Enhance customer experience management

At the G -Forum conference under the theme "Managing the End-to-End Customer Journey" organised by Genesys and IDG on 14 April 2015, "Customer Experience Platform" (CXP) - the outstanding product of Genesys, which was selected by Home Credit Vietnam to enhance the customer experience, was introduced and presented as an optimal solution to build trust as well as bring satisfaction to customers. Vietnam Business Forum - VCCI had an interview with Mr Choon Seng Tan, Managing Director of Genesys Southeast Asia. Thu Ha report.

Can you present more about the latest "Customer Experience Platform" solution from Genesys? What are the remarkable points of this generation compares with the older one?

In the fiercely competitive market, the decisive factor for success in business is to capture and satisfy the growing expectations of customers. Thus, organisations need to take full advantage of resources as well as increase efficiency in interaction with customers. So far, no providers can offer a customer experience platform that is able to organise and manage the customer experience journey completely as expected. Therefore, the journey management features, along with the customer experience platform of Genesys have created an entirely new standard for customer interaction and stated Genesys as one of the leading companies in terms of vision and practicality.

Moreover, Genesys has launched the next generation of the Customer Experience Platform. The new generation of Genesys Customer Experience Plaform, which was additionally installed CRM (Customer Relationship Management), helps to arrange and monitor customer interaction process effectively.

With the Genesys platform, not only customers will get the omnichannel interaction context, but conpanies also allow to manage the process of customers in an efficient way. It is a synchronization of multiple channels in the same interaction (called 'Multimodal'), the order of the next steps in the process and interactions (called 'arrangement'), and lifecycle management of the customer experience journey including designing, staging, monitoring and adjusting the journey (lifecycle management of the customer experience).

In addition, the foundation of the Genesys service also allows users to choose the form of interaction they want. This intelligent system helps to reduce operating costs through reducing the need to keep in touch with customer care agents.

How do you assess the implementation of this solution as well as its advantages and disadvantages in Vietnam compared to other markets such as Thailand or Japan?

Information technology is an advantage of Vietnam due to the skilled available young workforce. Hanoi and Ho Chi Minh City have shortlisted 10 emerging cities for software outsourcing. In Vietnam, we could go off, catch and even successfully implement this solution if we have right strategies. In addition, the explosion of information technology, with mobile technology platform, cloud computing and “smart” development trend in all fields such as infrastructure, health and education, is also a big advantage for Genesys and other big companies or corporations investing in Vietnam.

Nevertheless, compared with other markets such as Thailand or Japan,  the deployment of this application in Vietnam still faces many difficulties. CRM (Customer Relationship Management) is the optimal choice, bringing significant impacts on businesses. Howerver, CRM in Vietnam has not been commonly used for many reasons. One of them is Vietnamese businesses are still of much worry when accessing new technology. Besides, difficulties in changing work habits, limit in freedom due to a strict management system and the high investment cost are also a big deal.

However, we determined that every customer in different country will have different expectations; however, in any public market, customers always look forward to enjoying the best-quality services and we are making great efforts to realise them.

So, what criteria are used to assess the effectiveness of this solution with customers? Has Genesys got the data or specific statistics to demonstrate the effectiveness of this solution yet?

The criteria for assessment are productivity, the number of labor and revenue. Customer counseling centers will have the time index of call waiting, feedback waiting time. The index pointed out that waiting time of our customers has significantly decreased.

Besides, we collected a lot of specific data channels of banks, phone companies and countries such as Australia, Japan. These data were measured before and after the use of Genesys products to quantify the effectiveness of their solution. Let me take some examples: banks using Genesys  services can eliminate errors and delays in interacting with customers; increase productivity of employees up to 50%, or regarding phone companies using the Genesys solution, the ratio of calls which are connected is up to 70% ...

Home Credit Group - an international provider of consumer finance in more than 10 countries around the world chose CXP to enhance the customer experience in Vietnam. It is the fact that CXP solution has increased the operating efficiency of contact center by 30% Home Credit Vietnam.

After the cooperation with Home Credit, what is the next plan of Genesys to develop in Vietnamese market?

Genesys has just set foot in Vietnam market for nearly 2 years but it has alreasdy gained a firm position. There has been many large companies in banking, technology want to cooperate and in the process of negotiating with us.

After cooperation with Home Credit to deploy solution "Customer Experience Platform" in Vietnam, next time, we will continue to organize seminars to introduce this solution to Vietnamese enterprises to help businesses improve the performance of our products.

In addition, Genesys will also host a series of global conferences, discussing various aspects of the management of multi-channel journey. The first workshop "Re-set the business screen for a Multi-Channel Customer Experience" will be held in April.

Also, Genesys will also actively seek new oppotunities to expand the market and increase the number of businesses using the products and services of Genesys.