‘A Stel­lar Ex­pe­ri­ence at All Touch Points is Needed’

Voice&Data - - INTERVIEW -

Head – Cus­tomer Ser­vices, Air­cel

Alok Ku­mar, an en­gi­neer from IIT Kharag­pur, has been in­stru­men­tal in lay­ing the foun­da­tions of Ser­vice De­liv­ery or­ga­ni­za­tion for lead­ing telecom op­er­a­tors in In­dia – both in the mo­bile / fixed line & data ser­vices. He has be­hind him 37 years of ca­reer span­ning sales, ISO 9000 / to­tal qual­ity man­age­ment in­clud­ing 28 years in Cus­tomer Ser­vice De­liv­ery, Qual­ity & En­ter­prise CRM im­ple­men­ta­tion in lead­ing or­ga­ni­za­tions like Xerox, Es­co­tel, Bharti Air­tel and now Air­cel. In an email in­ter­view with Voice&Data, Ku­mar elab­o­rates about the com­pany’s achieve­ments and plans. Some ex­cerpts:

Voice&Data:

How are cus­tomer ser­vices play­ing a role in en­hanc­ing cus­tomer ex­pe­ri­ence and pre­vent­ing sub­scriber churn in the com­pet­i­tive telecom land­scape?

Alok Ku­mar:

Cus­tomer Ser­vice is broad­en­ing its role and en­larg­ing its play within the or­ga­ni­za­tion to cater more ef­fi­ciently to its cus­tomers. It has evolved from be­ing a re­ac­tive con­trib­u­tor in terms of ef­fi­ciently han­dling cus­tomer is­sues, re­quests & queries, to a more proac­tive role and is now lead­ing Cus­tomer Ex­pe­ri­ence en­hance­ment for strength­en­ing its brand propo­si­tion.

This is be­ing done through a se­ries of ini­tia­tives/pro­grams/man­age­ment prac­tices:

‘Cus­tomer lis­ten­ing’ pro­grams that in­volve in­ter func­tional lead­er­ship teams in con­stantly en­gag­ing with dif­fer­ent seg­ments of con­sumers to un­der­stand chang­ing ex­pec­ta­tions, de­liv­ery gaps & op­por­tu­ni­ties for dif­fer­en­ti­a­tion.

Us­ing big data an­a­lyt­ics on cus­tomer data dur­ing us­age, in­ter­ac­tion his­tory, etc., which leads to iden­ti­fy­ing spe­cific cus­tomer re­quire­ments and ad­dress­ing any un­der­ly­ing con­cerns they are fac­ing in a proac­tive man­ner.

Keep­ing a reg­u­lar pulse on ex­ist­ing cus­tomers to as­sess their brand ex­pe­ri­ence and all cus­tomer im­pact­ing pro­cesses as well mea­sur­ing im­pact of brand po­si­tion­ing from cus­tomers per­spec­tive vis-a-vis com­pe­ti­tion.

Bench­mark­ing & im­bib­ing best prac­tices in Cus­tomer Ex­pe­ri­ence meth­ods & tech­niques from across in­dus­try seg­ments.

—Alok Ku­mar

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