Thoughts on managing advertiser loyalty, specific to US Yellow Page Industry

1. Advertiser Loyalty Management
Services for transforming
YP Industry
Nov, 2010 Anand Biradar I VP BD I abiradar@hindujagsl.com I +1 201.286.7741

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Key Business Objectives …
 Proactive and careful transition to new world of multi-
media experience
 Continuously improve First Contact Resolution
 Optimize Staffing for Efficiency, Automate processes
 Cultivate high-touch employee engagement
 Continuously improve - Lean, Six Sigma, Kaizen
 Up-sell and Cross-sell Strategies
 Bundled offering
 Adopt new age marketing / referral schemes
 Consistently provide world-class brand experience
Advertiser
Loyalty
Cost
Savings
Advertiser
Growth
Overall
Objectives

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Medium:
Digital
Friends, family
Print
Mobile
Websites
Touch Points:
Newspaper
Magazine
Television
Radio
Online blogs
Other websites
Facebook, twitter etc.,
Touch Points:
Sales
Induction /On boarding
Service and Support
Education
Value Enhancement
Collections
Contract renewal
Medium:
Voice
Email, chat, direct mail
Directory
Company website
Factors influencing the advertiser perception
Internal to company External to company

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Contract
Renewal
Collections
Bundled offering
Value enhancement
Advertiser
Education
Service / Billing / Claims
Advertiser
Induction
Sales Process
Roadmap - Controllable touch points with Advertisers
IVR/VRU -
Automation
Analytics – Loyalty,
speech and social media
Fulfillment

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Transforming service to CARE
Know your Advertiser Deliver the experienceReach out to your Advertiser
 Address channel
proliferation –
Print/Digital/Social Media etc.,
 Create on ongoing two-way
dialogue (direct & indirect)
 Continuously monitor key
drivers of advertiser
relationship
 Understand changing needs
and behaviors
 Stay close to valued
advertisers
 Improvise on ways to
measure loyalty
 Invest in Loyalty Analytics
 Invest in Social Media
Management
 Empower front line to build
trust-based relationships
 Incorporate aspects of
advertiser business in training
 Coach and develop the front
line to use benefits and brand
reinforcing statements
 Up-sell and cross-sell
through advertiser education to
add value
 Design process flow for
seamless communication
among all partners impacting
service

6. 6
Technology for Advertiser Touch Point Solutions
 Advanced Speech Recognition IVR
Conversational and directed speech
Advertiser centric self service
Fully integrated into customer databases for dynamic solutions
 Nielsen BuzzMetrics
Industry-best tool for social media monitoring analysis
Delivers end-to-end social media management solutions
Monitors more than 100 million online sites
Provides trends and analysis on influence, frequency and tone
 Speech Analytics – Impact 360
Automatically surface changes in advertiser behavior
Understanding drivers of cost and advertiser satisfaction
Automatically bucket emotional advertiser interactions
 Email and web-chat systems
Fully integrated with Client website for a seamless online presence
Web chat applications to initiate chats with business advertisers on specific sites

7. Company Overview

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 Frontline representatives are the ambassadors of brand and their
attitude, belief and actions affect customer loyalty
We believe…
 Each interaction with an advertiser is an opportunity to deliver
smile and develop lifetime loyalty.
 Keeping current with the latest technology and cutting-edge
processes positively impacts effectiveness and efficiency of
operations

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About HGS
 Global provider of seamless Relationship Management services
 37 years of experience in managing customer emotions
 $200 million in revenue
 110 clients, 30 centers
 16,500 employees, 6 countries
USA
Peoria, IL
Waterloo, IA
El Paso, TX
St. Louis, MO
Warrenville, IL
Canada
Montreal
Philippines
Manila
Iloilo
India Mauritius
Cyber City
(BCP Site)
U.K.
London
Scotland
Major cities

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HIPAA – Health
Insurance
ISO 27001ISO 9001:2000
Six Sigma Process
Improvement
PCI DSS v1.2 compliant
Quality

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Industry Recognition
One of the Top ITES
Companies in India
Winner Of Most
Innovative BPO 2008
Philippines
Top 15 ITES
BPO exporters FY 07/08
Top 10 Employers
Employee Satisfaction/
HR Practices - 2008
One of the 200
“Best under
a Billion”
Forbes Asia - 2005
Gold Medalist
Competency
Development - 2008
Top 2 Call Centre
Companies globally
- 2008
Gold
Medalist
Lean Six
Sigma - 2008
Best Employer Brand Award
(BPO) 2009
Deloitte Fast50 – Ranked #
30 - 2009

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HGS Client Satisfaction Survey Results - 2010
Response Rate HGS Industry Average
Response % (Polled – 459) 69.7% 50-55%
Customer Experience Index HGS Industry Average
Scale of -100 to +100 +45.6 +40 to 45
Overall Satisfaction Score HGS Industry Average
(scale 1-7, 7 being the best) 5.9 4.8-5.5
Key Outcome
Measures
HGS - US
Operations
HGS - Worldwide
Operations
Industry
Standard
Satisfaction 6.01 5.86 5.60
Loyalty 6.04 6.04 5.70
Advocacy 6.15 6.00 5.70
Value for money 5.62 5.43 5.10

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Your Customers. Our Priority.
Global Solutions Delivered.
Anand Biradar I VP BD I abiradar@hindujagsl.com I +1 201.286.7741