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CX Speak

Driving Business Growth by Delighting Customers – CX Tips by Mr. Bipin Narang, Co-Founder and Managing Director, PrintVenue

At Customer Guru, we believe that Customer Experience (CX) should be the number one priority for all the Indian businesses so that they become more sustainable and successful globally. Thus, we started the initiative of sharing a series of interviews with top-notch CX experts in India to spread this awareness. Our guest for this week is Mr. Bipin Narang, a leading CX enthusiast in India. We hope to inspire and guide more professionals in adopting and inculcating a customer-centric approach in their organizations.

Mr. Bipin Narang is currently leading PrintVenue business in India, Singapore, Australia, and Malaysia as the Co-Founder and Managing Director. Owing to his experience of more than 20 years across industries such as e-commerce, telecom, retail, media, and advertising, he has a vast understanding and experience in driving top-line revenue and brand management.

In this candid interview, Mr. Narang shares valuable tips on setting up customer-centric teams and processes for businesses to excel. He also talks about the repercussions that cutting corners on customer experience can have on an organization.

We invite our readers to comment and ask questions on similar challenges that they might be facing in their organizations when it comes to setting up systems and processes to deliver a great experience. This article is framed in a question-answer format; please feel free to share your feedback on the article too.

Is there a particular example that strengthened your belief in customer experience and made you realize the power of delivering a good experience to customers?

There is no single experience that I can point out to. All customers are important for all organizations, regardless of the industry that the organizations operate in. All brands and companies typically exist only because of their customers.

Is there a difference in the way corporates and start-ups approach CX?

Indeed, there is. Most of the corporates have been in existence for a long time, whether it is Bharti Airtel, United Spirits or VistaPrint. To improve customer experience in such settings, there are a specific set of processes in place that are taken care of by a specific set of people. In India, specifically, however, founders of start-ups are typically caught up in other aspects of a business, such as finance, funding, day-to-day operations, and the like. Somehow, they tend not to focus much on the customer, even though they realize the importance of delivering great customer experience.

My piece of advice for such business owners would be to dedicate 50% of their time every day to focus on what the customers want or what the existing customers are pained by. I believe this will solve most of the problems that they face. This would enable them in utilizing their resources in the right areas.

How do you align all the stakeholders in an organization in becoming customer-focused?

Founders, owners, and business leaders must realize that, in most cases, their teams are not going to be as passionate as they are about customer experience. Having a team with the same level of passion is sheer luck. This challenge can be resolved by creating processes that would help in delivering the kind of CX they want to focus towards. Defining processes isn’t enough. The process team, the people who will focus on specific metrics, the way customer feedback and customer trends will be captured – all of this needs to be put in place. And this needs to be funneled through the decision-makers. They are the ones who can encourage people in taking a decision or action on the basis of the empirical customer feedback or the collected data. This might not make the employees passionate enough, but it is the solution for aligning all the stakeholders.

Is there a particular methodology you follow to get the buy-in of the stakeholders towards stakeholders?

We always incentivize team members on delivering better than average customer experience.

How do you stay on top of what your customers desire and need?

Personally, I believe that marketing is a blend of science and art. Creating the process to analyze customer behavior and customer trends is the science part of it. On the basis of these findings, organizations can plan their marketing programs. The art comes in when the companies and business leaders have to be future-predictive. They need to anticipate how the customers will react to things that they haven’t seen yet. To a large extent, all of this is a subjective call on the basis of a calculated risk or experiential learning that they picked up over the years, working in various industries. After all, the customer remains the same; he is the one to buy products or services everywhere.

What would be a word of advice to businesses that are trying to embark on this journey of delivering a good experience to the customers?

They must be fanatic about customer experience and be true in delivering that experience. The more they cut corners, the lesser they will have repeat business.

Without repeat business, there’s no business.

When an organization promises an idea or a product or service to a customer, it builds up their expectations. Because of whatever operational challenges that start-up businesses face, they are tempted to take a shortcut, whether it is towards the quality, the efficiency, or the timeline. Even the team members and vendors would suggest the same. There is something known as ‘familiarity in the room.’ This is when the founders interact with the team members day in and day out, but not with the customers. Should they let the familiarity overpower the faceless customer? Whenever they start cutting corners for whatever reasons – be it lack of resources, time, inclination or intent, the customers will make them pay.

What, according to you, is the balance between perfection and progress?

Grow slowly but grow surely. There is no need to grow 100% monthly. Even if the acquisition of new customers increases every month, companies must make sure that they retain the existing ones, otherwise, the situation would be similar to a leaking bucket.


Do you want to
improve your
Customer Experience?

Get FREE web class to uncover the secrets that Startups to Fortune 500 companies are using right now!

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