Servify: Building a Global Service with Exceptional Customer Experience

Summary

Through a strategic blend of technology and human-centric approaches, Servify has established itself as a leader in the global after-sales service industry. By prioritising customer satisfaction, leveraging data-driven insights, and navigating regulatory challenges effectively, Servify has demonstrated how businesses can thrive in today's competitive landscape. Founders venturing into cross border service-led businesses can take a leaf or two out of Servify’s experiences.

Servify: Building a Global Service with Exceptional Customer Experience
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Sreevathsa Prabhakar, founder and CEO of Servify, has been in the customer experience business since the beginning of his career. Servify is a product management platform on a mission to help customers take control of their applications and devices. But before we get into more details about his story, let’s begin with a story that Sreevathsa considers the North Star of great customer experience.

Sreevathsa's American colleague, a Tesla enthusiast, recently encountered a charging issue. After noticing a significant decline in charging speed, the colleague planned to contact Tesla's customer service. However, amidst a busy schedule, the call was repeatedly postponed.

To their surprise, Tesla proactively reached out. The customer care representative inquired about the charging problem, offering to schedule a repair. Even while the colleague was away on vacation, Tesla's team sought permission to inspect and fix the vehicle. With the owner's consent, they promptly addressed the issue, conducted a thorough test drive, and ensured the Tesla was fully functional upon their return.

This, believes Sreevathsa, is an example of great customer service. 

He should know. His company, Servify, delivers great customer experience in over 40  countries, and provides after-sales service for over 100 categories of products, across 75 top brands. From smartphones to washing machines, Servify’s service consistently exceeds expectations across borders. It has done so through a strategic mix of customer-centric innovation and smart use of technology. 

The company operates in diverse regions like India, the US, the UK, Saudi Arabia, UAE, Europe, and Canada, and faces the unique challenge of navigating varying regulations for electronic devices. As device dependence continues to grow, ensuring a consistent customer experience across these markets becomes increasingly crucial.
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"A Servify study revealed that daily content usage on phone has surged from 12 minutes in 2012 to over 4.5 hours today," says Sreevathsa, highlighting the escalating reliance on devices. This increased dependence naturally translates into higher customer expectations for service. Apple's record-breaking services revenue in 2023, for example, underscores the importance of exceptional customer support.

There are lessons from Sreevathsa and Servify’s cross-border journey that founders could find useful once they embark on similar paths. 
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"If you're starting in this field, consider after-sales service as a profit centre, not operational cost," - Sreevathsa.

"Prioritise customer experience, as customers are paying for your service and expect exceptional results."

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Use technology to increase efficiency
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"For founders entering the service industry, technology is paramount to delivering exceptional customer experiences," says Sreevathsa. "The days of relying solely on human resources for after-sales support are over."

At Servify, this philosophy is evident in its workforce composition. While the company employs 600 people, over half are dedicated to technology and product development. Remarkably, their customer service team, consisting of fewer than 15 members, handles nearly 2 million transactions monthly.

Sreevathsa attributes its success to the strategic use of technology, including artificial intelligence. "Technology can automate routine tasks, personalise support, and enhance customer satisfaction," Sreevathsa notes.

In today's tech-driven world, maintaining a consistent customer experience across multiple channels is paramount. However, attracting quality talent to this field can be challenging due to its historical perception. Having the right talent on board can make a huge difference and bring innovative perspectives to solving customer-centric problems.

Further, many companies struggle with fragmented technology systems. "Call centres, repair services, logistics, and parts management often operate on separate platforms," Sreevathsa explains. "This siloed approach can hinder the delivery of a unified customer experience."

Customers may choose to reach out to businesses through various channels—calling, chat or online complaints. Having technology systems that can talk to each other will go a long way in providing a seamless omnichannel experience for customers.

Balancing regulations and customer experience
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"Customers value predictability and transparency," - Sreevathsa.

"By prioritising these principles and innovating to navigate regulations, we can maintain consistent service across all markets."

To achieve this, founders must simplify processes for customers while addressing regulatory changes behind the scenes. Sreevathsa shares a practical example of how Servify addressed regulatory challenges in the United States. Each of the 50 states requires separate filings for insurance-backed programs, a process that can significantly delay product launches. To address this challenge, Servify implemented a more efficient approach. By filing once and updating customer communications as needed, the company ensured compliance without compromising on the customer experience. 

Regarding regulatory teams, Sreevathsa recommends a hybrid approach. "In markets with complex regulatory landscapes like Europe, a combination of in-house teams and external agencies can be most effective," he says. This strategy allows businesses to leverage internal expertise while accessing specialised external knowledge when needed.

A customer-centric approach to measuring success 
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Sreevathsa advocates for a paradigm shift in global market evaluation, urging founders to prioritise customer experience over risk mitigation.

Servify's approach to performance measurement is different from focusing on the traditional KPIs. It measures “true performance indicators” (TPIs). This shift underscores the need to assess customer satisfaction and business efficiency beyond superficial metrics like fulfilment rates.

While certain metrics, like customer satisfaction scores and financial performance, can be universally applied, others require localisation to accurately reflect market-specific nuances. India, for instance, exemplifies this. For online businesses like Amazon or Uber, call volume may be a less relevant metric due to users' preference for in-app support. Conversely, household appliance service customers often prefer phone calls for repair requests.

Therefore, TPIs must be tailored to individual businesses, considering factors such as cultural nuances, economic conditions, and infrastructure. These elements significantly influence customer expectations and operational costs.
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Data is your friend
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"Data is your friend in understanding and adapting to evolving customer trends," - Sreevathsa.

This is particularly relevant for founders navigating the dynamic landscape of today's markets.

Sreevathsa points to Apple's repair policy as an example. While customers in India initially welcomed device replacements, US customers expressed a preference for repairs to avoid data transfer challenges. This shift highlights the importance of staying attuned to evolving customer preferences in different geographies.

Analysing customer data is another powerful tool for identifying obstacles and opportunities for improvement. For example, Servify discovered that asking customers for device serial numbers, while standard for smartphones, could be cumbersome for other products such as microwaves or washing machines.
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"Tailor your processes to the product category and customer segment you're serving," - Sreevathsa.

“Also, build technology around these if you want to get into diverse product categories,” he adds. Leveraging data and technology, founders can make informed decisions to enhance customer satisfaction and drive business growth.

In today's rapidly evolving digital landscape, delivering exceptional customer experiences is not a luxury but a necessity for businesses to thrive. Sreevathsa's perspective on technology presents an approach that is essential for building sustainable businesses. By adopting a customer-centric approach, founders can position their businesses for long-term success across borders. As Sreevathsa puts it,
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"Technology doesn't replace people; it empowers them to be smarter and more efficient." - Sreevathsa.

Founders need to embrace this understanding to thrive in the digital age, he signs off.