At Tata Communications, customer-centricity means providing our customers an unparalleled experience, while continually assessing ourselves against set benchmarks. We are gearing ourselves for the future by providing the best-in-class services, and constantly pushing the boundaries, leveraging the latest technology.
We have built unique connections with our customers through our service philosophy ‘whatever it takes’, leading us to provide well-differentiated services in a highly competitive market. To be at the forefront, we are constantly reinventing ourselves with steadfast focus on customer delight to achieve greater customer loyalty and remain competitive. Customer centricity is central to our values, and is core to our vision and mission statements.
Our customer-centric culture includes our senior leadership team’s engagement with key customers to get a direct first-hand pulse of our customers. The team regularly reviews top customer escalations, and actions taken to deliver superior customer experience, ensuring that customers are heard and given the topmost priority in our organisational culture.
During the pandemic and with the changing geopolitical situations, we have ensured continuity of service. Our efforts have been recognised by both, the industry as well as our customers.
FY 2021-22
highlights
1
Leader in Gartner Magic Quadrant for Network Services, Global 2022 (9th year in a row)
2
Enhanced Net Promoter Score® (NPS®) by four more points to reach the top quartile position-secured NPS of 84
3
Won the Customer Experience Excellence Award at CC Global awards 2021 held in Berlin (2nd consecutive year in a row)
4
Recognised with the 2021 ISG Digital Case Study Award by Information Services Group (ISG)
5
Won a SILVER medal at Stevie Awards for the best use of technology in customer service in the telecommunications industry
6
Recognised with ‘Highly Recommended’ title in the ‘Best Use of Technology in Customer Engagement’ category at 2021 Engage Awards, Europe
7
Positioned as a Leader in the Frost Radar™: Asia-Pacific Managed SD-WAN Services Market, 2021
8
Certified TL 9000 in India, Singapore, and Sri Lanka since 2006 by DQS
Being a part of the Problem Management team within Telstra International, one of my key objectives is to minimise repeated failures/faults within our network, and ensure stable performance. With Tata Communications as one of our key partners in India, I have had a great experience working with its team over the last 2+ years. The support from Tata Communications team has always been consistent and detailed, which helps us manage our stakeholders and customers with ease. We have also accomplished to mitigate the repeated performance-related concerns, and if we look at the figures, from the overall 1,017 incidents in 2019, we saw a 22% reduction in 2020 (791 incidents), and this further reduced by 26% in 2021, thus bringing the overall incidents count to 583. This has been possible due to the continuous efforts of Tata Communications Service Management, Assurance and Problem Management teams.
Jaspreet Singh
Problem Management Analyst,
Telstra International
Our customer centric approach has led us to capture customer feedback, and understand their needs, and improve our processes and systems, including new product launches, to better serve them
Our approach to providing a good customer experience:
Listen to our customers
Targeted customer interactions, review, and feedback mechanisms help us understand the challenges and pain points of our customers. ‘Listen and learn’ approach is also extended to our analysts, vendors and competitors, in order to gauge the external environment impacting our business.
Identify customer priorities
Identification of our customer priorities helps us to narrow down areas of intervention, and deliver timely solutions.
Take tactical and strategic actions
In-depth analysis helps us to divide actions into tactical and strategic, which are taken by the CST team and cross-functional teams, respectively.
Measure customer satisfaction
The Customer Experience Management team is responsible for measuring customer satisfaction against the priorities identified previously. Further, outcomes are deliberated by Global Management Committee (GMC) and process owners to address scope of improvement.
Measuring our performance*
We have a number of customer-listening processes, designed to provide solicited feedback that can be implemented.
1. NPS Survey
It is based on a survey conducted by an external organisation, which gives a net score on the willingness of customers to recommend our services to others.
2. Real-time feedback and balance scorecard
We regularly conduct feedback surveys across different customer touchpoints. These surveys are undertaken by various teams in sales, service delivery, billing, and service assurance, enable us to understand the viewpoints of customers.
3. Win/loss analysis
The output of the win/loss analysis is used for driving necessary changes/improvements to enable higher win rates.
4. RFPs and early customer engagement
Complex RFPs are analysed by the sales, solutions, product and service wrap teams, to devise and build new platform solutions and features as per the customer and market needs.
5. Engagement with industry analysts and partners
Product, corporate strategy, and the marketing teams engage regularly with leading industry analysts to apprise them of our product strategies, and roadmaps, and simultaneously seek their insights and feedback on the market trends.
6. Forums and events
Information and Communications Technology, and Media and Entertainment forums and events, provide both formal and informal opportunities to understand the prevalent and future technology trends.
*For detailed process, please refer to our FY 2020-21 Sustainability Report
Innovation on the go
We leverage innovation to enable our clients to deliver outstanding and innovative experiences to their customers. Our goal is to develop future technologies that will improve almost every aspect of our lives through collaboration with customers in all industries and around the world. We are constantly improving our solutions, which are driven by our vision of improving our customers’ reach and leadership.
We strive to provide:
FY 2021-22 highlights
1
Efficient and quick service delivery through automation and self-service
2
Up-to-date and fresh technology to streamline user experience
3
Wide spectrum of choices by adding more technology vendors
4
Performance monitoring tools for network services
5
Services focussed on delivering customer business needs
6
Automation of services for transforming the customers’ business journey
New portfolios launched in FY 2021-22
Secure Connected Digital Experience (SCDx) A thematic solution to enable digital-first strategies and businesses.
Managed Public Cloud Security – Azure A new service to monitor and manage security aspects of Azure cloud services.
Virtual Desktop as a Service (VDAAS) In the current pandemic conditions, organisations want to secure their employee access through enhanced security and accessibility by means of virtual desktops, where limited access is given to users, while the centralised system is built on the Tata Communications cloud platform.
Focussed solutions to enhance our portfolio to be more agile, dynamic, secure, scalable, and cloud-driven; expansion of internet presence to the newly developed data centres to be near our customers, for delivering world-class internet experiences to them.
All customer contracts are backed by Service Level Agreements (SLAs); services are managed based on industry-leading benchmarks, to ensure a great customer experience.
Partnership with Formula 1: Transforming motorsports with innovative fan experiences
Tata Communications become #OnewithF1 as the Official Broadcast Connectivity Provider of Formula 1 to transform the motorsports experience for fans globally. We entered into a multi-year strategic collaboration with Formula 1 enabling reach and delivery to millions of fans worldwide through low latency broadcast-ready network and media native cloud solutions,
tailored for global sports events worldwide. We bring fully managed video contribution services aggregating live broadcast feeds from venues globally to Formula 1 remote operations center in London and for global distribution to various rights-holding broadcasters. The low latency and remote operation capabilities allow Formula 1 to analyse race data and produce stunning broadcast productions while supporting the motorsports’ drive for agility and sustainability. Tata Communications is on a mission of empowering Formula 1 for tomorrow, today. Following the introduction of Formula 1’s remote broadcast operations in 2020, Tata Communications has allowed a reduction in the organization’s travelling freight by 34%, as Formula 1 looks to become Net Zero Carbon by 2030.
Enhancing customer engagement
CSM supports customers
across their journey with us
As part of our multi-cloud strategy, AWS is the strategic platform for some of our new-age platforms. For this, we needed to partner with a service provider who had knowledge about AWS services, and could manage large and complex deployments to help us scale new heights. Also, we needed single-pane-of-glass monitoring and management of our multiple AWS accounts across regions, so it becomes easier for us to diagnose and troubleshoot user experience issues and application failures, if any. Tata Communications helped us seamlessly bring our various tenants of AWS under a single monitoring coverage and manage it end-to-end. As we grow and scale our workloads on AWS, it is crucial to centrally govern this multi-account environment. Tata Communications offers governance and uninterrupted business operations backed by SLAs; its 24*7*365 GSMC helpdesk team provides support to pre-empt and tackle outages, and performance issues, thus ensuring superior customer experience for our business.
Gurpartap Singh
VP-Technology, IIFL Wealth Management