Published on January 20, 2021
Tata Elxsi has been evaluating and working towards improving its customer feedback process. The company carries out Customer satisfaction surveys at delivery and relationship levels and wants to refine them. For improving its processes, Tata Elxsi wanted to explore how net promoter score is being used and, which would also indicate satisfaction/engagement levels of their customers.
Tata Elxsi wanted to understand how Tata Consultancy Services (TCS) carries out its customer satisfaction surveys. Additionally, it also wanted details on the analysis and the actions being taken up after obtaining the customer survey results.
Tata Business Excellence Group (TBExG) facilitated a session for Tata Elxsi on November 27, 2020. Bhawana Rastogi, Head, Customer Advocacy from TCS conducted the session and highlighted TCS’s culture of customer focus and building relationships across all levels in the customer organization. Voice of Customer (VOC) is a critical input to their business and obtaining continuous feedback is crucial for maintaining highest customer levels, improving operations and enabling strategic choices.
The structural context of the customer advocacy function, being one of the most important at TCS, is where quality leaders act as an ‘internal voice’ advocating for customer concerns. The customer advocacy group is responsible for defining the customer feedback, developing systems for collecting and disseminating feedback, building awareness, and providing framework for casual analysis, action planning and closure. It also supports deployment across various functions such as audit, marketing, talent development, pre-sales, etc. Every business unit has a designate CSS leader who is responsible for deploying the customer advocacy objectives.
The customer survey at TCS is carried out at a strategic and operational level. At the strategic level, the survey is called Lifeline that is conducted for the Customer CXOs annually. Each project also takes up a Customer satisfaction at an operational level from the customer project director and/or program manager. This is conducted for every major milestone or at least half yearly.
TCS’s detailed survey process includes four steps:
- Capture the VOC
- Achieve customer satisfaction
- Analyse feedback
- Action planning
Key KPIs of the half-yearly customer satisfaction survey are:
- Quality of service delivery
- Quality of experience
- Business value
- Additional feedback
Consolidation of Lifeline and CSS data is done, at the Relationship level, business unit operating unit level and TCS level. Lifeline score and CSI at the relationship, business unit, OU and TCS levels is calculated and detailed analysis on the CSS feedback with suitable corrective and preventive measures is identified at all levels with inputs from senior management.
Post the session, Tata Elxsi plans to restructure their customer engagement survey and organizational design for implementing customer feedback by the next financial year. The KPIs likely to be impacted by these learnings will be quality of actionable feedback and improvement of customer satisfaction score due to effectiveness of feedback deployment.
Participant Speak
Thank you for your time and detailed walkthrough. Your presentation gave us insights related to overall objectives, structure and systems that define your customer advocacy group. We appreciate the process info shared on lifeline survey and CSS. The details shared has given a fillip to our program and we will be going ahead with our re-structuring of this process. We deeply value your time spent with us and look forward to future interactions.
Sajiv Madhavan, Head, Business Excellence, Tata Elxsi