Recalling the early years of InfoVision's inception in India and the market scenario then, Gupta says, “In early 90s, the focus was on relationship marketing programmes and data processing for both B2B and B2C arena. In mid-90s, with the strengthening of the telecom infrastructure contact centres became an important touch point for organisations and InfoVision started its call centres in Mumbai and Bengaluru, apart from Delhi. Since then InfoVision's business model has shifted to the BPO model and we have established our presence in 16 key cities of India. InfoVision embarked on international voice business in 2002. And today, it works with US, UK, Australia and Singapore markets.”
Infovision today claims to be South Asia's multi-million dollar business and Gupta says many Fortune 500 companies gained entry in India under its consultancy, as also grew and expanded. Gupta has also been the consultant for all domestic airlines in India over the last 15 years, apart from setting up operations for some.
Asked what made him decide to venture into CRM in India, he says, “CRM services were new to India. Direct marketing was catching up and companies had begun to understand the relevance of database management and direct mailing. They say imitation is the best form of flattery and many imitations followed after we launched the first few loyalty programmes in the country. Hospitality, aviation, banking and consumer durables were some early adopters of CRM services in India. Though outsourcing was not very heard of but processes rated low in the value chain were beginning to be outsourced.
What is this loyalty programme that InfoVision claims to be its USP, you wonder, and Gupta proceeds to enlighten. “Loyalty programme helps in building a long-term bond with the customer. It attempts at creating customer delight throughout the customer's journey with the brand. Loyalty programmes increase the share of wallet and reduce churn by recognising the customer. A successful loyalty programme starts with a feel good bond i.e. instantly gratifying a loyal customer to create brag value and then building an emotional bond with the customer. Loyalty programmes focus on enriching a customer's experience at each and every touch point and providing special privileges to the most profitable and loyal customers.”
And this is what he classifies as customer experience through loyalty programmes. Gupta adds, “InfoVision is an integrated loyalty marketing company focussed towards helping organisations increase and retain their customer base through consumer loyalty programmes.”
Their repertoire of services includes: Business 2 Business loyalty programmes, Business 2 Consumer loyalty programmes, Business 2 Partner loyalty programs and incentive and motivational programmes.
“We are pioneers in the field of loyalty marketing,” claims Gupta adding, “We launched the ‘Oberoi Plus' programme in 1993 and ‘Miles & Smiles’, the country’s first frequent flyer programme for Modiluft. We provide consultancy services and back office support for all aspects related to loyalty marketing.”
Discussing the many firsts in the CRM services industry to InfoVision's credit, Gupta says, “We launched the first loyalty programme in India 'The Oberoi Plus', the first loyalty programme for the Indian aviation industry i.e. Modiluft, the first travel agents programme, the first dealer programme and employee empowerment programme. Ever since, we have created and managed numerous loyalty programmes across industries and target segments.”
Currently, InfoVision offers CRM and BPO solutions to the top nine MNC, private and public sector banks of India spanning retail banking, credit cards, corporate banking, mortgage and loans. “We provide services ranging from customer acquisitions, cross selling and up selling, collections, customer service, customer retention and transaction processing. We constantly add to the top line and bottom line of some of the largest banks in India and help in retaining and providing a world-class customer experience to their customers,” says Gupta of the services that InfoVision provides to its impressive list of clientele.
“InfoVision's extensive experience and international perspective in customer relationship management enables it to service all customer 'touchpoints' through powerful and customised CRM solutions. These touchpoints encompass customer interaction centres, loyalty programmes, direct marketing, Web response centres, database management, internet support and software services,” says Gupta enumerating the services modalities of his company.
Talking about the transition aspect of InfoVision's services, Gupta explains, “InfoVision has extensive experience in successfully transitioning processes with varied complexities -- from building new business ideas to effective transfer of established processes.”
Explaining the process he adds, “Transition refers to the process of transferring knowledge, systems and operating capabilities. The transition team includes process and technology experts to address each of the transition phase. All operations are broken down into a 'transition' and a 'business as usual model' with specialist cross-functional dedicated teams supporting each phase. Transition toolkits along with project management tools are used to ensure seamless transitioning.”
Queried about the quality procedures and quality audits that InfoVision employs, Gupta says, “InfoVision has an in-depth automated Quality Assurance Monitoring and Tracking System. A scorecard is derived after close consultation with the clients to include all key parameters. Hundred per cent of the calls are recorded for quality assurance purposes. A random 5-10 per cent for every agent are reviewed by expert quality auditors and coaches who use six sigma practices to reduce defects per call.”
InfoVision as a part of its performance management and continuous improvement programmes uses real-time audit and coaching tools that enable instant coaching and feedback thereby resulting in more effective defect management and improvement tracking. Screen barge-ins, whispering and shadowing new agents are some innovative tools used to reduce defects, enhance efficiencies, highlight exceptions and provide a single view of the agent across all KPIs.
“InfoVision has always followed an in-depth training culture with great emphasis on ensuring the development of its employees before they qualify for the live service,” says Gupta throwing light on the training culture at the company. With its experience in training agents across industry, skills, voice modulation and product, Gupta informs, “The company has built a comprehensive six-week training programme. Along with classroom coaching methodology, InfoVision's software expertise allowed it to create virtual walk-thrus and other interactive training tools for greater involvement of the agents during the training programme.”
The training programme can be broadly classified into two types: Functional training that is focussed on new hire trainings with extensive programmes ranging from two days to six weeks that encompass pre-process (soft-skills, technical knowledge, selling, customer service skills, etc); process covering all aspects of product related information along with hands-on experience on mandatory tools.
The second programme called the developmental training is based on the importance of identifying knowledge gaps on an ongoing basis and building programmes to effectively fill these gaps along with sharing other best practices. These programmes range from small classroom sessions to an entire day's programme.
And what is the Infovision edge? Replies Gupta conclusively, “Over the past 17 years, InfoVision has leveraged its core differentiators to develop sound business practices and elevate customer experiences. Highly customer-centric and integrated BPO services have attracted a wide-ranging, loyal and impressive customer base. Continuous investment in training, employee-centric HR policies plus and uncompromising quality focus has created a world-class workforce providing a competitive edge for our customers. InfoVision has developed software capabilities, futuristic technology, robust systems and rapid transition capabilities that are redefining the standards in the industry.”
And for good measure he attributes it to the four pillars of his business endeavour. “It is our people – we have one of the most experienced teams in India and arguably the highest retention in relation to industry at all levels and committed best practices policy; our clients, our experience and our operations -- financially stable and profitable with a national footprint -- that define our edge,” says Gupta.
Established in 1991, InfoVision Group has over 17 years of experience and with its employee base of 8,500 employees, it is focussed on creating customer experiences through loyalty programmes, direct marketing, customer interaction centres, delivering solutions in running call centres, database management, back office support services for both domestic and international customers and software solutions for CRM and consultancy services. Its clients are from diverse industries like retail, telecom, entertainment, IT, electronic goods, banking and insurance. In addition, InfoVision’s HR BPO division employs 2,500 staff.
-- Sangita Thakur |
