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.
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
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
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
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 & blueprint
Method to ensure inclusive CX/CRM projects and outcomes
Diversity Profile
Centralized tool to create, manage, deploy and report on global diversity profil
Market analysis
Market research to define diversity segments and target ratios.
Customer360 strategy
Assess diversity of database and market coverage; Create strategy for rebalance
Aspirational AI
Assessment to identify and remove bias in CRM AI. Includes aspirational training
Diversity amplifier
Algorithms and models to project revenue/business impact of greater CX diversity
TCS AND SALESFORCE
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