Raconteur Article - Great Brands Need Great Business Process Solutions
What do Coca-Cola, Google, Microsoft, Nokia and McDonald's have in common
?
They are undoubtedly some of the world's leading brands.
A brand is much more than a product, a service or a business. A brand is the overall experience that consumers have with a company. Trust, credibility, great customer service, effective communication, innovative products and services all add up to create a strong brand. A brand is really the personality or identity of the business.
The brands that we love and admire are timeless. Such brands have dared to be starkly different from peers by offering a whole new experience to the consumer, rather than just putting forth a mere product or service.
What do leading brands do differently to achieve this goal of creating a great experience for the consumer the first time, every time?
As we continue to work with more than 200 brands across the globe and get a peek into what makes them "leading" brands, some key reasons become apparent:
"The ability to constantly innovate
"To adapt to changing customer demands
"To sustain excellence
"To embrace the right strategies at the right time
"Embracing the right strategies in the context of business today means the ability of a business to decide what it needs to focus on and keep in-house, and what it could leverage better by outsourcing it to a partner," says Keshav R. Murugesh, group chief executive of WNS Global Services.
The following example elucidates how a leading global airline, a top brand in its own right, made the right moves by innovating and partnering with the right business process solutions provider, when faced with a tricky challenge and finally emerged victorious.
The challenge was to effectively trace lost baggage "" quite a menace and a difficult challenge to tackle in the global airline industry.
WNS partnered with the airline to create a "proactive" tracing alert that would constantly trigger updates to the end-customer about the location of the bag and when it would reach the final destination. This helped avoid regular, angry calls from the same customer to the airline helpdesk.
The result was the loyalty created in the customer's mind that the airline cared enough about them to reach out proactively. A thought process like this is what makes a brand what it is. A brand knows what a customer needs, many a time before the customer realises it.
The right business process services provider can enhance brand value and brand equity.
"Leading brands understand the importance of having strategic business partners that understand their requirements and bring domain expertise to the table, which can assist in creating value for their end-customers and, in turn, enhance brand loyalty," says Mr. Murugesh.
As a provider of solutions, we have broken from the traditional mould of the outsourcing services industry of providing only cross industry functions, such as finance and accounting, and customer care, and structured ourselves industry-wise to become more agile and focused to our clients' demands.
Smart metering solutions for the utilities industry, campaign management solutions for the retail industry and actuarial solutions for the insurance industry are just some of our industry-focused solutions which have immensely benefitted the brands we work with.
The WNS approach to working with brands
While engaging with any brand, we ensure that our delivery mechanisms are aligned to contribute to the overall growth and strategy of the client organisation. We invest in people, process and partnerships to drive excellence into our clients' business processes, so that they emerge as winning brands, always.
by: wns
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