- Customer Experience
- Uploaded In: 2023
Customer-centricity is imperative for every business, even market leaders
Technology has transformed customer experiences. Until a few decades ago the concept largely meant in-store interactions with customers. In a digitally connected world, businesses of all kinds are constantly in conversation with customers. Amidst this unprecedented transformation even in a regulated business like visa processing, here is how VFS Global has successfully reimagined the customer journey.
'Customer First' initiative at VFS Global
Growing awareness and understanding of customer-centricity has coaxed many global organisations to design dedicated customer-focused initiatives. 'Customer First' one such campaign launched by VFS Global in 2019 is a case in point.
Under this initiative, the company measured the speed of customer responses, quality, and efficiency. The efforts translated in positive results such as Trustpilot scores of 4.5 out of 5 by the end of 2020 and 4.6 in 2021.
Catering to the discerning global traveller
If one looks at the evolution of companies such as VFS Global, it has been in sync with the demands of the discerning global traveller. All operational changes in the organisation over the past two decades revolved around keeping pace with their evolving needs for convenience and personalisation. For example, 20 years ago, services were offered on a first-come, first-served basis, but given the growing demand for convenience, the company introduced an Appointment Management System. Then came spacious, convenient, and efficient Visa Application Centres (VACs).
The next stage of evolution was looking at technologies that can provide customers with better comfort, superior and efficient service, and collating their feedback. Driven by customer demand the company moved into customer-centric and personalised services such as Premium Lounges, couriers, Visa At Your Doorstep (VAYD), etc. The introduction of biometrics enrolment capabilities was the real game-changer, which led to the evolution of new-age VACs. The growing demand for DIY (do it yourself) technologies led to the introduction of the electronic mode of visa or e-visa services. Thus, these optional value-added services and the look, feel, and format of VACs have evolved to meet the demands of the self-informed and discerning customers of today.
Empathy a must when it comes to customers
In today's connected world, a happy customer is a brand's biggest asset prompting businesses to be compassionate about their customers. This shift has led to a sharper focus on customer safety and convenience. As a result, the visa application process and consular-related services have become automated, seamless, and secure. At ISO 10002:2018 certified organisations such as VFS Global, there are defined and measurable processes to monitor and measure complaint handling and customer satisfaction.
Innovating for the customer of the future
With a renewed focus on enhancing customer experience, organisations like VFS Global aim to provide reliable, timely, accurate, and quality Customer Care, with empathy engrained into all forms of communications/interactions. The customer experience approach is through a combination of accessible technology, staff training, and optional value-added services.
The pandemic has changed customer behaviour towards buying and consuming products and services, with customers showing a greater willingness to pay a premium for exclusivity and at-home services.
Sensing this evolving need of the post-COVID era, VFS Global is leveraging technology and building solutions that allowed customers to maintain physical distancing norms as much as possible and at the same time, get personalised service.
As a result, VFS Global is scaling up the VAYD service across various countries, allowing customers to complete visa submissions and biometrics in the comfort and safety of their homes and offices. Further, the organisation is bringing digital to the heart of the customer journey by moving more of the application process online.
Customers rightly expect service that is efficient, smooth, and friendly. Based on our learnings, organisations must review their processes constantly, focusing especially on the challenge of keeping the quality high amidst high demand periods as well. The ethos of any organisation should be able to respond as quickly to requests and take ownership of any problems, should they arise, and continue to keep trust, safety, inclusion, and value-for-time at the core of Customer Experience.
If you have any feedback on this article or would like to reach out to our team to know more, please email us at
communications@vfsglobal.com
