In Conversation With Pankhuri Sakhuja

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  • In Conversation With Pankhuri Sakhuja
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  • 09
  • September
  • 2019
How will you define CX to a layman?
The relationship seeds between a customer with an organization when he buys a product or service. This relation grows to generate the Customer Experience as an outcome, also pronounced as CX.

“Every time a customer reaches to the company his customer experience enhances and starts to shape up.”

Hence, it very much depends on the level of engagement that a customer shares with the company. The customer experience reveals the exposure of product with the customer. Initially, the CX circumspect around the utility of the product whether it produced satisfactory results or not.

How do you measure the value of customer experience management?
In the tough competition market where daily surge and drops of customers are a part of time, one needs to play in a distinguished manner so as to emerge out of the ordinary. Jabong chose a sturdy platform to provide a solid foundation of providing exceptional customer experience, be it on products or associated services. The dominance of Jabong in this crushing competition in fashion e-retailing can be completely attributed to the exceptional customer experience that we provide to our customers. This was the reason what made me believe how it created a differentiation leading to market growth.

Feedback is monotonous to provide. How do you combat this question from you customers?
We try to keep the feedback process as short as possible. Also, by constructively working on the feedback received from our customers (which then reflects in our services), we make customers understand that we are actually breaking the monotony of sub-standard services which in general exist in the industry.

Shall a company bother about every individual customer using their product?
Every customer using product or services of a company should be considered as an important stakeholder. As a very common saying goes,”a happy customer brings along 10 customers with him, while a dis-satisfied customer would take away many more than that.”

Each customer transaction should be considered as an opportunity to strengthen the brand and each customer can become company’s brand ambassador.

“Feedback is not necessary”. What can be your advice to a person with this thought?
A customer’s view that feedback is not necessary should be respected. Feedback from customers is always welcomed but cannot be forced. However, someone offering services or product should always be open to feedbacks from its customers. Such a person saying “Feedback is not necessary” should be sensitized about the importance of accepting feedback and the impact feedback can have towards improving the services/ product.

What is the most challenging task for CX Management?
“The demands and needs vary distinctly with each and every customer.”

Now because of huge customer base with such a high traffic visiting daily from across India,

“delivering a consistent customer experience across all channels is the most challenging task for CX Management.”

While this is not unachievable, CX Management takes contribution from every member of the chain and it ensures that all of them, each functional team involved and company as a unit, are aligned to provide this consistent experience that too worth remembering.

How do you connect Customer Acquisition to the Feedback?
Customers can be acquired but are tough to be retained.

“A customer can only be retained by continuously producing great customer experience.”

And so, the customer retention increases when you provide a world class services or products. You need to work continuously on what is your customer’s choice. This can be achieved by actively working on customer feedback and making continuous improvements.

What shall be done first when a product gets repelled by the market?
When a product is not getting accepted in the market, company should not try to force it on the customers. To avoid any further operational and brand image loss, it is advisable to recall the product from market. It can then be analyzed why the product was repelled and what improvements can be done so that once re-introduced, it gets accepted.

Samsung Galaxy Note 7 is facing heavy anger and embarrassment from across the world. How you would have managed the situation if given the charge?
Would have announced immediate roll back of the products which are still on shelves An apology mail to customers, accepting that something went wrong. There is nothing wrong in accepting the mistake.

Would have asked customer support centers and teams to be extra sensitive to customers reporting any issues related to Note 7.

Would have also tried to revive the brand image by focusing on other strong products

Happy customers do not interact back to the company. What is the best way to connect them to the company?
A happy customer would usually have a long relationship with the company. A good service or product ensures that relationship with company is not just transactional. Company can give personalized services to such customers and make them feel that they are an important stakeholder. Keep such customers engaged through events, newsletters and regular updated about the company. Company can use the power of social media to remain closer to such happy customers and can request them to share their happy stories with the world.

Feedback culture is not yet prioritized in India. How will you initiate it at your end?
I have an opposite view on this. Now, organizations have become even more sensitive towards customer feedback. Companies are trying to getting feedbacks through multiple channels and then use different ways to incorporate this feedback into the daily processes. Organizations even give customers goodies/discounts, to increase the feedback rate. They have understood that customer feedback is one of the best ways to understand the areas of improvement.

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