Skip to main content

From Contact Center to Value Center: Redefining CX in FinTech

In most companies, the contact center is still viewed as a cost center. But in FinTech and digital-first businesses, that mindset is outdated — and dangerous.

In my 20+ years leading customer operations across FinTech, FoodTech, and EdTech sectors, I’ve witnessed a shift: when businesses treat customer support as a strategic function (not a reactive one), the results go far beyond CSAT and NPS — they unlock real revenue, retention, and risk reduction.



1. CX as a Growth Lever, Not Just a Support Channel

At Simpl, we turned our customer experience function into a core business enabler. How?

  • We built a chatbot that cut contact rate by 33% and boosted self-service.

  • We introduced a machine-learning-powered collection model that improved same-day recovery by 13%.

  • And we created a merchant onboarding framework that scaled to $15K MRR in under five months.

Each of these “CX projects” directly drove business outcomes.

Lesson: When you align CX design with business goals (growth, revenue, compliance), you unlock value that’s invisible in traditional contact center dashboards.

2. The Right Metrics Matter — So Choose Boldly

Too many organizations still anchor success to “AHT” and “SLA.” But those are lagging indicators. At Swiggy, we focused on:

  • First Contact Resolution (FCR) as a cost deflator

  • Contact rate per order as a proxy for product friction

  • NPS by partner segment, not just aggregate

These metrics helped us pinpoint where experience was blocking growth — and where improving it would yield disproportionate gains.

Consulting Tip: Don't just measure what’s easy. Measure what matters to customers and the business.

3. Automate, But Don’t Abandon Empathy

AI and automation are transforming support — but there's a trap: over-automation often breaks trust. Your bot can’t upsell, calm a furious user, or build loyalty with a merchant who’s losing revenue due to a failed transaction.

When we deployed AI-based audit tools (like Convin), we didn’t just improve compliance. We used those insights to coach humans, not replace them.

Balance is key: Automate the predictable. Humanize the critical.

4. From Ops Leader to CX Strategist: A Mindset Shift

The future of customer experience leadership isn’t about firefighting. It’s about:

  • Designing for outcomes, not transactions

  • Collaborating with product, risk, and data science

  • Making CX a voice at the strategy table

If you’re leading CX or support functions today, ask yourself:
Are you defending costs — or driving growth?

🚀 Final Thought:

Turning your contact center into a value center isn’t just possible — it’s essential. Whether you’re in FinTech, D2C, or EdTech, the principles hold:

Customer experience isn’t just a department. It’s the strategy.

Let’s start treating it that way. 

Labels:

Comments

Post a Comment

Popular posts from this blog

🔖 CustX Philosophy: The Power of Effortless CX Architecture for D2C Brands

🚀 D2C brands aren’t losing customers because of bad products. They’re losing them because everything feels hard . Hard to track an order. Hard to return something. Hard to change an address. Hard to fix a subscription. Hard to get a real reply when something leaks, breaks, or arrives late. In a world where the next brand is one swipe away, “hard” is the fastest way to lose a customer.” Here’s the real problem: It’s not your support team. It’s your CX architecture — the invisible system that should make things smooth but usually creates friction. This is exactly what CustX fixes. 🌟 The CustX Philosophy: Effortless CX Architecture A simple belief: Customers don’t stay because you delight them. They stay because you make their life effortless. We remove effort — across journeys, ops, automation, and intelligence. 🧩 How CustX Helps D2C Brands Win 1️⃣ Effortless Journeys 3-click returns. Self-serve subscriptions. One-tap reorders. Transparent delivery. Less effort = fewer q...
Post a Comment
Read more

Custx: Redefining How D2C Brands Grow

  The D2C world is evolving — fast. Customers today don’t just buy products. They buy beliefs , values , and experiences . They want brands that speak their language, understand their intent, and make them feel seen. Over the past few years, I’ve had the privilege of working with organizations deeply rooted in customer experience and operational excellence. Through that journey, one thing became clear: Growth isn’t just about scaling faster — it’s about connecting deeper. That realization became the foundation for my next chapter — and the birth of Custx . The Idea Behind Custx Custx was born out of countless conversations with founders, marketers, and CX leaders trying to solve one common challenge: “How do we build lasting relationships with our customers — not just transactions?” The answer isn’t simple. But it starts with understanding. Too many brands have incredible products but fragmented experiences. They collect data, but lack insight. They automate communicat...
Post a Comment
Read more

📘Why I Pursued the Leadership in AI Program from ISB

In my 20+ years of leading operations, customer experience, and transformation across FinTech, FoodTech, and EdTech sectors, I’ve seen how technology has consistently shifted the frontier of what’s possible — from scaling support teams to automating collections and redesigning customer journeys. But in the past few years, one shift became undeniable: AI isn’t just a tool. It’s becoming the operating system for tomorrow’s business models. That’s why I decided to pursue the Leadership in AI program from the Indian School of Business (ISB). Here’s what drove that decision — and how it’s reshaping how I lead. 1. The World Was Changing Faster Than My Playbook At Simpl and Swiggy, I had built and scaled operations, implemented AI tools like voice audit platforms and chatbots, and driven measurable impact. But I knew I was often deploying AI as a user — not shaping it as a strategic designer. To lead in the next decade, I needed to deeply understand: Where AI truly delivers value What quest...
Post a Comment
Read more