People usually gravitate towards the simpler things in life. No one likes complex ideas, products or service solutions. It is this understanding that helped Servify's founder Sreevathsa Prabhakar to understand the pain quotient of people reporting service incidents. Talking to ET.com, Mr. Prabhakar shared some insights towards building a simple yet robust after-sales service ecosystem. He also spoke about the perks of using technology to bring in efficient workflows to overwhelming service issues that the brands face and how it has worked for the company. Here are some snippets from this enlightening conversation:
Q. Tell us something about Servify; what it does, and how can it benefit people?
Ans: In a line, Servify makes it incredibly easy for a customer to interact with a brand. Be it a regular in-warranty service request or when there is damage to your device, I promise you, if Servify powers your brands' service, we genuinely strive to turn that frown upside down. Going forward, we are also making it easier to trade-in your device for an upgraded one. You will see these offerings come out really soon.
Q. Can you summarise the journey of Servify for our readers?
Ans: Since 2015, Servify has been working tirelessly to build the world's most advanced self-learning customer service platform. Moreover, with each passing day, we get closer to our dream. An end-to-end technology platform that connects the various moving parts needed to deliver class-leading service in 2019 & beyond.
Brands are seeing value in what we are building. Till date, over 45 brands have chosen to use our platform. And we're working round the clock to take our platform in more time zones & serve customers everywhere we possibly can.
Q. What makes Servify such a unique platform?
Ans: Our shared belief that a holistic approach can achieve greater efficiencies along with unmatched customer satisfaction levels. That involves integration of various point of sale systems, inventory systems, logistics, contact centres, service centres etc and bringing visibility to the right stakeholders.
Q. How has Servify carved its own space in India?
Ans: Customers never wanted something unusual. They were asking for basics - such as transparency, speed, convenience and predictability. We built a platform that connected different ecosystem players, brought visibility to consumers and gave them the power to choose their preferences. We were able to achieve this because we took a long term view of the business by partnering with the brands that owned the customers.
For example, customers get to see the progress being made on an easy-to-use mobile app or replicated web access. Whereas technicians on the field & in-store work on our simple, mobile tools that help close the loop with the customer. The combined effect of this is a) less anxious customers & b) your support staff working at far greater efficiencies.
Q. How has Servify helped companies to generate brand loyalty among customers?
Ans: When a customer asks for service, if the result is far more controlled and predictable, and the right person does the right job at the right time, the trust with the brand goes up several notches. So, when customers know that their needs are being taken care of, they remember those good experiences, like people remember bad experiences. So, the next time they want to purchase a new device, they mostly go back to the same brand that took care of them when they needed support the most.
Q. Is there a way where the government or the corporates can be involved to make the after-sales services better?
Ans: Yes. Unfortunately, after sales service was never a mainstream business and you didn't find many enterprises investing time and money. We are actually working with the government by publishing a white paper on how after sales service also generates a lot of e-Waste, and there's a huge opportunity to enforce concepts such as 'Make In India' for after-market parts as its still being procured from places like China and not manufactured in India mostly.
Q. How does a platform like Servify help skilled workforce?
Ans: In our industry, we notice that once the warranty ends, consumers tend to get cheaper service from unauthorised sources. Since unauthorised channels are not accountable to anyone, they tend to operate in silos where customer satisfaction takes a backseat.
We consciously work only with the authorised sector & have noticed that the increased opportunities (as we want more and more customers to use the authorised ecosystem) lead to job creation in tandem with optimal customer experience. Plus, we are offering convenience based services (such as pick/drop from home) which were not the norms earlier, leading to additional job opportunities
Q. Since the after-sales service industry in India is not standardised, how does Servify help us attain that?
Ans: From day 1, our goal has been to bring standardisation in this neglected sector. That's why we took the challenge of building a platform that brings every ecosystem player together, where processes are standardised and thus high efficiencies can be achieved. On top of it, with every service request we handle, our platform learns. And these learnings become a part of our effort in delivering more smiles across the board. We are now building an empathy-based
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