FUTUREOF CUSTOMEREXPERI ENCE I NACONNECTED WORLD
CONTENT 01FOREWORD 06
OMNICHANNELI S ABOUTSEAMLESSL Y MERGI NGEVERY CHANNELOFCUSTOMER ENGAGEMENT KRI SHNANVENKATESWARAN CHI EFDI GI TAL&I NFORMATI ONOFFI CER, TI TAN
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APOLLOHOSPI TALSI S LEVERAGI NGAI ANDML ASTHEFUNDAMENTAL OFOURDNA
HOW EMERGI NG TECHNOLOGI ESARE SHAPI NGTHEFUTURE OFCUSTOMER EXPERI ENCE
ARVI ND SI VARAMAKRI SHNAN
VI SHALAGRAWAL
MANAGI NGDI RECTOR,I NDI A&SAARC, AVAYAI NDI A
04
HOW HDFCBANK HASREDEFI NED THEARTOF HYPERSONALI SATI ON
CI O, APOLLOHOSPI TALS
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ANJ ANIRATHOR CDO, HDFCBANK
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
CI OSSHOULDTAKETHE CURRENTSCENARI ONOT ASACHALLENGE, BUTAN OPPORTUNI TY VI J AYSETHI
CHI EFI NFORMATI ONOFFI CER, HEADHUMANRESOURCESAND HEADCORPORATESOCI ALRESPONSI BI LI TY, HEROMOTOCORPLI MI TED
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I NTHEBFSISECTOR, THEBACKOFFI CEI S I MPORTANTANDNLP , AI&MLPLAYABI G ROLETHERE SHI VKUMARBHASI N CTO&COO, NSE
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HOW TECHNOLOGY CANBEUSEDAS ALEVERFORGROWTH VI NAYDESHPANDE
SVPANDHEAD-DI GI TAL&I T, I HCL
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AIPROVI NGTOBEA STRONGFORCE ONDI SBURSALSVI A SBI YONO
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THEVI SI ONOFHGS I STOHAVE CXANDAI COMPONENTSI N ALLSOLUTI ONS NATARAJ AN RADHAKRI SHNAN
PRESI DENTANDCHI EFI NNOVATI ON OFFI CER, GLOBALATHGS
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DELI VERI NGCXI N TI MESOFCRI SI S: LI STEN, ADAPTAND RESPOND ANI LCHAWLA
MANAGI NGDI RECTOR, CES-VERI NTI NDI A&SAARC
AMI TSAXENA
DEPUTYCTO, STATEBANKOFI NDI A
*Someoft hev i ewshav ebeent akenf r om Expr es sComput eri nt er v i ewsandev ent s
FOREWORD
SRI KANTH RP
E DI T OR, E XPRE S SCOMPUT E R, I NDI ANE XPRE S SGROUP
AWal k ers t udys t at est hatby2020, cus t omer exper i encei sexpect edt oov er t ak epr i ceand pr oductast hek eybr anddi f f er ent i at or . Thi si s ev enmor ecr i t i cal i nt hedi gi t al agewher e cus t omer sexpectt hei rcompani est oi nt er act wi t ht hem i nr eal t i me. T oday , cus t omer sar e nots at i s f i edwi t hj us tagr eatpr oductor s er vi ce, t heyexpectagr eatcus t omer exper i encet of ol l ow. Gi v ent hecr i t i cal i t yofagr eatcus t omer exper i ence, andi t sr el ev ancei nan i ncr eas i ngl yconnect edwor l d,
Expr es sComput er , haspar t ner edwi t hAv ay a ( NYSE: AVYA) , agl obal l eaderi ns ol ut i onst o enhanceands i mpl i f ycommuni cat i onand col l abor at i on, t obr i ngoutaf ocus ede-book ont hef ut ur eofcus t omerexper i encei na connect edwor l d. I nI ndi a, wehav eex ampl esofs ev er al f i r ms whohav el ook edatt hei rdi gi t al t r ans f or mat i onj our neybypl aci ngt he cus t omeratt hecent eroft hei rdi gi t al s t r at egy . I nt hi sebook, wehav ecapt ur edt he per s pect i v esofs omeoft hel eadi ngbus i nes s
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
VI SHAL AGRAWAL
MANAGI NGDI RE CT OR, I NDI A&S AARC, AVAY AI NDI A
t echnol ogyt houghtl eader s , ast hey
ef f ect i v el ygui depat i ent sandcl i ni ci ans ot hatt hecl i ni cal out comesar ef ur t her t el l ushowt heyar econs t ant l yr ai s i ngt hebar s ncr eas edt ot hehi ghes tpos s i bl el ev el s , f orcus t omerexper i ences . As i a’ sl ar ges tbank, i whi chi nt ur ncanens ur et hebes tqual i t yand SBI , whi chr unst hecount r y’ sl ar ges tdat a s af et y . Ti t ani sact i v el yl ev er agi ngan anal yt i csengi ne, us est hepowerof AI t o omni channel s t r at egyt oens ur et hat bet t ers er vi cei t sendcus t omer s . Si mi l ar l y , cus t omer shav eachoi ceofi nt er act i ngi n oneofI ndi a’ smos tpr of i t abl ebanks , HDFC t hechannel t heypr ef er . Wehav es ev er al Bank, t el l sushowi ti sus i ngAI t odel i v er l ear ni ngsf r om t hi si ns pi r at i onal ebook, hyper per s onal i z edandhi ghl yef f ect i v e s er vi cest oendcus t omer s . Weal s ohav e andwedohopet hatt hi sebooki ns pi r es ex ampl esf r om s ect or ss uchasheal t hcar e y out ocont i nuet oaccel er at eony ourvi s i on andmanuf act ur i ng. Apol l oHos pi t al si s ofcons i s t ent l yi mpr ovi ngy ourcus t omer exper i ence. l ev er agi ngt hepowerof AI andMLt o
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T oday’ scus t omer spr es entuswi t ha par adox–t heywantev er yt hi ng, butnotal l at t hes amet i me. Somet i mest heywantt o s er v et hems el v esbutatot hert i mest hey wantt oi nt er actwi t hahuman. Theywantt o beconnect ed, butal s ot obel ef tal one; t obe s er v edequal l yt oev er y oneel s e, butal s ot o bet r eat edasauni quei ndi v i dual . Theywanta cons i s t entandex pect eds er v i cebutal s ot o bepl eas ant l ys ur pr i s ed. Andt heywantf ul l y f eat ur edopt i onsbutatt hes amet i mewant ev er yt hi ngt obet hes amet i mewant ev er yt hi ngt obeef f or t l es s .
VI SHALAGRAWAL MANAGI NGDI RECTOR, I NDI A&SAARC, AVAYAI NDI A
HOW EMERGI NG TECHNOLOGI ESARE SHAPI NG THEFUTURE OFCUSTOMER EXPERI ENCE
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
I ns hor t , cus t omer st odaywanti tal l and mor e. Gar t nerr ef er st ot hi spar adox i cal bei ngas‘ t heEv er yt hi ngCus t omer ’ . AtAv ay a, we’ r ehel pi ngor gani z at i onss er v e t he‘ Ev er yt hi ngCus t omer ’ wi t hamul t i cl oudappl i cat i onecos y s t em, power edby aut omat i onandl ay er edi nnov at i on, t o cr eat et hef ut ur eofcus t omerex per i ence. Her e’ showemer gi ngt echnol ogi esar e s hapi ngt hatf ut ur e. Cl oud:Cl oudbas edcont actcent er sar e i ncr eas i ngl ypr ef er r edt hankst ot hei r i ncr eas eds cal abi l i t y , f l ex i bi l i t y , and s peedt ov al ue. They’ v eal s opr ov ent hei r wor t ht hi sy earast heymuchmor eeas i l y enabl er emot ewor ki ng. I t ’ snos ur pr i s et hat ,
accor di ngr epor tbyNemer t esRes ear ch, 55% ofcompani eswi l l hav eadopt ed cl oudcont actcent erpl at f or msbyt heendof 2020. AI : Accor di ngt or es ear chcommi s s i onedby Av ay a, 63% ofcons umer sbel i ev et hat conv eni encei smor ei mpor t antt hanpr i ce, and79% wantani mmedi at er es pons ef r om t heor gani z at i onst heycont act . T omeett he hi ghexpect at i onsoft he‘ Ev er yt hi ng Cus t omer ’ , empl oy eesneedt wi ceasmany handsandf ourt i mest hebr ai npower . Wi t h AI i nf us edi nt ot hecont actcent er , bus i nes s esar egi vi ngagent st her i ght ans wer st ocus t omerquer i esev er yt i me. And t heus eof AI i sonl yj us tget t i ngs t ar t ed: Gar t nerpr edi ct st hat , by2021 , 1 5% of cus t omers er vi cei nt er act i onswi l l be compl et el yhandl edbyAI . Uni f i edDeskt op:Becaus eoft hegr owi ng numberofappl i cat i onsagent sus e, i t ’ svi t al t opr ovi decus t omeragent swi t han i nt egr at eddes kt opt hatgi v est hem t her i ght i nf or mat i onatt her i ghtt i met ohel p cus t omer swher ev ert heyar eont hei r j our ney . T oday’ sagent sneedt her i ghtt ool s t ohel pcr eat ememor abl ecus t omer exper i ences , andwe’ r es eei ngl ar ge or gani z at i onsnowconnectcus t omerand empl oy eet ouchpoi nt swi t h360degr ee vi s i bi l i t y , conv eni entcobr ows i ng, eas yCRM i nt egr at i ons , andmor e.
Omni channelbecomesMul t i exper i ence: Omni channel f ocus esont ouchpoi nt sand channel s , wi t houtmucht houghtf ort he cus t omerj our ney . Butt os er v et he ‘ Ev er yt hi ngCus t omer ’ , i t ’ sbecomecl eart hat havi ngawi der angeofcus t omeri nt er act i on channel si snol ongerenough. Thi si sgi vi ng r i s et ot hemul t i exper i ence, whi chi sabout doi ngt her i ghtt hi ngsf orcus t omer satt he r i ghtmoment si nt hei rj our neys . Thi si sabout bei ngabl et oant i ci pat ecus t omerbehavi or s andneeds , t oper s onal i z eengagementatt he mi cr ol ev el , t opr eempt i v el yr es ol v ei s s ues , t o pr oact i v el yof f ert henextbes tact i on. Communi cat i onsAnal yt i cs: Anal yt i cs t echnol ogi esar et hedr i vi ngf or cebehi ndt he s hi f tt omul t i exper i ence. Oneoft hebes t s our cesofdat aoncus t omerbehavi orcan bef oundi nt heconv er s at i onst hat cus t omer shav ewi t hcompany r epr es ent at i v esacr os sv ar i ouschannel s . Val uabl ei nf or mat i oni shi ddeni nt hous ands ofhour sofphonecal l r ecor di ngsand gi gabyt esoft ext ual conv er s at i ont r ans cr i pt s . Thedi f f i cul t ycomesi nl ev er agi ngt hatdat a t oi mpr ov ecus t omerexper i ence. Thi si s wher ecommuni cat i onsanal yt i css ol ut i ons ar ecomi ngi n. Compl ement edbyr el at ed dat aandr ootcaus emi ni ngmodul es , t hes e s ol ut i onsar ehel pi ngor gani z at i onsconv er t t heenor mousdat as et sconceal edi n cus t omerconv er s at i onsi nt oact i onabl e i ns i ght s .
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CI OSPEAK
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
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addr es st hes peci f i cquer y . Now, i magi net hi s exper i ence, wheny ouhav eanAI power ed agent , whi chi st al ki ngt oy oui nahumanl i k e v oi ce. So, i facus t omeras ks‘ Whati smy cr edi tcar dout s t andi ng?’ , t hent heAI agent wi l l as kt hecus t omert oaut hent i cat ehi ms el f vi aoneoft hes t andar dmet hodsof aut hent i cat i on. Oncey ouhav e aut hent i cat ed, y ouwi l l knowwhaty our out s t andi ngi st hr ought hats amev oi ce. And t heny oumays ay‘ Ok, howcanI pay?’ Y ouwi l l t heni mmedi at el ygetal i nkony ourphone, y oucl i ckont hatl i nk, andy ouwi l l beabl et o payands et t l ey ourbi l l si mmedi at el y .
ANJ ANIRATHOR CDO, HDFCBANK
HOW HDFCBANKHAS REDEFI NED THEARTOF HYPERSONALI SATI ON
HDFCBankhasal waysf ocus edonr ai s i ngt he barf orcus t omerexper i enceus i ngt hepower oft echnol ogy . Whi l ei nt hepas t , di gi t al was mor eaboutconv eni ence, t odayi ti sabout exper i ence. Hence, ev er yt hi ngwedoi sdone k eepi ngt hi sas pecti nmi nd. T ak eanex ampl eofacus t omert r yi ngt o communi cat ewi t hourbank. I nat r adi t i onal appr oach, acus t omerwi l l cal l upourcal l cent r e, whi chwi l l got oanI VR, anddependi ng ont hechoi cey ouex er ci s e, t hecal l wi l l get r edi r ect edt oaphonebank er , whot r i est o
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
Thi si st heki ndofdi gi t al def l ect i onwhi chcan happen, whi chi sgoi ngt os er v ey ourpur pos e v er ywel l r at hert hany ougoi ngands peaki ng t os omebodywho’ sal s ogoi ngt odot he s amet hi ngbyopeni ngupas ys t em t of i nd outwhaty ourout s t andi ngi s . Buti nt henew age, al otoft hati sgoi ngt ohappendi gi t al l y muchf as t er , t hes ys t em i sgoi ngt obeabl et o capt ur ey ouri nt ent , whaty ouar el ooki ngf or , andt her ef or eaddr es sbas edony ouri nt ent andaf t erav er i f i cat i on. I ft hati nt entcannotbef ul f i l l ed, t hent hecal l s t hatcannotbeans wer edaut omat i cal l ywi l l
ber edi r ect edt ot her i ghtagent . Soi t ’ sgoi ng t obeal otmor eper s onal i s edandal l t hati s pos s i bl et oday . Becaus e, bas edont he i nt er act i onst haty ouar ehavi ngatt hes e mul t i pl et ouchpoi nt st her ei senoughdat a whi chi sget t i ngmi nedt ounder s t andwhati s y ourper s ona, whati st hepr obl em t hat y ou’ r ef aci ng?Whati st heki ndof , appet i t e t haty ouhav ef orv ar i ouspr oduct s , whi chwi l l hel puss er v ey oubet t er .
Thet r ansf or mat i onal abi l i t yofAI Ov eraper i odoft i me, acus t omeri nt er act s wi t habankmanyt i mesandal l dat ai s get t i ngmi nedt ounder s t andt heper s onaofa per s on. F orex ampl e, wecanunder s t andt he pr ef er r edchannel acus t omerl i k est obe r eachedouton–i sheaper s onwhopr ef er s wr i t i nganemai l , i sheaper s onwhodoesnot l i k et al ki ngont hephone, i sWhat s Appa mor epr ef er r edmedi um t ocommuni cat et o t hi sper s on?s houl dbeens ur edt hatal l t he i mpor t antat t r i but esar epr es ent . Wecanunder s t andt heper s onaoft he
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cus t omeri nabet t erwayt hr ought hedi gi t al f oot pr i nt st hatar egener at edateach t ouchpoi nt . T ouchpoi nt scanbeasv ar i edas netbanki ng, mobi l ebanki ng, abankbr anch orev ent al ki ngt oaf i el dagent . Al otoft hi s dat ai suns t r uct ur ed, butt odayt echnol ogy hasnowr eachedal ev el wher ey oucangetal l t hedat at oget her , under s t andt hedat aand cr eat ebet t eri ns i ght s . Andt hemor edat awe hav e, t hemor ei ns i ght swecanhav eabouta cus t omer , whi chi nt ur n, gi v esust heabi l i t y t os er v ey oumuchbet t er . Thi shel psi n cr eat i nga360degr eevi ewoft hecus t omer .
Thef ut ur e T oday , t hecont actcent r ei schangi ngf r om pr i mar i l yas uppor tf orv oi cecal l st o managi ngmul t i pl echannel s . Soi tcoul dbe v oi ce, t ext , vi deo, anyki ndofani nt er act i on t hati sgoi ngt ocomei n, andt hati sgoi ngt o bemanagedbyanexper i encehub. Sot he cal l cent r ei sgoi ngt obecomeadi gi t al exper i encehubf orcus t omer swher ev oi cei s goi ngt obeoneoft hechannel samong mul t i pl eot herchannel s . Wewi l l s l owl ys eet hedomi nanceofv oi cego down. Sel fcar ei nmyvi ewwi l l bet he s t r onges tchannel f orcus t omer sands el f car ecoul dhappenonanyoft hechat
pr ef er r edchannel sf ort hecus t omer . I t coul dhappenont extchat s , i tcoul dhappen onamobi l eapp, i tcoul dhappenona webs i t e, butcus t omer swoul dpr ef ert odo t hi ngsont hei rownbecaus et hatgi v esal ot ofempower ment . Us i ngdat at hati sgener at edatdi f f er ent t ouchpoi nt s , I coul dt henus eAI model st o per s onal i s es er vi cesf oreachcus t omer . F or ex ampl e, i fI s eef r om y ourt r ans act i onst hat y ouar eaper s onwhous est axi s er vi cesal ot , t heAI model coul dr ecommendacarl oanf or y ou, bys howi ngy out hatt heEMI f ort hecar coul dbeal otl es s ert hant het axi bi l l sy ouar e payi ngev er ymont h. Thes et ypesof pos s i bi l i t i esonl yexi s ti fI hav eadi gi t al f oot pr i nt . Wecanr unAI model sondi f f er ent t ypesofdat a, andhav et hes eki ndof oppor t uni t i es . Banki ngwi l l al s obecomemor econt ext ual . F orex ampl e, i fy ougot obuyar ef r i ger at or , andmak eat ok enpayment , acus t omer coul dgetapayl at eropt i oni ns t ant l yf r om ourbank. Howcant hebankdot hi s ?The bankhasdat aandi ns i ght saboutt he cus t omer ’ sabi l i t yt opay , andhence, i tcan under wr i t eacer t ai namountbas edont he pr of i l eoft hecus t omer . Thi si sawi nwi n s i t uat i onf orev er y one.
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
I nt hef ut ur e, webel i ev et hatbanki ng s er vi ceswi l l becomecont ext ual andwi l l be embeddedi nt hepur chas esofcus t omer s . So, i facus t omerwant st obuyar ef r i ger at or oraneducat i onpackageorahol i day package, wehav et obepr es entasanopt i on i nt hel i v esofourcus t omer s . Soi ns t eadof cus t omer scomi ngt ot hebank, nowt hebank hast ogot ot hecus t omer s , wher ev er
t hecus t omeri s . Andt hat ’ st hebi gchange, whi chwi l l happen. Thi swi l l r eachat i ppi ng poi ntov ert henextf ewy ear sandl es sand l es sbanki ngwi l l happeni ns i det he boundar i esofabank. Banksl i k euswhi ch l ev er agegr eatAI model sar ehencebet t er pl acedt obet t erunder s t andt hei nt entoft he cus t omerandr ai s et heov er al l l ev el of cus t omerexper i ence.
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r i ghtr eas ons . Dat aenr i chmenthasbeenan i nt egr al par tofourl oy al t ypr ogr am and r ecent l y , wehadl aunchedani ni t i at i v et o i mpr ov et hecus t omerdat aandwehav e r ecei v edpos i t i v er es pons ef r om cus t omer s .
KRI SHNAN VENKATESWARAN CHI EFDI GI TAL&I NFORMATI ONOFFI CER, TI TAN
OMNI CHANNEL I SABOUT SEAMLESSL Y MERGI NGEVERY CHANNELOF CUSTOMER ENGAGEMENT
Ti t anwast hef i r s tcompanyi nI ndi at omer ge t her ol eofmoder ndi gi t al andt echnol ogy . Ti t an’ sl oy al t ypr ogr am wasoneoft hel ar ges t pr ogr amsi nt hecount r ywi t h20mi l l i on cus t omer s . Thecombi nat i onofl oy al t y pr ogr am anddat aenr i chmentr es ul t si nt he magi cofper s onal i s at i on. Wehav ecr os s ed I NR800cr or eofat t r i but abl er ev enueof anal yt i cs . Ourbus i nes si spr i mar i l yoccas i onbas ed, s oi t becomesmor ei mpor t antf orust or eachout t ocus t omer satt her i ghtt i meandf ort he
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
I nr et ai l , wehav es eent r endst hati ndi cat e t hatt headopt i onoft echnol ogydur i ngt he pandemi cwi l l r emai nper manent . Ti t an, asa company , i swi t nes s i ngi ncr eas eddi gi t al act i vi t i esacr os sal l Ti t anbr andsandi nr et ai l t her ear et r endsofi ncr ement al us eof t echnol ogywhi chwoul dcont i nuei nt he f ut ur e. Al l ours i t eshav ei ncr eas eddi gi t al act i vi t i esi nt her ecentmont hs . Wear e emphas i s i ngonvi deos el l i ng, vi r t ual ‘ T r yOn’ andhomevi s i t st oens ur econt i nuous engagementwi t hourcus t omer s . Ar t i f i ci al i nt el l i gencehashel pedusdeci det hel ocat i on ofourupcomi ngs t or es . Wear el ev er agi ngdi gi t al t echi nmyr i adways acr os sourbus i nes sv al uechai n, t hr ough omni channel engagementandcommer ce, augment edr eal i t y , machi nel ear ni ngand deepl ear ni ngal gor i t hms , wear ehel pi ngt o ens ur et hatourcompanycont i nuest o del i v eri ndus t r y–l eadi ngpr oduct s , s er vi ces andexper i encesphys i cal l yanddi gi t al l y . Ther et ai l s ect ori ncl udeshi ghi mpact
domai nsi ncl udi ngomni channel , whi ch f ocus esons eaml es scus t omerexper i ences acr os sanddi gi t al andphys i cal pl at f or ms . Omni channel i saboutbei ngabl et o s eaml es s l ymer geev er ychannel ofcus t omer engagementandt hepr i or i t yofomni channel wi t hi nTi t anhasgoneup. AtTi t an, wear e pr es entonmul t i pl edi gi t al channel si ncl udi ng l i v echat , What s App, s oci al medi a, et c. We hav eal s oi nt r oducedf eat ur ess uchaswi s h l i s t i ng, appoi nt mentbooki ngandcont act l es s commer ce. Di gi t al wast hecor et oours t r at egyt oget backt owor k. Wet ookabackt obas i cs appr oach, wher ei nweexper i ment ed, l ear ned andadapt ed. Wher eas , t hel as ts t epwas aboutadapt i ngt ot henewnor mal bus i nes s envi r onment . Weputi nef f or t st os us t ai nourenagagement wi t hcus t omer sacr os smul t i pl epl at f or ms andweobs er v edt hatmos tofour cus t omer s , t oo, want edt oengagewi t hour br ands . I nt heengagementpr oces s , we l ev er agedal otofdi gi t al s ol ut i ons . Noneof ourengagementpl at f or mswoul dhav ebeen pos s i bl ewi t houtt hes t r ongdi gi t al backbone. Di gi t al hashel peduss ynchr oni s eour s el v es wi t hcus t omer s ’ expect at i onsandadaptt o t henewnor mal .
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I nt hi sent i r et r ans i t i on, di gi t al haspl ay edt he r ol eofacor ebus i nes senabl erf orTi t an. Omni commer cehasbeenoneoft hebi gges t t echnol ogi est hathaswor k edwel l f orus . Wher eas , per s onal i s at i oni st henextbi gt hi ng andhashel peduscat erbet t ert oour cus t omer s . Anal yt i cs , ar t i f i ci al i nt el l i gence andmachi nel ear ni ngf or medt hef oundat i on ofmanyofouri ni t i at i v es . Omni commer ceappr oachhashel pedus FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
WEARELEVERAGI NGDI GI TAL TECHI NMYRI ADWAYSACROSS OURBUSI NESSVALUECHAI N, THROUGHOMNI CHANNEL ENGAGEMENTANDCOMMERCE, AUGMENTEDREALI TY, MACHI NE LEARNI NGANDDEEPLEARNI NG ALGORI THMS
enabl es eaml es sdi gi t al exper i encesf or cus t omer sacr os sv ar i ouspl at f or ms . Vi r t ual T r yOnandvi deos el l i ngar eournew i nnov at i onsandt heyar eembr acedwel l by cus t omer s . Wi t homni channel appr oach, we wer eabl et or evi v eas ubs t ant i al par tofour bus i nes spos tl ock down. I nt hear eaofper s onal i s at i on, anal yt i cshas hel peduss i gni f i cant l yi npr ovi di ngt ai l or ed s ol ut i onst oourcus t omer s . Wher eas , i n
t er msofbus i nes soper at i onsandpr oces s es , opt i mi s at i oni snowk eybecaus eofcos t . Aut omat i ont ool sandanal yt i cshav ehel ped usopt i mi s eours uppl ychai nsandi mpr ov e wor kf or cepr oduct i vi t y . Mor eov er , anal yt i cs hasal s ohel pedusuncov ernews al es oppor t uni t i es . Wehav eal s oi mpl ement eda l otofdi gi t al col l abor at i ont ool sandal l ofour di gi t al i nt er act i ons–i nt er nal and ext er nal –hav ebeenv er yi mpact f ul and engagi ng.
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t r eat mentopt i onsandcont i nuet oev ol v et he cl i ni cal ef f ect i v enes sandout comes .
Wehav epar t ner edwi t hMi cr os of t , andunder t hi spar t ner s hi p, wehav ef or mul at eda machi nel ear ni ngandar t i f i ci al i nt el l i gence al gor i t hm t opr edi ctt hecar di ov as cul ar di s eas er i s ks cor esf ori ndi vi dual s . The s ol ut i onwasbui l ti ncol l abor at i onbet ween ourcl i ni cal pr act i t i oner s , t echnol ogyt eam i n par t ner s hi pwi t hdat as ci ent i s t si nMi cr os of t . I tcl as s i f i est hecl i ni cal ands oci al heal t h i nf or mat i onofpat i ent sandt hehi gh cont r i but i ngf act or sl eadi ngt ocar di ac di s eas es , t her ebyas s i s t i ngt hecl i ni ci ansi n managi ngt her i s kf act or s .
ARVI ND SI VARAMAKRI SHNAN CI O, APOLLOHOSPI TALS
APOLLO HOSPI TALSI S LEVERAGI NGAI ANDMLASTHE FUNDAMENTAL OFOURDNA
I bel i ev ei nt het echnol ogywhi chi sef f ect i v e, cons i s t entandr epl i cabl et ogear upt he cl i ni cal andoper at i onal pr oces s es . The heal t hs ys t em i sexpl or i ngev er yas pectof t hedi s r upt i v eandt r adi t i onal t echnol ogi es andi scaut i ousaboutpi cki ngt her i ghtbl end ofi nnov at i on, whi chhast obeaheal t hcar e dr i v encombi nat i on. Apol l o’ sI Ti sheavi l ycur bi ngt hedat a gener at edbyt hemul t i pl eheal t hr ecor dsand i sdr i vi ngt hei nt el l i gencef orv ar i ouscl i ni cal pr ot ocol st of aci l i t at eadequat el ymanage
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
Wear el ev er agi ngAI , MLt oef f ect i v el ygui de pat i ent sandcl i ni ci anss ot hatt hecl i ni cal out comesar ef ur t heri ncr eas edt ot he hi ghes tpos s i bl el ev el sandens ur i ngt hebes t qual i t yands af et y . I nt hi sr egar ds , Apol l o Hos pi t al i sr unni ngapr ogr am named SUGAR, whi chi sacombi nat i onofmobi l i t y , i nt el l i gence, andcl i ni cal pr ot ocol s , dr i v enby bi gdat aanal yt i cs . Thepr ogr am ef f ect i v el y managesdi abet espat i ent s , s ot hatt heyar e k eptwi t hi nt heper mi t t abl er angeofdi abet i c s ympt omsanddi s or der s .
Al s o, t hehos pi t al ’ scl i ni ci ansar econs t ant l y wor ki ngwi t ht het echnol ogyt eams , i nor der t obui l di nt el l i gencei nt ocl i ni cal pat hways andpr ot ocol s . Thes ecl i ni cal pat hwaysand pr ot ocol sar eus edt oadmi ni s t erat r eat ment r egi me. Wear eus i ngacombi nat i onofbi gdat a anal yt i cscoupl edwi t ht hecl i ni cal exper t i s e f ormanagi ngi nf ect i oncont r ol and ant i bi ot i csr es i s t ancepat t er nsf orhi ghl y vul ner abl epat i ent s . Theadv ancedanal yt i cs i shel pi ngt hehos pi t al i nr educi ngt hel engt h oft hepat i ent ’ ss t ayandpr ev entt hem f r om f ur t hercompl i cat i ngt hei rs t ayatt he hos pi t al . Di gi t al i sdef i ni t el yapower f ul s ol ut i ont o i mpr ov eef f i ci enci esi nt heheal t hcar es ect or . I nor dert os t r eaml i net hepat i ent ’ s appoi nt ment swi t hdoct or s , wehav e i nt r oducedamobi l i t ys ol ut i onnamed ‘ As kApol l o’ . I ti sacombi nat i onofmobi l i t y andcl oudbas eds er vi ces . Themobi l i t y s ol ut i onhel psi ni nt er pr et i ngt hecus t omer ’ s expect at i onsandi mpr ov et heoper at i onal ef f i ci enci esandr educest hecr owdi nt he wai t i ngar eas . AI i s n’ tj us taboutt hef r amewor k, i t ’ sal s o aboutget t i ngt her i ghts ki l l s et . Wer equi r e
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DI GI TALI S DEFI NI TEL YA POWERFUL SOLUTI ONTO I MPROVE EFFI CI ENCI ESI N THEHEAL THCARE SECTOR
hi ght al ent si nt er msoft hecl i ni cal exper i ences , capabl et odef i net hepr obl em s t at ementandi nt er pr ett hedat a, coupl ed wi t ht heet hi cal cl i ni cal pr act i cesand appr oaches .
t heper s onal i s edal gor i t hm i snott he s t andal onepi eceoft echnol ogy , t het eam cons t ant l ywor kst oens ur et hatt hey i nt egr at et heper s onal i s edal gor i t hm backt o t hes t andar doper at i onal pr act i ces .
Wehav eal s oi nt egr at edcl i ni cal qual i t y pr of es s i onal swhoar eens ur i ngt hatt hi si s compl i antwi t hal l t heet hi cal pr act i cesand t hedegr eeofqual i t yt hati sr equi r ed. Si nce
Apol l oHos pi t al si sl ev er agi ngAI and MLast hef undament al ofourDNA. Hence, wear ecompl et el yi nt egr at i ng, engagi ngwi t ht her i ghtt al entt o
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
embar koni mpl ement i ngpat hbr eaki ng al gor i t hmsands ol ut i onst odel i v ert he bes theal t hcar es er vi ces . Goi ngf or war d, i nt heCovi d1 9t i mes , t her ei saneedt o cr eat es eaml es sandnt er connect ed ecos ys t emst hatar eomni pr es ent , becaus e cons umerf aci ngbus i nes scl i mat ei sheavi l y bas edons er vi ces . Thi sdemandf or s er vi cesmus tbeback edwi t ht he
hi ghes tl ev el ofper s onal i s at i onand ef f i ci ency . Theneedf orr ei magi ni ngus er exper i encewi l l bemor et hanev er bef or e, dr i v enbyconv er s at i onal API s andcogni t i v eeconomy . Somey ear sago, t het oucht echnol ogywascons i der edan i nnov at i on. Howev er , wear emovi ng t owar dsnat ur al l anguagepr oces s i ng, andmobi l ei sbei ngl ev er agedaspar tof omni channel .
PAGE09
t her ear eal otofal gor i t hmst hats howedt hat t hecus t omerexper i encehasbeengood. Si mi l ar l y , att hedeal er s hi pl ev el al s o, we ens ur edt hatcus t omer shav eagood exper i ence.
VI J AYSETHI
F r om manuf act ur i ngt os al est oR&D, t ech i nt er v ent i onshav egonet oal l ar eas , wi t hnew t echnol ogi esl i k ear t i f i ci al i nt el l i gence( AI ) , machi nel ear ni ng( ML)andr obot i cpr oces s aut omat i on( RPA) . I ni t i al l y , i tmi ghts eem t hatt hecos tofput t i ngt hes et echnol ogi esi s t oomuch, buti nt hel ongerper i odoft i me, t hev al uet hati sder i v edi sal waysv er yhi gh.
CHI EFI NFORMATI ONOFFI CER, HEADHUMANRESOURCESAND HEADCORPORATESOCI ALRESPONSI BI LI TY, HEROMOTOCORPLI MI TED
CI OSSHOULD TAKETHECURRENT SCENARI O NOTASA CHALLENGE, BUTAN OPPORTUNI TY
CI Oss houl dt ak et hecur r ents cenar i onotas achal l enge, butanoppor t uni t y . Thi si san oppor t uni t yt or edef i net hewor kcul t ur e, t houghtpr oces s , pr oces s es , pol i ci es , us er exper i enceandt ak et heor gani s at i ont oa di f f er entl ev el ofaut omat i on. Thi si sal s ot he t i met or ev ampandmak et hebus i nes s cont i nui t ypl ansr eal l ypr act i cal . F ol l owi ngt hel ock down, i nMay , J uneand J ul y , whencus t omer swer enotv er y comf or t abl egoi ngt ot hemar k etandbuyi ng pr oduct s , wei nt r oducedat ouchbas ed s el l i ng, gi vi ngt hes ameexper i encet oour cus t omer ss i t t i ngathome. Att heback end
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
I nt oday’ st i mes , wehav et obev er yagi l e, what ev eras s umpt i onswemi ghthav e, mi ght notwor konadayt odaybas i s . Af ewy ear s ago, wes t ar t eds el l i ngours par epar t sonl i ne, nowwehav es t ar t edt hees hopf ort wo wheel er sonl i newi t hhomedel i v er y , s ot hat t hecus t omerdoesnothav et ovi s i tt he deal er s hi p. Si mi l ar l y , f r om s er vi ceper s pect i v e, t he per t i nentques t i oni s , howdowegi v es er vi ce t ot hecus t omerwhodoesnotwantt ocome t ot hes er vi ces t at i onwor ks hoport oour deal er s hi p, andhowcanweens ur et hatt he ent i r es ameexper i encei sgi v enatt hei r r es i dence? Att hedeal er s hi pl ev el i t s el f , wehav ea
s i gni f i cantf ocusont echnol ogy , mor e anal yt i csf r om cus t omerper s pect i v e, i ncl udi ngmor ef oot f al l . Wenowhav ea mul t i l i ngual webs i t ef orcus t omer swho mi ghtnotbes oconv er s antwi t hEngl i s h. Ther ei sal s oal otofi nt er act i onwi t h cus t omer st hr oughv ar i ouss oci al medi a channel s , i ncl udi ngF acebook. Whent hel ock downs t ar t ed, many or gani s at i ons , i ncl udi ngour s , di dnothav ea wor kf r om homepol i cy . Wehadt oputal otof t echnol ogyi ni t i al l yt oens ur ecer t ai n t hi ngs-t hatempl oy eesar epr oduct i v eat homeandhav eacces st os ys t emswi t hout comi ngt oof f i ce, s econdi si nf or mat i on s ecur i t yandt hi r di scol l abor at i on. Whent he unl ocks t ar t ed, t echnol ogyi mpl ement at i ons i ncr eas edal ot–i nf act or i es , of f i cesand deal er s hi ps . Wet ak eal otofI Ti ni t i at i v eswi t hanobj ect i v e ofdr i vi ngbus i nes sgoal sandobj ect i v es . At t hes amet i me, wemak et heor gani s at i on r eadyf orf ut ur edi s r upt i onsanddemands . I ni t i at i v est ak enar eoft wot ypes ; t hef i r s tar e s ys t emi ci ni t i at i v es , whi char et ak ent omak e t heor gani s at i onmor es ui t edt ot ak eon t echnol ogydi s r upt i onsbyenhanci ng compet encyandget t i ngaheadoft he i ndus t r yl ear ni ngcur v e, andt hes econdki nd ar et hos ewhi chi nv ol v el ev er agi ngs peci f i c t echnol ogi esf orbus i nes si mpact .
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l ar ges ti nt hewor l d. Thi scanal s obes eenas aney eopenerwhenwes ayt hatt he economyi snotdoi ngwel l . Hows oev er , we hav ebeenr unni nguni nt er r upt edoper at i ons dur i ngpandemi ct i mesaswel l .
SHI VKUMAR BHASI N
Oneoft hemaj orwayst oachi ev es ucces si s t ol ayt hef oundat i onwel l . Whent al ki ngabout di gi t al , y ouhav et ocons i dert hatt he i nf r as t r uct ur ei satt hef or ef r ontandcheck t hati ti sr es i l i ent , s t abl e, f l exi bl e, andr obus t . Di gi t al channel sr equi r e24x7av ai l abi l i t yand aqui ckr es pons ei swhati sr equi r ed, s oi ti s i mpor t antt ohav ebus i nes soper at i ons , I T oper at i ons , andt heSOPsv er ys t r ong.
CTO&COO, NSE
I NTHEBFSI SECTOR, THEBACKOFFI CE I SI MPORTANT ANDNLP , AI&ML PLAYABI GROLE THERE
Wi t hacar eerofov er25y ear s , I hav ehel d v er s at i l er ol es . Bei ngatt heSt at eBankof I ndi a, t hel ar ges tbankont hepl anet , i nt er ms oft hecus t omerbas eandt r ans act i onol umes , andal s obei ngatot heror gani s at i onsI di dhi t upont hef actt hatt her i ghtor gani s at i onal cul t ur ei scr i t i cal f orgoi ngdi gi t al . AtNSE, t her egul at or ypr es s ur esar ev er y hi gh. Al s o, I ndi ai st hel ar ges tmar k et , ear l i eri t us edt obet heCME, whi chus edt ohandl e l ar gev ol umes . Thi sy eart heNSEhashandl ed 42percentmor ev ol umet hant heCME–t he
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
WHENTALKI NGABOUT DI GI TAL, YOUHAVETO CONSI DERTHATTHE I NFRASTRUCTUREI SATTHE FOREFRONT ANDCHECKTHATI TI S RESI LI ENT , STABLE, FLEXI BLE, ANDROBUST
Al s o, whenment i oni ngaboutt hechal l enges i nI ndi a, t echnol ogyobs ol es cencei sv er y hi gh, ast her ei shar dl yanyobs ol es cence pol i cyher e. Wehav eof t ens eencas eswher e t hehar dwar e’ sbes tper f or mancequot i enti s f i v ey ear sf ori ns t ance, buti ti sbei ngr unf or s ev ent ot eny ear s . I ti sr eal l ydi f f i cul tt o del i v ercut t i ngedger es ul t swi t hs ucha cr i ppl eds et up.
AIandbl ockchai n T echnol ogi esl i k eAI andbl ock chai nar e emer gi ngwel l . I nI ndi anf i nanci al i ns t i t ut i ons , AI andbl ock chai nhav ebeengoi ngbey ond t henas cents t age. I nt er msof AI adopt i on, t her ei saneedt obr i ngi nAI i nt ot heexi s t i ng us ecas esf i r s t , i ns t eadofbui l di ngnewones . Wes ayt hatdat ai snowt henewcur r encyor t henewoi l , howev er , i ti snomor eanewt hi ng t os ayaswehav eal l r eal i s edt hev al ueof dat a. Al l t hef act or st hatar er equi r edf or deepl ear ni ng, machi nel ear ni ng, orf orany ki ndofdeepanal yt i cst obecar r i edout , i nt el l i genceneedst obepr ovi dedandi t s houl dbeens ur edt hatal l t hei mpor t ant at t r i but esar epr es ent .
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Wehav et ak ens ev er al i ni t i at i v esi nt er msof cus t omerexper i ence. Thecus t omer exper i encehasbeenei t herf r om aus er ent er pr i s eper s pect i v eorengagi ngt he cus t omerandact i ngasanadvi s or y . Ther ecommendat i onengi nesanal ys et he cus t omer ’ st r ans act i onsandr ecommend t hecus t omer sast ohowt heycanmai nt ai n t hei rpor t f ol i obet t er . Al s o, t her obotadvi s or y hel psi nbet t erdeci s i onmaki ng. Weal s o empowercus t omer swi t hi nv es t ment managementt ool sands ugges tal t er nat es . Al s oi facus t omercar eex ecut i v er es ponds t oacus t omeri nani nappr opr i at emanner , t henaboti nt er r upt sandgui deshi m by s ugges t i ngr es pons esandt ak et he conv er s at i onaheadi nabet t erf as hi on. F orcr eat i ngt her i ghtawar enes s , s ev er al t echnol ogi esar ebei ngl ev er aged, bei tAI f or opt i cal char act err ecogni t i on, orf aci al r ecogni t i onf orens ur i ngt hes econdf act orof aut hent i cat i on, orf ur t herf ors ent i ment anal ys es . NLPi sus edwi del yf ors peech r ecogni t i on. I nt heBFSI s ect or , t hebackof f i cei sas i mpor t antandNLP , AI , andMLpl ayabi gr ol e t her e. Thes et echnol ogi eshav ebeenus edf or
y ear snow. Thewor kf or ceandi t s pr oduct i vi t yar ebei ngmoni t or edbyt hes e cut t i ngedget echnol ogi es .
Chal l enges NSEhandl esonanav er ageonebi l l i ont r ades perday . AtNSE, ev enatt heequi t ymar k et , acr os st hedi f f er entas s etcl as s es , y ouwi l l be s ur pr i s edt oknowt hatpr obabl yi ti st heonl y ex changeacr os st hegl obet ocl ockone bi l l i ononanav er agedayandonapeakdayi t cl ockst wobi l l i on. So, undoubt edl y , t heI ndi an i ndus t r yi ss i t t i ngonenor mousdat a, butt he k eychal l engewhi chwecomeacr os swhen wewantt odr awoutt hei nt el l i genceand i ns i ght sandwi s dom f ordev el opi nganyki nd ofs mar tappl i cat i ons , orr unni ngRPA, i st hat wedonothav et hemos tes s ent i al dat aof s ayus erexper i enceorot herf undament al dat ai ns i ght sandt huswehav ewi t nes s ed t hatwhenbui l di ngr obotadvi s or yoranyki nd ofs mar tcl i ent st oaut omat et hebus i nes s pr oces s es , humani nt er v ent i onbecomes mandat or ys i ncei ti sr eal i s edt hatmany f acet soft hei nf or mat i onordat aar emi s s i ng. Al s o, i nmanycas escus t omerdat ai ss t i l l i n s i l osandi snotpr es entasaggr egat ed i nf or mat i ons ot hatus eabl ei nt el l i gence
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
coul dbebui l t . I t hi nkt hi si swher ewear e maki ngmi s t ak esbecaus ewhenwecons i der us i ngmachi nel ear ni ng, weputt hebot sor NLPsi ni ndi vi dual ar eas , i ns t eadofcomi ng acr os sasas i ngl eent i t ywi t ht hecus t omer s wher eaggr egat edNLPi sl ev er aged.
Thees s enceofar t i f i ci al i nt el l i gencei st odi g deept ounr av el t her el at i ons hi psbet ween di v er s eandf r agment edpi ecesofdat a. Ther e s houl dbeas hi f toff ocusf r om col l ect i ng dat at oembeddi nganal yt i cal f unct i onal i t yi n exi s t i ngappl i cat i ons .
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ourgues t s . Wes t eppedupouradopt i onof t echnol ogyasar es pons et ot heCovi d1 9 cr i s i s . Ass af et yandhy gi enei sl i k el yt o cont i nuebei ngaconcer nf orgues t si nt he hos pi t al i t ys pacei nt hes hor tt er m, we l aunchedours ui t eofcont act l es s , t echnol ogydr i v ens ol ut i onsf orev er ygues t t ouchpoi nt . NamedI Zes t , t hes es ol ut i ons us eQRcodesanddi gi t al i nt er v ent i onsf or gues t s , r i ghtf r om t het i meofcheck i nt o di ni ngandi nv oi ci ng, amongot her s , whi l e al s opr ovi di ngempl oy eesas af es pacet o wor ki n, wi t ht ouchl es sHRs ys t ems .
VI NAY DESHPANDE SVPANDHEAD-DI GI TAL&I T , I HCL
HOW TECHNOLOGY CANBEUSEDAS ALEVERFOR GROWTH
TheCovi d1 9cr i s i shasaf f ect edmos ts ect or s , butt heoneswhi chhav ebeenhi tt hemos t i ncl udet het r av el andt hehos pi t al i t yi ndus t r y . TheI ndi anHot el sCompanyLi mi t ed( I HCL) , whi chhasal egacyofov er1 1 7y ear s , deci ded t of i ghtbackagai ns tt hi scr i s i sbyus i nga compr ehens i v es t r at egyback edby t echnol ogy . I nt hecur r entt i mes , wer ecogni s edt hat es t abl i s hi ngt r us ti nt heey esofgues t swas ext r emel yi mpor t ant , anddeci dedt ous e t echnol ogyi nabi gwayt oens ur es af et yt o
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
Accor di ngl y , wet ookanumberofi ni t i at i v es t oens ur es af et yofourempl oy eesand gues t s . F r om s ani t i s edi Padst oz er ot ouch at t endances ys t ems , t hef ocuswason ens ur i ngz er ocont act . Thez er ot ouch at t endances ys t em us esf aci al r ecogni t i on t echnol ogyf orempl oy eest omar kt hei r at t endance, whi l eat her mal s ens ort hati s bui l tont opoft heat t endances ys t em checks t het emper at ur eofempl oy eesent er i ngt he pr emi s esoft hehot el . Under s t andi ngt he needf orf r ugal i nnov at i on, wepar t ner edwi t h as er i esofs t ar t upsf ort echnol ogyl ed i nnov at i ons . I HCLi sal s or unni ngapi l otf oranappt hat hel psi ncont actt r aci ng. Thi swi l l hel pI HCL
t r aceoutar easwher et heempl oy eehas vi s i t ed, al ongwi t ht hepeopl eheors hewas i nt ouchwi t h. Paymentmet hodsar eal s o compl et el ycont act l es s , andgues t shav et he f aci l i t yofor der i ngf r om di gi t al menus . I HCLhasal s ol aunchedhomedel i v er y s er vi cesandmobi l eappl i cat i on–Qmi n. The Qmi nappof f er sadi f f er ent i at eddel i v er y exper i encet hr oughas eaml es si nt er f acet hat al l owscus t omer st oper s onal i s et hei ror der , cur at emenus , andt r ackdel i v er i esr eal t i me. Thei nt er f acehasbeendes i gnedt obe us er -f r i endl yandenabl esgues t st ochoos e t hei rf av our i t ecui s i nef r om cel ebr at ed r es t aur ant s , bas edont hei rl ocat i on. I HCLi sal s oi nt hepr oces sofi nt r oduci ng vi r t ual meet i ngst hatonecanhos tacr os s l ocat i onsvi at heQmi nApp–cur at edt os ui t one’ sneedandt heoccas i on, bei ts chedul ed vi r t ual bus i nes smeet i ngsorapr i v at eget t oget herwi t hl ov edones . T oday , t heent i r ef ocusi sonmanagi ng cus t omerexper i ence. Wewantt oens ur ea compl et econt act l es sexper i encef orour gues t s . I nt hef ut ur e, wear el ooki ngatgi vi ng di gi t al k eyst ogues t ss ot hatwecando awaywi t hphys i cal r oom car dst hatwear e gi vi ngt ogues t satt hemoment .
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SBI YONOdi s bur s edov erI NR5, 500cr or eof r et ai l cr edi ti nj us tonequar t erascompar ed t oI NR3, 000cr or ei nt hes amequar t erl as t y ear . Secondl yi nt hey ear201 920, t hebank di s bur s edt wobi l l i onr upeesi nt hef or m of pr eappr ov edper s onal l oans( PAPL) , whi ch i sdi r ect l yaf unct i onofef f i ci entus eof anal yt i csandAI . Ther ol eofanal yt i csi st o s egmentt hecus t omer si nagegr oups , deci deont heel i gi bi l i t yandt henAI cons umest hatdat aandconv er t si ti nt oan oppor t uni t yonYONOorot herpl at f or msi n t hef or m oft her i ghtof f er s , bas edon al gor i t hms . Thei deai st omak et hebes tf i t pr opos i t i onf orcus t omer s .
AMI TSAXENA DEPUTYCTO, STATEBANKOFI NDI A
AI PROVI NGTOBE ASTRONGFORCE ONDI SBURSALS VI ASBI YONO
Thei mpor t anceat t r i but edt ocus t omer exper i enceanddat aanal yt i csbyI ndi a’ s l ar ges tPSUbank, SBI , i spr ov edbyt he s t at ementofDi nes hKumarKhar a, whenhe s ai di nhi sf i r s tmedi ai nt er act i onaf t ert aki ng ov erasChai r man, t hatdat aanal yt i cs empower edcus t omerexper i encewi l l beone ofhi st oppr i or i t i esatt hebank. I ts peaks v ol umesaboutt hewei ght agegi v enbyt he bankt oCXandanal yt i cs . I t ’ si mpor t antt o not e, dat aanal yt i csf or mst hebas ef or bui l di ngar obus tar t i f i ci al i nt el l i gence( AI ) pl at f or m.
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
SBI WI LLSOONLAUNCH VI DEOKYCWHI CHWI LL ALSOHAVEANAI ELEMENT . AI I SHI GHL YCOMPUTE I NTENSI VEANDTHE PROCESSI NGI SDONE ALLONCLOUD
I nPAPL, aRes pons eSur f aceMet hodol ogy ( RSM)model i sus ed. I t ’ sas t at i s t i cal t echni que–wi t hcor r el at i ont oAI –whi ch hel psi nr educi ngt hewor kl oadoft he br anchesandal s ocut st her i s kf act or . I thas r es ul t edi nl oanbuck et swhi char el owon NPAandi s s uedwi t hr el at i v el yl owbr anch r el at edact i vi t i es–mor eonaphy gi t al model .
Thebanki sl ooki ngatus i ngAI i nahol i s t i c manner . I t ’ snotj us tr es t r i ct edf ort her et ai l s egment , butal s ot hecor por at eandSME s egment s . SBI wi l l s oonl aunchvi deoKYC whi chwi l l al s ohav eanAI el ement . AI i s hi ghl ycomput ei nt ens i v eandt hepr oces s i ng i sdoneal l oncl oud.
AtSBI , wer unt hecount r y’ sl ar ges tdat a anal yt i csengi ne. I ts eest hecus t omernoti n par t s , butt hes um ofpar t s , i . e, t he cus t omer ’ sbehavi ouracr os sdi gi t al channel s i nt hepubl i cdomai n. Thedat ai sbui l tand t henAI al gor i t hmsar ebui l tt opop not i f i cat i onst ot hecus t omer s .
Amongot herappl i cat i ons , SBI haspar t ner ed wi t has t ar t upcompanyf oranAI appl i cat i on t hatr unsont hef eedsf r om t heCCTV camer asdepl oy edi nbr anchest oper f or m s ent i mentanal ys i sofcus t omer s . Thi si sa ki ndofanact i v eAI us age, wher eneart or eal t i meanal ys i si sdone.
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emanat i ngf r om t hechal l engesf r om cor onavi r us , Hi nduj aGl obal Sol ut i ons( HGS) hasunder t ak enanumberofi ni t i at i v esbot h i nt er nal l yandi nt hecl i entf aci ngs ol ut i ons , havi ngaheavydos ageofar t i f i ci al i nt el l i genceandcus t omerexper i ence management( CXM) .
NATARAJ AN RADHAKRI SHNAN
PRESI DENTANDCHI EFI NNOVATI ONOFFI CER, GLOBALATHGS
THEVI SI ONOF HGSI STOHAVE CXANDAI COMPONENTSI N ALLSOLUTI ONS
Thecor onavi r uspandemi chas t r emendous l yi ncr eas edt hel oadonv ar i ous cus t omers er vi cechannel s . Aspermy es t i mat e, wi t hourcl i ent s , bet weent hecal l cent r eandt hewebs i t e, t hecal l v ol umehas s hotupbyov er30percent . Thecal l s r ecei v edbyourcl i ent sar er el at i v el yhi gheri n t he‘ cr i t i cal ’ cat egor y , ascompar edt o pr eCovi dt i mes . Theyhav et obes wi f t l yand ef f i ci ent l yr es pondedt o. I tnotonl yr es ul t si n as ucces s f ul cal l r es ol ut i on, butal s oahappy cus t omer . I nor dert omeett heuni quedemands
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
I nt hepr eCovi dt i mest oo, cus t omer exper i enceandmanagementwasabi gf ocus ar eaf orHGS. Thecor onavi r uspandemi chas r es ul t edi nas ev er ef as tf or war doft hedi gi t al i ni t i at i v es . Hyper per s onal i s at i oni st hek ey t hemecomi ngupi nt hear eaofCXM. E-commer cewebs i t eshav et omat cht he pot ent i al l i k esoft hei ndi vi dual cus t omer s br ows i ngpr oduct sont hewebs i t eandnot buck ett hem i nacus t omers egment .
I NTHEPRECOVI DTI MES TOO, CUSTOMEREXPERI ENCE ANDMANAGEMENTWASA BI GFOCUSAREAFORHGS. THECORONAVI RUS PANDEMI CHASRESUL TEDI N ASEVEREF ASTFORWARDOF THEDI GI TALI NI TI ATI VES
Anot heremer gi ngt hemei ss oci al medi a’ s i nt egr at i oni nt ot hecompanywebs i t e. Cus t omer sar er eachi ngoutt ocompani es t hr oughv ar i ouss oci al medi achannel s . The quer i eshav et obeans wer edaf t erhavi nga l ookatt hepos t sonv ar i ouschannel s . HGSi s heavi l yus i ngAI andMLi nv ar i ousof f er i ngsof t hecompany .
AIi nhi r i ng Wear eus i ngt heAmaz onmodel oft es t i ng t hes ol ut i onsi nt er nal l yi nt hecompany bef or er el eas i ngi tf orcl i ent s . F ori ns t ance, nowempl oy eesar ehi r ed, onboar dedand s er v edov erappl i cat i onswhi char eAI enabl ed. Wehav ei nv es t edheavi l yi ncont act cent r esandbackof f i ceoper at i ons . Oneof t hemaj orchal l engesf aci ngt hei ndus t r yi s at t r i t i on. I t ’ si nt heabs enceoft her i ghthi r i ng s t r at egyt hatnewhi r esl eav ei nasf ewas undert hr eet of ourmont hsaf t erj oi ni ng. Wehav eempower edhi r i ngs ol ut i onswi t hAI andCXf eat ur es . Candi dat esar ehi r ednot onl yont hebas i sofani nt er vi ewand t echni cal t es t s , butal s oaf t erexpl or i ng mul t i di mens i onal dat as et sl i k e demogr aphi cs , pas tj obs , as s es s ments cor es andper s onal i t yt r ai t s , et c. Ar i ght -f i ti ndex hasbeendevi s edf orcandi dat est oev al uat e
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whet hert heyar et her i ghtf i tf ort hej ob ornot . Thi si ni t i at i v ehasl edt oa1 01 5 per cent agepoi ntr educt i oni nat t r i t i onat HGS. Af t ert heempl oy eehasj oi ned, t hef i r s tt hr ee mont hsar eext r emel yi mpor t antt o det er mi net hej obs at i s f act i onl ev el oft he empl oy ee. I nor dert oens ur et hatan empl oy eedoes n’ thav et hr eebadcal l s–i n t hatcas ehei sas k edt ol eav e–HGS ext ens i v el yus esAI t ogaugecer t ai near l y war ni ngs i gnal st oi ndi cat ewhet hert henew j oi neei ss t r es s ed, happy , r equi r est r ai ni ng i nt er v ent i onsoradi f f er ents uper vi s or , or s houl dbemov edt oadi f f er entpr oj ect , et c.
AIi ncl i entf aci ng sol ut i ons Wear eus i ngAI andnat ur al l anguage pr oces s i ng( NLP)i nt hei ns ur ancei ndus t r y atahuges cal e. Thes ubj ectofar eaher ei s cl ai mspr oces s i ng. Onanav er age, 95per centofcl ai msgetappr ov edandt her es tget r ej ect ed. Buti fonel ooksatt her ej ect ed cl ai ms , manyoft hem ar eas k edf orr evi ew. Ev er yr evi ewcl ai mi sabout2030pages l ong. Thi samount st ot hous andsofpageson ar egul arbas i s . AI andNLPcomet ot he
r es cueher e. Thes et echnol ogi eshel pi n cont ext ual i s i ngt hes ent encesi nt her evi ew cl ai ms , wher ei nev er ywor di sputi nt ot he r i ghtcont extaccor di ngt owhati tmeansi n t hei ns ur ancei ndus t r yt oar r i v eupona deci s i onwhet hert her evi ews houl dbe appr ov edort hecl ai ms t i l l s t andsr ej ect ed. AI i sal s oheavi l yus edi nqual i t ychecksofcal l cent r eagent s . Hi t her t o, onl yaboutt woper centoft hecal l swer echeck edf orqual i t y . The i nabi l i t yofdoi ngas ent i mentands ent ence cont extcheckoft hecal l swasal os t oppor t uni t y . Now, us i ngAI , wear eabl et odo v oi cet ot extconv er s i onofal l t hecal l sandAI i sr unov ert het extt odonotonl yqual i t y checkofal l t hecal l s , buti tal s ohel psi n ar r i vi nguponcer t ai nbes tpr act i cesonhow t opi t cht ot hecus t omer . Anot hers er vi ceof f er edi sCogni t i v eCont act Cent r easaSer vi ce( CCCaS) . Ear l i eran i ncr eas ei nt henumberofcal l swoul dr es ul t i naddi t i onal hi r i ng. Wehav enowcr eat ed bot swhi chcanans wercal l s . I ncas ei ft hebot i sunabl et or es ol v et hecal l , t heni tgoest oan agent . Howev er , aknowl edger epos i t or yof s uchcal l si scr eat edf ort hebot st ol ear n. I t pr epar est hem t oans wers i mi l arcal l si nt he f ut ur e.
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
HGSi swor ki ngwi t har et ai l gi anti nt heUSi n t hear eaofemai l aut omat i on. Thecompany i sov er whel medwi t hcus t omeremai l sand i t ’ si mpos s i bl et omanual l yr epl yt oeachmai l . Weus eAI , ML, NLPt or es pond. I namodul ar appr oach, s omeemai l sar er epl i edt oi nan aut omat edf as hi onus i ngAI , whi l et heot her s ar ef ol l oweduponacas ebycas ebas i s . Emai l sar eal s os egr egat edbas edoncer t ai n
k eywor dsandact i oni st ak enaccor di ngl y . I n t hel as tei ghtt oni nemont hs , t hi scus t omer engagementappr oachhashas t enedt o unbel i ev abl eext ent . Thevi s i onofHGSi st ocompul s or i l yhav eCX andAI component si nal l t hes ol ut i onsand al s oi ncr eas et henetpr omot ers cor e( NPS) .
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PARTNERSPEAK
FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
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Ver i ntcr eat edaPhonet i cBoos t i ngPack “ Covi d1 9cat egor y”t os uppor tour cus t omer s , whi chwasof f er edf r eet oal l Ver i nts peechanal yt i cscus t omer s .
ANI LCHAWLA
Howdi dt hePhonet i cBoost i ngPackhel p?
MANAGI NGDI RECTOR, CES-VERI NTI NDI A&SAARC
•Suppor t edor gani s at i onsi nunder s t andi ng t hei rcus t omer s ’ t opques t i onsand concer ns •Pr ovi dedi ns i ght si nt ohowendcons umer s wer ef i ndi ngpubl i s hedi nf or mat i on •I mpr ov eds el f s er vi cechannel sanddi gi t al pr es encef orendcus t omer s •I dent i f i edchal l engesf acedbyempl oy ees •Of f er edpr oact i v es uppor t
F r om ent er pr i s es , cont actcent r est ohome DELI VERI NGCX of f i ces–manyor gani s at i onshadt oal t er bus i nes soper at i onsqui ckl yanddr amat I NTI MESOFCRI SI S: Consumersfoundthemselvesgrapplingiwcaitllhy. ur gentques t i onsr el at edt ot hei rbank LI STEN, ADAPT account s , EMI s , cancel l at i ons , l oansand mor e. Peopl ef eel uncer t ai nandor gani s at i ons ANDRESPOND wantt ohel pt hem asef f i ci ent l yaspos s i bl e. Aspar toft heCovi d1 9r api dr es pons eef f or t , Ver i ntus i ngs peechanal yt i cs , r eachedoutt o ourcus t omer swhoneededi mmedi at eand ongoi ngi ns i ght si nt oCovi d1 9’ si mpacton t hei rcus t omer sandempl oy ees . FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
Wi t hBCPandt hecompl et eces s at i onoft hei r i nhous eanal yt i cst eam, oneofI ndi a’ sl ar ges t pr i v at ebankswasanxi ousaboutmi s s i ngout k eyconv er s at i onswi t ht hei rcus t omer s . Ver i nts t eppedi nandof f er edas s i s t ancei n under s t andi ngwhatt heendcus t omer swer e cal l i ngt hebankf or . Thebank’ scal l v ol ume haddr oppedby1 3percent . Ver i ntphonet i c boos t ers peechanal yt i csdi s cov er edt hat s ev enpercentoft hecal l v ol umewaswi t hi n t heemer gencys er vi cecal l s . Anot hermaj orcont actcent r ecl i ent , s er vi ci ngUSCr edi tCar ds , benef i t t edf r om Ver i nt ’ sSpeechAnal yt i csPhonet i cBoos t i ng i ni t i at i v e. Thedi s cov er ys howcas edt hat57 percentofcal l shaddi s cus s i onsar ound
af f ect ed, appl y , qual i f i ed, i mpact ed, pr ogr amme, et c. Thi shel pedt hecont actcent r el eaderi n qual i f yi ngcus t omer si nt opaymentr el eas e pr ogr ammewher e75percentoft hecal l er s hadl os tt hei rj obsand25percentoft hem hav econt r act edt hevi r us . Ver i nt ’ scus t omerout r eachi ni t i at i v ef or Covi d1 9f ur t herhel pedanot herdi vi s i onof t hecont actcent r egi ant , s er vi ci ngUSt el cos i nuncov er i ngcus t omer swer ecal l i ng pr i mar i l ybecaus et heywer eunabl et or et ur n t heequi pment , paybi l l sandf orr ef und s t at us . Ver i nthasnotonl ypr oact i v el yr eachedoutt o cus t omer s , buthasal s oempower edt hem t hr ought r ai ni ngt ocar r youtt hePhonet i c Boos t i nganal yt i csont hei rown, f ur t her ai di ngt hem t ocompr ehendt hei rend cus t omerandcont i nuedel i v er i nggr eat cus t omerexper i enceev enwhi l eoper at i ng r emot el y . Theanal yt i csi shel pi ngor gani s at i ons f or mul at ecoor di nat edanddat adr i v en r es pons est ocus t omerconcer ns , updat e agent sonans wer st ok eyi s s uesandquer i es , ands ur f acer eal t i mei ns i ght s . Ver i nt s t ayscommi t t edt oourcus t omer sandi s pr oudt obes uppor t i ngt hecommuni t y t hr oughandbey ondt hes echal l engi ngt i mes .
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FUTUREOFCUSTOMEREXPERI ENCEI NACONNECTEDWORLD
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