From Service to Experience: Redefining Customer Engagement in the Indian IT Sector
Holding over 28 years of work experience, Dhanashree is an experienced professional leader. She carries a diverse and rich experience from her tenure at Tech Mahindra. Her responsibilities at Persistent encompass lead Alliance and Partnership, Learning and Development, ESG, IT, and Delivery Excellence.
A decade ago, during AI's nascent stages, the definition of exemplary customer service centered on optimizing touchpoints and developing attractive products. However, the current landscape has undergone significant transformation. Today's consumers expect more - they seek personalized recognition from brands, a deep understanding of their requirements, and a meaningful connection.
The conventional vendor-client dynamic has evolved into a mutually advantageous partnership. Leaders now design customer journeys that extend beyond basic expectations, resonating with each client's distinct needs. Nonetheless, this paradigm shift necessitates more than technical proficiency; it necessitates empathy and an unwavering commitment to comprehending the customer's perspective.
Strategic Navigators, Not Siloed Vendors
Navigating this experience-driven shift requires moving beyond basic vendor models. IT companies are working closely with their clients, becoming essential partners that focus on understanding and improving the experiences of end users.
Co-innovation models extending far beyond surface-level implementations are extremely important to architect solutions to meet specifications and measurably elevate experiences in ways that catalyze tangible business growth for clients.
Overhauling Entrenched Mindsets
Traditionally, IT teams have been accustomed to simply building software solutions based on client specifications, anchored in an internally focused, project parameters mindset. This approach, however, is no longer enough. Customer experience is the latest competitive arena, and IT teams must be prepared to engage and emerge victorious.
One crucial step is upskilling and reskilling initiatives that foster design thinking, customer journey mapping, and data democratization driven by AI/ML. At the same time, it also requires a diverse talent pool with creative problem-solving prowess to build trust and exceed customer expectations. These initiatives cultivate an experience-obsessed ethos, where the focus shifts from simply meeting internal project goals to crafting solutions that resonate with the user.
According to BCG, 89 percent of executives consider AI and GenAI among their top three tech priorities for 2024. Additionally, 54 percent of leaders anticipate that AI will drive cost savings, particularly through productivity improvements in operations, customer service, and IT.
Mastering the Human-Tech Symbiosis
This change also indicates the fact that companies that truly understand the power of combining smart technology and AI-driven analytics based on user preferences, and behaviors, can create experiences that feel both cutting-edge and deeply human. The goal is to make each customer feel truly understood and valued, whether they're interacting with a chatbot or creating hyper-personalized marketing campaigns and curating exclusive offerings that resonate deeply with target audiences. This symbiosis of data and intelligence empowers IT firms to transcend the constraints of one-size-fits-all approaches, fostering lasting relationships built on tailored experiences that anticipate and exceed customer expectations. Whether it is a telecom giant or a banking leader, senior tech professionals recognize tech solutions can no longer be one-size-fits-all. Managed services that work for one industry are likely to miss the mark for another. The major players are evolving to become true strategic partners, gaining deep insights into their clients' verticals, consumers, and desired outcomes.
Prioritizing Holistic Experience Innovation
For leaders, prioritizing holistic experience transformation is non-negotiable. Trusted co-innovation partners seamlessly integrating into clients' ecosystems to facilitate frictionless journeys tailored for each consumer will reign supreme.
Leveraging AI, big data, and advanced analytics allows providers to predict behavior and customize offerings with precision. This focus on individualized experiences positions India’s tech sector at the forefront of the global CX wave.
The change management approach is critical - piloting new models, mapping detailed transformation plans, and incrementally achieving impact milestones through a measured collaborative journey. Cultivating trusted partnerships hinges on co-developing evolved CX capabilities through a consistent and cooperative journey. Technology services firms that blend tech and human-centric capabilities, to enable personalization, will emerge as the CX leaders of tomorrow. In this new customer-empowered world, the question is no longer "Did we meet the specifications?" but "Did we exceed expectations?"
A decade ago, during AI's nascent stages, the definition of exemplary customer service centered on optimizing touchpoints and developing attractive products. However, the current landscape has undergone significant transformation. Today's consumers expect more - they seek personalized recognition from brands, a deep understanding of their requirements, and a meaningful connection.
The conventional vendor-client dynamic has evolved into a mutually advantageous partnership. Leaders now design customer journeys that extend beyond basic expectations, resonating with each client's distinct needs. Nonetheless, this paradigm shift necessitates more than technical proficiency; it necessitates empathy and an unwavering commitment to comprehending the customer's perspective.
Leaders now design customer journeys that extend beyond basic expectations, resonating with each client's distinct needs.
Strategic Navigators, Not Siloed Vendors
Navigating this experience-driven shift requires moving beyond basic vendor models. IT companies are working closely with their clients, becoming essential partners that focus on understanding and improving the experiences of end users.
Co-innovation models extending far beyond surface-level implementations are extremely important to architect solutions to meet specifications and measurably elevate experiences in ways that catalyze tangible business growth for clients.
Overhauling Entrenched Mindsets
Traditionally, IT teams have been accustomed to simply building software solutions based on client specifications, anchored in an internally focused, project parameters mindset. This approach, however, is no longer enough. Customer experience is the latest competitive arena, and IT teams must be prepared to engage and emerge victorious.
One crucial step is upskilling and reskilling initiatives that foster design thinking, customer journey mapping, and data democratization driven by AI/ML. At the same time, it also requires a diverse talent pool with creative problem-solving prowess to build trust and exceed customer expectations. These initiatives cultivate an experience-obsessed ethos, where the focus shifts from simply meeting internal project goals to crafting solutions that resonate with the user.
According to BCG, 89 percent of executives consider AI and GenAI among their top three tech priorities for 2024. Additionally, 54 percent of leaders anticipate that AI will drive cost savings, particularly through productivity improvements in operations, customer service, and IT.
Mastering the Human-Tech Symbiosis
This change also indicates the fact that companies that truly understand the power of combining smart technology and AI-driven analytics based on user preferences, and behaviors, can create experiences that feel both cutting-edge and deeply human. The goal is to make each customer feel truly understood and valued, whether they're interacting with a chatbot or creating hyper-personalized marketing campaigns and curating exclusive offerings that resonate deeply with target audiences. This symbiosis of data and intelligence empowers IT firms to transcend the constraints of one-size-fits-all approaches, fostering lasting relationships built on tailored experiences that anticipate and exceed customer expectations. Whether it is a telecom giant or a banking leader, senior tech professionals recognize tech solutions can no longer be one-size-fits-all. Managed services that work for one industry are likely to miss the mark for another. The major players are evolving to become true strategic partners, gaining deep insights into their clients' verticals, consumers, and desired outcomes.
Prioritizing Holistic Experience Innovation
For leaders, prioritizing holistic experience transformation is non-negotiable. Trusted co-innovation partners seamlessly integrating into clients' ecosystems to facilitate frictionless journeys tailored for each consumer will reign supreme.
Leveraging AI, big data, and advanced analytics allows providers to predict behavior and customize offerings with precision. This focus on individualized experiences positions India’s tech sector at the forefront of the global CX wave.
The change management approach is critical - piloting new models, mapping detailed transformation plans, and incrementally achieving impact milestones through a measured collaborative journey. Cultivating trusted partnerships hinges on co-developing evolved CX capabilities through a consistent and cooperative journey. Technology services firms that blend tech and human-centric capabilities, to enable personalization, will emerge as the CX leaders of tomorrow. In this new customer-empowered world, the question is no longer "Did we meet the specifications?" but "Did we exceed expectations?"
