Hi Sujith, tell us about yourself and your background.
For more than two decades in the Digital space, I have worked with demanding clients in India and across the globe with different Industry segments. I have been part of several award-winning customer experience innovation works in technology-enabled communications. I have a degree with telecommunication engineering and several certifications across Experience design and new-age digital platforms like Adobe & SAP CX.
How did you first start working in the CX space?
My Journey with CX started with SapientNitro; I was one of the key members who set up India Business for then SapientNitro, a true Digital agency. We worked across education providers to set up journeys of how each student shall interact with university and their expectations.
What are some of the common misunderstandings related to customer experience?
One of the common basic and common mistakes people make is not understanding the user’s expectations. User research is far too few and even if it’s done, extracting the insight takes a significant amount of time and trained resources to arrive at the solution. CX is not an end state, it’s a behavior that changes frequently, and we need to adapt to those changes.
Have you seen any interesting new trends in eCommerce this year?
Quite a change in the last 18-24 months. Pandemic has paved the way for brands to connect with consumers to create resonance and demonstrate a physical touch. They have realized that it’s not about products and their communication. It’s about the interest we can create, a need, and its about understanding ‘me as a user’; it’s just not about being social/digital; it’s about being human, which encompasses everyone, thereby forming lasting connections. Today everyone is embarking on that journey. Could anyone think of a milk company getting to eCom? – Today it’s a reality and basic expectation of our customers as well. A well-functioning brand that can serve where I am.
eCommerce boomed in 2020, and consumers started leaving more product reviews online. How can we make the most out of this momentum?
eCom is just meant for fulfillment. We live in a culture characterized by participation, interaction, and dialogue. We live in a culture that embraces relationships, and we live in a culture that drives human emotions. This counts whenever you are making a buy or sale. This will continue to grow as this is the new normal. There was a time when a fun quotient was going to the park and playing, which changed to going to malls as social participation for the family. Now it is about bringing the mall to us where I live.
What are some CX companies/solutions you’re keeping your eyes on right now?
Experience is shifting from linear to modular; now, CX companies should think in a modular fashion/approach. A couple of years back, any transformation shall follow step-1 to 10, then you would take it to customers; today, the custom has no time to wait to make those small shifts which eventually will shift the Experience. Build Meaningfulness than just product or functionality
So many things changed in 2020. While some things will return to “normal,” what are new trends and habits you think will stay with us in the long term?
You are right; over the past 24 months, a lot of things have changed around us. Home has become a workspace, and personal time has no buy-in. Stories of empowering people’s lives and sharing those stories daily with the world in Digital form will remain as long-term support post-pandemic.
Do you believe focus groups are still relevant in the era of eCommerce? Why?
Your competition is just a click away from the physical world 74% of all enterprises disappear for good if we don’t believe in focus groups. They are like the Aorta, which is the main supplier of blood to our body. Same focus group supplies insight to the CX world.
Last but not least, what is your favorite CX metric?
Building Meaningfulness for our customers is my favorite metric.