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Networks Asia, Singapore: Cognizant’s APAC Head Says Redefining Customer Experience Journeys is Becoming Key to Competitiveness

“Digital technology advancements have enabled customers to more effectively interact with brands, search for information, try products, communicate with other customers and, perhaps most importantly, buy in real time,” writes Jayajyoti Sengupta, APAC Head, Cognizant, in an article co-authored with Swami Nathan C, Director, QE&A Technology Center of Excellence, Cognizant. “Today’s well-informed customers are spoilt for choice and ensuring a seamless and differentiated customer experience has a direct bearing on their purchase decisions and on ensuring that they keep coming back for more.” Excerpts:

"With power in the hands of the connected customer, the business landscape is set to rapidly evolve, accelerating the efforts of consumer-facing companies to ensure end-user delight. Companies that fail to redefine their customer experience journeys will jeopardize their competitiveness.

An effective customer-centric strategy should understand the needs of customers — and therefore encompass both intrinsic and latent characteristics, as well as tangible and functional traits. While elements such as ease of access, use and navigation are vital, intrinsic human behavioral elements, such as cultural fit, psychology and emotions, also need to be addressed from a customer experience perspective.

Live the customer journey. Assess the maturity level. Execute the strategy.

As the digital world evolves with the advent of new channels, devices and options, so does customer experience.”

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