Customer Experience Now A Fundamental Expectation

by Wrik Sen    Dec 05, 2016

 

Virender Jeet

The wave of technological transformation is sweeping across the board; industries rather. From retail to fashion, to manufacturing, the technological revolution is kicking up a storm, and has practically remodeled the delivery frameworks, revenue systems, customer service and marketing, apart from the other crucial business processes involved. Virender Jeet, the Senior Vice-President of Technology at Newgen Software explains, how his organization, as a multi-diciplanary software and services enterprise, is coping with the technological tide, and how customer experiences have become a fundamental aspect across organizations.

- Please elaborate the concept of ‘Reinvent Your Work Place’, and the company’s technological synchronization towards the concept?

Business as we know it, has changed. Customer experience is no more a competitive edge, but a fundamental expectation. Technological and demographic revolution are making the change felt across the board, forcing enterprises to rethink their business models and modus operandi. Revenue models are being transformed to go digital. Delivery models are increasingly being driven by digital. Payment systems, customer service and marketing operations are leveraging digital technologies as ‘the new normal’. Manufacturing and supply chain are finding newer ways towards efficiency through digital. All functions and facets of the enterprises are imbibing the Digital DNA. Organizations trying to go the digital way need to slowly assimilate the concept of “Reinvent your Workplace” into their organizational culture. They need to reinvent the way their enterprise operates to get more responsive to the shifts in contexts – both internal as well as external. Organizations need to reinvent workplace by connecting systems, processes, people and things in innovative ways to create an engaging and responsive enterprise.

Newgen is bringing in synchronization of the concept of “Reinvent your Workplace” by focusing on technologies such as Digital sensing platform, Process Analytics, Newgen Enterprise Analytics Framework and Robotic Process Automation (RPA). All of these technologies confer organizations with the ability to connect enterprises, end-to-end to deliver customer experience. Digital sensing platform connects with customers through multiple channels, uses context analytics to understand customer needs to provide a personalized communication. Analytics provides organizations the capability to harness the power of information, driving smarter processes and contextual customer experiences. And, RPA is set to take over repetitive manual tasks, freeing up human resources to act as knowledge workers.  

 - How do you see the concept of ‘ Reinvent Your Work Place’ changing new business processes as business evolve?

To ‘Reinvent your Workplace’ is basically about responding to fast pace of change in an active and positive manner so that organizations can evolve their processes without having to throw out the baby with the bath water. Process SLAs and customer service norms are no more the guiding rules. The way of doing things of the past is not effective any more, but rather an inertial bottleneck in addressing change.

Business ecosystems are all going digital; revenue models, delivery models, payments, customer service, and marketing, manufacturing and even entire supply chains. Workforce productivity is moving beyond traditional boundaries. Traditional efficiency and process oriented approaches, while still important, are not sufficient any more. The emphasis is moving from repeatable workforce efficiency to collaboration and empowerment. Straight through processing, robotics and algorithms are expected to free up the workforce for more value add and decision making tasks. Globalization has attained maturity, leading to truly global businesses. Unlike the structures of the past, where organizations created hybrid global and local strategies with operations in a federated model, enterprises today have to act truly global at functional level and still be able to adapt to the micro context of the customer.

- What are the primary work-flow challenges you see with customers, and what is your approach to solving them?

Organizations are struggling to balance the digital and human. While they automate their systems, we see organizations still stuck with their knowledge workers performing very routine and mundane tasks with little flexibility for critical decision making. We see that the basic workflow challenges of task routing, delegation, forwarding and monitoring of process steps have already been addressed with a BPM solution. The biggest workflow challenge now goes beyond efficiency. Organization now need to ensure that the routine tasks are automated and knowledge workers are empowered at the same time. This needs organizations to automate the routing and task orchestration, perform straight-through processing with strong integration, and use case management approach to ensure exceptions are handled and knowledge workers are provided the flexibility to use their expertise.

Customer experience is now a fundamental expectation, which means that processes have to be driven by customer-centric process outcomes. This again requires that organizations consider a well-designed technology solution that combines mobility and digital technologies in order to connect and orchestrate the available resources. End-customers need an experience that goes beyond the interface and provides them a holistic process experience.

- How do you foresee the Indian market scenario till 2020, taking into account the current conditions prevailing?

The Indian Products market is still in its infancy. There are not many known products company in India. If you are an Indian products company, you are either too early or too late in the business. We have been an early entrant. The products business requires much more dedication in terms of time for the business to mature as it requires nurturing a long standing relationship with your customers.  And, it is going to take time for Indian products companies to emerge and become global.

However, the current wave of digital transformation sweeping across industry sectors today has made the situation conducive for products companies to grow. Enterprises today see technology as much more than just a supporting infrastructure and are focusing on optimizing their technology infrastructure which has been brought on by the emergence of multimodal IT. Indian Software market is slowly witnessing a trend where CIO’s and CEO’s want to move IT from back offices to the front offices, for a more clear and direct impact on business growth.

We have done pretty well from a product point of view. Our core products BPM and ECM have become viable. In India, Banks and Insurance organizations have been our biggest chunk of customers. We are vying for the Government sector as well and the impetus on Digital India opens up a lot of opportunities for us. It might be another 2-3 years wait for the sector to take-off, but things are looking good now and I am sure it will continue for the next  few years as well.