WNS leverages analytics for omni-channel customer interaction

For WNS, a business process management company, customer interaction service (CIS) is a core business offering.

Today, digital transformation has not only impacted the way enterprises function, but has also transformed how customers interact with an organization. It is now more important than ever for businesses to tap into customer behavior and figure out what customers want.

Customer interactions have now become omni-channel and companies need newer mechanisms to engage with customers across platforms. To survive in today’s digital world, a company cannot risk functioning in siloes where it is not in tune with what its customers want.

And the need to communicate and keep up with customer expectations is extremely important for organizations across key industry verticals such as BFSI, retail, travel, logistics, and healthcare.

Omni-channel interaction

“The CIS business has always been one of the strong pillars of the company. We have provided a lot of value-add to our clients in their existing business processes by integrating our analytics platform, SocioSEER, with the omni-channel CIS platform,” says Amit Khanna, head – Business Technology, and corporate senior VP – IT, WNS Global Services.

To stay at the cutting edge in the ever changing, competitive digital economy, there is a need to embrace communication strategies that leverage multiple digital platforms such as email, chat, chatbots and social media, among others.

That meant going beyond voice. WNS implemented a customer interaction management (CIM) technology, which allows customers to experience multiple self-service channels on multiple devices. Customers can now interact through not only chat but also with a visual IVR menu or a web session, all within a single interaction.

 “With multimodal orchestration and journey management capabilities, we have been able to effectively create a positive customer experience, thereby ensuring better business results,” adds Khanna.

This creative solution provides organizations a single interface to manage a customer’s journey across all channels, including digital and voice and touch points.

Apart from the technology services group, the CIS business stakeholders were involved in testing and providing feedback during the implementation process.

Benefit of choice

Highlighting the advantages of the technology, Khanna says, “It is modular, which enables enterprises to choose any communication channel ― including voice, video, IP telephony, e-mail, chat, SMS, web, mobile, work item and self-service to handle customer interactions from a unified platform.”

“The unified application interface in an Omni-Channel Agent Desktop enables agents to provide consistent, contextual customer service and reduce the average call handling time,” he adds.

To survive in the current competitive scenario, organizations need to stay abreast of customer behavior trends and past data. This technology allows organizations to integrate with existing architectures and applications, and ensures regulatory compliance while delivering a unified customer view.

“The goal of client engagement is to showcase our capabilities in not only business process operations but also implementing strategic initiatives that help our clients in driving business goals and profits, and reducing the total cost of ownership,” says Khanna.