Published on July 13, 2018
For Tata Power, customers are at the core of the business and they work tirelessly to ensure complete satisfaction for them. To optimise the feedback process and keep its customers happy, Tata Power decided to establish a real-time customer feedback management platform. The company decided to adopt Tata Capital’s customer feedback platform, which was identified as a best practice during the TBEM assessment process.
The need
Tata Power’s customers engage with the company through various touch points such as call centre, customer relations centres, e-mails sent to customer service delivery team, web-portal and other digital platforms. A customer feedback platform would help Tata Power track customers’ responses in real time so that the company could work towards creating a long term relationship with happy customers.
Tata Power partnered with Litmus World to seek the voice of customers, in accordance to Tata Capital’s best practice. Litmus World empowers businesses to initiate structured conversations post the point-of-interaction with customers on a real-time basis. Actionable insights and intelligence through data and text analytics and the Net Promoter Score (NPS) is also obtained through this platform.
Best Practice adoption
Tata Power made minor modifications to the customer feedback platform according to its business requirement. Apart from receiving the overall customer experience and individual question scores, the system was revamped by re-aligning feedback questions in a way that transactional NPS was acquired.
As part of further improvisation and seamless linkage to business, integration of Litmus World with the CRM systems is under implementation. Tata Power is taking this approach to the next level by conducting monthly CSAT surveys for a part of their customer base and intend to cover the entire customer base over a year (through a random sampling methodology).
Key stakeholders
The key stakeholders involved in the implementation are:
- Manoj Gupta, Head - HCB Customer Management, Tata Power
- Ranjit Ganguly, Group Head - CC, CSD and Digitalisation, Tata Power
- Jayant Dabholkar, Head - SPA ISU/CCS, Tata Power
- Sunny Puthran, Lead Associate - Call Centre and Digitalisation, Tata Power
- Customers: Inputs were taken from customers during system development and design of the questionnaire
Benefits
This practice has benefitted the HCB - Customer Management Group as it has enabled them to obtain a structured response from customers on a real-time basis, thereby enabling the company to receive real-time customer experience, measurement and analysis in real-time.
It effectively captures the customer feedback, gets touch point-wise statistics and builds data-driven actionable insights all on a single dashboard.
Voice of the customers captured through the new platform
- Extremely well mannered, soft spoken and knowledgeable executives. It will certainly develop confidence in a prospective customer like me and in turn I feel it is my moral duty to encourage Tata Power by recommending without any reservations.
- Tata power understands the value of the customer and provides service accordingly.