DEEPENING CUSTOMER RELATIONSHIPS Pankaj Vaish NASSCOM 2008: India Leadership Forum 14 th February, 2008

THE P OWER OF A STRONG RELATIONSHIP RELATIONSHIP CONTRACTUAL ARRANGEMENT WEAK STRONG WEAK STRONG 7 4 1 8 5 2 9 6 3

HOW TO DEEPEN CUSTOMER RELATIONSHIPS CUSTOMER RELATIONSHIP CUSTOMER EXPERIENCE VALUE CREATED SMART CLIENT

SMART CLIENT S et a joint vision; steer everyone to achieve it M anage to business outcomes – for both A ctively govern the engagement R einforce success together T eam to outperform

S et a joint vision; steer everyone to achieve it

M anage to business outcomes – for both

A ctively govern the engagement

R einforce success together

T eam to outperform

CUSTOMER EXPERIENCE – ACCENTURE’S POINT OF VIEW High-performing businesses drive customer loyalty through the quality of the customer experience delivered Loyalty significantly adds to shareholder value

High-performing businesses drive customer loyalty through the quality of the customer experience delivered

Loyalty significantly adds to shareholder value

MAXIMIZING CUSTOMER EXPERIENCE UNDERSTAND / MANAGE MAXIMIZE IMPROVE – EXPECTATIONS CUSTOMER EXPERIENCE = PERFORMANCE

ENHANCING VALUE CREATED Take an end-to-end view of the customers’ business needs Break down silos Team with customers in prioritization / planning of the engagement Bring domain expertise to the table Tailor to the customer One size does not fit all; each has unique needs Take a customer-centric approach to managing your own business Align your performance metrics & rewards with those of your customers Drive innovation / improvement in what you do for them Help them drive the same in their organization

Take an end-to-end view of the customers’ business needs

Break down silos

Team with customers in prioritization / planning of the engagement

Bring domain expertise to the table

Tailor to the customer

One size does not fit all; each has unique needs

Take a customer-centric approach to managing your own business

Align your performance metrics & rewards with those of your customers

Drive innovation / improvement in what you do for them

Help them drive the same in their organization

EVERY CUSTOMER INTERACTION IS AN OPPORTUNITY Customers who buy a product with problems but receive “world-class” customer service while resolving the problem are more likely to repurchase from the company than customers who buy a perfect product with no problems at all. Dr. Jon Anton – Recent Survey Results* Source: “eBusiness Customer Service” by Jon Anton Providing a superlative customer experience directly correlates to a customer’s propensity to remain loyal and buy additional products / services thus contributing to shareholder value.