Sustaining Innovations in the
Customer Service Industry
Kaushal Mehta
Founder & CEO – Motif, Inc.
www.motifinc.com
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About Motif
We Create Experiences Your Customers Love
• Boutique BPO-KPO services company founded in 2000
Motif ranked amongst the Top
100 Offshore ITO and BPO
• 24x7 customer services to Fortune 500 companies
companies in the world –
Three years in a row
• Airlines, OTA’s, ecommerce, financial services experience
Motif amongst
• Global locations – US, India and the Philippines
The Global Outsourcing 100 –
Rising stars category
• Debt free, profitable, 100% reference able client base
Motif amongst the Top 10
• Highly secure and best-in-class technology infrastructure
preferred BPO companies in
India – Annual BPO
Employee Satisfaction Survey
• PCI compliant, ISO/IEC 27001:2013 certified
• Active corporate social responsibility
Motif ranked amongst Top 100
most innovative mid size
We form strategic partnerships with our clients and work as an
extension of their teams to improve customer experiences and
deliver measurable ROI
companies in India
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Session Goals
• Customer Service Industry evolution
• How work culture drives innovation
• Technology, an enabler to innovation
• Results
• Case studies
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Customer Service Industry Evolution
• Lift and Shift Model
• Employees treated as replaceable cogs in the
wheel
• Cycle of hiring, training, attrition
• Labor arbitrage decreases over time, model not
sustainable
• Continuous process improvement and innovation
improve efficiencies and reduce costs, hence
sustainable
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Building A Values Based Work Culture
Motif Core Values
INTEGRITY
Do the right thing at all times
INTENSITY
Go above and beyond
INTELLECT
Challenge the status quo
• Founders address new employees
• Open & transparent work environment
• Treat everyone with respect & fairness
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Motif Culture - Open, Diverse and Result Oriented
World-class
Facilities and
Benefits
• Motif University and
L&D program
• Promotion from within
• Leadership workshops
• Subsidized meals and Free transport
• Dependent Medical insurance
• Employee Stock Options (ESOPs),
22.5% reserved for employees
Rewards and
Recognition
Mentality
Employee
Development
Intellect
• Encourage constructive
debates and ideas
• Process of capturing
suggestions from all levels
• Awards for best
suggestions
Relatively
“Flat”
Organization
Innovation
Focus
• Performance
incentives
• Annual awards
• Out-of-the-box (OOB)
awards
• Team outings, picnics
• Talent evenings
• Easy access to Senior
leadership team
• Hands-on Senior
management
• Diverse Employee base
• Active Social Corporate Responsibility – Charity Walks, Blood Donation Drives, Christmas Celebrations
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The Motif Principles
Key Decisions we took early on
Focus on Teammates
Remain Nimble
Invest in the Right
Technology
The outcome
Long-tenured
employees
Unparalleled Client
Engagement
Client Domain
Expertise
Client Domain
Expertise
Empowerment to
challenge
Continuous Process Improvement Ideas
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Extremely Long Tenured Clients
Technology Enabled Innovation
Values Based Culture - Results
• Work Culture has resulted in Employee Tenure
– Attrition rate is less than 3% at supervisory level
– 90% of our leadership team has grown from within
• Employee Tenure and Culture Drive Innovation
– Empowered employees make process enhancement recommendations,
resulting in superior customer experience and higher ROI for clients
NASDAQ
65%+ revenue
200+ years
$5.5+ MM saved
Top 4 Clients are
from clients with
13-15 years of
relationship
of leadership
professional
experience
through innovative
ideas
NASDAQ listed,
Motif is their
strongest partner
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Innovation – Tool and Workflow enhancements
Workflow enhancement suggested by Motif, potential productivity saving of $2 million annually
Issue
Motif’s
Recommendation
Impact and
Benefits
Status
• Existing workflow had 81 steps to process an Service Request
• Multiple workflow inefficiencies leading to increase in AHT
• Proposed new CRM layout to reduce processing time
• Eradicate waste and actions were reduced by ~45%, from 81 actions down to just 44
• Suggested automation to enhance the teammate experience
• 220 seconds reduction per processing of a Service Request
• Potential saving of $ 2 million annually by reducing AHT by ~24%
• More time to focus on the quality of service to the member
• Suggestion approved and implemented in a phase wise manner
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Innovation - Increase in Filter efficiency
Motif analysts created search strings, increased the hit rate to 56-80% from 6-10%
Issue
Motif’s value adds
Impact and
Benefits
Status
• Low hit rate (Total number of items removed due to violation/Total number of items reviewed)
• System flagging many items which were ‘Not violating’
• Poor member experience and low efficiency
• Motif analyst created search strings overcoming filter limitation by running multiple pilots
• Identified 600 exclusions through false positive analysis
• Created macros to extract desired text from view item pages
• Reduction in the number of non violating items reviewed by teammates
• Automated macros translates into saving 1,069 hrs. or equivalent to 7 FTEs/month
• 100% deployment of the search strings with high hit rates to the client filters
• ‘Pilot’ process is now a regular process
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Thank you
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