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MarTech Asia Summit 2021: Need for investing in CX technologies

“In a post Covid world, customer experience has emerged as a key decision maker for any purchase or repurchase,” said Devesh Gupta, lead, brand solutions, ET BrandEquity, in a fireside chat at the MarTech Asia Summit 2021. He cited reports and said that customers continue to be more demanding, thereby making it difficult for businesses.

Sumitra Patnaik, head – customer service, OLX Group said that customer experience is a journey, from when the customer first decides to reach out to the business. “CX needs to be effortless and responsive, that brands must commit to. By the end of the journey, the user should be completely satisfied with what he got,” she added.

PepperFry’s head of customer service Naveen Abhishek shared three fundamentals when it comes to defining CX. “Customers want a seamless and unwarranted communication,” he said.

Delivering what the brand promises, is another fundamental according to Abhishek and the last one being feedback from the customer.

Highlighting the changes in customer expectations post the pandemic, Patnaik said that more customers are now wanting to do online transactions. “Earlier we had a huge response to people meeting and exchanging products, now people are resorting to digital channels,” she said.

The need of the hour right now is to encourage customers to explore the new mediums that have emerged, Patnaik further mentioned.

The panel discusses how they’ve navigated through the pandemic and what people can learn from their experiences…

With people being confined to their homes and setting up in-house offices with increase in demand for furniture, Abhishek sees a boon and a bane for PepperFry, post the pandemic. “On the other hand, we operate as an omnichannel platform at our experience centres and due to Covid, the aspect of touch and feel was lost,” he added.

Speaking about investment in technologies to enhance CX, Patnaik mentioned how OLX had looked at a lot of automations. “We also looked at the implementation of chatbots to take up generic queries. It helped us reduce the volumes at the call centre,” she said.

Abhishek also spoke about the implementation of chatbots across PepperFry platforms. “It takes care of a lot of low hanging fruits. Maximum customers have very minimal requirements, like information on delivery of products that can easily be taken care of by a bot and the actual human intervention can be used where customers want to speak to a human,” he added.

Patnaik’s concluding remarks were that if a brand wants to stay in business and be the leader, it needs to innovate and implement newer technologies.

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