SRKay Consulting Taps Psychology for CEM Service

SRKay Consulting Group, a division of London and Mumbai-based SRK Group, has launched a specialist service for companies facing challenges with customer experience management (CEM). 'Serena Way' draws on ' deep customer psychology' and will be rolled out globally.

The service offers client organizations the power to 'turn their customer feedback into great customer experience', combining principles of psychology with state-of-the art technology and CEM expertise and focusing on multi-channel customer interaction.

Shriram Viswanathan (pictured), Chief Business Officer of SRKay Consulting Group, comments: 'We realized that the business world is struggling to deliver better customer experience and are still unable to get the desired customer loyalty. Our research revealed several facts that are contrary to the common practices that businesses are currently following globally. We found that even surveys as long as ten questions are highly unreliable while those with more than fifteen would actually start driving away customers. We also found that every business while understanding the customer inputs takes them as numbers, while customer expectation is to be treated as humans with emotions and feelings'.

Group CTO Kesavan Srinivasan says the company is working to file patents for some of the work done during a year's pe-launch R&D.

The global roll-out will start with the UK and India. Web site: www.serenaway.com .