Growth and Channel Strategy in the Indian Market

Genesys predicts 2018 will show how business can apply technologies such as AI, chat bots, personal assistants, and machine learning to meet consumer expectations.

The Internet of Things is growing exponentially in India as the country ranks the second highest, behind China, in IoT-Enabled customer maturity compared with other APAC markets, based on a study commissioned by Genesys.

As far as India being compared to the rest of Asia in Omni-Channel CX, and compared to other parts of the world, one can see lot of enterprises in India being early adopters to go digital and have successfully adopted Digital channels.

Iconic companies are those that maintain both the highest levels of customer experience satisfaction and have world-leading brand recognition they deploy Omni-channel solution to increase customer satisfaction and Indian customers are already in various stages of moving to providing Omni-channel customer service.

To give us an insight about customer engagement solutions, the digital shift and the omni-channel presence in the Indian market, Sanjay Pai,MD, Genesys shares with BW CIO his views on the same. 

What is Genesys’ vision for customer engagement solutions?

Genesys powers more than 25 billion of the world’s best customer experiences each year. Our success comes from connecting employee and customer conversations on any channel, every day. Over 10,000 companies in more than 100 countries trust our #1 customer experience platform to drive great business outcomes and create lasting relationships. Combining the best of technology and human ingenuity, we build solutions that mirror natural communication and work the way you think. Our industry-leading solutions foster true omnichannel engagement because they perform equally well across channels, on-premise and in the cloud. Experience communication as it should be: fluid, instinctive and profoundly empowering.

Genesys India has grown nearly 45 percent year on year over the past four years. Genesys predicts 2018 will show how business can apply technologies such as AI, chat bots, personal assistants, and machine learning to meet consumer expectations for easy, hyper-personalized service on any communication channel while balancing the need to keep employees on-board and engaged.

With steps like digitization, how do you envision the future of technology in our country?

Digital technology has changed the way business is conducted or operated today. In this hyper-connected world, consumers are always on the go, especially on mobile.

As per the TRAI and BCG google study, India has 1.03 billion mobile subscriptions and 350 million internet users. These users increasingly discover, engage and transact business online. Digital technologies also offer businesses the ability to innovate and achieve higher efficiencies through improved communication and digital productivity tools.

With initiatives such as “Digital India” or “eGovernance” by the Government, many new opportunities are being opened on a daily basis. Digital transformation, amazing customer experiences and efficient business outcomes will stem from the decision to replace outdated contact center infrastructure with a modern, omnichannel customer experience platform. Organizations are increasingly turning to us for our expertise and proven solutions for digitally-connected omnichannel customer experience.

Could you talk to us about Genesys’ partnership strategy and partner network growth in India?

The Indian market is ripe for a more sophisticated CX play and our partners see a very significant opportunity to profitably grow. Our Channel strategy is a key component of our growth strategy in India for 2018 and revolves around having adequate channel coverage for the segments we serve whilst ensuring Partner Profitability.

Ø Coverage: To that effect, Channel Partners like Dimension Data, AGC Networks, IBM, Wipro, Orange Business Services (OBS) are focussed on the enterprise segment. Equally, System integrators such as SmartConnect, mokSa technologies, VION Consulting and CS Infocomm are well-entrenched in the CX space in India. This comes in addition to services oriented partners such as TCS, Cognizant, Accenture and Infosys.

Ø From a Partner Program perspective, we have a compelling Rebate program to drive Partner profitability; thus, giving them the ability to re-invest in the business.

Ø We have also launched the PureBridge Program that offers our customers an opportunity for extended period to have FREE support to migrate from their Legacy contact center solution and helps them assessing the risks and benefits related to their customer experience needs and creating a blueprint for success based on their unique business requirements and goals

Could you shed some light on how Genesys’ market experience, technology, and innovation help clients achieve business outcomes and operational efficiency?
Our market experience is that Indian organisations are open to implementing new technologies and they want scalability, flexibility and rapid deployment of solutions with high-value, low-risk proposition for businesses. We are taking a modern approach to address pain points felt by organizations and offer future-proofing strategies to help organizations make the switch from a legacy contact center offer to a digitally-connected, omnichannel customer experience platform and this strategy has already gained the rapid momentum.
The market for contact center infrastructure (CCI) is mature, yet still evolving. Application leaders responsible for contact centers and customer service are increasingly looking to replace traditional premises-based telephony-only 'call centers' or multichannel 'contact centers' based on siloed communication channels with newer, more tightly integrated systems that can support persistent seamless contextual transition between engagement channels often referred to as 'omnichannel engagement.

Whether the goal is to modernise the contact centre, increase workforce efficiency and quality, or orchestrate optimal omnichannel customer journeys, we need to offer an open and scalable platform that efficiently fits into existing enterprise architecture, integrates with CRM systems, and reduces total cost of ownership.


- Nivedhana Prabhu


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