75% of organisations in India deployed self-service capabilities

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Bangalore: Self-service capabilities are one of the key aspects of customer experience today. Businesses and enterprises globally including India are investing in technologies and digitally transforming processes to improve their customer experience (CX). On average, 75% of organisations in India have deployed some form of self-service capabilities, revealed a new study from ClearTouch.

ClearTouch’s study The State of Customer Experience Function in India highlights the best possible customer experience provided by various sectors like BPO, Retail, BFSI, Fintech, IT, Manufacturing and Automobile.

Providing an excellent customer experience has become the need of the hour for all businesses. Organisations need to ensure that they are covering all touch points across the customer journey.

Organisations delivering better CX will gain more customers, resulting in increased brand loyalty and trust. Additionally, organisations that invest in customer service operations deal with lesser complaints and gain a competitive edge in the industry, found the study.

According to ClearTouch’s EVP Uthaman Bakthikrishnan to fully understand a customer and implement better CX strategies it is vital for businesses to leverage analytics. “Advanced analytics is the key differentiator that can make significant improvements in customer satisfaction,” said Bakthikrishnan.

He observed that today’s digitally adept customers interact with a particular brand through various touch points across many channels like websites, mobile apps, or contact centres. And that’s why each interaction is a vital part of the overall customer experience, said Bakthikrishnan.

That also means that organisations need to understand their customers and those interactions. “It’s extremely critical for organisations to understand the ‘voice of the customer.’ Metrics and KPIs reveal motivations, interests, and needs associated with customers,” emphasized Bakthikrishnan.

ClearTouch’s study found that on average, 75% of the organisations in India have implemented some form of self-service capabilities as a part of their customer experience offerings. This indicated that today’s customers prefer to solve their own queries and expect vendors to have self-service capabilities.

50% of the organisations in India have omnichannel capabilities, to provide a consistent experience to customers across channels. And the remaining 50% are operating more than two channels to provide customer experiences.

42% of the organisations use analytics to derive insights from their data and 25% are evaluating an analytics platform, as per the study.

To improve their self-service capabilities, agent training, product management and enhancement, the study found that 65% of the organisations generate over 10 GB of data every day across all channels. And 25% of the organisations generate more than 500 GB of data daily across all channels.

ClearTouch – a cloud-based call centre platform for enterprises, surveyed 380 industry leaders like CEOs, CTOs, COOs, VPs of Technology and Operations, and CX Heads of Strategy, Support and Quality.

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