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July 26, 2017

Companies that deliver a great customer experience (CX) outperform their competitors. For online retailer Amazon, theres clearly a link between the experience it has provided customers since 1994 and its ascent to $136 billion in annual revenue. CEO Jeff Bezos is known for his obsession with customers. Amazons enviable rank as one of the worlds most valuable public companies is a testament to the way Bezos has built customer experience into the DNA of his business.

Exceptional CX wins a place in customers hearts and a big share of their wallets. In contrast, poorly executed and inconsistent experiences can damage a brand.

CX is not a fad that will fade away.

Businesses need to accept that customers are more demanding than ever. Companies that want to create winning positions must respond by benchmarking their CX not just against their established competitors, but against the best experiences those customers have ever had, wherever that interaction has taken place. Companies need to create and replicate a stellar experience across touch-points in stores, e-commerce websites, and mobile apps.

We dedicate the current edition of our management journal Perspectives to the theme of CX. We look at CX best practices across a range of business sectors and explain how leaders can create a winning CX.

Theres an ongoing debate in CX circles about the merits of making disruptive changes versus tweaks. We believe incremental change is often better than disruption. Retailer Nordstroms drive to simplify its customer journey illustrates the point powerfully.

Our work with large organizations across the world tells us that active and committed participation from their CEOs is a major factor in CX success. We discuss the CX roles that CEOs have played at retailer Burberry, beverage giant PepsiCo, and Amazon, among others.

As companies use technology to tailor the customer experience, we find that less is sometimes more. Companies must respect privacy boundaries to retain their customers.

One place in which companies have abundant opportunities today is the post-sales customer experience. For example, we explain how GE is using IoT technologies to provide airlines with better performance from its engines. We also look at how digital technologies are helping companies deal more effectively with the 270 billion calls their call centers receive annually.

The View Inside: Our Take on the Customer Experience Revolution provides my overview of the articles in this issue of Perspectives.

As President of TCS’ Service Lines, Krishnan leads Consulting and Service Integration, Cognitive Business Operations and Digital Transformation Services globally.

Krishnan drives forward the vision, direction and go-to-market strategy for TCS’ Services organization. In addition to fostering the development of new services and solutions, Krishnan and his leadership team, armed with expert skills and deep contextual knowledge of key industries, successfully guide complex global transformation initiatives for the world’s leading enterprises. 

Krishnan’s organization is focused on driving growth and transformation for TCS clients by spearheading and leading their evolution from IT-centric to customer-centric models which streamline and optimize business functions. Many of the world’s largest corporations rely on Krishnan and his teams to define and apply technology as the driver toward successful business outcomes. This, in turn, creates a path for TCS customers to create new business models and alternative revenue streams. By developing and leveraging best-in-class experts and offerings in Design Thinking, Consulting, Cloud, IoT, AI, Analytics and Enterprise Applications, Krishnan has successfully positioned TCS as the industry’s leading expert in enterprise transformations.

In addition to helping TCS’ clients transform their businesses, Krishnan is focused on upskilling and reskilling thousands of employees, building collaborative workspaces, enhancing the management of contracts and partnerships and improving customer service.  

This business transformation will allow TCS to reduce overhead and time to market, drive efficiencies, invest in people and skills development, focus on customers and deliver smarter, better solutions-- faster than ever before. 

With more than 25 years of business and technology consulting experience at TCS, Krishnan’s previous leadership roles include VP & Global Head of Consulting & Enterprise Solutions; COO of TCS Financial Solutions; Executive Director for the State Bank of India Group Core Banking Program; Head of TCS’ Global e-Commerce & Enterprise Application Integration practice; and CTO for Tata Internet Services.  

Krishnan, who earned a B.S. and an M.S. in Engineering, lives in Mumbai, India with his wife and their two daughters. He enjoys non-fiction books, movies and tennis, and he is passionate about promoting education in India’s rural communities.

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