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Driving CX through Design Thinking and Digital Transformation

HGS India will be hosting a series of webinars in the near future. The first of these webinars, “Three Examples of Driving CX Through Design Thinking and Digital Transformation,” was hosted on March 15. Our expert speakers for the webinar, Mohit Saxena, Head of India Business and Sachin Karweer, Business Head – HGS Interactive, spoke at length on and demonstrated how you can use design thinking and digital transformation to drive excellent customer experiences in a rapidly evolving world. The webinar session focused specifically on key takeaways like:

  • Using design thinking to understand customer behavior and applying a consultative, due-diligence approach to solving customer issues
  • Examples illustrating how you can use predictive analytics and digital channels like social media to drive customer experience

These insights were supported by actual use cases of these solutions were implemented, and significant results were provided for a telecom company, a hotel major, and a media house. Our speakers assessed audience opinions about predictive analytics and social media usage with two polls:

  • The first poll question “Are you using analytics to predict customer behavior?” had more than 50% of respondents saying that they use analytics to predict customer behavior and 33% responding that they don’t use predictive analytics.
  • Per our second poll “Do you actively engage your customers on social media,?” 33% of respondents acknowledged that they engage with their customers on social media. An equal number stated that they do not use social media as a customer engagement channel.

Both the polls showed that, increasingly, companies are willing to embrace and implement new technologies, platforms, and solutions (like predictive analytics and social media) to facilitate and improve customer engagement and experience. The closing minutes of the webinar were dedicated to answering webinar participant queries on design thinking and evolving CX: Q1: I am from a retail industry. How can I implement design thinking for my industry? Mohit A: Let me take a step back to mention that customer experience and transformation can and should be happening across industries. Clearly if your key business is retail customers, then it’s important for you to engage with them to understand what they need and drive a clear transformation and improvement of the customer experience. In a nutshell, absolutely, this methodology and approach can be specifically applied to the consumer industry and largely to that extent anywhere. In the end, our businesses are all about serving our customers. Q2: Is it advisable to engage with customers proactively or is it better to be only reactive while engaging with customers on social media? Sachin A: It completely depends upon the brand. If the brand aims to be proactive, and the brand is socially savvy with social media and digital marketing campaigns, then it is pertinent to be proactively replying to customer queries and complaints and opinions. In these cases, the consumers will see the relevance of using digital marketing for selling their services and also responding to problems and queries. If you are using digital for marketing of your products and services, it is extremely critical for you to engage with customers, to reply to them and to make sure that most of the queries and problems are replied to or resolved. Q3: In my organization, who all do I need to partner with to implement this kind of client service or customer experience that we have been talking about in this webinar? Mohit A: I must compliment this question. It is a very pertinent question. In the end, if you are wanting to go on to this customer experience transformation journey, this is not the role of just the customer service department. In the end, the customer is someone that all of the organization has to focus on. When we have been driving engagements to the clients, there are some departments that can be resistant to the concept. It’s a balance of service and cost you are trying to achieve, and you need to align all stakeholders. The technology department will be a very strong partner. And then you also need to work very closely with your brand manager, because that’s really where you start capturing a fair bit of feedback on what you are doing and how are your customers experiencing change. And your marketing team should be ready to capture feedback, providing very clear insights into what’s happening, including the action and the result of the action. Q4: How do we define the engagement rules for managing customers on social media? Sachin A: This is a fantastic question. This is extremely crucial and critical for the brand. As I was mentioning earlier during my presentation, the brand has to identify a playbook or a rulebook that outlines the contour of social media engagement. This will define the do’s and don’ts, the tone and style of engagement, and the social media personality. This social media rulebook or playbook is generated jointly between the brand and the service provider, and it defines the rules of engagement, the content strategy, and the resolution plan. It’s one of the first things the brand should focus on while it is planning to get active or in engaging with customers on social media. We will be communicating the date and topic of the next India webinar soon. Stay tuned!

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