BOSTON, LONDON, and MUMBAI,
India, February 19, 2018
/PRNewswire/ --
NelsonHall and NASSCOM have launched a new study entitled
Digital Customer Experience Services: How India Can Lead the World
which reveals that, despite suggestions that the rise of digital
channels will lead to reduced outsourcing and a shift away from
offshore service delivery, the opposite is the case - and
India is set to benefit.
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As organizations transform to 'digital customer experience',
they will increasingly implement new digital customer service
process models, combining:
- High customer-centricity led by customer journey mapping and
improved UX design
- Increased emphasis on customer retention and sales
- New technologies such as cloud-based platforms, NLP, analytics,
RPA and machine learning, and new channels such as cognitive
chatbots
- Improved knowledge base, analytics and insights
- Upskilling of agents to multi-channel with focus on digital
channels and proactive support.
However, while it has been widely suggested that the rise in use
of digital channels and the decline in voice-based customer service
will lead to reduced outsourcing and the transition of services to
onshore, the study has found the opposite. Indeed, digital channels
will lead to greater adoption of customer service
outsourcing with:
- Shoring largely unaffected by the introduction of next
generation customer service models, and
- Increased automation/digitalization leading to increased
activity in India, especially in
areas such as analytics.
The reasons are that customer service organizations will
increasingly seek help in designing new digital services, in
implementing digital channels & technologies, and in applying
analytics. And India excels in
these areas, with agents who are highly technically savvy.
Hence, India's
CX value proposition will increase, from one based on agent
availability and scalability to one of being a high-skill digital
CX center of excellence.
While traditional customer service was largely transactional
with limited multi- and omni-channel provision, India's advantages were based on the
availability of a large, willing and capable talent pool, ease and
speed of scalability, and competitive costs. However, in the
emerging world of digital CX, India's service delivery will become
consultancy/digital transformation-led and provide full digital
omni-channel service.
The report Digital Customer Experience Services: How India Can
Lead the World is available in full to NASSCOM members and to
clients of NelsonHall's CX Services program. It analyses and
provides guidance on:
- Changing client requirements and expectations from next
generation CX services
- Use of new business models & technologies, and best
practice frameworks
- The level of benefit from new business models &
technologies
- Case studies of customer service innovation
- A roadmap for achieving leadership in next generation digital
CX services.
About NASSCOM
NASSCOM is the industry association for the IT-BPM sector in
India with the primary objective
of building a growth led and sustainable technology and business
services sector in the country.
About NelsonHall
NelsonHall is the leading global analyst firm dedicated to helping
organizations understand the 'art of the possible' in next
generation IT and business services. With analysts in the US, UK,
and Europe, NelsonHall provides
buy-side organizations with detailed, critical information on
markets and vendors (including NEAT assessments) that helps them
de-risk their sourcing engagements and make fast and highly
informed sourcing decisions. For service providers, NelsonHall
provides deep knowledge of market dynamics and user requirements to
help them hone & implement their go-to-market strategies.
For media inquiries, please contact: Paul Connolly, paul.connolly@nelson-hall.com
SOURCE NelsonHall