The Ever-Evolving Landscape Of Customer Experience Management
An Interview with Kannan Rajaratnam, Regional Director of Payments & Customer Operations, ZALORA Group
An Interview with Kannan Rajaratnam, Regional Director of Payments & Customer Operations, ZALORA Group
Kannan Rajaratnam is the Regional Director of Payments and Customer Operations at the ZALORA Group. With a MBA from Universiti Putra, Malaysia, Kannan has made significant contributions in the E-commerce industry by incorporating a high level of agility in order to adapt to ever evolving customer expectations. He has been working with ZALORA Group for the past 9 years, leading a strategic role to enhance operations while meeting the needs of customers.
1. In your opinion, how has the Customer Experience Management landscape evolved over the years? What are some of the advantages of the current technological evolution?
Customer’s expectation is ever evolving and elevating; the strong drive for innovation has catapulted the evolution of CX. As organizations strive to deliver better than a competitor’s experience it becomes a general industry expectation. In the retail space we have evolved from 2-3 days delivery to instant and some on demand deliveries. The technology stacks have helped CX to achieve its goal more so with machine learning and AI. This helps to ensure consistent experience across the board while allowing the organization to operationally experiment and deliver delightful experiences.
2. What according to you are some of the challenges plaguing the Customer Experience Management landscape and how can they be effectively mitigated?
Resources as in talent in both CX and tech is one that could be a bump in the road ahead. The ecosystem is still at its infancy; hence new skill sets have to be embedded. Personally this is a time challenge; as the industry matures it should overcome the challenges by itself. One the tech limitations, there are many organizations that have different capabilities in delivery of new tech features and complement existing infrastructure. However, the complication of integration and time to market still prevails as the product is as lean as expected.
3. Which are a few technological trends influencing Customer Experience Management today? What are some of the best practices businesses should adopt today to steer ahead of competitors?
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Real Time Updates In Terms Of Product Tracking Is Paramount For Many Retail Businesses; We Are Also Looking At Strong Demand For Seamless And Tokenized Payments
Real time updates in terms of product tracking is paramount for many retail businesses; we are also looking at strong demand for seamless and tokenized payments. In organizations where virtual product offerings are available the UX and UI play an important role. In a nutshell it is important for organizations to ensure the customer’s experience is pleasant and as effortless as possible.
4. Do you have any advice for industry veterans or budding entrepreneurs from the Customer Experience Management space?
For budding entrepreneurs I’d strongly recommend them to look at customer’s feedback even if that means they need to read the comments by lines. These are super valuable information that could elevate your product and stay ahead of competition.
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