'Stock broking and mutual funds are on our radar'

What are the products you are launching in the retail segment?



Servion's offerings are not restricted to software products alone, but
encompass a gamut of solutions and services as well. We take a consulting led

approach to optimizing customer interactions for our client organizations. And

with customer interaction management (CIM) challenges varying across verticals

and organizations, we engage multiple solutions available in the contact space

to provide optimal results including interactive voice response and speech,

computer telephony integration, outbound interaction management (telemarketing),

multimedia notification, quality monitoring, and work force optimization

solutions. This suite of solutions will enable organizations to provide a

differentiated interaction experience to the end consumer.

What are the trends being witnessed in CIM?



The major trends can broadly be divided into two categories-strategic
trends and technology trends. The strategic trends include using personalized

customer service as a differentiator. Another significant strategic trend has

been the shift towards enabling multiple communication channels in the contact

center. The technology trends include adoption of enterprise chat on the company

website through which customers can chat with the sales and service teams, and

growing importance of knowledge management tools. Other technology breakthroughs

are session initiation protocol (SIP) and presence.

What are the challenges in this space?



Today with more choices than ever, customers are demanding experiences that
are meaningful to them. When a customer's service is interrupted, they expect

the service provider to not only know that they have been affected and to

identify the cause of the impact, but also to resolve the problem as quickly as

possible, while keeping them appraised of the situation. Service providers also

recognize the need to move towards customer centricity.

However, providing a unified service across different customer

segments definitely has a retarding impact on overall profitability of the

company. Most companies have approximately 20% highly profitable and another 20%

unprofitable customers. While it is easy to work out strategies for the top and

bottom customer segments, it is the middle 60% that organizations struggle with-customers

who cannot be ignored, but who are hard to serve in a profitable manner.

Stuti Das



stutid@cybermedia.co.in