Digital Customer Experience Services: How India Can Lead the World

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“Digital Customer Experience Services – How India Can Lead the World” report in partnership with NelsonHall is based on interviews with CX Services providers and customers with delivery operations in India.

The purpose of the study is to identify the client requirements and providers’ best practices to deliver CX services across the different stages of the customer lifecycle; the development and use of digital channels and technologies including omnichannel delivery, analytics, automation, and RPA; and co-creation for digital transformation delivered from India for domestic and international markets.

Key Findings

Shift from traditional voice-enabled support to customer-centric digital channels

Organizations’ requirements are changing from voice-enabled, low-cost handling of simple customer care and technical support queries to customer-centric shifts to digital channels, with increased emphasis on customer retention and sales

India as digital CX centers of excellence

Organizations are looking to introduce new digital customer service models with increased customer-centricity and a greater focus on customer retention and sales. India’s CX value proposition is moving from agent scalability to digital customer experience centers of excellence

KSF: Mapping customer journeys, UX designing, CX technology experts

Key success factors for vendors include the improved ability to identify and map key customer journeys; their capabilities to design the UX; their expertise in new customer service technologies and channels; and their ability to enhance customer service agents

Continuous co-innovation model need of the hour

To take advantage of the digital transformation opportunities, India’s CX delivery needs to move to a model of continuous co-innovation with its clients in the introduction and management of new digital delivery models

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