Recognising the benefits of Customer Receptiveness

Many Indian corporates today are recognising the benefits of improving their customer responsiveness. Featured below are the business practices adopted by leading indian companies to achieve client proximity.

In an age of specialist organisations, where companies are abandoning the ‘all things to all people approach’ and attempting to deliver a higher value to their customers, operational excellence, product leadership and customer responsiveness have become the winning tactics.

Organisations are harnessing the power of their people, processes, business practices and innovation to transition from customer responsive to truly customer intimate entities. Further unifying these elements is the thread of Intelligent Communications, which is enabling companies to leverage cutting-edge technologies to scale their quality, create market leading offerings and better understand and manage customer expectations.

Take the case of Banking Industry, as service quality is the key differentiator in the banking industry, one leading bank HSBC believes there is a need to provide a positive experience to customers. This can only be achieved when there is a mechanism in place to measure and monitor the service levels.

To meet this objective, the bank devised the annual Customer Satisfaction Survey, which sought the feedback of customers on the quality of the bank’s products as well as services portfolio, and their perception of the institution and its competitors. The program has been under implementation for over a year and HSBC Bank’s customer loyalty and satisfaction scores have gone up considerably.

While a number of organisations have employee reward programs in place, the one introduced by Thomas Cook is unique. As part of this endeavor, employees at all levels and branches, who have displayed commitment beyond the call of duty, have been encouraged to participate.

The aim has been to increase their motivation levels and recognise their achievements, thereby reinforcing high performance. The organisation also views the practice as a useful retention tool a strategy to hold on to quality staff. It has resulted in a significant improvement in employee productivity, profitability and customer satisfaction.

Another company 3M India has decided to enlist the services of respected health care professionals to train doctors, nurses and dentists in improving patient care. Speakers from around the world are often invited by the organisation as part of this initiative.

This practice has helped the company cement relationships with its customers in a non-commercial environment. It has also aided 3M India’s brand-building exercise and given a huge boost to its sales and customer loyalty.

Recognising the fact that even seconds of downtime could result in huge losses for its customers, Emerson Network Power India decided to focus on its complaint handling capability, identifying the causes of complaints and measuring customer experience.

It implemented a complaint management system, where customers could use various channels to file complaints. The system consists of local sales team, 24-hour call centers and online mechanism for filing complaints. This has enabled the company to reduce customer complaints and enhance client satisfaction.

Now coming to Insurance business, as the success of an insurance business is primarily dependent on customer satisfaction, it is important to measure the same. Therefore, Bajaj Allianz launched an annual customer survey, becoming the only general insurance company in India to do so.

The survey was focused on motor insurance and the sample included customers who had experienced policy servicing as well as claims processing. The survey also sought to evaluate NPS (Net Promoter Score) and ascertain location-wise NPS levels. Customer satisfaction levels have gone up post the implementation of this practice.

Wipro (IT industry) introduced a special practice whereby its valuable customer, a semiconductor manufacturer intending to outsource most of its financial service operations to the company in phases, was able to do so flexibly while ensuring optimal productivity. Wipro delivered the goods and enabled the client to transfer the maximum number of processes in a short span of time, without compromising on the effectiveness of the knowledge transfer. Wipro’s reliance on automation meant that the process was executed in a paperless environment, while maintaining a high level of accuracy. This practice helped in boosting employee morale which in turn led to improved performance.

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