So we have all new gadgets & technology to dive into future. What we need more? We have got iPhones & we have got 3G. We are checking emails on Blackberry & surfing Internet with everyday launch of new twitter tools. Do we need something more? Are we addressing our needs? Of course, we have evolved a lot in terms of user experience of gadgets and technology, but one aspect which is the most important, still least understood & mostly ignored of any technology or service provision, needs new leaf of thinking. Yes, I am talking about Customer Care. The same age old department, who is struggling to bring new ideas to enhance C-Sat scores.

I often found interacting with customers very tricky, in which ever industry I stayed; be it is telecom or software. I often worked in departments which has great customer interfaces. I still talk to end users on daily basis. Many of my site visits involve negotiations & understanding key issues customers are facing. But still, when it comes to addressing human aspect of any problem, I think I missed a lot. Or in fact we missed a lot.

Service provider companies often don't talk to customers directly. They do speak through some Call Centers/BPOs or Franchises solutions which most of the times fail to bridge the communication gap between the main service provider & end user. In Telecom, I often find franchise solutions or company outlets ineffective in building strong relationships with customers. After all, all players are doing same. There is hardly any differentiation. What extra are you giving to your most important valuable asset? Are you merely providing services or enhancing user experience? Why haven't anyone thought of enhancing the customer interface before upgrading technology services to customers? Are we ignoring our own customers, their needs? Have we really understood what our customers are saying?

Not actually. If you talk to customers, at least I do, not many of them are happy with solutions provided by telecom operators these days. Recent TRAI KPI(Key Paramter Index) report reflects the same fact, that all telecom operators failed on one key parameter of service evaluation -“Customer Satisfaction” or "C-Sat Scores". Whatever you do & what ever you try to perceive, one basic philosophy one must realized "Customer is always right & addressing human aspect of any problem is the key in customer satisfaction" Unless your customers are happy, your all perceived & critically important aspects of business are failure. Customer feedback directly provide insights into business process evaluation- a failure or success. That is why I often urge, we need to clearly revamp the business model of customer care which as of now seems outdated.

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