WNS Global Services Pvt. Ltd.: ProGenie

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Company: WNS Global Services Pvt. Ltd.
Company Description: WNS is a leading global business process management company. WNS offers business value to 200+ global clients by combining operational excellence with deep domain expertise in key industry verticals including Travel, Insurance, Banking and Financial Services, Manufacturing, Retail and Consumer Packaged Goods, Shipping and Logistics, Healthcare and Utilities.
Nomination Category: Products & Product Management Categories
Nomination Sub Category: Best New Product or Service of the Year - Software - Web Services Solution

Nomination Title: ProGenie

Tell the story about this nominated product or service (up to 525 words). Describe its functions, features, benefits, and performance to date:


In today’s digital age, the amount of usage of Internet for purchase and service is phenomenal. From travel to banking to retail to insurance, everybody is moving to the Web and buying products either on the Web or getting serviced there.

ProGenie is a “proactive Genie” – a real-time Web application to improve the Web experience of the visitor, identify their needs and proactively suggest customized recommendations and / or plug in a customer services representative through a chat, e-mail or call. ProGenie has the potential to enhance Website stickiness, increase sales conversion rate on the Website and lift company revenues.

WNS’s proprietary Web Analytics Platform, ProGenie uses this growing industry trend to its advantage and applies sophisticated modeling techniques to give a real-time online recommender to a Website to help customers purchase / service the needs with minimum effort and time. The recommender widget leads directly to the purchase / resolution page and is accompanied by multi-channel customer service link.

ProGenie leverages the expertise in contact center operations of WNS and maps it to the vibrant Internet world.

How Does it Work?

ProGenie is a customized application. It analyzes a sample of the historic Web journey data from the company’s Website; determines visitors’ propensity for an outcome using advanced algorithms and creates business rules, which can be pulled up on the Website in real time.

The Web footprints of an ambiguous visitor to the Website, like referral pages, search words, campaign response and so on are analyzed real-time against these business rules to trigger a recommendation or a proactive chat or a discretionary call with a customer services representative. This increases the potential for conversion, sales lift, and customer satisfaction and lowers cost-to-serve through Web containment.

Client Benefits from ProGenie

ProGenie plugs the inability of a Website to provide personalized experience to all visitors by offering disruptive intervention to guide the customer towards journey completion. The tangible benefits of ProGenie are:

- Enhancement of Website stickiness per journey by 5-7 percent in terms of average pages visited
- Increase in conversion by 5-10 percent
- Lift in revenues by 10-20 percent

Finally, it enables the company to test and optimize the customer services channels according to the specific needs of its business and Website.

Product Differentiation from Market Offerings

Currently, there are very few solutions available in the market that can actually enhance customer experience on the Website. Existing market offerings at best include ‘standalone chat platforms’ and ‘call platforms’. Bringing these two kinds of platforms together on the Website for a unified customer experience is a challenge for most companies. Moreover, even the most intelligent chat platforms have limitations in deploying sophisticated Web journey rules like vector-based Web journeys.

ProGenie is unique as it provides the company’s Web visitors an enhanced and unified Web experience by:

- Custom analyzing the company’s Website data, deploying sophisticated analytical processes such as journey-based rules, condition-based rules and function-based rules
- Triggering these rules through multiple channel engagements: self- service, proactive chat or click-to-call
- Providing an optimal need-channel: service-level response leverages WNS’s customer services expertise


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Provide a brief (up to 125 words) biography about the leader(s) of the team that developed the nominated product or service:

Keshav Murugesh • Chief Executive Officer, WNS Group

Mr. Murugesh serves as our Chief Executive Officer and a member of our Board of Directors. Based in Mumbai, Mr. Murugesh is responsible for executing the business strategy and directing the overall performance and growth of our organization. Prior to joining WNS, Mr. Murugesh held several leadership positions in global companies, including President and CEO, Syntel Inc. and ITC Ltd., an affiliate of BAT Plc. Mr. Murugesh is a Fellow of The Institute of Chartered Accountants of India. He is a Member on the Board of WNS Cares Foundation that focuses on community-related projects in WNS locations globally.