The What, When and How of Customer Delight

Ravi Pratap Singh
President & Head – Global Product Management-Nucleus Software Exports Limited
Wednesday, February 5, 2014
Ravi Pratap Singh
Headquartered in Noida, Nucleus Software Exports Limited (BSE: 531209, NSE: NUCLEUSEQ) is a provider of IT products and software solutions to the global BFSI. They have been developing solutions spanning Retail Banking to Corporate Banking, Cash Management and Internet Banking since 1986.

Knowing your customer, ensuring personalized service and most importantly, delivering the product/service by sensing the need (even before the customer realizes it) – these are the key elements in ensuring successful customer relationships. Therefore, customer loyalty (retention) is key to any business and it is no different in the BFSI sector, if not more relevant. With the multitude of competitive financial services companies, today's banking customer has too many choices. Buying decisions are taken quickly and impulsively and retaining them with differentiated offerings or prices is no longer a strategy. Even high degree of service quality is not enough.

Whenever we discuss customer delight and loyalty, I end up recalling my experience with a 'chai-wallah', Bittoo, who had his stall around the corner of our office. Each day he greeted us with his beaming smile, making us forget all our office woes. On some days, he would just hand over a packet of biscuits saying, "It will do you good today". Surprisingly, it always did but I am not a biscuit lover. For me, this is the science of customer delight.

Providing Real Time Experience

An increasingly mobile customer with very short attention span looks for instant gratification through a new level of customer experience. Increasing use of social media is also giving rise to an instant feedback process. Financial firms, globally, believe that the use of insight and analytics creates a competitive advantage. With a huge amount of structured and unstructured data available, banks need real-time business intelligence in the form of decision analytics that span these multiple information channels.

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