Published on October 18, 2024
The 465th EDGE Webinar, held on October 16, 2024, focused on the theme ‘Reimagining Customer Experience - The Tata Way.’ The engaging Leadership Series webinar featured Rajesh Dogra, Chief Customer Experience Officer, Air India, who shared insights from his extensive career in customer experience management. With a rich background as a CX leader and a two-time national-award winner for his transformative work in Indian Passport Services, Rajesh has played a pivotal role in driving large-scale, global transformation programmes. His expertise in this field has positioned him as a key figure in reimagining customer experiences within the Tata group.
Renewing Indian Passport Services
During the webinar, Rajesh discussed the challenges and successes he encountered while working on the Passport Seva Programme (PSP) at Tata Consultancy Services (TCS). He elaborated on the significant challenges faced by the Indian Passport Services before the programme's launch, such as outdated infrastructure, process inefficiencies, and limited transparency, which affected customer accessibility. To address these issues, TCS focused on empowering customers by digitising the application process and providing real-time information at their fingertips. This comprehensive approach not only re-engineered processes but also advocated for policy changes in collaboration with the Ministry of External Affairs, emphasising the importance of customer service within government operations. “We spoke to the ministry and tried to bring in all stakeholders, players, and all processes into the passport programme so that the transformation was not only limited to the passport office but throughout the passport issuance ecosystem,” Rajesh said.
Empowering Customers through Digital Innovation
One of the standout achievements of the PSP was the remarkable transformation in service delivery, where the annual service hours escalated from 3 lakh to an astonishing 30 lakh, all while maintaining a customer satisfaction score of 99.5%. Key milestones included the establishment of numerous Passport Seva Kendras nationwide, the migration of over 90 million records from legacy systems, and the implementation of a robust IT infrastructure that streamlined application processing. Rajesh highlighted the importance of a feedback mechanism that allowed continuous improvements based on customer input, fostering a culture of responsiveness and agility within the organisation. “For a government programme to get this kind of affection from the general public is unheard of. I can tell you with pride that the Indian passport system today is much better than many fully developed countries because we are now completely paperless, and all our systems are workflow based,” Rajesh shared.
Revamping Air India
Transitioning from TCS to Air India following its acquisition by the Tata group, Rajesh has been spearheading the transformation of customer experience across the airline's global touchpoints. Under the VIHAAN.AI framework, Air India aims to revamp customer experience by addressing previous challenges such as a depleted fleet, outdated customer-facing tools, and a lack of operational efficiency. The focus has been on network and fleet expansion, enhancing recruitment practices to boost staffing at airports, and integrating cutting-edge technologies to improve service delivery.
A Phased Approach
The transformation at Air India is structured into phases: fixing the basics, building for excellence, and scaling for growth. Key initiatives include launching a new brand identity, deploying the latest aircraft, and introducing innovative customer service tools such as a generative AI chatbot. Rajesh emphasised that creating a customer-centric culture is essential for the airline’s success. By actively listening to customer feedback and prioritising their needs, Air India aims to enhance operational capabilities and deliver superior service. “We are revamping everything which is required for the customer. We are listening to the customer, having set up a strong NPS system and getting daily verbatim feedback,” Rajesh mentioned.
Key Lessons
The lessons learned from the PSP serve as a blueprint for Air India’s ongoing transformation. Rajesh’s experience shows the significance of stakeholder collaboration, the integration of digital solutions, and the importance of fostering a customer-first approach across all levels of the organisation. The strategies implemented at TCS not only led to significant improvements in passport services but also provide a roadmap for Air India as it endeavours to become a world-class airline known for its exceptional customer experience. Sharing the lessons learned from his journey, Rajesh said, “Keep listening to the customer, go to the ground and see what is required to be done to improve services, and everything that is possible to see the market sentiment.”
The Leadership Series webinar offered participants a deep dive into the transformation journeys of the PSP and Air India. They gained important insights into overcoming operational challenges, leveraging technology, and fostering a customer-centric culture. The webinar concluded with an interesting Q&A session, where Rajesh addressed thought-provoking questions, providing further clarity on the strategies behind large-scale customer experience transformations.