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HGS Brings DNA Customer Experience Solution to the U.S.
Digital Natural Assist platform allows companies to adapt to today's mobile-first, multichannel customer.
Posted Sep 28, 2015
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Business process management company Hinduja Global Solutions has launched its Digital Natural Assist (DNA) unified customer experience platform in the United States. DNA has already been successfully proven in the United Kingdom, where the company says it has saved companies time and money by helping customers access the information they need, often on their own.

"With the expansion of digital, social, and mobile channels, many companies feel overwhelmed when it comes to providing adequate customer service," said Mandeep Kwatra, vice president of solutions and capabilities at HGS, in a statement. "The good news is these mobile natives are willing and eager to help themselves if you provide the right tools. That's what our DNA solution is all about: making it easier for customers to help themselves, and when necessary, seamlessly integrating agent-assisted support."

DNA standardizes the information provided across Web, phone, and in-person touch points. It can communicate with any customer relationship management tool and information platform.

"Today's consumers are digitally connected, on the go, and have a need-it-now attitude," said Chris Lord, global head of growth strategy and marketing at HGS, in a statement. "The entire customer experience needs to be rethought to reflect the mobile customer using their smart phone or mobile device and their desire to do it themselves. HGS's DNA enables real-time personalized consumer connections that are unified across the brand, regardless of what channel a customer prefers at a particular moment to resolve their issue. If a customer goes online to Google search, gets an FAQ page, does an auto chat, engages with an agent online, goes to the community page, or picks up a phone to make a call, DNA enables the same answer to be easily accessed while on the go."

DNA was successfully used by U.K. Visas and Immigration to assist more than 2 million visitors to the online visa portal. DNA also made it possible to consolidate 32 disparate visa enquiry services into one centralized solution, providing consistent and reliable information to applicants while reducing average handling time by 58 percent, raising customer satisfaction by 20 percent, and reducing costs.


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