Tata BSS is fast becoming one of the India’s leading CLM specialists. Our very vision and strategy at TBSS is to be a leading/premier Customer Lifecycle Management (CLM) company. We believe in going that extra mile to help our clients to connect and engage with their customers in myriad ways – so essential for success in an anytime, anyhow, anywhere always-on world. This flows into a lot of our values as well – ‘Customer First’, the Buck Stops with Me, and so on. We also now sit on collective experience of managing over 400 million plus interactions per annum to learn and mine from and plough back.

Digital world today is bringing quite a few disruptions and is
transforming the way customer will be serviced tomorrow.

It is the Customer Outcomes that help us drive the CLM strategy with a passion. The three customer outcomes – Growing Revenues, Enabling Efficiencies and Enhancing Experience – are our driving force. We help untangle the wires in customer experience management, and hence the tagline of TBSS, Let’s Simplify.

Enablers that help us Deliver Business Outcomes

Processes – Our CLM processes cover every aspect of the CLM and are offered as bundled packages to meet specific needs of our customers for example, a special set of processes are packaged and delivered to serve one of India’s leading Telecom providers, while we also offer premium services to several other of our customers. For premium CX, our processes are designed to meet the highest service levels in the industry – e.g. cross-sell / up-sell to one of India’s leading DTH service providers.

Platforms – The platforms we smoothly operate on are digital and traditional; multi-channel and omni-channel; both standard and custom-designed applications to meet customer needs. (e.g. Omni-channel experience for e-commerce space).

Partners – We work with leading partners for our CRM and infrastructure, including contact centre infrastructure (such as Genesys, Oracle Cloud based service etc.).

CLM Landscape in the Disruptive Digital World

Digital world today is bringing quite a few disruptions and is transforming the way customer will be serviced tomorrow. Today, mobile subscriptions in India have reached 1 billion, while 300 million people have access to mobile internet. This is influencing the way companies are planning their technology spends on – big data, IoT, social media, robotics, mobility and cloud platforms.

Some of the priority areas for CLM strategists in the disruptive digital world are:

A case in point is one of our luxury realty clients, where we could help in closing sales worth crores of rupees while selling luxury apartments over digital channels.

Evaluating and Benchmarking Customer Experience

At Tata BSS, CX is measured through a variety of tools – CSAT is the most important of all. Our CSAT framework consists of standard measuring criteria such as Customer Effort Score (CES) and Net Promoter Score (NPS). Both NPS and CES are tracked at each level of customer interaction and for each CLM process. Utilizing these tools we have enabled:

Other measuring tools include quarterly and monthly business reviews, which reflect end-customer interaction trends and provide insights into the growing needs of end-customers.

While the CLM-BPM industry in India was struggling with the
issue of high attrition rates and declining margins, Tata BSS
worked on an innovative business model to improve margins.

Governance calls are one way to ensure that CX is maintained at optimum levels through adherence to service levels, while insights from the customer complaint management system also help in understanding specific CX pain areas to address.

Benchmarking exercise is taken up for some of our client accounts and inputs from our client SPOCs along with market research activities help in setting new standards for CX with each passing cycle.

Innovations in CLM

While the CLM-BPM industry in India was struggling with the issue of high attrition rates and declining margins, Tata BSS worked on an innovative business model to improve margins.

In the year 2013, Tata BSS started working on a new delivery model and expanded to rural locations to ensure that the costs which are escalating in urban locations are minimized, while trying to reduce the high attrition levels at urban locations. All of this was thought out to be in line with the company’s CSR initiative. The Right Sourcing strategy has been designed with an idea of delivering services from rural locations to attain cost leadership, minimize attrition and contribute to society by setting up delivery centers in rural locations. With 10 rural centers employing nearly 1/3rd of the total rural BPM workforce in India (as of April 2016), Tata BSS is today a leader in Rural delivery of outsourced services.

Another innovation that we are proud of is our Third-Party Assurance platform, which is a result of combining insurance domain knowledge, technology and strong CLM capabilities to create value to all stake holders in general and the insuring public (vehicle owners) in particular. Further to this, we are working towards creating Centres of Excellence for some of our key processes and vertical offerings.

Successfully Leveraging the Strengths of CLM

With more than a decade of experience in serving leading clients in the CLM space, Tata BSS is now taking a leap into the digital space while leveraging its core competency in CLM. We are helping organizations to accelerate their “brick-to-click” journey through digital transformation services. Our new “Digital-in-a-Box” services offer toolkits, processes, digital platforms and people-based interventions that help our clients to quickly adopt to the changing digital business scenarios. Some of our packaged digital offerings include Omni channel services, transitioning to a cloud-based CRM from legacy CRM, field force automation, digital wallets, social dash-boarding & intelligence, online reputation management and BI & Analytics.

By deploying cloud-based solutions, Tata BSS is knitting together the end-to-end of CLM with modules such as campaigns, leads, sales and service – all in one box.

Clearly, the need of the hour is top-of-the-line CLM that
focuses on enriching the customer’s engagement with the
brand – from product/service evaluation to renewal/upgrade.

By creating an integrated offering, Tata BSS is assuring more predictability, visibility and assuredness since the hand offs are automated and the reports are available in real time.

Through these new offerings, Tata BSS is transforming into a technology product and solution led CLM company.

Delivery Footprint to Support Expansion

We have a wide delivery footprint in India, spanning 28 physical delivery locations and an additional FOS (feet-on-street) presence across 400+ locations.

This is the largest for any CLM company in India today. So, along with a core CLM capability and a strong back office presence, we also have the last mile fulfilment covered in the CLM cycle.

One of the best examples of this is a new service package that we offer to one of our leading education clients. We offered a unique solution to our client by integrating student counselling services (offered through a call center) with a counsellor on street option. The cloud-integrated solution will ensure real time tracking of opportunities and service delivery.

This is helping the client reach out to a very large section of its target customers, without the need for running a physical local counselling center in each city.

Conclusion

Clearly, the need of the hour is top-of-the-line CLM that focuses on enriching the customer’s engagement with the brand – from product/service evaluation to renewal/upgrade. Companies that offer a consistent, rewarding experience to customers across touch points stand a far greater chance of retaining them – and also of generating better word-of-mouth publicity, an aspect that can help reduce marketing spends significantly and up the people’s wish to loosen their purse strings happily.

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