Outscoring With Outsourcing CRM

Aditya Arora, Managing Director, Intelenet Global Services Headquartered in Mumbai, Intelenet Global Services is one of India’s leading global BPO company which Provides Contact Center Management, Back Office Services, Knowledge Services, Finance & Accounting Services, HRO Services and many other services.

This adage holds relevance like never before as businesses across the world grapple to keep pace with the rapidly changing customer behavior dynamics, which in turn are influenced by peer associations connected 24x7 over multiple personal devices. Assuming the position of a lifestyle quotient, customers now prefer to interface with service providers over online channels (read digital mediums) than the conventional modes.

Such new age preference is giving rise to the need of a complete overhaul of conventional CRM systems. There is a need now to capture and record all digital shadows that the customer may venture, while traversing through the services, including after services value chain. While theoretically it may sound a logical measure to implement such a mechanism, in real life situations, deploying such systems is a complex task. The amplified need, therefore, is to have a simplified form of access to such digital shadows and more importantly over an Omni-channel framework. While the above provides rich perspective on to the ‘why’ aspect of pursuing digital transformation, the next step is to diagnose the ‘how’ aspect.
Outsourcing enables business entities to have readily available access to the best-in-class capabilities around the new age concepts of analytics, AI, machine learning and social media, to name a few – elements that work perfectly in sync to drive the quick go-to-market objectives of businesses. The beauty of these capabilities is that they enable businesses to prepare comprehensive, as well as individual customer profiles, while having access to historic interactions, which in turn can help deliver accurate, timely information about each customer to an associate before the point of sale/contact. Effectively, this places customers at the centre of each transaction, thereby creating positive moments of truth, reducing customer effort and thus enhancing customer experience. Popularly classified as Business Process Management (BPM) Outsourcing, this approach is increasingly finding favour across the globe particularly with entities that value service excellence to customers.

"Outsourcing enables business entities to have readily available access to the best-in-class capabilities around the new age concepts of analytics, AI, machine learning and social media"

The BPM framework encapsulates three key phases of execution, namely design, execution and monitoring. These in turn have sub-components, including risk management, business process modelling, business process outsourcing, employee motivation and product inventory. All these factors when combined together lead to an enhanced levels of service excellence - a key factor determining customer preference towards the brand.

The most outstanding advantage of business process management is that it can be calibrated, as well as modified again according to the needs of the changing business environment. It can also be changed to cope with the new trends in the industry. By introducing a business management plan, core processes, such as budgeting, capital expenditures, and administrative processes can be perfectly managed. These in turn drive the quality excellence quotients of businesses – again factors that closely influence customer consideration for the brand.

In conclusion, the survival of the fittest is an anecdote confined not to the jungles alone. The competitive business environment have given rise to a likewise scenario but with a difference that it may not be the fittest, but the digitally quirkiest to tide through the other end.