The document outlines a comprehensive customer service architecture that segments customers based on business needs and potential profits. It emphasizes the importance of customer experience design, engagement strategies, and effective communication through various channels. Key components include a standardized complaint management system, regular customer interactions, and methods for enhancing brand perception and service delivery.

1. CUSTOMER SERVICE ARCHITECTURECUSTOMER SERVICE ARCHITECTURE
According to
business &
Customer
segments
Acc to Profit
Potential
Acc to Resource
Requirement
Need based
Segments
Key drivers of
purchase
decisions
Brand
perception
Breaking Down
into units
B2C— B2B
Customer feeling
& Perception.
Creating Place
for customers to
discover & be
delighted by the
innovations
Defining the
overreaching
idea
to define the
brand
presence.
Touchpoints
Service
facilities
Pricing
product/Service
Sensory
Engagement
1BRAND PLATFORM
2
CUSTOMER
EXPERIENCE
STRATEGY
3
BUSINESS
SEGMENTATION
4 CUSTOMER
SEGMENTATION
5
PRIORITIZATION
6EXPERIENCE DESIGN
BRAND PLATFORM CUSTOMER EXPERIENCE
STRATEGY
BUSINESS
SEGMENTATION
CUSTOMER
SEGMENTATION
PRIORITIZATION EXPERIENCE DESIGN
KEY INDICATORS
Source : Harvard Business Review : 7 steps to deliver better Customer Experience

3. DAYS
CHANNEL
SMS SMS ON-BOARDING
SMS ON 15th DAY -
PRODUCT GUIDELINES
& ACCESSIBILITY INFO
X-SELL B/W 45th - 60th
DAY
CALL 1st CALL ON 7th DAY 2nd CALL ON 15th DAY
3rd CALL ON 30th DAY
FOR CUSTOMER
SUPPORT
EMAIL
WELCOME
EMAILER
CROSS-SELL
PROPOSAL
1 5 6 7th2 15th 60th45th30th………. ………. ………. ……….
}
……….
}
}
CUSTOMER SERVICE ARCHITECTURE TIMELINE

4. CUSTOMER SERVICE ACTIVITIES
CUSTOMER SERVICING
CUSTOMER ATTRITION
CUSTOMER PENETRATION
CUSTOMER COMPLAINTS
Standardized Interface for Customer Service
Benchmarking Servicing Standards [ TAT ]
Collaborating with different medium
Customer Lifecycle management eg. On-boarding etc.
Classification of customer
Differentiated services
Customer Contact frequency every 6 months
Greetings on important dates & Milestones Black & White process for ops & sales for attending
existing customers
Attrition Management System with Dashboards every
month
Getting back to Ex customers to start fresh relationships
Customer meets sponsored by CSR to add value by
inviting specialized technical/ general training
1
2
3
4
Cross-sell at CLC
Introduction of Sales Caller at Inbound Call Center
Introduction of Outbound Caller for X-Sell
Introduction of Referral Platform
Popularize App among customers
Creation of a Customer Complaint number & Email ID
for RL customers
Initiate Complaint Management System
CMS will include dashboards on complaints, resolution,
TAT, most frequent complaints for Regions, Areas &
Branches
Monthly meet with Ops, Sales& Policy Team on issues

5. CUSTOMER SERVICE QUESTIONNAIRE
QUESTIONS
1 of 5 2 of 5
5 of 5
EXPERIENCE
RATING
FEEDBACK
TOUCHPOINT ‣ How do you get to know about “ US “
‣ How do you rate experience of first interface and their
ability to explain the products/ Processes ?
‣ Please give the Rating on degree of Ease
on Application Process.
‣ Are you adequately informed about :
‣ Please rate the convenience
of utilization of funds
‣ How do you rate the interaction with the
company’s official related to information/
Service provided at various levels pre and post
process of transaction ?
Try your hands on 100 customers with this set of
questions to measure current Level of Service”
A. Charges
B. X-SELL
C. SERVICE
D. DESIGN
E. Renewal

6. 5
VALIDITY OF THE QUESTIONNAIRE
B2C FEEDBACK
FEEDBACK REGIONAL
MANAGER
‣
‣
Old
Customer
New
Customer
RATING SCALE
Convenience of
Utilization
How do you get to know about
us ?
Product
Information
Ease of Loan Disbursement
Rate your 1st
experience
Ease of Process
Information Flow Feedback
CUSTOMER
CONVINIENCE
RATING :
CUSTOMER SERVICE FEEDBACK
FEEDBACK Top
MANAGEMENT
CALL CENTER
FEEDBACK