India Infoline
Dharmender Narang, Chief Customer Experience Officer at India Infoline, speaks about CX innovations and technologies:
Babu Nair: What are the remarkable innovations that you have brought about in the last few months? What has the customer response been?
Dharmender Narang: We always try to give superlative customer experience. Building trust and being proactive keep us ahead and progressing. Not constraining to the channels gives us an edge over others. We noticed the growing trend of ‘do-it-yourself ’. Customers want to be independent. AI and chat bots have helped us in achieving that. Many peers provide chat bot facility. We have gone one step further by adding AI to the chat bot. This gives clients a more realistic answer. We proactively provide solutions to the customers.
Irrespective of the channel the customer is using, he should get uniform customer experiences. We have implemented a common CRM platform across all channels of communication. This allows companies to address the queries of the customers.
This way (i) there is no disconnect between the channels (ii) AI is equipped with a large database of questions. However, if the customer is not satisfied, he has the option to chat with the agent live.
The customer can connect to us through multiple channels 24x7 and irrespective of the channel chosen, he gets the same experience in real-time.
It is observed that customers don’t shy away from paying for better customer services. Along with the product differentiator, if an experience differentiator were to be made, what would be the criteria?
Undercutting will never result in the best customer experiences. The customer always looks for the value added to the product. There may be many companies selling products with the same technology, but the added value is what entices the customer. For example, there may be many stock broking agents, but the well-researched agent, with whom wealth growth is possible, is the most sought after.
Many times, the customer may not know this upfront. The expertise of the person is valuable. This is what gives value to the product. We provide this expertise and allow the customer to create wealth for themselves.
What are the new and innovative tools that you have planned for good customer experience?
Voice bot is picking up. It will have to cross the language barrier. Chat bots are now giving language options. A lot of work is happening on voice analytics. During real-time chat the agent can identify an irate customer and provide solutions accordingly. Technology is moving very fast and new ideas are coming up equally fast. This will help in reaching out to customers in small cities. This will in turn add to the customer base.
Is it possible to preempt customer needs with technology? Will process automation help the companies?
When the backend is completely automated it is easier to provide the analysis. If a customer query is not being resolved by AI, it indicates a process gap. Automating the processes and providing consistent output will help reduce the cost of service. Combined efforts of AI and service agents will take customer service to a higher level. We are always interested in exploring new products in the Fintech sector.