,whiletheothers andAIcomponentsinallthesolutionsand arefollowed-uponacase-by-casebasis. alsoincreasethenetpromoterscore(NPS). Emailsarealsosegregatedbasedoncertain FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE32

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ANILCHAWLA MANAGINGDIRECTOR, CES-VERINTINDIA&SAARC From enterprises,contactcentrestohome DELIVERINGCX offices–manyorganisationshadtoalter businessoperationsquicklyanddramatically. INTIMESOFCRISIS: Consumersfoundthemselvesgrapplingwith LISTEN,ADAPT urgentquestionsrelatedtotheirbank ANDRESPOND accounts,EMIs,cancellations,loansand more.Peoplefeeluncertainandorganisations wanttohelpthem asefficientlyaspossible. AspartoftheCovid-19rapidresponseeffort, Verintusingspeechanalytics,reachedoutto ourcustomerswhoneededimmediateand ongoinginsightsintoCovid-19’simpacton theircustomersandemployees. FUTUREOFCUSTOMEREXPERIENCEINACONNECTEDWORLD PAGE35

VerintcreatedaPhoneticBoostingPack affected,apply,qualified,impacted, “Covid-19category”tosupportour programme,etc. customers,whichwasofferedfreetoall Verintspeechanalyticscustomers. Thishelpedthecontactcentreleaderin qualifyingcustomersintopaymentrelease HowdidthePhoneticBoostingPackhelp? programmewhere75percentofthecallers hadlosttheirjobsand25percentofthem •Supportedorganisationsinunderstanding havecontractedthevirus. theircustomers’topquestionsand concerns Verint’scustomeroutreachinitiativefor Covid-19furtherhelpedanotherdivisionof •Providedinsightsintohowendconsumers thecontactcentregiant,servicingUStelcos werefindingpublishedinformation inuncoveringcustomerswerecalling primarilybecausetheywereunabletoreturn •Improvedself-servicechannelsanddigital theequipment,paybillsandforrefund presenceforendcustomers status. •Identifiedchallengesfacedbyemployees Verinthasnotonlyproactivelyreachedoutto •Offeredproactivesupport customers,buthasalsoempoweredthem throughtrainingtocarryoutthePhonetic WithBCPandthecompletecessationoftheir Boostinganalyticsontheirown,further 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 PAGE36