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Bias in marketing, sales, and service technologies can erode customer trust, damage your brand, and impact revenue. Often companies lack the tools, strategy, data, or partners to target, sell to, and serve diverse audiences. These gaps are often byproducts of bias—unintended and undetected—in front-office technologies, and can create customer disconnect, limit growth, and even derail environmental, social and governance (ESG) initiatives. This is a business risk, but it can be corrected.

TCS Unbiased Customer Experience (UCX) Framework for Salesforce helps organizations measure, broaden, and refine diverse customer journeys by identifying hidden bias and diversity gaps. It helps marketing, sales and service teams to realign CX strategies to capture the full spectrum of the target market. 

  

 

BUILDING AN INCLUSIVE CUSTOMER JOURNEY

Today’s businesses must adopt inclusive marketing, sales and service to speak to all segments of diverse customer base and build deep connections. How do we reduce bias in our customer-facing data, applications, and business processes? TCS Unbiased Customer Experience Framework is designed to help you reach your full market potential through inclusive customer experience and journeys. 

 

 

 

 

HOW BIAS CAN IMPACT MARKETING, SALES, AND SERVICES

Areas to assess and address to understand full impact on your business. 

 
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MARKETING BIAS

  • Bias in marketing databases, list buys, and media buys restrict market coverage
  • Non-inclusive content reduces diverse market response
  • Historical AI training data can amplify bias in lead scoring


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SALES BIAS

  • Historical AI training data can amplify bias in opportunity scoring and suppress the funnel
  • Homogenous sales teams can cause diverse opportunities to fall out early or slow down
  • Inequitable and ineffective use of offers and discounts fail to improve close rates

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SERVICE BIAS

  • Inequitable customer treatment activates switching and ‘cancel culture’
  • Homogenous service teams can adversely affect CSAT in diverse segments
  • Bias can drive up costly KPIs: first touch resolution, transfer, re-visits
  • Inequitable offers and add-ons jeopardize customer retention

 

OUR SOLUTION

 

Reach your full market potential through inclusive customer experiences using TCS’ Unbiased CX Framework deployed via Salesforce Einstein Analytics in Salesforce Marketing Cloud, Sales Cloud, and Service Cloud. 

STRATEGY AND BLUEPRINTING

Method to ensure inclusive CX/CRM projects and outcomes




 


 

DIVERSITY PROFILE MANAGER

Centralized tool to create, manage, deploy and report on global diversity profiles and targets across customer journeys, systems, and processes. 
 


 


 

MARKET ANALYSIS 

Market research to define diversity segments and target ratios. Focus ranges are established for target markets and diversity parameter to set triggers and guide analysis.
 


 


 


 

 
 
 
 
 

CUSTOMER 360 STRATEGY

Assess diversity of database and market coverage; Create strategy for rebalance and enhancement.



 


 

ASPIRATIONAL AI

Assessment to identify and remove bias in CRM AI. Includes aspirational training data sets to retrain Einstein AI to meet diversity targets per Diversity Profiles. 
 


 


 

DIVERSITY AMPLIFIER

Algorithms and models to project revenue/business impact of greater funnel/CX diversity. Builds the business case for market inclusion, sets priorities and helps scope diversity investments


 


 


 

 

 

 

TCS AND SALESFORCE

 
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