We are proud to announce that the Gain Theory team in India scooped the Best Omnichannel Customer Experience Initiative at the Customer Experience Awards for ongoing services delivered to Nestlé, India.

The awards, now in their tenth year and part of the Customer Engagement Summit in Mumbai, honour the highest level of achievement in customer experience across the Indian community and pay tribute to organizations that lead the way in providing best-in-class customer service.

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Winning this award validates Gain Theory’s outstanding delivery to create a world class consumer engagement services model for Nestlé.

In the digital age, the ever-evolving world of consumer services either makes or breaks the way in which an organisation is perceived – all it takes is one tweet or a Facebook post for a trivial issue to be blown out of proportion. The Gain Theory Customer Engagement Services (CES) team for Nestlé India ensured customer service is approached holistically with the help of our multi-channel engagement process.

The Approach: Enhancing Consumer Experience 24/7

The number of consumer contacts received at the CES centre has increased almost three-fold. The goal for Nestlé India was to produce a multi-channel always-on engagement strategy that could successfully handle consumer complaints and queries received at the centre.

With this goal in mind, a three-step strategy was created:

  1. Cross platform consumer engagement (social to ‘traditional’ and vice versa)
  2. Personalising the experience
  3. Keeping consumers involved in the engagement journey

Execution of this three-step strategy was enabled via the help of our cross-platform engagement process. When a query or complaint is received it is approached with a 360-degree perspective – the communication medium is made irrelevant and consumer experience is given the highest priority. A complaint received on Facebook, for instance, is immediately picked up by our social media team, the consumer is contacted directly to get a better understanding of the complaint and a resolution is provided in the shortest possible time.

During the engagement journey at the CES centre, a consumer is kept involved in the resolution process. From the moment a complaint is registered until it is resolved, all concerned stake holders are kept updated every step of the way.

Outcomes

At Nestlé’s CES centre in India, Gain Theory has consistently set industry standards for others to follow. Customers now determine the experience they want and expect companies to deliver it. Our trail blazing approach to consumer engagement has not only delivered beyond these expectations but also made competitors stop and do a bit of course correction. Our approach has resulted in:

  • Leaving consumers feeling pleasantly surprised off the back of real time responses to positive and negative queries on social media
  • Helping Nestlé India earn the trust of the consumer
  • Helping to create a positive outlook about Nestlé and give consumers the confidence to register a complaint with the guarantee of a resolution to a query or complaint.
  • Developed a positive environment not only for the consumers but also the employees, who take pride in resolving consumer concerns.

The awards and accolades have further strengthened Gain Theory’s resolve to provide best-in-class consumer engagement.

To read excerpts from the interview with Mr. Chandrasekar Radhakrishnan, Head of Communications, Nestlé South Asia Region, published in afaqs! click here

 

 

 

 

 

 

 

 

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