Multi - channel customer experience reimagined through A lean digital approach: Intelligent customer Operations

1. Overview
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MULTI - CHANNEL CUSTOMER EXPERIENCE REIMAGINED
THROUGH A LEAN DIGITAL APPROACH: INTELLIGENT
CUSTOMER OPERATIONS
EXECUTE
ACTIONS

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Executive summary
INTELLIGENT MULTI-CHANNEL CUSTOMER SERVICES
CUT COSTS AND BOOST CUSTOMER LOYALTY
Industry
challenges
 Customers demand superior and consistent engagements across channels
 Untenable cost structures: escalating IT costs, poor sales productivity
 Increasing volumes of structured and unstructured data
Genpact
solution
Genpact’s Lean DigitalSM approach re-architects across front, middle and back office
through digital technologies, design thinking and lean principles
 Proprietary SEPSM framework: granular view of processes and key process drivers
 Data-to-insights-to-actionSM: industry KPIs, pre-built data marts, channel
optimization, predictive analytics and social media reporting enable smarter
interactions
 Digital integration and omni-channel support through machine learning, natural
language processing, cognitive computing, robotics
Potential
impact
 5-10% reduction in cost year-on-year, 3-5% better customer satisfaction per year
 6-8% better cross/up sell

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CONNECTED, EMPOWERED CUSTOMER = HARDER TO SERVE
Challenges
Increasing
customer
expectations
 Connected and informed customers are empowered by digital
technologies such as mobile, web, and social media with
expectations of superior and consistent engagements
 Customer interactions are increasing in volume and
importance. Companies must understand their needs and engage
by sharing relevant information across their preferred channels
 Ever-changing regulations
 Increasing volumes of complex structured and unstructured data
 Escalating IT costs: fragmented systems for multiple channels
 Insufficient cross-functional collaboration due to data/process silos
 High cost-to-serve from increasingly complex operations: multiple
products, geographically dispersed teams, multiple CRM and
legacy systems
Balancing cost
and customer
experience
Increasing
complexity
and risk

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ENABLING SEAMLESS MULTI-CHANNEL SERVICES
Solution overview
A LEAN DIGITALSM APPROACH TO DATA TO INSIGHT TO ACTIONSM
Customer experience
management
 Create customer personas
 Map customer experience to
relevant touch points
 Identify customer loyalty
drivers and key pain points
 Insights drive targeted
actions
Smart customer interaction
services
 Multi-channel optimization
 Reduce volume from high-cost
to low-cost channels
 Provide first contact resolution,
upsell, cross-sell analytics
 Churn analytics
Process re-design and
continuous improvement
 Smart Enterprise
ProcessesSM map key
performance drivers to
business outcomes
 Metrics benchmarking and
continuous baselining
Digital enablement
 Create seamless customer
experience across channels
 Drive efficiencies through
interactive self-service
channels, such as integrated voice
response, web, community servicing
 Enable omni-channel interactions through
e.g. machine learning, natural language
processing and robotics
A full-service
contact center
practice focused on
the customer
experience with
advanced analytics
and operational
excellence

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MULTI-CHANNEL CUSTOMER CONTACT WITH ANALYTICS-
BASED DECISION SUPPORT
Solutions ► Smart customer interaction services
Multi-channel
customer contact
with analytics-based
decision support
Customer
Experience
Process
Streamlining
Cost
Efficiency
Increasing
Revenue
Multi-channel optimization
 IVR performance management
framework
 Web breakage elimination
 Chat, email and channel
migrations
Cross/up-sell analytics
 Identification of existing
eligible customer base
 Product priority by segment
 Lead prioritization and channel
selection
 KPI baselining and agent
evaluations
 Track customer behavior by segment
Customer survey analytics
 Integrated customer
satisfaction and quality
assurance analysis
 Customer effort index and
affinity score
FCR / repeat call analysis
and call elimination
 First call resolution (FCR)
 Hypothesis formulation and
solution design
 Design and develop call
index measure
 Shift interaction volume to
low-cost channels
Interactive visualization Drilldown to transactional Mobile dashboards
Collections of charts and
maps
Pre-built marts and templates with a BI interface

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CUSTOMER EXPERIENCE MANAGEMENT
Solutions ► Customer experience management
MAPPING CUSTOMER EXPERIENCE ACROSS TOUCH-POINTS
Identify touch-
points
Primary data
inputs
Data
integration
KPI
dashboards
Actions and
response
Key action areas
 Identify customer loyalty
drivers and pain points by
mapping touch points by
channels
 Measure / analyze touch
point satisfaction
 Identify cross-sell propensity
by customer segment
 Identify improvement
opportunities at product
design and self-service
levels
Social media dataContact center data
Net Promoter Score,
voice of customer data
Ad/brand research
survey data
Best practices
 Standardized cross-market
best practices and procedures
 Set up command center to
drive end-to-end governance,
visibility, and standardization
 Sharing of operations across
geographies

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Solutions ► Digital enablement
ENABLING SEAMLESS OMNI-CHANNEL EXPERIENCE
PUTTING DIGITAL TO WORK
Social Community E-mail Chat SMS Video Mobile PortalVoice IVR
Multi-channel contact infrastructure
Agent enablement
Smart desk Knowledge base Call recording Workforce management
Analytics and Insights
Integrated data
management
Speech and text
analytics
Real-time next-best
action
BI/reporting
Social media real-time
monitor
Core systems CRM Master data
Core systems - process and products Customer data

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Solutions ► Process re-design
SMART ENTERPRISE PROCESS FRAMEWORK
LEAN DIGITAL APPROACH PUTS DIGITAL AND ANALYTICS TO WORK
Level 1
SEPSM
Level 2
Sub-
processes
Level 3
Activities
Activation
Customer
Account
Servicing
Reorder,
Cross-sell,
Up-sell
Retention and
Account Closure
Customer
Account Setup
Capacity
Planning and
Process Mgmt.
Key
performance
measures
1. Customer Retention 2. Cost to Serve
3. Revenue from Cross-sell/Up-sell
Key
performance
drivers
• Planned vs.
actual channel
penetration
• Agent occupancy
%
• Service level %
• Abandon rate
• Hold time
• FCR
• Call quality
scores
• Call quality
scores on agent
informing
customers on
T&C, product and
service features
• Transfer rate
• Average
contacts
required for
resolution
• Cycle time for
resolution
• % of queries
available on the
web
• Authentication
reject rate
• Website resolve
rate
• IVR abandon
rate
• ASA to IVR
• IVR
authentication
reject rate
• IVR resolve
rate
• Lead generation rate • % of closure requests
retained
• Cost to retain
• % of accounts closed
within TAT
• C-Sat scores
• Cost per transaction
per channel
• Cost per active
customer
• Number of customer
complaints
•C-Sat scores
•Number of customer
complaints
•Channel resolution
rate
• Cycle time from
approval receipt to
account setup
• '% of applications
approved, declined,
and referred
Authenticate
and service
requests on
IVR
Resolve
customer
queries with
respective
departments
Service requests
through the
website
Receive calls,
confirm the
request type,
and service/
resolve
Record
complaints and
initiate
resolution
Manage
feedback
Service requests
through e-mail
• Complaints
resolved
within TAT
per channel
• Top 5
reasons for
customer
complaints
vs. industry
trend
• Variance
(CQ/external
C-Sat)
• Actual sample
size achieved
per channel
per month
• % of route
backs
• Accuracy
• E-mail
turnaround
time (TAT)
Example

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Case study ► Intelligent OperationsSM
Gather
feedback
Correct strategy
and targets
Consolidate,
report
Analyze
EXECUTE
ACTIONS
Measure
Operate
Implement
SIMPLIFIED
ILLUSTRATIVE
Run data-to-insight:
• Global CRM
• Analytics CoE for
consumer experience,
social media, brand/ad
research
2
Improve execution practices
• Command center to control
consumer hubs
• Social engagement
playbook
• Process and IVR
improvements
3
• Identify target
outcome: customer
engagement, brand
love, revenue growth
• Identify metrics:
customer satisfaction
score, turn around
time, call volume
1
4
Continuous learning
• Improve product portfolio
• Brand, channel strategy, marketing
and promotional effectiveness
• New research, data sources,
analytics model, and SOPs
4
INTELLIGENT OPERATIONS DRIVEN BY ANALYTICS
DRIVE CUSTOMER ENGAGEMENT TO IMPROVE SATISFACTION

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We reimagine your business
by extending digital’s power
all the way through middle and back office
where it can generate
growth, cost efficiency and business agility.
We architect the
Lean Digital SM
enterprise
c