THE IMPORTANCE OF A 360-DEGREE VIEW OF THE CUSTOMER

Pradeep Rathinam, Chief Customer Officer at Freshworks, talks about the rapidly changing world of CX in the pandemic era and beyond, the importance of a social media like service and the shrinking of implementation cycles from years to months in their business. Excerpts from the video interview…

- Sunil Rajguru

The importance of removing friction at touchpoints

This is the decade of the customer. Or if you will, the century of the customer. Back in the old days you heard: The customer is king. Today everyone has realised that, starting from Amazon that puts a seat or customer inside every conference room. Every touchpoint of the customer engagement is important. Any friction in any of those touchpoints causes pain and a higher effort for a customer to engage with the business.

In this true world of contactless customer service in the Covid era, CX has come to the forefront more than ever before. Today your sales is remote. your service is remote. Every aspect of your business is remote. How can you redefine the experiences that were done in person, to become more digital? This has become the core of every business today.

Implementation cycles shrinking from years to months