Get Ahead in B2B with Customer Experience Management

About the Guest 

Ratul Sengupta is Sitel’s Chief Revenue and Solutions Officer. In this role, Ratul is responsible for business growth, client relationships, solutions, marketing, and sales operations for the Americas. Throughout 18 years in the BPO industry, Ratul has pursued his passion for creating compelling customer journeys and disruptive, insights-driven CX service offerings that leverage automation, process redesign, and self-sustaining commercial models to deliver innovative, high-performing service operations and business impact to global clients.

Connect with Ratul Sengupta

Key Takeaways 

• Take inspiration from brands’ unique vision and goals to deliver the best customer experience.
• Getting engaged with customers through various channels of their preference across the globe helps drive industry-leading experience.
• Customer experience helps brands build strong customer relationships and magnifies brand value.

Quote

“Business of business is to make money”

Highlights From the Episode

What are the key elements of the business impact?
The key aspect of the business impact is to measure what we are doing, how it helps our clients with four major things; How we can help our clients increase their revenue, how we can help them reduce costs and improve the ROI, and finally, how we can showcase their products and services in new innovative ways.Enhance the interaction experience with clients more innovatively, engage with them in their preferred channel. We have different generations that become customers of all the big brands we work with. Each generation has certain preferences; how can we make that so that it’s convenient to them and make it a ubiquitous experience for all of them.

 

Last but not least, it is about customer retention or customer stickiness. Customer Lifetime Value is still the key metric on which you value what a company has been able to deliver over the years.

So we can help make our services relevant to delivering higher revenue, better ROI, or lower cost, showing them ways to be more innovative and eventually resulting in higher-end customer stickiness. That’s the business impact we try to measure on.

What does the next generation of customer experience management techniques require?

When we are within an operation, it’s about how we can help them get better because every person wants to get better. Operation is all about consistency. It’s about achieving better performance, more than you did yesterday. And how we can monitor the latest technology and provide valuable, actionable feedback.

How do you deliver it effectively so that the associate improves. All of these things are an evolution of business, performance management. It’s an evolution of customer experience management to the point where the most important element is still people. We use technology a lot to help with self-service automation, reducing the overall effort required to resolve something, but the human effort is still needed.

What are the identified key behaviors that enable resolution?

The key behaviors are things like empathy, taking ownership of the issue, and listening to the end customer, right? How many times have we thought about the action with a brand? And we think the agent wasn’t really listening to us how they’re speaking to that when they are silent? Or are they putting them too much on hold? Do they understand the context of what the customer is calling for, similar to empathy, and how confident they appear with their abilities?

So we have created a scorecard on all these parameters. Now they each individually have different impacts, depending on a sub-branch, but they are all tightly correlated to the outcome of the contact and definitely lead-to-resolution being higher or lower. With this sort of analysis, we can use our tools and capabilities and build those listening, hearing calls, or reading through a chat. The customer scorecard enabled us to isolate the behaviors associated with displaying on each contact, identify where there was strong where they needed help, and provide them very quick feedback.

How does such an analytical or analytics-based approach help increase revenue?

We were trying to figure out a way of engaging the customers and actually prospective customers to help them change or enhance the plans they had. Interaction Analytics has a huge impact when you are trying to drive real-time behaviors.

Recommended Reading/Resources

Ratul Sengupta highly recommends Essentialism by Greg McKeown this book talks about taking out some of the extraneous noise from every situation and focusing on the key aspect. Demand-side Sales by Bob Moesta, Ratul states “this book helped me think about positioning my services when I talked about business impact, it did help bring some of those concepts into further focus and helped me get better” and Robot- Higher education in the age of AI

Shout-Outs

Jeff Gallino – CTO and Founder at CallMiner

Eric staff – Chief Revenue Officer at CX Live

Catherine Jensen – Vice President, Customer Experience at Sony PlayStation