CX Speak

Be Passionate About Your Customers and They Will Never Leave – CX Lessons by Ms. Shweta Jha, Quality and Customer Experience Manager, Ferns N Petals

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 are on a mission to spread this awareness, inspiring and guiding professionals to adopt and inculcate a customer-centric approach. We are certain that this is a first step to help organizations WOW their customers and create raving fans for themselves.

Continuing with our initiative of sharing experiences of top-notch CX experts across India, we have another gem of an interview with Ms. Shweta Jha. Ms. Jha currently manages three functions in Ferns N Petals – Training, Quality, and Customer Experience. She believes that these functions are interrelated because when an organization has the right kind of employees and partners, and they are trained well, they will ensure that the customers have a great experience. Ms. Jha has 12 years of experience in the field of Customer Service and has been instrumental in creating and implementing exceptional customer experience strategies. In every role that she has played, her focus has always been on optimizing the customer’s experience. She is an ardent Customer Experience advocate and her main priority is to put customers on the front line of importance for both employees and partners.

In this candid interview with Customer Guru, she discusses the challenges that she faced as a CX professional and how she resolved them. She has also explained the closed-loop process that has helped Ferns N Petals to massively improve the experience provided to customers. Further, she has shared insights on how customer experience in India will evolve in future.

We encourage our readers to ask questions on similar challenges that they might have faced in their organizations while implementing customer experience measures.

Please give us a short introduction to your journey to becoming a CX professional.

I started my career with Convergys in 2002 as a Customer Service Representative. From there, I moved on to the aviation industry, where I worked as a cabin crew for seven years. I was genuinely fond of meeting and interacting with people, so the aviation industry was a perfect fit for me. Those seven years of traveling taught me a lot, both professionally and personally. I have worked in a few other industries before finally joining e-commerce. Irrespective of the industry, all of my roles have revolved around customer service and customer experience.

Could you please describe the closed-loop feedback management process followed by Ferns N Petals currently?

We have a dedicated team that works on each and every feedback or complaint received from a detractor or even a passive customer. Subsequently, the team gets in touch with the customer and offers the best possible resolution. We have complaint-handling standard operating procedures, but a lot of times, we deviate from them so that we are able to resolve a customer’s concern up to his/her satisfaction. When we say ‘100% Smile Guaranteed’ on our website, we actually mean it. We, as an organization, take customer satisfaction very seriously. It’s only after we have won the customer back by the service recovery done by the team that a case is closed.

Walk us through your typical day as the Customer Experience Manager at Ferns N Petals.

A typical day starts with analyzing the previous day’s NPS reports and notifying the concerns to the relevant departments. By doing so, we take action on reducing those reasons and this, in turn, will reduce the number of detractors. Besides this, a lot of my time is spent in training employees and partners. Innovation is a word very important to all of us in the organization. It’s an integral part of our vision and mission as well. I ensure that I take out some time every day in planning strategies that are innovative and that will add to a customer’s experience. Coaching and mentoring my team is something that I am very passionate about and I make sure that I spend some time every day with them, irrespective of how packed my schedule is.

What were your biggest challenges in setting up the closed-loop feedback management process at Ferns N Petals? How do you suggest that other CX professionals get over similar challenges?

In terms of setting up the process, I did not face any challenges. My biggest challenge was and has been in having the right kind of people to run the process. It’s not been easy to hire and train a team that is as customer-centric as we are as an organization. My advice to other CX professionals would be to have a robust team, who speaks customer service as a second language. Frequent training and mentoring of the team is also a must. After all, the team will be the custodian of your process.

Where do you see the biggest value add of this closed-loop process in your organization?

The biggest value that the closed-loop process has added has been in retaining customers. Every feedback received is addressed and every complaint is resolved. This process has been instrumental in building and retaining customer loyalty. By regularly closing the loop, we are able to win over the detractors and passives. These customers will not only do business with us again but will also talk about our service with others.

Finally, how do you think the customer experience practice in India is going to shape up in the next two to five years?

The emerging trend now is customer experience, rather than customer service. In the years to come, customer experience will be the deciding factor for customers to choose a brand. Companies will be constantly innovating to improve customer experience as customer experience is a journey, and not a destination. Understanding the customer journey is about learning what customers expect from the moment they begin considering a purchase to the time they give you a rating after they have experienced your product and service.

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