GCCs driving customer-centric innovation from anywhere

Businesses worldwide recognise the importance of customer centricity and its role in staying relevant while driving sustained growth. In this pursuit, Global Capability Centres (GCCs) are playing a pivotal role, becoming increasingly integral to the core operations of organisations.

According to the September 2024 Zinnov-NASSCOM India GCC Landscape Report, Indian GCCs have evolved significantly from cost-saving outposts to trusted and strategic innovation hubs. The report highlights that more than half of GCCs in India have transitioned into portfolio and transformation centres, taking on end-to-end responsibilities and driving innovation through global leadership and multi-functional capabilities across various locations. As GCCs undergo this transformation, a key success factor is maintaining customer centricity at every touchpoint and adapting processes to best meet customer needs.

Global Standardisation with Local Customisation

If the ability to replicate standards across multiple sites defines success, then GCCs are excelling. Best practices implemented in one region are being effectively harmonised to enhance organisational agility and efficiency. By breaking silos and centralising expertise, GCCs are creating significant value for customers.

Alongside global standardisation, GCCs are also ensuring consistency in core operations while adapting to local market dynamics, regulatory requirements, and evolving customer needs. With empowered local leadership and globally connected functional teams, decision-making is accelerated, leading to quicker responses to market shifts and external stakeholder demands.

Today’s GCCs encompass all functions, including technology, operations, products, solutions, and services, to ensure seamless scaling and integrated customer experiences. Collaboration between teams operating across different time zones fosters a unified approach that caters to a broad spectrum of customer requirements.

New Technologies: A Game-Changer in Customer Centricity

Traditional operating models are being set aside as GCCs embrace cutting-edge technologies to enhance agility and efficiency, ensuring improved customer service from anywhere. While GCCs continue to expand their capabilities, advanced AI-driven platforms and comprehensive data solutions have emerged as key differentiators.

Moreover, a network of GCCs enables organisations to access diverse talent pools and skill sets. Their strong data-driven approach, backed by AI and other technologies, helps them stay ahead of market trends and respond swiftly to changing customer behaviours and needs.

Being Agile, Nimble, and Innovative

Technology is evolving at an unprecedented pace, and successful adoption requires equal emphasis on upskilling. While training on new technologies takes place, the next wave of innovations is already on the horizon, ready to disrupt the market. GCCs must adopt a proactive approach to workforce training to navigate this accelerated pace of change. Building a workforce adept in AI and advanced technologies will be crucial in driving enterprise-wide excellence, ultimately creating a modernised experience for customers.

GCCs are moving beyond customer centricity to customer obsession. They are proving that by strategically aligning talent, technology, and global expertise, businesses can drive innovation and deliver exceptional customer experiences.

Balaji Narasimhan

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Balaji Narasimhan is Head of India Operations, GCC at TransUnion.