Exploring the relationship between customer experience and business impact

Abstract

This project has been done as a consulting assignment as part of the IIM Bangalore – Johnson Collaborative Student Project Program being conducted by IIM Bangalore in association with the Johnson Graduate School of Management in Cornell University. The client is one of the top Business Process Outsourcing (BPO) companies in the world, Aegis Global. The company provides voice and data services to its business clients helping them manage their customer relationships through consulting, technological support, outsourcing, training and education. With its back office solutions, Aegis manages over a billion customer interactions every year for its 300+ clients from 7 different verticals – Banking, Financial Services and Insurance (BFSI); Telecom; Healthcare; Travel & Hospitality; Consumer Goods; Retail; Technology. In 2012, the company was ranked among the top 100 Global BPO Leaders and top 100 Global Customer Management Leaders. Value proposition of the client. * Customized delivery solutions for its clients. * Innovative delivery approach based on client and its customers. * Implementation and management of solutions * Process improvements based on industry benchmarks and standard quality processes. * Leverage of knowledge base to help client increase customer satisfaction The assignment looks at demonstrating the relationship between customer experience and business performance. The various products offered by Aegis are mainly aimed at managing the customer service processes of its clients and hence, the experience that the client’s customers have while dealing with the client. Apart from the core product / service, the customer service experience has a significant impact on customers’ satisfaction and consequently, on the perception that the company has in the marketplace. This satisfaction and perception can be significant determinants of how the business performs. Considering their current business, it is important for Aegis to understand how customer experience management (CEM) can lead to business impact in the industry verticals in which it operates.