CX Stories

Being Good At CX Is Not Good Enough – Jennifer Parnell, DGM – Customer Engagement, BookMyShow

Jennifer Parnell currently serves as the Deputy General Manager – Customer Engagement at BookMyShow. She comes with 20 years of work experience, of which 15 years have been in Customer Experience.

About BookMyShow
BookMyShow is India’s largest entertainment ticketing portal today, launched in Aug 2007 as India’s first ticketing aggregator. From movies to events, plays and concerts to sports, BookMyShow brings all of this to its audience. Its primary focus has always been delivering the very best entertainment experience to its dedicated customers. BookMyShow currently operates across four countries and in over 650 cities and towns in India, serving over 25 million customers.

It was our pleasure to interview Jennifer and receive her insightful responses to the following questions.

What role has Customer Experience (CX) played in the journey of your company?

The customer is at the core of everything we do at BookMyShow and all our efforts are centered around them. Being the largest entertainment ticketing platform in India, needless to say, we take CX very seriously. Over the years, BookMyShow has become the go-to entertainment destination for millions of customers across the country and they love us for the incredible and unmatched customer experience that they get on our platform.

In your journey so far, which is the one CX initiative you had pioneered that you are proud of the most?

NPS (Net Promoter Score) is undoubtedly a powerful tool in gauging customer loyalty and, by extension, the health of an organization. At BookMyShow, I have been personally involved in making NPS a key measurement of our overall success. By highlighting the voice of our customers through NPS, I have managed to positively contribute in arriving at actionable insights that ultimately help in improving engagement with our users.

Generally, teams are always caught up in initiatives that are already planned. In this endeavor to meet the existing KRAs, initiatives that could actually create a positive CX get missed out. How would you handle such a situation and align the team towards the CX goal?

Customer Experience is at the heart of all initiatives at BookMyShow. As a part of the core team working towards improving CX, we are responsible for being in constant touch with our customers – new and existing – and relaying their feedback to relevant teams so that their issues and concerns, if any, can be immediately addressed through an overarching and long-term strategy.

What is your vision around CX at your company? How do you see it evolving in the next couple of years?

Being a customer focused organization, BookMyShow ensures that customers are at the core of all actions. For us, evolving is not just moving up vertically, but also moving horizontally to include many more areas of consideration where CX matters the most. BookMyShow has been redefining this industry for many years as market leaders in looking to grow this segment. It will continue to redefine CX through the cutting-edge delivery of outstanding experiences. A case in point is our recent yet highly rewarding benefits programme – Superstars.

What is your word of advice for businesses embarking on the journey of customer-centricity?

The day when a company moves from delivering customer satisfaction to delivering customer delight is the day it has truly arrived. In today’s competitive global market, being good at CX is not good enough. Each day, you have to be better than what you were yesterday. Each day, as an organization, you have to strive to achieve the ‘wow’ factor that you as a customer would like to receive. For outstanding CX, the need of the hour is nothing but a leader-led cultural transformation journey.

Being largely subjective in nature, CX can sometimes be difficult to decipher. What is hence required, is an emotional connect; to be able to ‘listen’ to your customer and not just ‘hear’ him is what will set you apart. Through focus groups, social listening, surveys or other methods, this can be achieved to a great extent. What matters, however, is a company’s commitment to do so.

Connect with Jennifer Parnell on LinkedIn

Image courtesy: Bram Vanhaeren – HypeBea

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