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How Genex Infosys Is Reshaping Customer Experience Management In APAC

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Dec 13, 2018

In today’s world, every business is a customer service business. As customers gain more power in the brand-customer relationship, thanks to new media platforms that offer outlets to customers to broadcast their dissatisfaction, it does not matter what business you are in; customer service is an indispensable differentiator for you. Meanwhile, the customer interaction has gone over the top. Your customers are talking to you all the time and everywhere, from phones to messages to social media channels. It takes real effort to manage these interactions. Concurrently, these interactions with customers generate invaluable data about the market that you can use to formulate your strategy for growth.

Customer experience management is not about managing a mere call center anymore. It has these various components - brand, experience, insight, and more. Your growth move in the opposite direction when you’re managing the customer experience half-heartedly. The paramount importance of customer service for modern businesses has made the customer experience management a complex and critical job that requires expertise and domain knowledge. This is where Genex Infosys, a Dhaka based leading BPM and ITS company, comes in. Genex has helped many leading companies in Asia wrangle all these disparate parts of customer experience management into one place and turn it, which is generally considered a cost center, into a source of insight and growth.

In today’s world, every business is a customer service business. As customers gain more power in the brand-customer relationship, thanks to new media platforms that offer outlets to customers to broadcast their dissatisfaction, it does not matter what business you are in; customer service is an indispensable differentiator for you.

Genex Infosys started in 2013 with a team of 4 people. Over the last five years, it has grown into a company of 4000 people. In July this year, it has been named as the best large contact center rank#1 and best outsourcing partnership rank#2 in the Asia Pacific Region by Contact Center World.

Here’s how Genex is reshaping the customer experience management for companies across sectors and helping turn customer experience management into a center of insight, strategy, and growth.

The business of managing customer experience

For most companies, regardless of the industry it operates, customer experience management is a non-core business. It's something that comes along when a business grows. Although it is not a core business for an FMCG company that sells beverage or a telecom company that sells communication services, it is a critical component for any business that wants to win in the market. Because it is customers, who bring you business. If you fail to make them happy or to understand their preferences, you will soon jeopardize your reputation and business. That's why many companies outsource customer experience management to a third party partner that is solely in the customer experience management business.

Now, finding the right partner is a critical decision, which often follows a deliberate process. Companies look for two things when it comes to selecting an outsourcing partner: domain expertise and value for money.

Take Robi, a long-time Genex client. After managing its customer service for many years, the telecom operator decided to outsource the function to a third party partner in 2013. “In 2013, we thought of improving our customer service further, and we made a group level decision to outsource it to a competent player in the market who does only customer experience management. After a lot of hustle, we found Genex who qualified to take over that job. We had a couple of critical objectives such as improving our service level, saving cost and managing a workforce that we used to have. Genex has done a wonderful job on all those metrics,” said Mahtab Uddin Ahmad, CEO, Robi Axiata Limited. “Within a short period, they improved our service level. Eventually, the uptime reached around 99.98%, They delivered almost 30% cost saving, and have helped us to get a strong net promoter score.”

“Genex has been very professional in delivering their promises. They have met all our KPIs - in many instances exceeded them - and made Robi Axiata the number one customer oriented company in Bangladesh,” said Barna Ahmad, Vice President, Customer Experience, Roxi Axiata Limited.

It has been possible because Genex is in the business of customer experience management and is an expert in customer experience management.

Customer experience management is not about managing a mere call center anymore. It has these various components - brand, experience, insight, and more. Your growth move in the opposite direction when you’re managing the customer experience half-heartedly. The paramount importance of customer service for modern businesses has made the customer experience management a complex and critical job that requires expertise and domain knowledge.

A team of experts built from scratch with a deliberate strategy

Managing customer experience is a people-driven business. Which means if you want to give excellent service you have to have expert people on your team. When Genex started, it faced a massive challenge in finding good people because the industry was relatively new in the context of Bangladesh at that time. To address the problem, Genex has brought in international talents and experts to make its local talent ready.

Over the last couple of years, it has developed a formidable local talents pool who are capable of delivering at a higher level. It has created a great culture and best practices that enable it to deliver the best services to its clients.

Actionable insight

As a customer experience management company, Genex is always interacting with customers from all walks of life, generating tons of data every moment and creating invaluable analytics and insight. Take for instance, on a given day Genex manages 100 calls for a particular telecom company from a particular location in Dhaka. During these calls, customers share concerns, problems, preferences, and suggestions. Now, a Telecom operator might not know this situation. Since Genex collects all these data and generates analytics, it can then recommend its client to take specific actions and feed actionable insight into the process of designing a strategy, eventually helping its growth. This is a goldmine and can effectively change the trajectory of a company. The insight Genex generates for its clients has proven to be useful for its clients in formulating strategy and growing business.

“In many organizations, customer service gets treated as a cost, but we do not want to be a place where you only spend money,” says a Genex spokesperson, “we want to be a place, where if you spend money you earn money as well. We want to be a profit and a strategy center for our clients."

Managing customer experience is a people-driven business. Which means if you want to give excellent service you have to have expert people on your team. When Genex started, it faced a massive challenge in finding good people because the industry was relatively new in the context of Bangladesh at that time. To address the problem, Genex has brought in international talents and experts to make its local talent ready.

Value for money

When companies outsource customer experience management, they expect to save cost. That was one of the objectives of Robi Axiata when they decided to outsource their customer service management to Genex. But bending cost is not easy. It depends on a lot of small and big things.

Genex employs a handful of strategies to achieve cost savings for its clients. It hires the best people and invests in them to make them more efficient. It invests in technology so that its people can achieve maximum productivity. As we mentioned earlier, people are a critical imperative of this business. Take for an instance, a customer of a telecom company called to the customer care center, and a representative who is untrained and underpaid received that call. Since he is not well-trained, he could not solve the problem in one call, and the customer had to call multiple times. Now, see the cost of this mismanagement. On the one hand, your customer would be pissed off. And as a company, you would be paying more for solving a single customer complaint.

If the customer care representative was well-trained, he could have handled it well in the first time. When you have well-equipped people, they solve customers problem more efficiently, and thus saves you cost. This is how Genex has saved Robi 30% cost.

To start with Genex has built a team of capable people. It puts extraordinary emphasize on hiring good people and pays them well. Genex told us that it has created a family-like culture where people feel comfortable working with other team members. It regularly invests in training and developments of its people. It has been investing in infrastructure - a well-organized office, building a good workplace environment, and a great company culture that is critical for employee productivity.

Genex has helped many of its clients to right size their volume by solving complaints efficiently. Some complaints require more time, which is about 2 to 3 percent, but in most cases, we try to resolve a complaint in the first time, which saves money for our clients, says a spokesperson for Genex.

The insight Genex generates for its clients has proven to be useful for its clients in formulating strategy and growing business.

Today, comprehensive customer experience management firms like Genex has become indispensable for companies serving a large number of consumers.

Within a short period, Genex has become a prominent player in this space not only in Bangladesh but also in the entire APAC region. Genex’s distinct strategy has already begun paying off. It has been relentlessly investing in innovation and finding better ways to serve its clients. And it seems, the company is just getting started.


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