Krishnan Ramanujam
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Oracle OpenWorld (OOW) 2013 was a fantastic opportunity for many of us at TCS to connect with our partners, catch up with long-time associates and meet new industry peers. With time to digest all of the insightful discussions, I would like to share my perspective on a recurring theme: Customer Experience (CX).

The variety of panels, presentations and conversations reinforced that regardless of a company’s industry and its front-line challenges, capitalizing on converging technologies to enhance CX is a top business priority. Learn more about our successful CX solution implementations with clients, including these highlights from our OOW 2013 presentations:

  • ABN AMRO: The banking industry depends on customer loyalty and retention, traits that are ephemeral in the wake of the financial crisis. Dutch bank ABN AMRO implemented an enterprise-wide CX strategy with sophisticated analytics that allowed the bank to more deeply understand customer needs and preferences and provide solutions and services to meet those demands.
  • American Airlines: Passenger data management is the foundation for successful CX in the airline industry. Marking its evolution from Customer Relationship Management (CRM) to adopting a CX strategy, American Airlines put themselves in the shoes of their customers and created market differentiation by charting and engaging with the customer’s trip life-cycle—from shopping for the flight ticket to the post-flight experience—at each touch point and across technologies.
  •  Honeywell: To manage customer assets more closely and improve its invoicing process, Honeywell adopted a CX program to become more agile and proactive, taking cues from early CX adopters (such as the service industry’s mastery of using mobile apps and online bill payment), providing seamless and instant connection to data in order to deliver improved services.

When we work with enterprises to examine how they change the way they approach customer experience, the first step is recognizing the proliferation of technologies that are changing the conversation between companies and their customers. The rise in social platforms and mobility is creating urgency for CX implementation; the volume of data we are able to leverage today from social listening is a goldmine of intelligence, a tangle waiting to be unknotted to uncover insights about customer habits and preferences.

Data analytics allows us to not only draw conclusions about customers’ preferences, but also to predict customer behavior and make smart business decisions to improve the bottom line. Companies can draw immense value from integrating the technologies that provide us with this data. By uniting back office functions like data repositories and information systems, we can streamline processes, leverage customer information to drive loyalty, inform business decisions and ultimately enhance profits. The promise of CX truly lies in its ability to deliver differentiating experiences for customers and build agility for businesses.

I find myself wondering: what will we all be discussing at next year’s Oracle OpenWorld and how far will we have come from where we are today? I’d welcome the opportunity to discuss more about our partnerships and capabilities and encourage you to check back here regularly for future news and research. There’s no reason to wait until next OOW! Let’s keep the conversation going.


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