soniakochhar
Member Since: 18th Nov 2006
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Professional Background:Consumer Experience Management professional with fifteen plus years of diverse experience and proven expertise in the arena of Market Research, Data Modeling, Consumer Insights, Customer Service Operations, Customer Relationship Management, Customer Experience Management, Customer Dissat Management, Customer Intelligence, Process Re-engineering and Service Quality.
Proficient at designing and executing processes and practices across business operations to build the requisite performance standards on operational excellence. Coach and build teams with desired capabilities to drive results in a fast-paced and continually changing environment. Successful in developing, implementing and executing strategic plans, formulating operational initiatives, to achieve world-class customer experience. Employs a deliberate and systematic approach to build strategic levers using Customer Intelligence to create more meaningful and satisfying interaction with customers. A strong trajectory in designing, managing and maintaining research models and framework for strategic measures on Sales, Distribution, Marketing, Customer, Brand, Employee and Partner with the objective of translating consumer insights into actionable business strategies that deliver breakthrough innovation, competitive advantage, superior customer and brand experience and growth in profitability. Areas of Expertise:1. Designing & Operationalizing Customer Behavior Intelligence based Service Models2. Customer Segmentation & Modeling3. CEM & Customer Behavior Analytics4. Dissatisfaction Management5. Market Research6. Research Data Mining & Data Modeling 7. Research Analytics & Insights8. Competitive Intelligence9. Service Quality Management10. Customer Service Operations11. Call Center Management12. Strategic Operations Execution Current Profile:Measuring, understanding and supporting the performance of customer experience across all points of customer interaction. The focus areas being Customer Experience Measurement, Brand Experience Measurement, Retail Experience Measurement, Operational Compliance Audits, SLA Adherence on Timing & Speed of Service Delivery, Uptime of all Service Platforms & Applications, Competition Benchmarking and Retail & Merchandising Inspections.
Proficient at designing and executing processes and practices across business operations to build the requisite performance standards on operational excellence. Coach and build teams with desired capabilities to drive results in a fast-paced and continually changing environment. Successful in developing, implementing and executing strategic plans, formulating operational initiatives, to achieve world-class customer experience. Employs a deliberate and systematic approach to build strategic levers using Customer Intelligence to create more meaningful and satisfying interaction with customers. A strong trajectory in designing, managing and maintaining research models and framework for strategic measures on Sales, Distribution, Marketing, Customer, Brand, Employee and Partner with the objective of translating consumer insights into actionable business strategies that deliver breakthrough innovation, competitive advantage, superior customer and brand experience and growth in profitability. Areas of Expertise:1. Designing & Operationalizing Customer Behavior Intelligence based Service Models2. Customer Segmentation & Modeling3. CEM & Customer Behavior Analytics4. Dissatisfaction Management5. Market Research6. Research Data Mining & Data Modeling 7. Research Analytics & Insights8. Competitive Intelligence9. Service Quality Management10. Customer Service Operations11. Call Center Management12. Strategic Operations Execution Current Profile:Measuring, understanding and supporting the performance of customer experience across all points of customer interaction. The focus areas being Customer Experience Measurement, Brand Experience Measurement, Retail Experience Measurement, Operational Compliance Audits, SLA Adherence on Timing & Speed of Service Delivery, Uptime of all Service Platforms & Applications, Competition Benchmarking and Retail & Merchandising Inspections.
VP - Service Assurance, Measurement & Market Research Bharti Airtel Limited
My answers
We are an Indian Telecom Organization investing millions in customer feedback and surveys and would like to share my experience and views on how we have leveraged this for our business.
The foremost task was to create a Listening Organization that was Customer Sensitive and could extract the essence of the Customer feedback and convert that into actionables for their own area of functioning. We set this up thru a structured review process with communication being our most effective tool to get it right.
The Second task was to have a considerable size of the Variable pay be linked to the CSI, you demonstrated we will reward exemplary performance however the Customer needs to validate this thru his ratings on the CSI. Rules of pay out were not diluted eve. Even if Internal Metrics showed improvement Customer Verdict is the final outcome acceptable. The logic being If Customer has not experienced it , its is not good enough.
The third step was to make Customer Results all Pervasive in the organization, frontline, backend, technical, Human Resources, IT, Sales, Trade, Partners each one was introduced to it. Accountability of each line item or questions evaluated had an owner for the results or score. It was stictched up 360 degree, end to end to ensure delivery to customer. Each manager is expected to play his/her part whether Customer Experience was a direct or indirect deliverable was of no consideration. Automation of scores allowing employees to analyse data from all angles was set up on a portal with access to all to make this an enabling tool. Customer Recorded Interviews with due permission from Customer was played back to all to help them understand Customer pain areas
The fourth step we took was to ensure all improvements planned followed the six sigma rigor and each project delivered the desired end result. So efficacy was measured to analyse that respective scores got impacted positively post implementation of plans. Our measures of success of an effective deployment are number of process, product & service changes initiated.
Last but not the least we periodically conduct surveys to understand consumer expectations by going to the Telecom category, use the feedback received to build our processes and internal metrics and ensure operations is forced into working the Customer Way!
Please do feel free to correspond if there are any questions you may have, will be happy to share experiences.