HGS Award Write Up

2016 North American Contact Center Outsourcing

New Product Innovation Award

2016

BEST PRACTICES RESEARCH

© Frost & Sullivan 2016 2 “We Accelerate Growth”

Contents

Background and Company Performance ........................................................................ 3

Industry Challenges .............................................................................................. 3

New Product Attributes and Customer Impact ................................................................ 4

Understanding New Product Innovation ....................................................................... 10

Key Benchmarking Criteria .................................................................................. 11

Best Practice Award Analysis for HGS (Hinduja Global Solutions) .................................... 11

Decision Support Scorecard ................................................................................. 11

New Product Attributes ....................................................................................... 12

Customer Impact ............................................................................................... 12

The Intersection between 360-Degree Research and Best Practices Awards ..................... 13

Research Methodology ........................................................................................ 13

About Frost & Sullivan .............................................................................................. 15



Background and Company Performance

Industry Challenges

Consumer buying habits are changing, and customer care providers must continually re-

examine operational processes and resource allocations. This movement into new realms

of specialized expertise signals opportunities for technology investments that could

translate into enhanced value proposition for clients and consumers. In essence,

technology-enabled platforms will be key to meeting the complex communication needs of

today‘s consumer

Whether it‘s a B-to-B or a B-to-C model, the consistent delivery of high-quality customer

care is a difficult goal to achieve. This is especially relevant in our device-driven world; an

―always on‖ hyper-connected environment laced with multiple customer touch points. A

superior customer experience enabled by actionable insights is often the holy grail of

business for the modern day enterprise. For contact center outsourcing this poses four

distinct challenges when it comes to new product innovation:

What‘s new and innovative in the realm of Customer Experience (CX)?

In what meaningful ways can VOC, FCR and NPS be used in the enterprise to

positively impact service delivery?

What can BPO analytics solutions really do to impact revenues and customer

satisfaction?

What new Customer Experience toolsets can reduce a client‘s cost-to-serve and

customer effort?

Sales and support agents in contact centers today are utilizing a wider arsenal of

communication tools - voice, video, e-mail, IVR, Web chat, file sharing, and social media.

Frost & Sullivan believes that traditional voice-centric call centers are quickly morphing into

―Omnichannel‖ contact centers. The Omnichannel consumer wants to be able use all

available channels simultaneously, including the in-store experience. As a result, BPO

providers are challenged to deploy a complex blend of communications and collaboration

technologies in order to stay relevant, competitive and profitable. The goal is to connect

and communicate with the customer at the touch point of their choice.

The proliferation of channels and devices that digital-savvy consumers now have at their

fingertips is creating an operational challenge for all contact centers. Increasingly,

customers will expect very personalized interactions and engagement on the channel of

their choice.



New Product Attributes and Customer Impact

Company Overview

HGS (Hinduja Global Solutions) is part of the multi-billion dollar Hinduja Group, providing a

full suite of business process management services from marketing and digital enablement

services, consumer interaction services to platform enabling back office business services.

By applying analytics and interaction transformation design to deliver innovation and

thought leadership, HGS increases revenue, improves operating efficiency and helps to

retain valuable customers. HGS has domain expertise in the following industry sectors:

Telecommunications and media

Healthcare

Insurance

Banking

Consumer electronics and technology

Retail

Consumer packaged goods industries

Public sector

Hinduja is being recognized specifically for HGS DigiCX. DigiCX is a formal suite of Customer

Experience (CX) Services focused on transforming traditional customer experiences by

leading with self-service to guide consumers across any channel or device to ‗Get the Right

Answer Fast‘ and intelligently integrate people at every ‗moment of truth‘.

Match to Needs

Innovative Element: Leading with Self-Service

Unique in the industry, the DigiCX solution set leads with self-service. Research shows that

customer interactions now typically begin on the web and interactions have expanded to

include those initiated through mobile applications. DigiCX, therefore, delivers a suite of

services focused on transforming traditional experiences. Service is always available and

customers are guided to the best channel for quick resolution; getting them the answer they

need regardless of the channel (text, chat, web, social, voice, etc..).



Defining Customer Experience

In launching DigiCX, Hinduja executives have said, ―Customer Experience is about 360

degrees of connections – unified!‖ They would also assert that regardless of channel, every

consumer interaction should be personalized, speedy, accurate, empathetic, and effective.

There is a compelling need for customer care outsourcing providers to assist their clients in

the transformation of their businesses. The key is to accomplish this across customer

interaction channels with enhanced customer experiences. What DigiCX does is optimize the

ideal blend of self-service, automation and agent-assistance that‘s just right for the client‘s

business.

Quality

Infusing Hinduja DNA

DigiCX utilizes Hinduja‘s Digital Natural Assist (DNA); at best-in-class turnkey platform. Key

features include:

Consumer self-help empowerment

DNA is device agnostic

Flexibility and scalability

Seamless integration capability

DigiCX incorporates the use of analytics, a deep adoption of automation and advanced

artificial intelligence through every customer touchpoint. DigiCX gives customers the

support they need by way of continual learning and improvement. This is combined with a

blend of automated issue resolution and integrated human assistance at key ‗moments of

truth‘.

Positioning

Making an Impact in the Market

In order to successfully position this suite in the in the market, HGS has addressed two

fundamental questions:

1. What is the client really trying to accomplish?

2. What is DigiCX all about and how can it revolutionize interactions?



DigiCX is a suite of services and foundational pieces that can be deployed in a very short

period of time; typically 60-90 days without taking on a large IT project or modifying

existing infrastructure. It offers the possibilities for the deployment of new business

models and improved scores for

Customer Effort (CE), Net Promoter

Score (NPS) and Voice of the

Customer (VOC).

HGS’ Unified Customer

Experience Strategy

Frost & Sullivan believes that HGS

has articulated a clear unified

customer experience strategy to the

market as noted in Figure 1.0 below.

Figure 1.0

Source: HGS

Design

The DigiCX deployment begins with traditional engagement (voice, email and back office)

and then through comprehensive analysis of interaction drivers, increases the automation

adoption with FAQs, virtual assistants, analytics and learning.



Features and Functionality

Frost & Sullivan notes that DigiCX has several sub-functions within this single solutions set

or ‗container‘. Each one has a unique enablement feature:

Digital NATURAL ASSIST

Analytics, Automation and Artificial Intelligence

DigiAMBASSADOR

Seamlessly pivot to agent support

DigiTEXT

IVR, website & 1-800#

DigiINSIGHT

Learning, innovating & incubating

DigiBOT

Email, chat, text enabled with intelligent FAQs

DigiWEB

FAQs, videos, step-by-step guides

DigiCHAT

Website, messenger

DigiSOCIAL

Monitoring and Engaging

DigiCX is a cloud-based solution; capital and asset light. It can be designed, launched, and

managed as a custom portal or integrated with a client‘s existing customer support page or

website.



Customer Service Experience

HGS is part of the multi-billion dollar Hinduja Group. For the fiscal year ending March 31,

2016, HGS had revenues of $507 million US. HGS operates on a global scale with 40,000+

employees in 69 worldwide locations. 92% of all HGS‘ day to day activities relate to

consumer interactions. HGS is a publicly listed company controlled by a $24B conglomerate.

HGS is financially sound with a strong balance sheet, and committed to a long-term

ownership and leadership structure.

HGS solutions represent a combination of voice and digital channels that provide a complete

set of customer engagement services including purchase support, query management,

complaint management, and technical troubleshooting. Optimizing the customer experience

helps its clients to be more competitive by:

Growing revenue and profitability

Improving Net Promoter Scores (NPS) and brand loyalty

Becoming easier to do business with in a digital world

Reducing cost to acquire and support customers

Brand Equity

Long-term Client Relationships

HGS has a history of growing long-term customer relationships based upon delivering

added client value. 72% of its clients have been with HGS for more than 10 years.

Hinduja has more than four decades of experience working with some of the world‘s most

recognized brands. 52% of HGS‘s revenue is delivered in 21 local delivery centers in North

America and 7 in Europe and over 60% of its revenue is delivered domestically.



Conclusion

The principal competitive challenge in the contact center outsourcing market revolves

around the need for flexibility and speed in implementing customized client solutions.

Market dynamics and recent technical innovations bring new advances, functionality,

complexity and challenges to daily contact center operations.

HGS has added another new dimension of innovation, quality and customer value

enhancement to its hefty portfolio of services. Frost and Sullivan‘s believes that Hinduja has

woven a culture of continuous innovation throughout the entire fabric of its global

organization.

Based on these considerations, Frost & Sullivan is proud to present the 2016 North

America New Product Innovation Award in Contact Center Outsourcing, to HGS for its new

DigiCX solution.



Significance of New Product Innovation

Ultimately, growth in any organization depends upon continually introducing new products

to the market, and successfully commercializing those products. For these dual goals to

occur, a company must be best-in-class in three key areas: understanding demand,

nurturing the brand, and differentiating from the competition.

Understanding New Product Innovation

Innovation is about finding a productive outlet for creativity—for consistently translating

ideas into high quality products that have a profound impact on the customer.



Key Benchmarking Criteria

For the New Product Innovation Award, Frost & Sullivan analysts independently evaluated

two key factors— New Product Attributes and Customer Impact—according to the criteria

identified below.

New Product Attributes

Criterion 1: Match to Needs

Criterion 2: Reliability

Criterion 3: Quality

Criterion 4: Positioning

Criterion 5: Design

Customer Impact

Criterion 1: Price/Performance Value

Criterion 2: Customer Purchase Experience

Criterion 3: Customer Ownership Experience

Criterion 4: Customer Service Experience

Criterion 5: Brand Equity

Best Practice Award Analysis for HGS (Hinduja Global

Solutions)

Decision Support Scorecard

To support its evaluation of best practices across multiple business performance

categories, Frost & Sullivan employs a customized Decision Support Scorecard. This tool

allows our research and consulting teams to objectively analyze performance, according to

the key benchmarking criteria listed in the previous section, and to assign ratings on that

basis. The tool follows a 10-point scale that allows for nuances in performance evaluation;

ratings guidelines are illustrated below.

RATINGS GUIDELINES

The Decision Support Scorecard is organized by New Product Attributes and Customer

Impact (i.e., the overarching categories for all 10 benchmarking criteria; the definitions

for each criteria are provided beneath the scorecard). The research team confirms the

veracity of this weighted scorecard through sensitivity analysis, which confirms that small



changes to the ratings for a specific criterion do not lead to a significant change in the

overall relative rankings of the companies.

The results of this analysis are shown below. To remain unbiased and to protect the

interests of all organizations reviewed, we have chosen to refer to the other key players

as Competitor 2 and Competitor 3.

DECISION SUPPORT SCORECARD FOR NEW PRODUCT INNOVATION AWARD

Measurement of 1–10 (1 = poor; 10 = excellent)

New Product Innovation

New Product

Attributes

Customer

Impact Average Rating

HGS (Hinduja Global Solutions) 9.0 8 8.50

Competitor 2 8.0 8 8.00

Competitor 3 7.5 8 7.75

New Product Attributes

Criterion 1: Match to Needs

Requirement: Customer needs directly influence and inspire the product‘s design and

positioning

Criterion 2: Reliability

Requirement: The product consistently meets or exceeds customer expectations for

consistent performance during its entire life cycle

Criterion 3: Quality

Requirement: Product offers best-in-class quality, with a full complement of features and

functionality

Criterion 4: Positioning

Requirement: The product serves a unique, unmet need that competitors cannot easily

replicate

Criterion 5: Design

Requirement: The product features an innovative design, enhancing both visual appeal

and ease of use

Customer Impact

Criterion 1: Price/Performance Value

Requirement: Products or services offer the best value for the price, compared to similar

offerings in the market

Criterion 2: Customer Purchase Experience

Requirement: Customers feel like they are buying the most optimal solution that

addresses both their unique needs and their unique constraints



Criterion 3: Customer Ownership Experience

Requirement: Customers are proud to own the company‘s product or service, and have a

positive experience throughout the life of the product or service

Criterion 4: Customer Service Experience

Requirement: Customer service is accessible, fast, stress-free, and of high quality

Criterion 5: Brand Equity

Requirement: Customers have a positive view of the brand and exhibit high brand loyalty

The Intersection between 360-Degree Research and Best

Practices Awards

Research Methodology

Frost & Sullivan‘s 360-degree research

methodology represents the analytical rigor

of our research process. It offers a 360-

degree-view of industry challenges, trends,

and issues by integrating all 7 of Frost &

Sullivan's research methodologies. Too

often, companies make important growth

decisions based on a narrow understanding

of their environment, leading to errors of

both omission and commission. Successful

growth strategies are founded on a thorough

understanding of market, technical,

economic, financial, customer, best

practices, and demographic analyses. The

integration of these research disciplines into

the 360-degree research methodology

provides an evaluation platform for

benchmarking industry players and for identifying those performing at best-in-class levels.

360-DEGREE RESEARCH: SEEING ORDER IN

THE CHAOS



Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices

Frost & Sullivan Awards follow a 10-step process to evaluate award candidates and assess

their fit with select best practice criteria. The reputation and integrity of the Awards are

based on close adherence to this process.

STEP OBJECTIVE KEY ACTIVITIES OUTPUT

1 Monitor, target, and screen

Identify award recipient candidates from around the globe

Conduct in-depth industry research

Identify emerging sectors Scan multiple geographies

Pipeline of candidates who potentially meet all best-practice criteria

2 Perform 360-degree research

Perform comprehensive, 360-degree research on all candidates in the pipeline

Interview thought leaders and industry practitioners

Assess candidates‘ fit with best-practice criteria

Rank all candidates

Matrix positioning all candidates‘ performance relative to one another

3

Invite thought leadership in best practices

Perform in-depth examination of all candidates

Confirm best-practice criteria Examine eligibility of all

candidates Identify any information gaps

Detailed profiles of all ranked candidates

4

Initiate research director review

Conduct an unbiased evaluation of all candidate profiles

Brainstorm ranking options Invite multiple perspectives

on candidates‘ performance Update candidate profiles

Final prioritization of all eligible candidates and companion best-practice positioning paper

5

Assemble panel of industry experts

Present findings to an expert panel of industry thought leaders

Share findings Strengthen cases for

candidate eligibility Prioritize candidates

Refined list of prioritized award candidates

6

Conduct global industry review

Build consensus on award candidates‘ eligibility

Hold global team meeting to review all candidates

Pressure-test fit with criteria Confirm inclusion of all

eligible candidates

Final list of eligible award candidates, representing success stories worldwide

7 Perform quality check

Develop official award consideration materials

Perform final performance benchmarking activities

Write nominations Perform quality review

High-quality, accurate, and creative presentation of nominees‘ successes

8

Reconnect with panel of industry experts

Finalize the selection of the best-practice award recipient

Review analysis with panel Build consensus Select winner

Decision on which company performs best against all best-practice criteria

9 Communicate recognition

Inform award recipient of award recognition

Present award to the CEO Inspire the organization for

continued success Celebrate the recipient‘s

performance

Announcement of award and plan for how recipient can use the award to enhance the brand

10 Take strategic action

Upon licensing, company may share award news with stakeholders and customers

Coordinate media outreach Design a marketing plan Assess award‘s role in future

strategic planning

Widespread awareness of recipient‘s award status among investors, media personnel, and employees



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HGS Award Write Up