RP Sanjiv Goenka Group

Beyond the contact center: Design your customers’ experiences across the entire lifecycle

Why CX transformation needs a pragmatic approach


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Customer relationships today are defined by a few fundamental truths:

  • Customer experience (CX) has become a key differentiator. If you don’t get it right, another brand will.
  • CX is the sum total of all the interactions that customers have with your brand. Only a small part of it happens in your contact center.

You won’t ever be in control of all the elements that make up CX. But: there are a bunch of new solutions out there to help you actively shape your customers’ experiences across many touchpoints today. That’s what DECX (digitally empowered customer experience) is all about.

We design experiences that work for your customers, your brand, and your business.

For Customer Services (CS) professionals this means a whole new set of KPIs to hit, in addition to the traditional ones: efficiency, FTR, and cost – meet perception, sentiment, renewal rates, and NPS. That’s a tall order. And it needs a customer experience (CX) strategy that’s a) operationally realistic, b) in line with your business goals, and c) supporting your Product, Sales and Marketing Departments’ efforts.

That’s what we help with.

How we do it

We use your real-life relationship data to fully understand your customer journeys from end-to-end.

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Tangible value delivery

We work with you to define what success will look like in your case.  See how we are helping these brands actively shape their customer journeys…

End-to-end journeys and interactions that are consistent with your values and voice, in every channel.

View Case Study

See how we bring it all together

Don’t just take our word for it. Take the analysts’, too


ISG, a leading advisory firm, have recently assessed the market for customer experience (CX) services and compared 28 providers. They named Firstsource a leader in Europe and the UK, across all four categories.

Dr. Kenn Walters,
Distinguished Lead Analyst, ISG

Firstsource has AI- and automation-driven platforms and solutions and significant domain expertise.

Enough with the visions. CX needs to work in the real world.

We’ve seen well-meaning customer experience (CX) strategies fail because they couldn’t translate their aspirational goals into operational reality. It’s time for CX realism – an approach that acknowledges that organizational change is hard – and addresses the obstacles real businesses face.

Digitally Empowered Customer Experience Solutions for Healthcare

Impress and delight your members with personalized and contextual services on a channel of their choice using digitally empowered customer experience (DECX) for Healthcare. It combines the best of what humans and technology have to offer to deliver the moments that matter across the member lifecycle – eligibility, onboarding, engagement and retention.

Explore CX insights:

Firstsource Solutions announces Sohit Brahmawar as President & Chief Operating Officer

Unlocking AI to Manage Impact of CMS Health Equity Index on Star Ratings

Firstsource appoints Akash Pugalia as President, Global Trust & Safety Practice

Hospital expands coverage, improves patient satisfaction and strengthens cash flow

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Eddie Monteiro

Eddie is currently Chief Operating Officer at Educational Testing Service (ETS), where he sets and drives the transformation agenda across the company and has responsibility for all technology and operations functions in addition to the College Board, K-12, and teacher licensure businesses. He previously ran business and technology services at Pearson, where he built a global team to enable scalable delivery of enterprise functions. Prior to that, while at IBM, he held several executive leadership roles in the US, Mexico and Brazil across a diverse set of industries and clients.
Geetha Krishnan

Geetha Krishnan

Geetha Krishnan consults with the Indian Institute for Human Settlements in Bangalore as Senior Advisor and Head of Digital Blended Learning, where he spearheads their online learning and continuing education portfolio. Over 25 years, Geetha has played senior roles in diverse sectors such as academia, online learning, and advertising. In his last role as Director – Centre for Executive Education at the Indian School of Business (ISB), Geetha was head of the profit center comprising more than 50 open enrollment and long duration programs and spearheaded ISB’s foray into online learning by enabling their partnership with Coursera.
Susan Aldridge

Susan Aldridge

Dr. Aldridge is an Executive Higher Education Consultant to university presidents and ministers of education regarding business models and technology-enhanced education. She recently retired from Drexel University after serving six years as president of Drexel University Online overseeing more than 125 online programs. During her six-year tenure as President of University of Maryland Global Campus (UMGC), she doubled the university’s enrollment to 97,000 – to become the largest public American university. She also served as Vice Chancellor for Troy University’s Global Campus managing online programs and satellite campuses in 12 countries and 17 states.

Alan Greenberg

Alan Greenberg

Previously Director Apple Education EMEA and APAC, Alan led the team that built Education Podcasting and iTunes U. He has worked on the development of Apple Education mobile strategy, iOS Education APPs, and developed the SEED CSR project in China, a collaboration between Apple, Foxconn, and Pearson. Executive Board of WideCells Group Plc, Group CBDO, and EVP & Founder of Wideacademy; his working contributions include multiple technology engagements providing domain expertise across digital, mobile, brand, scale-up, international business development, and venture capital.

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