New Delhi, December 27: In the dynamic realm of automobile industry, customer experience takes center stage as a pivotal factor in shaping the success and competitiveness of businesses within the industry. The convergence of technology and travel has revolutionized the way individuals plan, book, and experience their journeys. From online booking platforms and mobile apps to in-flight entertainment systems and destination services, every touch point in the travel tech ecosystem contributes to the overall customer experience.
Join Ms. Meenakshi Dawar who is the Head of Customer Experience at Spinny in conversation with Mr. Marquis Fernandes, who spearheads the India Business at Quantic India, as they delve into voice of the customer and employees, staying abreast of technology trends, collaborating across business units, investing in training and development, benchmarking against other industries, and fostering a culture of innovation, holistic view of the customer journey, addressing inconsistencies, and being transparent about top customer complaints. She underscores the importance of believing in each individual customer and interaction.
Ms. Meenakshi Dawar, with over 18 years of industry expertise, is a fervent champion of customer-centricity. Her unwavering dedication to enhancing brand trust and transparency, combined with innovative strategies and empathetic engagement, is reshaping the automotive sector’s customer experience. Under her visionary leadership, Spinny emerges as the preferred destination for seamless and trustworthy car purchases. Meenakshi’s commitment to fostering a culture of customer centricity distinguishes her, driving the pursuit of sustainable growth and prosperity in the industry.
What is your approach or mantra for staying consistently updated and informed in the dynamic field of customer experience?
Voice of Customer: Paying attention to what your customers are saying. Gathering feedback and analyzing it to understand what they like and where we can improve.
Voice of Employee: Our team has valuable insights. Encouraging them to share their thoughts on improving the customer experience.
Technology First: Keeping up with new technologies that can improve customer interactions, AI, chatbots, and data analytics to make processes smoother.
Collaborate with All BUs: Working closely with other departments to ensure a well-rounded approach to customer experience.
Training and Development: Training and re training team regularly to adapt to changing customer expectations and market trends.
Compare with Other industries: Regularly checking on how you’re doing compared to others in the industry. Finding areas where we can do better and set new standards for customer satisfaction.
Stay Innovative: Be ready to change your strategies based on what our customers need and what’s happening in the market. Being flexible helps me to stay ahead.
How do you strategically ensure positive and consistent customer interactions across touch points while aligning with broader business objectives?
Today’s business environment is completely different than it used to be a few years ago.
The customer wants a hassle-free and consistent experience across channels, but due to different internal stakeholders, it may be inconsistent. As a business, we should have a holistic view of the end-to-end customer journey to spot inconsistencies. Take a hard look, and do what needs to be changed.
It’s a prime responsibility of the business to know the top five customer complaints of experience and operations. Be brutally honest. Dig in, and do root cause analysis. Fix what needs to be fixed.
Believe in every individual customer and every individual interaction. No matter how many customers your business has grown to serve.
Could you share specific initiatives or approaches you’ve implemented to ensure a customer-centric culture permeates throughout the organization?
Leading L&D along with Customer experience Department: We have to deliver customer Experience via Employee Experience. Training everyone to focus on making customers happy. Help them see how their work affects the customer experience.
Lead by Example: Wearing Customer hat in meeting rooms and otherwise also. Setting the leadership table for Customer Experience. Show leaders putting customers first and its benefits in terms of ROI. When leaders care, it sets the tone for the whole team
Team Up Across Departments: Work together across teams as an In-house consultant. Working closely with cross functional teams to solve customer issues.
Rewarding Customer Experience Champions: Celebrating those who make customers happy. Social Recognition and rewards for employees who go the extra mile for customers.
Power to the Frontline: Let the frontline team make decisions to help customers. Giving them the freedom to solve problems fast.
Always Improve: Make improving a habit. I encourage everyone to suggest ways we can do better for our customers. And these suggestions are your treasure box which can help you designing various CX strategies.
In the realm of customer experience, what key challenges do you identify, and how do you effectively navigate them to ensure optimal customer satisfaction?
Urgent Call to Action: Every instance of confusion/ communication gap is a missed opportunity for customer satisfaction. Should be taken heads on and need to be solved at war front level.
Immediate Need for Consistency: We must act swiftly to standardize processes and messages, utilizing technology to seamlessly tie our online and offline presence together. Consistency is key to building and maintaining customer trust.
Serious Commitment to Resolution: The handling of customer complaints demands urgent attention. Viewing complaints not just as problems but as chances to showcase our commitment to customer satisfaction.
What key advice or message would you share based on your successful journey in Customer Experience?
One thing I have learned by working as a CX leader is, yes, It’s about the strategy, it’s about capability building, But it’s also about building a culture of customer centricity on a daily basis. It starts from your personal value, which can’t be faked, We will have to live it, we have to live it more, to curate and foster a customer-centric culture to become sustainable and prosperous.
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www.quanticindia.com
marquis@quanticindia.com
