2017

Chai Break with Sunil Mittal

Sunil Mittal, EVP & CSMO

 

What makes a good marketer?

“The Times they are a Changin’ “, sang Bob Dylan back in 1964. That’s the reality we find ourselves in today across all spheres. Marketing certainly is one of the areas that has evolved very significantly. So, for starters, good marketers need to be perpetual learners to stay in sync with the times. A good marketer needs to keep in touch with new approaches and technologies that enable marketing. They must also keep themselves updated with the latest trends in their industry or business. This knowledge translates itself into thought leading and impactful go-to-market strategies and messages.

Marketing is usually deemed a success when we hit the right person at the most opportune time with the most appropriate message through a channel that the person prefers. To achieve this in today’s world, a good marketer needs to be analytically inclined and data driven. Today we have new age automation technologies that can unleash intelligent insights about prospect/customer sentiments and buying behaviors that drive business success. Furthermore, there is a slew of market and social intelligence that enables marketers to drive messaging that is extremely relevant to prospects. A smart marketer must be able to assimilate this information and consumer data from various sources, apply tools and crunch data to be able to carry out personalized marketing efforts. These analytical traits and number driven orientation also enable the marketer to be able to track ROI and performance, especially in areas like digital marketing and for measuring campaign efficacy.

I feel that the CMO function today is more strategically critical than it has ever been. Good marketers have the opportunity to create solid business impact for their organizations.

How does one sustain their brand image?

Consistency and competitive differentiation are the most important factors for sustaining brand image. It is very important to have a consistent messaging around the brand across various channels used to build the brand image. Be it social media platforms, public relations, analyst relations, marketing and branding campaigns, advertising or content marketing, a consistent and differentiated message across all platforms is the key. Furthermore, marketers should avoid the “Me Too” tendency by focusing on unique differentiating factors.

It is also important to understand the perspective and contribution of various stakeholders in business to develop the right brand image and sustain it. Stakeholders could be investors, customers, partners, vendors and even employees. All these stakeholders are brand ambassadors and advocates of the organization. By engaging meaningfully and strategically with these stakeholders, a brand identity gets cemented over a period of time.

Where do you think Marketing is headed?

It’s an incredible time for brands to deliver personalized customer experience by embracing technology.
In yesteryears, scale was the key but personalization wasn’t. Marketers often followed large-scale ‘spray and pray’ models. This carpet bombing approach does not work in today’s times. Marketing today is about providing a contextualized and personalized omni-channel experience in both B2B and B2C contexts. It’s the age of customization and about being relevant.

Today, marketing also acts as a catalyst for growth by empowering organizations to drive context driven customer engagements. Marketing is well positioned to drive competitive differentiation based on a deep knowledge of the target audience and the customer.

Marketing, if leveraged properly can bring to the table, strong understanding of the customer’s decision and experience journeys. This insight is essential to develop the right value proposition that resonates with the market, as well as to develop the right solutions that solve critical business problems. Furthermore, digitization of the customer decision journey has made it possible to be able to personalize and better engage with the customer leading to better buying decisions which ultimately translate into better revenue conversion. Persona based marketing, UX, Augmented Reality all are becoming a complex reality in a world that is going digital.

Marketing will continue to be increasingly digital and break out from the traditional push based approach to pull based and inbound approach. Technology that drives the connected world today has emerged as a disrupting factor in the CMO’s world. In fact, some accounts have even suggested that in the longer run, the CMO might be a greater consumer of technology than even the CIO. Hence, we have exciting days lined up for marketers and marketing.

Based on these insights, marketers should enable businesses to dramatically improve customer experience by offering targeted and personalized solutions to their potential customers, and providing proactive recommendations.

Do social media channels really help marketers?

It is important to leverage social media in the right way and have right expectations from it. Many people look for tangible leads and outcomes from social and tend to write it off when they don’t see directly attributable ROI. However, we need to move beyond such perceptions. Social channels provide a platform for brands to actively communicate the companies message. This percolates downstream to employees, customers and prospects, vendors, suppliers and to the wider public. In the B2C world, social engagement gives a provider valuable insights about consumer behavior and the consumer’s next best action. This is important to be able to drive better revenue conversion. In the B2B world, social engagement helps in influencing buying decisions. Social should be used here as a means to drive sincere engagement with influencers through a two-way engagement. There are tools that can track the efficiency of our social media engagements, thus, must be leveraged wherever possible.

A technology you foresee as being useful to a Marketer of the future?

Marketing automation and Account based marketing (ABM) tools have already penetrated in most of the mature organizations and are shaping the marketing function. But, amidst automation coming into play, personalization is somewhere getting lost. I see increased usage of AI in marketing in the near future which will help keep it automated but yet personalized.

About Sunil Mittal

Sunil has over 18 years of IT industry experience across multiple horizontals and geographies. He has a spectacular track record of developing new markets, winning new logos, partnering with clients, creating & winning advisor led deals and building teams & businesses. His experience in setting up sales processes with special focus on “Social Selling” is second to none.

As the CSMO at CSS Corp, Sunil is responsible for driving business growth focusing on IT Services, Technology Support Services, Application Services & Infrastructure Management Services. He provides strategic leadership to the Sales, Account Management, Marketing, Solutions Engineering, Deal Advisory, Inside Sales, Alliances and Bid Management teams.

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CSS Corp to Exhibit at AWS re:Invent 2017

CSS Corp, a new age IT Services and Technology Support company, will be exhibiting at AWS re:Invent 2017 on November 27th, 2017 in Las Vegas. CSS Corp will be present at booth #1537 at The Venetian, Palazzo and Sands Expo Hall as a Bronze Sponsor.

At the event, CSS Corp will be demonstrating their industrialized cloud migration capabilities and success stories in collaboration with Amazon Web Services (AWS).

CSS Corp is an Advanced Consulting Partner in the AWS Partner Network. CSS Corp has developed a complete suite of solutions to shift from a “Program” to “Continuous Delivery” model for AWS cloud adoption. CSS Corp provides world-class cloud migration and management solutions to customers across various industries as they embark on their digital transformation journey. Some of their key cloud customers include the digital marketing division of the world’s leading FMCG company, engineering division of a large tire manufacturer and a learning management company.

The company has deep expertise in migrating large volumes of applications rapidly to the cloud ensuring a risk-free and secure migration. CSS Corp’s cloud transformation services enable enterprises, simplify migration planning and weed out complexities to improve productivity.

CSS Corp’s flagship cloud solutions Cloud Map, Cloud Path and Cloud Drive are designed to migrate and manage AWS workloads seamlessly, deliver exceptional results and maximize the benefits of the cloud. CSS Corp has leveraged the power of AWS to help companies across verticals transform their business operations through seamless cloud migration. The company has been providing large scale migration of apps and data to the cloud to leading Fortune 1000 companies.

To know more, please visit the CSS Corp booth at AWS re:Invent, where you will also get the chance to experience their new age solutions that are designed to reimagine customer engagement.

About CSS Corp

CSS Corp is a new age IT Services and Technology Support company that harnesses the power of AI, automation, analytics, cloud and digital to address customer needs. The company partners with leading enterprises to help realize their strategic business outcomes. Its team of 5,500 technology professionals across 16 global locations are passionate about helping customers differentiate and succeed.

For more information please visit www.csscorp.com

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How conversational AI is driving the next generation customer experience, powered by chatbots and assistants

With a new era of artificial intelligence (AI) dawning upon us, it’s an incredible time for customer experience, with humongous benefits to the customer and ultrafast customer service. As AI technology matures, forward-thinking enterprises are plugging in conversational AI in their strategic investment roadmaps to leverage it for their customer service function. In fact, Gartner predicts that “conversational AI-first” will supersede “cloud-first, mobile-first” as the most important, high-level imperative for the next ten years.

Over the last several decades, customer service and customer experience had been all about customers seeking help from call centers, websites, emails, applications, and so on. However, in the last couple of years, the way we interact with technology has changed incredibly, and the good old days of mouse-icon-click are now ending.

NLP-infused chatbots and intelligent assistants: Futuristic sci-fi or current reality?

With the explosion of smartphone usage in the last decade, it can be conjectured that voice search has introduced AI-based personal assistance, and has given rise to the meteoric growth of bots among consumers.

Today, whether it’s a digital personal assistant on your smartphone or a chatbot on your Facebook Messenger, conversational AI is a trend for digitally empowered consumers. According to a survey by MindMeld, a US-based provider of intelligent conversational voice interfaces, 55 percent of users who use voice assistants, use them on a daily or weekly basis.

Today, bots are not just being looked upon as personal assistants; brands that want to turbocharge their customer experience and engagement are increasingly adopting NLP-infused chatbots. These offer a conversational experience between the customer and the brand, bypassing the tedious path of emailing or dialing up the customer service department. The chatbot uses Natural Language Processing (NLP) technology to ask questions or give answers to customers and make them feel understood in real time, thereby effectively improving the customer assistance process.

To the brands, these NLP infused chatbots provide business intelligence about customers’ preferences, opinions, purchase behavior and human sentiments, in general. With their proven efficiency in handling customer questions without human intervention, it helps brands with huge cost and time saving. NLP technology infused in chatbots addresses the growing needs of digitally empowered consumers with 24×7 assistance. Chatbots never sleep and do not keep you waiting for resolution.

AI-powered bots are redefining customer experience

At the heart of our omnichannel operating ecosystem is the idea of instant gratification. With an average attention span less than that of a goldfish (8.25 seconds), customers get real-time solutions to their challenges or questions from AI-powered bots via a messenger platform like Facebook. 2016 has proved that bots are here to stay and they have made a bigger impact on customer service in the first half of 2017 too. Gartner predicts that an average person will have more conversations with bots than with their own spouse!

Facebook recently introduced a chatbot application in partnership with 1-800-FLOWERS, where consumers could speak to a virtual agent via a Facebook Messenger window and order flowers. The interesting thing to note here is that the bot will detect conversational cues to recommend arrangements that address customers’ preferences and needs. Clearly, this is a win for customer service as well as the brand.

Advantages of Conversational AI

Advances in artificial intelligence have led to the emergence of sophisticated conversational capabilities and enabled machines in taming one of the most important aspects for intelligent interactions – context. Though chatbots and virtual assistants can rarely pass as human conversationalists, here are some of the potential business benefits that conversational AI can offer:

Reduced Cost: A recent BI Intelligence report suggests that businesses can cut labour cost by 29 percent when chatbots and other AI are deployed. Though complete automation is not feasible, automating a percentage of customer services and sales positions can result in significant savings.

Improved customer experience: AI reaches a wider audience and stores critical data points that companies can leverage to personalise the offerings and the buying experience of the digitally empowered customers. AI also helps brands optimise their product development with improved customer intelligence, which in turn delivers a delightful customer experience.

Greater consistency due to reduced human assistance: Until the arrival of AI, we had been largely depending on human efforts to produce goods or services of varying quality. This used to be a time-consuming and labor-intensive affair. With AI revolutionising all walks of business and life, consumers aspire to seamlessly interact with multiple apps rather than multiple layers of real human assistants, thereby leading to reduced reliance on human assistance.

Conclusion

Customer Experience is the next competitive battleground. Businesses are adopting new age technologies and are relentlessly reinventing themselves to stay ahead of the race. With advancements in speech recognition and NLP, conversational AI has become the new frontier that is truly transforming customer engagement, making it much more unified and collaborative. However, intelligent assistants are still perceived to be deficient in “social” intelligence, rendering them utilitarian and impersonal.

Nevertheless, the incredible uses and profitable ways in which bots can be used show strong indications that they are here to stay and evolve into more intelligent agents that revolutionise customer experience in more meaningful ways.

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A Conversational Economy Where Voice Is The New Frontier

A rapidly evolving global technology company, CSS Corp is a new age IT services and technology support company that harnesses the power of AI, automation, analytics, cloud and digital to address customer needs. A 5000+ headstrong company, it is spread across 16 global centers, serving over 140 clients, including Fortune 1000 companies. Acting as a catalyst for growth by enabling enterprises to transform from traditional models to new age service models, it is helping them identify new revenue streams.

Serving as EVP and Chief Delivery Officer at CSS Corp is Nishikant Nigam, who has over 20 years of rich IT experience in building & leading large IT services business across all service lines. He is well known for his unwavering client focus and understanding of enterprises and has built and coached many winning teams over the years. As a part of his role at CSS Corp, he is focused on strengthening its culture of client centricity. Prior to joining CSS Corp, Nishikant headed the Cloud and Infrastructure Management Services as the Vice President & Global Delivery Head at Infosys. In a candid chat with Analytics India Magazine, he speaks about how the company is focusing on AI, analytics, how they are leveraging it to improve customer experience, and more.

Would you like to tell us about CSS Corp and how is it focusing on automation, artificial intelligence, analytics and digital technologies to reimagine customer engagements?

Digital is increasingly changing the way products and services are delivered and consumed. Customers of tomorrow are exploring newer channels and expect personalized, proactive and even pre-emptive services. Companies across various industries are changing their sales and services strategies to attract and retain customers. In this context, businesses need to embrace adaptive and agile technologies to manage millennial expectations and growth.

CSS Corp is a new age services company that harnesses the power of AI, Automation, and Analytics to address specific customer engagement needs. Reimagining customer engagements through contextualization are the core of CSS Corp’s services vision. We strongly believe contextualization is the new personalization. And that’s the way forward.

Automation and analytics are an integral part of our service delivery organization that supports global customers in various strategic and modernization initiatives. We differentiate ourselves by contextual adoption of new age technologies to identify customer challenges, ambitions, and objectives. Our digital platforms like Active Insights (Smart Analytics) and Cognitive Customer Experience Platform (AI in Customer Support) with a strong focus on improving customer lifecycle management, transforms the way companies make decisions.

As an organization, we work closely with business decision makers who are responsible for the customer experience and revenue generation mandate. Increasingly, we see businesses are looking for new age models and solutions that generate superior experience and guaranteed business outcomes.

CSS Corp has invested significantly in technologies like AI, analytics and conversational commerce platform solutions. Would you like to highlight some of the major benefits that the company has reaped in with these investments?

As AI technology matures, forward-thinking enterprises are plugging in conversational artificial intelligence in their strategic investment roadmaps to leverage it for customer service function. In fact, it’s predicted that “Conversational AI-first” will supersede “cloud-first, mobile-first” as the most important, high-level imperative for the next 10 years. [Source: Gartner]

To fuel the growing needs and expectations of customers, CSS Corp has built Cognitive Customer Experience Platform, an AI platform with an omnichannel interface that promotes convergence of human intelligence with machine intelligence to deliver simple and personalized customer experiences.

Cognitive Customer Experience Platform aims at bringing together various technologies like AI, Automation and Analytics with pre-built vertical assets, 360-degree customer context, intelligent process guidance and actionable insights that enhance customer interactions. It integrates with all customer channels like voice, email, chat, and website, and provides a seamless and consistent omnichannel experience. It offers predictive intelligence, automated queuing, routing and channel allocation. Cognitive Customer Experience Platform can offer personalized recommendations based on customer analytics. It can indicate customer emotions, intentions, and relevant signals during real-time conversations, thus improving customer satisfaction levels.

Cognitive Customer Experience Platform can constantly learn from customer interactions and build on its ever-growing knowledge base. It remembers facts, learns from previous conversations and can access online information by integrating with enterprise systems. Its ability to troubleshoot, answer complex questions and engage in interactive dialog makes it a third-generation virtual assistant.

Cognitive Customer Experience Platform as a conversational AI solution helps an auto retailer in streamlining their customer engagement processes. It enables users to schedule appointments for auto maintenance and integrates with backend systems to check slot availability and book appointments. We are seeing other traction about Cognitive Customer Experience Platform applicability in various client discussions.

Today, Cognitive Customer Experience Platform is the nerve center of all CSS Corp’s Customer Experience (CX) engagements driving customer-centricity. Cognitive Customer Experience Platform recently won the  2017 Silver Stevie International Awards and has been chosen as the Best New Product or Service of the Year – Platform as a Service. Our platform has garnered rave reviews from reputed industry analysts for its novel usage of AI in simplifying customer engagements.

All of us at CSS Corp is excited to explore new frontiers with Cognitive Customer Experience Platform that harnesses the power of customer centricity and builds an ecosystem that fuels unprecedented growth and innovation for our customers.

How are the company’s analytics solutions helping to deliver personalized experiences at every customer’s touch point?

At CSS Corp, we focus on delivering sustainable growth and value to our customers through advanced analytical models. Our advanced analytics models are based on the experience gained from supporting over 1 billion transactions for customers in the Telecom, Media and Technology (TMT) industry. These models are built on our Active Insights platform that promotes predictability, service and resource optimization and delivers value to our customers.

Active Insights, CSS Corp’s smart analytics solution provides insights into customer propensities, topics, issues and drives new revenue streams. Based on these insights, we enable businesses to dramatically improve customer experience by offering targeted and personalized solutions to their potential customers.

For instance, a large telecom company with millions of customers across the globe was losing customers due to lack of customer insights. To sustain the competitive edge, the customer decided to gain deeper insights about customer behavior, sentiments, and feedback from various channels. The customer also wanted to streamline their customer support function through analytics. CSS Corp helped them transform their customer support by analyzing customer experience within/across channels using survey analytics and logistic regression. We analyzed customer insights and behavior pattern leading to additional revenue through cross-sell/up-sell initiatives.

CSS Corp’s Analytics consulting framework assess organizations maturity level in decision science and continuously evaluates the effectiveness of operations against the business outcome. Our framework identifies key areas of improvements and provides recommendations to move from a reactive customer engagement model to a pre-emptive model. We understand the challenges customers face across different phases of customer life cycle management and identify underlying risks. We assess their maturity with the adoption of analytics and their ability to drive insights to help customers with crucial business decisions. Based on the assessment, a customized analytics strategy and a roadmap are created for organizations. We enable them to evolve from a transaction-oriented mind-set to relationship oriented thought process.

Digital, Analytics and Automation Services is one fastest growing business units at CSS Corp that is experiencing unprecedented growth and acceptance from our customers. Our analytics practice has attained a staggering growth of more than 100% in the last 12 months. Analytics is at the heart of our business strategy and having said that, we have also been recognized as a ‘Strong Performer’ in Customer Analytics services by Forrester.

How do you make use of analytical information and predictive/prescriptive models for better decision making?

Companies that deliver seamless experiences tend to retain their customers, get more incremental purchases from their customers, and generate additional revenues. To achieve this, companies need to invest in AI and advanced analytics solutions to surface new patterns and predict new contexts to influence customer purchasing decisions.

CSS Corp’s Active Insights platform applies advanced predictive models to each stage of the customer lifecycle, understands customer’s intent and proactively hits the target with the right recommendations and remediation.

The platform connects to multiple data sources including structured, unstructured, semi-structured, social media and sensor data. It analyses and predicts data in real-time, high velocity, low latency, and batch processing modes. Active Insights unleashes intelligent insights about customer sentiments, buying behaviors and satisfaction scores that drive business success. The solution aggregates customer interaction data from various touchpoints, converts that into recognizable patterns and recommends actionable insights resulting in faster issue resolution.

For e.g., one of our customers in the digital streaming industry experienced a sudden spike in customer complaints regarding channel unavailability. The complaints started compounding as the existing customer feedback mechanism did not allow them to identify issues in real-time. CSS Corp, using Active Insights, analyzed the last 12 months’ historical data and correlated it with real-time data to source patterns. We also did extensive social media analytics to capture the Voice of the Customer (VoC) and identified that the complaints were from customers watching a specific sports channel in a specific locality in CA. We proactively reached out to rest of the customers regarding service outage of the channel and sent a proactive info push once the channel was up. This reduced the incoming calls to their customer support by 50% and resulted in CSAT increase by 13%-15%.

What are the trends you see evolving in the space?

We are moving towards a conversational economy where the voice is the new frontier. A few spoken words to a smart virtual assistant can help accomplish a seemingly complex business transaction. As AI technology is maturing, forward-thinking businesses are plugging in conversational AI in their strategic investment roadmaps to leverage it for their customer service function.

At CSS Corp, we have embarked on a new journey in AI to disrupt the customer experience ecosystem with a new model called “Conversational X”. Conversational X aims at simplifying and personalizing customer engagements through AI based Voice platforms. We offer AI-based solutions that enable customers to have powerful, impactful conversations with brands and helps them with insights and a new radical vision to solve a challenge.

Our focus and investments in AI are helping enterprises adopt the right customer engagement and support strategy and move from traditional models to new age service models that help them identify new revenue streams.

Let’s better understand the key tenets of Conversational [X] that can help enterprises and even SMBs to personalize customer interactions.

Conversational Customer Experience- A new era of customer experience has dawned upon us. Voice assistants and social messaging have given birth to the intelligent experience economy and made the customer experience more conversational than transactional. You can ask Apple’s voice assistant – Siri – to get you weather updates, find out and help you buy specific movies, play your favorite songs and a gamut of other specific activities.

Amazon’s Alexa can help you perform several tasks like booking a doctor’s appointment; sports scores and game times; important event dates, hear the latest news; tracking traffic; manage calendars, to-do lists and shopping lists, set alarms and timers; read Kindle books and play audio books; make purchases; control smart home devices, etc.

Conversational Support- Many B2C businesses are using conversational intelligence with bots as a platform for offering customer support.  We offer tech support services with this new conversational model that would field customers’ questions and get more real-time access to resolutions. This boosts overall business efficiency and cost-effectiveness.

Conversational Commerce- Conversational commerce refers to real-time customer communication through different messaging applications and Chatbots. It fits into each of the distinct steps in the customer purchase journey. These platforms empower businesses to generate a sense of need for their products to potential customers. The chatbots also act as personal shopping assistants to customers.

conversationalX

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How Artificial Intelligence can transform customer service

According to Forrester, 72% of businesses say that improving the customer experience is their top priority. A popular study from NewVoiceMedia says that companies lose more than $62 billion due to poor customer service.

Even with improvements in customer support technologies, most customers find it frustrating to get the right service in quick time from the customer support executives. High quality of customer service has become mandatory for companies, as today’s customers can take to the Internet to complain about service brands.

The use of AI technologies can transform the customer service operations, while reducing operation costs and meeting customer expectations. AI enables convergence of human-centric and machine centric intelligence resulting in improved business agility, operational excellence, resilience and bring about better customer service experiences. Google is pushing the use of cloud-based AI platforms for its customer service. According to Gartner, non-voice interactions in customer support is likely to rise from 55% in 2015 to 85% by the year 2020.

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Marketing Changes Faster Than Lady Gaga’s Outfits

With plenty of talent available, there is a dire need to employ the right one and subsequently, the need of marketing the brand effectively. Top CEOs and marketers share their insight about acquiring and retaining customers as well as employees.

The CEOs and Marketers vision over hiring valuable talent is transforming with time as introduction of new technology and techniques dominate the marketing landscape. The HR Talent Acquisition Summit hosted by BW People gathered a combination of both HR and marketing heads, the two key departments that work very closely in an organization.

With a lively moderator, Pankaj Dutt, Managing Partner, Alexander Hughes, the session saw interaction among top HR leaders and marketing heads on the theme of Hiring Valuable Talent.

Satyen Vyas, CEO, Symphony SUMMIT initiated the discussion by saying, “There is plenty of talent available but the challenge is to find the right one. Don’t look for people when you need them. Instead, look for them when you don’t need them. Meet them and keep your search on all the time. Acquiring and retaining are two different things when it comes to customers and also when it comes to employees, retaining remains a big challenge.

Followed by Kushal Agarwal, Co-founder, XOXO who represented the start-up culture said, “The chaos in the start-up environment was exciting. Earlier, it was under the name of employee engagement. But it is a mess now. People walk in and ask for job description these days.

Shantanu Das, CHRO of Amway India talking about the employee engagement in direct sales said, “The entire game of direct selling has changed for us. Initial step is to engage your own people and then is to engage an entire sales force of about 200,000 people who have become entrepreneurs and are promoting and selling our products. The senior leadership should spend time in doing this. Engagement of the entire sales force is the fulcrum of our business.

Suchita Vishnoi, Director of Marketing, Salesforce spoke about the influence of technology in this process of recruitment and said, “Technology is impacting all of us. It is best to embrace it. New employees who walk into an organization and the existing employees should adapt with it and make the best of it.

About 5 years back, most of the jobs present today didn’t even exist. Recruitment happens when millennial and students find you as an interesting company. About 1 per cent of all the branding that we do goes into attracting talent. In that way, we actually face more competition from startups,” said Kisha Gupta, Global Head of Academic relations, Infosys Limited.

Vivian Gomes, VP, marketing and inside sales, CSS Corps speaking his viewpoint from a marketer’s standpoint said, “If you want to do marketing, you better learn to change as marketing changes faster than Lady Gaga’s outfits. In marketing, people need to break those shackles of sameness and bring in freshness.

Billa Bhandari, COO, Geneva Graduate School of Governance sharing his insight said, “You should understand what governance is. Lots of companies have such wonderful policies. People don’t understand the risk of governance in this part of the country.

Shraddhanjali Rao, Head of Human Resources, SAP India speaking her mind about the role of a leader in the present scenario said, “You can’t have a CEO to be a voice person. You won’t be attractive then. Technology is changing and we can’t control that. What we can control is the quality of people getting into an organization. This should be done by every leader across the organization. Not just the CEO.

Being the last panelist on this panel, Shridhar Marri, CEO, Senseforth said, “We do not have JDs in our organization. Because these are not just jobs but purposes. Before people were on the lookout for job stability but now they want more engagement. A very large chunk of people are disengaged now. People want to come to work for a purpose these days.

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CSS Corp opens new delivery center in Costa Rica

CSS Corp, a leading IT Services and Technology Support company announced the opening of its new delivery center in Costa Rica. The center was inaugurated by the Honorable President of Costa Rica, Luis Guillermo Solis, and Alexander Mora, Minister of Foreign Trade, in the presence of Manish Tandon, CEO of CSS Corp.

CSS Corp has been in Costa Rica for four years and this expansion in the town of Tres Ríos, La Union, east of the Great Metropolitan Area, at Terra Campus, is a part of CSS Corp’s strategy to diversify its footprint globally. The new center reflects CSS Corp’s continued commitment to better serve their clients and help them in their transformation journey.

The inauguration of the new center augments the company’s vision to build a global network of delivery centers that offer new age services to its customers. The new 12,260 sq. feet facility will house 200 employees with scope for further expansion. Along with state of the art workspaces, it will have five technical labs, training centers and recreational areas, including a cafeteria. The center promotes adoption of energy efficient methods and has been designed keeping sustainability and employee-friendliness in mind.

CSS Corp launched its first center in Latin America in Costa Rica in August 2013, to cater to the steadily rising demand from clients in the region and globally for multi-lingual tech support capabilities.

We are pleased that CSS Corp is expanding its operations in our country and the fact that it will be generating up to 200 jobs. This is a recognition of the capacity and talent of the Costa Rican workforce. It also endorses our policy to attract additional investments through collaboration with the productive sectors and business chambers to reinforce the competitiveness of Costa Rica as an excellent destination“, said President of Costa Rica, Luis Guillermo Solis.

We are extremely delighted with the launch of our new delivery center in Costa Rica, which is one of CSS Corp’s global strategic centers. I express my sincere gratitude to honorable President of Costa Rica, Luis Guillermo Solis, and Alexander Mora, Minister of Foreign Trade for inaugurating the new delivery center that will be a strategic lever in ramping our support capabilities for our growing client base globally.” said Manish Tandon, Chief Executive Officer, CSS Corp.

Costa Rica is an ideal nearshore location for CSS Corp. The country’s central time zone makes it a perfect location for real-time collaboration, especially for our customers in North America. With its rich pool of diversified talent, stable political environment, and ease of access, Costa Rica was an obvious choice for the new center to expand our footprint in the region. With this development, we look forward to partnering further in the country’s economic growth, while responding to clients’ needs faster than ever before,” he added.

Earlier this year, the company launched a new global delivery center in India (Bangalore) to house the company’s expanding Infrastructure Management and Tech Support Business. The 34,000 square feet delivery center features 320 workstations and enables CSS Corp to provide future ready services to its customers.

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Convergence, Key To Biz Empowerment: CSS Corp CEO

In a connected economy, customer experience is the new currency. Digital is at the epicenter of the success of any customer experience program across industries. Digital can play a major role in building customer centric business models and help organizations to generate additional revenue.

IT services and solutions provider CSS Corp sees convergence of new age solutions like AI, Cloud, Automation, Analytics and IoT to empower organizations to infuse intelligence into their business processes and enable them to have smart and context led conversations with their customers.

Digital Tech are the building blocks for businesses:

Driven by the adoption of digital technology, the total addressable market for global technology and business services will likely expand to about USD 4 trillion by 2025 as per NASSCOM.

We have invested significantly in AI, analytics and conversational commerce in platform solutions that can help companies understand their customer’s next best action and drive additional revenue. In the recent 2 quarters, more than 90 percent of CSS Corp’s investments were focused on building technology solutions around digital, cloud, analytics and automation. Both in regional and in international markets we see there are huge opportunities in enterprise adoption of digital and new age solutions,” said Manish Tandon, CEO of CSS Corp.

Manish

He added that the company has over 5,500 technology professionals across 16 global locations. “We provide IT Services and technology support solutions for over 140 clients, including Fortune 1000 companies, that count on our expertise,” he states.

One of the solution of CSS Corp is Active Insights, an AI led Customer Analytics Solution that streamlines customer data and infuses intelligence into operations. The solution proactively predicts customer needs and offers appropriate solutions even before the customers recognize their need.

We extensively use AI to extract insights from the various touch-points and that help in identifying customer propensities, topics and issues resulting in new revenue opportunities for clients. These insights also help companies understand the customer journey, preferences and account entitlements,” he informed.

Technology adoption by India

According to a survey by PwC, in India, more than half (55 percent) of the companies view digital as technology innovation-related activities vs 53 percent globally. India has leapt far ahead with the progress it has made in technology innovation both from a creation and an adoption perspective. India is reaching an inflection point in technology adoption with mobile, cloud and analytics disrupting the market. Gartner, says IT spending in India is forecast to reach $72.4 billion in 2017, up 6.9 percent from 2016.

Millennials are expected to enter the workforce in large numbers in the next few years. They, as consumers, expect personalized, user and persona based services for their connected devices. To engage effectively with this demographic group, organizations are increasingly adopting new age technologies to discover new efficiencies, new revenue streams and new sources of competitive differentiation,” Tandon remarked.

Head quartered in California, the company’s key industry focus is on,Telecommunication, Media and Technology (TMT)Retail and CPGHealthcare and Life SciencesBanking, Financial Services and Insurance and Manufacturing.

We are aligned strategically with market need and are designing customer centric engagement models, solutions and business processes that recognize different customer segment needs,” he outlined.

Core strategies for Customer Engagements

The company follows a business roadmap based on a four pronged strategy, said Tandon. It enhances customer engagements through IoT, Analytics and Cloud transformation solutions. It then creates a revenue avenues through white-labelling, premium tech support, as-a-service model and marketplace. Also the company believes on focused solutions to enhance specialization and eliminate “me too” via automation, analytics and machine learning. And lastly it emphasizes on faster time-to-market through automation, infusing insights into operations through analytics and drive outcome based models, he summed up.

Preview: CXO Today

Mid-size IT firms stay ahead on niche focus

The IT firms are focusing on growth of digital technology services by creating platforms

Mid-size information technology (IT) services firms have started pushing for digital technology services to remain competitive and achieve higher revenue growth.  Mumbai-based $500-million Hexaware Technologies claims it has a dedicated strategy to beat large peers in winning deals using digital service expertise such as customer experience transformation, migration of business operations to cloud, and marketing and sales-force transformation initiatives.

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CSS Corp’s Customer ALE wins TSIA Support Operations Award

CSS Corp, a new-age IT services and technology-support company, has helped ALE, operating under the Alcatel-Lucent Enterprise brand (ALE) to win Certified Support Staff Excellence Center status for the third year in a row, for operational excellence in their support operations.

The recognition was awarded by Technology Services Industry Association (TSIA).

 CSS Corp has been working with ALE for over 15 years, providing technical support to the company, enabling them to consistently engage their customers and provide high quality customer service.

With CSS Corp’s technology support, ALE was able to significantly reduce recurring ticket incidents by nearly 20 percent, and fully complete ticket closure on customer cases improving customer satisfaction across four regions and global support centers.

CSS Corp has been enabling major global telecom service provider/telecom operator companies, including ALE to enhance customer engagement while creating opportunities for additional revenue generation. It has been supporting 30 out of top 50 telecom companies in the world, both directly and indirectly. As a true support partner in growth, CSS Corp’s strengths in rendering technology support has been recognised across global telecom organisations.

CSS Corp provides comprehensive enterprise support; right from establishing a Welcome Centre to Automated Customer Care Support to Field Training, support and maintenance. It harnesses the power of automation and data to enable enterprises to move from a reactive support model to a pre-emptive and proactive support model.

Sunil Mittal, EVP and Chief Sales and Marketing Officer, CSS Corp said, “As more companies in telecom and hi-tech embark on digital transformation journeys, they are looking for the best partners who understand their business deeply and can provide the right support. We are delighted to be a long-time and trusted partner to ALE and our other telecom clients, and remain committed to delivering better value at speed to realize meaningful business outcomes by reimagining customer engagement.

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