Cognizant’s top position in a recent KPMG outsourcing satisfaction survey is particularly telling because it happened in a new market for the company — the Nordic region of Europe. Cognizant has long marketed its style of client engagement as being highly client centric but until now that lacked an objective indicator.
What’s clear is that the only way a service business (which has the doubly difficult factor of overseas outsourcing in the mix) could enter a new market, achieve a leadership position and have no disatisfied customers would be via a highly customer centric approach. The nuances of working with a new culture / region alone is enough to create barriers to high customer satisfaction. Overcoming that obstacle would require a extremely strong VOC program and a high degree of action supporting that effort.
Hats off to Cognizant for achieving a remarkable level of early success and for showing the way for other companies on setting and achieving a very high bar of success in a new and nascent market.